Crafting great material for a new website is tougher than it sounds. Copywriting is possibly the most important aspect of any site, drawing in potential customers or sending them away forever. Below are tips for those looking to get started or tighten up their existing content.
1. Think about your message.
What is it your company offers? What qualities do you have over the competition? It’s more important than ever to stand out given the wealth of established sites out there. You can do this by first outlining what your company stands for and what it provides. Having an About Us page is a good way to build trust and expand on what’s been said, but the central message should ideally be the first thing a visitor sees – whether it’s through a headline, slider or blurb on the homepage.
2. Consider your audience.
There’s no point being overly formal if you’re appealing to teenagers. Likewise, you don’t want to come across as flaky and unprofessional to the business market. Having a clear idea of who it is you’re hoping to pull in is key, which can also be applied to use of social media channels. Think of current topics and trends, what gets people talking and what it is that interests them. With that in mind, it’s easy to fall into the trap of following the leader, so try to develop a fresh spin on a popular trend or service to rise above the usual noise.
3. Less about you, more about them.
About and Staff pages are fine for building familiarity, but that’s where the self-indulgence ends. The site should be designed to pull in the future client and be written to appeal to them. This can be done by asking a question, referring to common problems and offering to solve their issues. Remember, people love to deal with problem solvers. Coming across as someone looking to make life easier is a fantastic way to build a following.
4. Language use.
Creative Writing classes teach you all kinds of fancy tricks, but the most important lesson is one of simplicity. Learn to kill the lines of text you love. Using basic language doesn’t mean you’re targeting a lower class of client – it simply makes it easier for readers too busy to read through your (albeit well-written) creative fluff. Studies have shown that you have just three seconds to hook them in. Be straight, be clear and keep it simple.
5. Our other tips…
Proofread, proofread and proofread. The mind is programmed to skim over writing that’s familiar, so there may be mistakes even after reading through it multiple times. Get a friend or colleague to take a look to avoid any embarrassing errors.
Make it as easy as possible for visitors to get in touch. A firm yet enthusiastic call-to-action linked with a contact form is a small touch that can make a big difference, especially to possible clients in need of a friendly nudge.
Those were our tips on how to make your copywriting shine. Did we leave anything out? Follow us on Twitter and let us know…