Your website is your online storefront. The problem for many business owners is that they know how to organize their physical storefront but lack a similar skill set to do the same with their online storefront.
Unlike your actual storefront, your website relies on graphic design, coding, and above all, words.
The trick is knowing how to write content that makes your digital storefront appealing. Even if you know how to write great content for your blog, knowing how to write strong core content that converts visitors is an art that many website owners have yet to master.
Here are a few essential website copywriting tips to write standout content for your site’s most important pages.
Homepage
Your homepage is the entryway, as it were, or the lobby of your business. This is the moment when customers glance around and form a split-second impression to make the vital first decision: should I stay or should I go? Clash soundtrack optional.
The easiest way to think of your homepage is as the entryway and yourself as a party host. You’re opening the door and inviting visitors into your home. And that means providing big, bold, warm assurances that:
- They’re in the right place
- It’s a party they want to stick around for
This is typically provided by your header, headlining graphic, or both. Your headlines should clearly communicate the challenge that led a customer to your doorstep and what you can do to fix it.
Once you’ve eased their initial fears, you can draw them in with your introduction. Do NOT talk about your company. That’s not the point of the party. The point is to make the guests have a good time. Check your intro for “you” vs “we” (count them) and swing the ratio in favor of “you”.
About Page
Ah, the about page. Or, as copywriters know it, the awkward first date page.
Think about it: for many companies, your About page has all the makings of the world’s most awkward first date. You know the one.
You show up. You’re excited. You want to learn about the person. Until suddenly you realize the other person won’t stop talking about themselves. You’re bored and uncomfortable and contemplating whether you can gracefully text a friend for a save or just head for the bathroom and get a waiter to let you out through the back.
Don’t write that about page.
The first thing to understand about these pages is that their title is misleading. They’re not supposed to be about you, per se. You’ll be strongly tempted to write about your company, because it’s safe and obvious.
Resist the temptation.
Instead, focus on how your company can help the customer. Tell them why they should continue reading, what they’re interested in, the problems you can solve for them. Invite them for a first date by paying attention to them, not yourself.
Oh, and while we’re at it? Lose the BS. And by BS, we mean hyperbole — ”outstanding”, “visionary”, “world-class”, etc. etc. It would be awkward to hype yourself this way on a first date. Don’t do it on your about page.
Services Page
Most services pages are careless at best and bad at worst. There are many reasons for this, but it’s usually a problem of perspective.
In case you haven’t noticed yet, the point of your website should always be the customer. Many service pages neglect this fact. Which is a real tragedy, because your service page tells your customers what you actually do.
On one end of the spectrum are bulleted lists and skimpy copy. On the other end are pages loaded with jargon and buzzwords. Everywhere on the spectrum are pages that are all words words words without any substance.
Start by breaking the ice. Introduce the services you provide by appealing directly to the problems these services solve for customers.
In doing so, you should also highlight who your ideal customer is. If you need to, create a section with a “This is For You If…” header. It’s perfect for serial skimmers to quickly identify if your site is what they’re after.
Also, be transparent about what you offer and especially what it costs. Surprises should be reserved for birthday parties, not bills, so don’t give your customer a reason to believe you might be leading them on or pulling a fast one.
Last but not least, when you’ve laid all your cards on the table without fuss and feathers, you can finally incorporate your call-to-action. Be crystal clear about it–you can even make a button or link that says “Get a Quote” or “Contact Us Today”.
Website Copywriting Doesn’t Need to Be Hard
Here’s the good news: you don’t have to stress about web copy. Once you know the tools for the job, writing web copy isn’t nearly as hard as you think.
But if you’re still trying to make heads or tails of website copywriting, I can help. Make sure to check out my blog for more great tips.