Every small business owner knows how important it is to keep a fresh, updated website up and running in today’s digital environment. But while website design, SEO and social media are all very important parts of that web presence, many people overlook the actual content and words that go on the page. But those words – the copy – is just as important as anything else on the website. I used to work for a website company in Arizona (PhoenixWebLab.com), the one thing I learned about copy is that if you don’t have anything worth wild to say, it is best to build your website around strategically selected hero images and concise blurbs that summarize key selling points.
But, assuming you have enough to say which warrants a few paragraphs, keep these tricks of the trade and copywriting principles in mind. The endgame is to have a site that conveys your brand’s unique value proposition and selling points in a way your customers can understand.
Here are 5 Copywriting Tips to get your small business site to the next level.
Tip #1: Know Your Goal
Before you can write anything, you kind of must know exactly what it is you’re intending to accomplish with each word. For the general direction of the website, you’ll want to have a single unified goal. For copywriting your website, that’s easy: you want to attract customers and get them to buy from you.
With that said, you’ll probably want to spend a little extra time working out the objective for every page and piece of content. Are you trying to sell a physical product? Home services? Consulting? The direction and aim you take for each topic will be slightly different, and it’s important to know your audience (which leads us to #2).
Tip #2: Remember What Your Customer Considers Important
The #1 tip of selling anything is knowing why your customer needs this product or service, and what they hope to get out of it. You’ll need to remind them of these needs and goals with your copy if you wish to convince them to do business if you; remind them of the benefits of buying from you, as opposed to just the features of doing so.
For example, if your consulting services will save them money – tell them! If they will help them make MORE money – tell them that, too! Or, if you do home repair services, assure them that doing business with you will give them the peace of mind and security that every homeowner is looking for when they make a purchase.
Tip #3: It’s About Them, Not You
This one is tied in with #2, and it’s so obvious – it’s a shame more people don’t realize it!
Customers don’t really care about your business – just what your business can do for them!
In other words, don’t wax on and on for pages about how much experience you have in your industry – just tell them how you can solve their problems! Remind them throughout your copy exactly what they can get from working with you.
To keep it simple, use less “We” or “I” a lot more “You”; the customer should know that you care about them and can help them. (Then you can remind them of all your experience and certifications, to seal the deal!)
Tip #4: Always (Always!) Include a Call-To-Action
The Call-To-Action is the most important part of any website or piece of copywriting – and should never be overlooked. Still, you’d be surprised how many people actually do overlook it when creating their own web copy!
Every page on the site should include at least some kind of call-to-action (CTA), spelled out clearly and – preferably – large. Some example CTA’s might be:
- Call Us Today For A Free Quote!
- Buy Today for 30% Off!
- Sign Up For Our Newsletter and Get 15% Off!
The best CTA’s don’t just tell the customer what action to take, but also remind the user what benefits they will get from acting, i.e. saving 30% or getting a free, easy quote.
The more you can remind the customer of the benefits they’re getting, the more confident they’ll be in their decision – and the more chance you’ll have that they will end buying or calling!
Tip #5: Don’t Forget The SEO
When we say not to forget SEO, we don’t mean that you should just stuff each paragraph with your keywords; that’s a sure way to get penalized in search rankings.
We just mean keeping your end goal – getting customers to your page and getting them to buy – in mind and using that to inform your keyword decisions. Do your keyword research and work that naturally throughout your copy; quality trumps quantity when it comes to keywords and website content.