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3 Things Your Website Copy MUST Do


Let’s get right to the point: your words matter.
They can engage, excite, and produce action, or they can be dull, frustrate and drive your prospects away. 
No need to ask which you’d prefer.
But, I get it. Writing copy for your website can be overwhelming. There’s so much you want to say, and you have no idea where to start. 
You’re not alone.  Solopreneurs and small business owners everywhere struggle with copywriting.  What should you say? How should you say it? What are the magic words that will turn browsers into buyers?
Before you put pen to paper, or fingers to keyboard, make sure you know the 3 things your website copy must do!  Then get busy! Write, write, and write some more…. stellar copy that converts is just around the corner.

GENERAL COPYWRITING MUST DOs

 

 

Define your ideal customer

Who’s the person sitting at their computer, or on their mobile device reading your website? What are they interested in? What do they need help with? Always, always, always keep them in mind when writing your copy.
All too often copy is written in way too general terms in hopes of appealing to the masses. Listen up: tailor your copy to your target audience.  Hone in on exactly who it is you want to attract.  Writing in this manner will not only help position you as an expert, it will attract the people that you want to work with.

Infuse personality

You’re not a robot, your copy shouldn’t sound like it was written by one. Be friendly and informative. Your words reflect your brand. If you created a hot, new innovative product, your words must mirror that!
In the case of most solopreneurs, you are your brand.  Be funny. Be silly. Be sassy. Be who you are.  This too, will attract your ideal customers.

Be clear & concise

Research shows that people prefer short sentences. Be clear, concise and write with intention. People need to quickly and easily decipher what you offer and how you can help solve their problem.
Break up your copy into sections – use headers and subheaders. People will always skim. Make it easy for them to find exactly what they’re looking for!

COPYWRITING TIPS BY PAGE TYPE

 
 
Each page of your website serves a different purpose. While all of the above should be woven throughout all your copy, these are specific recommendations based on the type of page.

Homepage

 

Hook ’em. Write a descriptive headline that draws them in.
This is not easy but it is so important. The headline must clearly state the value proposition that you offer.
Follow the headline with a few short paragraphs that explain exactly what you do. Highlight why you are different. Remember, you aren’t writing a novel here. But, you do want to clearly explain how you can help solve your prospect’s problem(s).

About us

 

Start off talking about your customers challenges and how you can help them!
Yes, you read that right.  It’s not all about you, here!
Focus on making a connection with your audience. Talk about your customers’ challenges and describe how you can help them. Tell your story, share your accomplishments, and demonstrate why you and your product or service is exactly what they need – the answer to their problem!

Product page

 

Describe your products and services. Call out all the features and the benefits of those features.
If you have products, show photos and if possible demonstrate the products in use.  Again, we want to highlight how you can help the customer.  Are you seeing the theme here?

Contact us

 

This page is pretty straight forward. Create a form to capture contact information. Additionally let the customer know how to contact you.  Include your business name, address (possibly a map), hours of operation, phone number, and email address.

Writing copy that attracts, resonates, and sells is an art.  Write, Rewrite, Write, Rewrite… you get the idea.  But, most importantly, just start writing. You’ll find that once you get going, the words will start flowing.  Want some more help? Download the Ultimate Website Audit Checklist to make sure you haven’t missed anything!


Ishan Mathur

Ishan is a published author, blogger, content and growth marketer. He's the guy behind SnapWryt and Copy Chronicles communities.

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