Are you making this common (and costly) mistake on your business website?
Social media might be important for businesses, but it’s still no replacement for a professional website.
Your website acts as the online home for your company – the central hub where customers can find everything they need to know about your business.
A good website will ensure that your business makes a positive impression on the exact group of customers you want to attract. It should load quickly, look great and be easy to navigate.
But even if all these boxes have been ticked, many business owners ruin their chances of winning customers by neglecting arguably the most important aspect of a website: the words that fill its pages.
You could easily pay a web developer thousands for a beautifully designed website. But without well-written copy, your website's chances of connecting with online customers are precisely zero.
Your website needs words. Not just any words: carefully selected language that shows why your business is worth spending money with. So what should fantastically written website copy include?
Business website copy essentials: home page, about page, sales pages and blog posts
An effective home page combines great writing with intuitive design to quickly draw customer attention to the products or services your company offers.
The people who found your website should be able to understand what you do within seconds of looking at your home page, thanks to carefully constructed headlines and calls to action in all the right places.
Think of your home page as the virtual shop window for your business. You want it to make an immediate positive impression on internet users, tempting them to come inside for a closer look. Get it right, and you'll regularly have people browsing your products and services, making them significantly more likely to become customers.
Your about page should create an emotional connection with customers by telling your business story in relatable, compelling language.
Stories are powerful. Ever since the first humans sat around campfires to share folk tales and reminisce about wild adventures, our brains have been hard-wired to connect with the narrative form.
Top companies like Nike, Apple and Google understand the importance of world class storytelling. Their marketing success is largely down to the appealing narratives that they’ve build around their brands.
Sales pages are your chance to seal the deal with customers who are actively seeking what you do.
The language you use on these pages will affect how much people are willing to pay for your product or service. Are you an affordable option that's accessible to everyone, or a luxury brand that’s worth spending extra on?
The calls to action you use on your sales pages can have a direct impact on how many of your website visitors convert into customers, so it's especially important to get these right.
If you want to improve your SEO (search engine optimisation) and bring social media users to your website, publishing original content via blog posts is important.
It’s not enough to simply fill your posts with whatever happens to be on your mind. For a blog to be worth the time or money you invest in it, the content you publish needs to provide real value to the readers on your website.
Blog posts should also be free of grammatical errors, and will ideally include keywords that increase your chances of being found through Google.
Get great copy for your website (without writing it yourself)
As you can see, there’s a fair amount to consider when coming up with the right words for your website. Not many successful business owners have the time, energy or inclination to write their website copy themselves. Instead, they hire a copywriter.
If you’re considering hiring a copywriter for your business website, it’s worth looking for one who specialises in writing for the web. People read online content differently to printed content. Whereas you might read every word of a book or magazine article, skimming past entire paragraphs is common practice when browsing the web.
Writing effective copy for websites therefore requires an in-depth knowledge of how people consume and digest information online. From the way a web page is structured to the format of a blog post, a talented digital copywriter knows how to convey the most important information to readers and keep their attention from straying to other intriguing corners of the internet.
A skilled online copywriter can also help you to rank higher on search engines like Google. Although there are no guarantees with SEO, a website that contains strategically placed keywords and is regularly updated with keyword-rich blog posts is far more likely to be found than a static, unoptimised website.
How to find the right copywriter for your business website
You’ll naturally want to take your time and consider your options when choosing the right copywriter for your business website. To help make the decision a little easier (and more affordable!), I’m offering a free website copywriting consultation to the first five businesses who respond to this blog post.
During the consultation, we’ll cover:
How to make your website appeal to the exact group of customers you want to attract
Which keywords and phrases you should be targeting to improve your website’s SEO
How much you can expect to pay for a professionally written website
Whether you need a blog as part of your online marketing strategy
A surprisingly simple way to make your website twice as good as your competitors’
Plus you’ll have the chance to ask any specific questions about website copywriting – as a digital copywriting specialist with a background in online journalism, you’ll be able to quiz me on everything from SEO to content strategy and website conversion rates.