Sometimes you want to spend hours and hours perfecting the copy on your site.
And other times? You’re just like ‘meh’ and want someone to swoop in and take care of it for you.
(Hey, I know someone who does that 😉 )
And other times – you don’t have the time to do it yourself but you might not have the resources to get someone else to do it for you.
These are the times you need a quick and dirty copy fix.
Of course, as a copywriter, I’m going to say that nothing compares to hiring a professional who knows how to extract the right info from your customers and write it in a way that the customer simply HAS to do business with you.
But these will get you through the next few months as you build up the time and knowledge – and in some cases, funds – to get an expert on your side. (Which is conveniently the time it’ll take for me to come back from maternity leave.)
Do the headlines on your site clearly explain what you do?
It’s almost a daily occurrence when I’m searching for something on the ol’ Google machine that I come across websites that don’t clearly explain what the eff they do. It takes me a good 5 minutes to search through the pages to get to the important info. That is just TOO LONG. Most customers need to be clearly told what it is they’re looking at within the first 3 seconds – or you’ve lost them forever.
And according to psychology and UX experts Nielsen Norman Group, you need to treat your website visitors as wild animals who are on the prowl for information and products. They’re scanning, so you need to make the most important information super easy to find (and put it at the top).
What are your brand’s top 3-5 key messages?
Spend some time mapping out the key messages you want to tell people about your brand and your product (these should lean more towards your benefits rather than features). Make sure each page of your site addresses at least one of these. This will help keep you focused when you begin writing and avoid those pesky tangents (hey, we’ve all been there)!
Write for one customer and one customer only.
When you’re going through your website copy, check that it speaks to your ideal customer. Notice how I didn’t use plural? That’s because you need to focus your attention on one person. Make that person feel like this copy was designed just for them (because it was!). This will make them feel more at ease and valued… and you know what that means – they’ll be persuaded to buy from you.
Have an ‘About’ page.
Again, businesses sometimes think they can get by without building trust with their audience and opening up about what it is they do, what they stand for and most importantly, how they can help their customers. You need to be careful if you’re writing your own that it doesn’t just list a bunch of info about your university degree or how much money you’ve made in the last 10 years. You need to flip it around and make it about your customer, and you’re simply the guide to help them achieve their desires.
Do all the pages on your site sound like they were written by the same person?
If you have a team working with you and you’ve all contributed to the words on your website (which is a great form of teamwork by the way!) it can sometimes sound a bit hodge podge and all over the place. You see, we all have different writing voices. As a writer, I tap into different tones each time I work with a different client – but if you’re not a trained copywriter, you probably write in your own voice. Which is totally fine, unless you have 10 different sounding tones for each page on your website. A handy trick to tide you over until you can work with a copywriter is to do a scan of all your pages and try to make it more consistent across the board.
Update your images.
It’s amazing how a bit of a ‘zhuzh’ to your imagery can make your site look a bazillion times better. I know this isn’t copy related, but I wanted to throw it in there anyway. If you can’t afford to work with a professional photographer, there’s a bunch of great free online resources that you can tap into for some epic stock photos (my personal fave is Unsplash).
Don’t overdo it.
The best copy is just long enough that it does what you want it to do, but short enough for people to feel comfortable reading it. Pretty vague, huh? Well for us copywriters, we try to say things in as sharp and punchy a way as we can, without compromising the message.
If you’re writing the copy yourself, get everything you want to say down on a page and walk away for 24 hours. Then come back and cut it back by 25% if you can. This will help you get rid of unnecessary words and industry jargon. Write for lazy scanners – and remember, be clear over clever.
Lastly, make sure you only have one call to action (CTA) on the page (and – more importantly – that you actually have a CTA on the page). Make it easy for your customers to reach you! A button works best as your customers can quickly tap it to get in touch with you or book you in.
And if all else fails, hire an expert.
A good copywriter will know how to do all of this and then some. The investment you make in the copy for your website will deliver so much value and I guarantee you’ll get the ROI you’re after.
But if you’re tackling it yourself, you’ll need to write for user experience.
I’ve created a FREE e-course on how to keep your customers around for longer using some simple UX techniques.