What has your website done for your business lately?
Has it boosted your sales or new business?
Has it generated leads?
Has it landed you new email subscribers?
If you answered “no” to all those questions, keep reading to discover why and what you can do to help turn that “no” into a “yes”.
Being the bookworm that I am, I like to think of a business as a book.
You, as the business owner, are the author of the book. The brand name, colours and logo represent the cover that attracts the right readers and repels the wrong readers. Your social media pages are the back cover – featuring a blurb introducing potential readers to what your business is about, perhaps even a testimonial or two.
Your website is the contents page. It gives readers a glimpse of what your business will offer them through the chapters that are held within.
For some readers, the front and back cover are enough for them to decide whether to purchase. For others, viewing the contents is what gets them over the line.
Let me ask you this: looking at your website as it is right now, would a potential customer, client or member be sold on your offering?
If not, then you might have some work to do. All it takes is answering five key questions (and implementing the actions that follow) to instantly improve your website copy and see your target market come rolling in.
1. Does your headline clearly state what you offer?
An attractive, catchy headline is a good start but it’s not enough. Your headline might effectively bait your audience, but does it reflect your product or service offering?
When writing your headline, keep it relevant.
If you can’t part with your three-word headline that piques curiosity yet doesn’t quite tell your audience what you’re about, then insert a sub-headline immediately after that changes their “what?” into an “ahhhh yes”.
You want your audience to say, “yes that’s what I need!” then you can introduce them to the features and benefits of your offer and how you can solve their problem.
2. Is the language easy to understand?
A sure-fire way to alienate your audience is by using words they need to look up in the dictionary to understand. When writing website copy, it’s easy to get so carried away with being clever that you end up using words people don’t immediately recognise.
Don’t seek to impress with your language, seek to connect. Use the kind of language that your target customer or client would use so you don’t lose them before you get to call them to act.
If your goal is to create an air of mystery to draw your reader in to contact you or sign up to your email list to discover more, do it without being too vague. Avoid ambiguity by using clear and specific words to communicate what you have to offer.
3. Are your words relatable?
Nothing holds my attention like reading or listening to a story that I can relate to. It’s not just the entertaining element to the story that gets me – it’s being prompted to reflect on my situation or how I would respond in a similar scenario.
Use your copy to speak directly to your target customer or client’s situation; empathise with whatever their experiencing and appeal to their emotions. It’s emotions that drive purchasing behaviour and decisions.
This is where knowing your audience is important – doing upfront research is key. Researching your target customer gives you insight into their interests, concerns and needs, allowing you to effectively use (positive or negative) emotional triggers.
Once you trigger an emotional response, throw in an example of how what you offer helps solve their problem. You can do this through storytelling, to help your reader visualise their future state as a result of your offering.
4. Is your content focused on your customer?
Take a moment to look at your business or employer’s website.
Briefly read through the content – how much does it focus on the business versus the potential customer?
Too often, websites that broadcast the business’ accolades, experience and qualifications yet fail to address the needs of their customers. That’s a sure way to get your reader to close the browser window and move on to your competitor.
Always write your website copy with your target customer in mind – focus on sharing how what you offer meets their needs. How will your offering benefit the person reading? What’s in it for them?
When you focus more on the customer, you’re more likely to convert them from a browser to a buyer. To check how customer-focused your website is, try the Customer Focus Calculator tool.
5. Does your audience know what to do?
As I’ve said before, calls to action (CTAs) are a critical element of good copy for websites, blogs, emails, social media captions, etc. Without a clear CTA, your reader won’t know what to do next.
You need CTAs to boost sales.
You need CTAs to generate leads.
You need CTAs to grow your email list.
See where I’m getting at? Use CTAs throughout your website copy to drive the outcomes you desire.
Better yet, use multiple CTAs on each page (within moderation). This not only acts as a reminder but also provides your reader with multiple opportunities to act.
Updating your website copy can seem like a lot of work – especially if you’re not a wordsmith. But it’s worth the investment of time and resources. The more you’re intentional about the words featured on your website, the more reward you’ll see later down the track.
Think of it as the gift that keeps on giving!
And if you need help to craft the right words – I’m your person. Contact me today for a free, no-obligation discovery call.
Oyelola is a freelance copywriter based in Sydney, Australia. She writes empathy-powered copy to help financial services and purpose-driven brands attract the right people, so they can leave a mark, build a community with shared values and create positive change. For targeted tips on how to craft a magnetic message using the power of words, sign up for her monthly emails here.