Web Copy Matters

Do not think of your web content as an add-on or an afterthought?

I had a few discussions this week around website content. Usually, when something comes up more than twice, I think it's good practice to mention it.

They could not understand why after creating the website with all bells and whistles, it was not creating interest, and no one was interested enough to get in touch.

Website copy can create trust, provide value and be the difference between making a sale and losing a prospect. Every line of web copy should help your visitors learn something or help them resolve their problems. Remember, your website is not about you.

These tips are not specific to any particular type of website, or whether you have a complex or basic website, there are a few takeaways.

Unfortunately, many businesses treat their website copy as an afterthought. When it comes down to provoking interest, the copy on your website makes a difference. It's not just a matter of getting your name out there, but the message you create should resonate with your potential clients. That message should set you apart from the rest.

Think of your website as the focal point of everything you do. Your social networks constantly change, but your website is your piece of real estate: where you control what is seen and the people you want to reach.

One of your top priorities is driving people to your site - right after your messaging and the people you want to serve.

Writing a compelling website copy isn't the easiest thing to do; it takes stepping back and honing in on exactly what problem you solve.

It's the start of a new month; here are a few guidelines to help you get started on creating a compelling copy.

Copy Nugget #1 Develop a value proposition.

When prospective clients visit your site, they immediately should understand how you can help them and why they are there.

One of the biggest mistakes I've seen on websites is not having a headline that conveys what they do and sets them apart. Let's face it you are not the only one out there in your field, but you are the only one out there with your story in your field. You want your prospects to know you're business will serve them best.

Your value proposition should tell your visitors what you do, why they need you, how you are the one who will solve their problem – while being able to resonate with them.

The value of a good value proposition equals more conversions.

Copy Nugget #2: Talk with your customers.

Before the copy is written, make sure you research to find out your key messaging. If you're a group member, conduct a survey, ask questions, and look at your competitor. Your copy should be directed to your prospect's problems and what they need to solve them.

Look for phrases they often use and then integrate them into your message. Your customers will feel you're talking directly to them. That is where the magic happens.

Filling your copy with words your customers aren't familiar with creates the divide- that divide leads to no sales. Make your copy easy to understand and will strike resonate with your visitors. Dial-in and speak the language of your customers.

Keep the terms clear and understandable.

Copy Nugget #3: Create calls to action.

Clients come to me to assess their website and the copy because they're not getting results. It's all good to have traffic, but if you're not getting people to click on your services page or reach out through your contact form, you're not getting the clients to want to know more about what you offer.

Create clear calls to action. Think about when you go on a website; if it's hard to navigate- what do you do- move on. Right?

People don't like to "figure it out" when they're on a website. Tell them ly what they'll get if they opt into the email list or subscribe to an offer. Please don't make them fill out different fields in a contact form. Be brief.

These are a few guidelines to think of …..

These are just a few of the things to keep in mind while optimizing your website copy. Yet, they are three of the most important.

Are you ready to rethink your website copy?