How to Cook Up Great Website Copy
Pairing a beautifully-designed website with thrown-together copy is like eating day-old take out on your grandmother’s china. Disappointing. And lazy. Your website copy is one of the first things people notice about your company, and should thus be, for lack of a better word, as mouthwatering as humanly possible. To truly whet the appetites of potential customers, your website copy must do the following:
1. Demonstrate Value
All written content on your website should, in one way or another, answer the following question: How do your products and services enhance and add value to the lives of your customers? In order to answer this question, you first need to know your customers. Aside from generic demographic information, what are your customers’ pain points and most pressing concerns? What keeps them up at night? Let these answers shine through each and every page.
2. Emphasize Your Competitive Edge
In order to beat your competitors, you need to know them, and more specifically, know how they present themselves online. What do they do well? What could be improved? Once you have a solid grasp of what’s already out there, be sure to clearly and repeatedly state how what you have to offer is not only different, but better suited to fill your customers’ needs.
3. Brag a Little
There is no room for humility on a corporate website. It is imperative that you showcase all credentials, including awards, testimonials, case studies, articles, whitepapers, and positive reviews. This will build you up as the expert in your field and help you gain invaluable trust and credibility.
4. Show Google Some Love
It doesn’t matter how great your website is if no one can find it. For this reason, you need to make it easier for search engines to crawl and index your site infusing your target keywords into the Meta and visible content of your website.
5. Encourage Action
The most effective websites turn curious browsers into buyers, followers, and brand ambassadors. Once you understand what you’d like users to do when they land on your website (fill out a contact form, make a purchase, subscribe to your e-newsletter, etc.) give them a compelling offer and make it painfully easy to perform desired activities.
Now go fourth young copywriters and whip up some Filet Mignon for that Waterford crystal dish. Or, contact Blue Water Media and we’ll do it for you!