You’ve invested time, energy and money into building your new website and it probably looks amazing. Now, it’s time to audit your copy. Beautiful design and sleek branding are incredibly valuable and important, but they’re not enough to convert your website visitors into customers. This is where copywriting comes in!
You’re not alone if you’re unsure of how to write the most persuasive and compelling copy for your website. The best copywriting is a mixture of art and science. Website copy is not fixed, it’s an ongoing feature that changes and grows with your business!
Here are a few tips to help you improve your website copywriting so that you can get the most out of your greatest marketing asset—your website!
#1 Focus on your audience
Your website gives you the chance to communicate directly to your customers. When a customer lands on your site, they’re looking for a solution to their problem. Your customers want to feel seen and heard, and they want to know exactly how you can help them achieve their goals.
You need to know your audience and write to them in a conversational tone. Ask yourself, “Who is my reader?” You know what you’re selling and who is likely to be searching for your product or service. Put yourself in their shoes and tailor your copy to answer their questions so that you can grab their attention.
Think about what you want the reader to know or do once they land on your site. Be clear about what you have to offer and make it easy to understand. The biggest mistake people make when they write website copy is focusing too much on themselves and not enough on their customers.
#2 Write headlines with a hook
Your headlines should clearly state how your product or service benefits your customers. When someone lands on your site, they’re actively seeking to understand what you do and how you can help them.
One of the best ways to write a catchy headline is to ask a simple question and follow up with a clear statement. For example, I might write, “Need content? Let’s design your content strategy.” It’s likely that someone who lands on my website is looking for a professional copywriter to help them with content strategy and website copywriting.
By asking a straightforward question with their needs in mind, I open a dialogue that centers around my customer and their goals. The entire headline addresses a problem and offers a direct solution in fewer than 10 words. It’s clear that I understand what they need, and I communicate clearly how I can help.
#3 Provide easy navigation and clear language
Take a look at your website and determine whether you’ve chosen simple and clear language to guide your customers. Concise, jargon free language is always best. Make sure someone who is not familiar with your industry or your brand feels comfortable navigating your site.
Choose simple terms for your navigation bar like: About, Services, Contact or Resources. You don’t want to mislead your customer with ambiguous terms that don’t effectively communicate exactly what you’re saying.
Always be clear about your calls to action. You should know what you want your customer to do. Common CTA’s include: Fill out a form. Schedule a consultation. Read the latest blog post. Make it easy for your reader to find what they need by keeping efficiency and convenience in mind.
Do you need website copywriting or content for your new or updated website? Let’s talk about your goals! Contact Karen Miller Writes for a website content audit and strategy session.