How to Write Copy for Your Website
It's the request everyone dreads when getting a new website - your web developer wants content from you and you have no idea where to start. You stare at an empty page for hours trying to pen something you are happy with but the words just aren’t flowing.
If this scenario sounds familiar then you probably don’t want to hear that content is one of the most, if not the most, important thing about your website. Search engines use it to know what keywords to list your website for and potential customers use it to decide whether they want to take up your services.
But, fear not, writing content doesn’t have to be difficult. You just need to know where to start.
Here are some top tips we have put together to help you on your way:
1. Put yourself in the shoes of your customer. Remember that you are writing for potential customers who know nothing about your business.Think about why they will be visiting your website, what they will want to know? What action you want them to take on your website? What will make them buy from you? Jot down a list of everything you think will be important to them. These notes should form the basis of your copy and you should refer back to them once your content is written to make sure you have included all the points.
2. Get your thoughts in order. List out all the pages of your website (eg Home, About, Services, Prices, Contact) and use the points you came up with above to place the relevant points with the relevant page. For example, if you have said it’s important that people know how much your services cost then this would be listed under the Pricing page. Similarly if want people to know what’s unique about your services this would go under the Service page (and you might decide it’s so unique that it should go on the Home page too!).
3. Get writing! You can now start to expand these points into full sentences. Try to put the most important points first. Use words and phrases that your customers will understand and use themselves when searching for you online. Keep it clear and concise and don’t go off at a tangent!
4. Keep it easy on the eye. Don’t write huge blocks and text. This can be off-putting for the customer. Your content needs to quickly grab the reader’s attention. If they get bored or it isn’t relevant to what they were looking for they can quickly navigate away from your website (and maybe into the arms of your competitor). Break up text using paragraphs and don't be afraid to use bullet points to list several things. Use headers and sub-headers to inform the reader about what the text is going to be about (and use words that the reader is likely to understand and use to search for your business in these headers).
5. Enlist a proof reader. Get someone outside of your business to read your content over – this could be a friend, family member or current client. Ask them to tell you if it makes sense, if they understand what your business is about, what you were trying to communicate to them and most importantly if they would buy from you!
If you still find the idea of writing your content a daunting prospect then get in contact and we can put you in contact with a copywriter who will be able to take the stress out of it.