Follow these steps to improve your website copy and better connect with your audience.
You've spent countless hours designing your website, the logo looks sharp, your images are on brand, and now there's one thing left — your website copy. When it's done right, your website copy, along with the other elements of your website, will attract potential clients, help you collect leads, and be a key part of driving your business growth.
Your website copy needs to do a few key things including:
- Positioning yourself as an expert in your industry.
- Helping you get found on search engines.
- Sharing what sets your product or service apart from your competitors.
If you're feeling like your website copy could be improved, try the 5 quick tips below to improve your website copy today. Setting aside a little time to analyse your website copy and make a few tweaks will help to set you apart from your competitors and grow your business.
1. Make your offer clear.
When people visit your website, they shouldn't have to search for your offering. Make your offer clear to your website visitors by outlining your products or services in an engaging way. Don't forget to tell your website visitors how they'll feel as a result of buying your product or service so they can picture themselves as a customer.
Go through your website today and find any general statements or chunks of copy that don't make your offer clear. Replace those vague statements like, "we'll get back to you soon," with something like "write your query in the form below. We respond to all enquiries within 24 hours."
2. Make your copy attractive.
Did you know the average attention span of an adult is now just 8 seconds? This means you need to make your website copy easy for to people to skim and absorb. Replace those long paragraphs of website copy with short paragraphs and make sure to use headings and bullet points to make important things stand out.
Find a long passage of copy on your website and try splitting it into smaller paragraphs. Reduce the amount of text in long chunks of copy by 30% with effective headings and bullet points.
3. Make your copy about your customers.
While it's true you need to share a little bit about yourself and the behind-the-scenes of your business on your website, don't make it all about you. Keep any information about you and the behind-the-scenes of your business to a minimum, instead focusing your copy on your customers. Focus on what you can do for them, how you can improve their lives, and create a lead magnet to collect their details and keep them engaged once they've left your website.
Find a part of your website that is about you, your products, and your services, and reframe the copy to make it about your customer. You don't have to change the key message of your copy but the message needs to be shared in a way that speaks directly to your customers.
If you haven't already, put together a lead magnet to deliver value to your website visitors while growing your email list.
4. Demonstrate authority and provide value.
Your website is a place to demonstrate your expertise and provide value to customers who aren't quite ready to buy from you yet. To do this, you need testimonials to provide social proof and a place to share your expertise and offer value to readers. Starting a blog is an effective way to provide free value to your readers. If you're consistently demonstrating your expertise and offering value, your leads will be more likely to buy from you when you make an offer.
If you haven't already, set up a blog and gather some testimonials for your website. To keep your blog consistent, put together a content calendar and schedule a regular time in your calendar to draft and publish helpful blog posts for your customers.
5. Keep it concise.
No one likes to read a whole page when it could have been said in a few sentences. Show your customers that you value their time and you know your stuff, by keeping all copy on your website concise and to-the-point.
Review all the pages on your website and look for areas that could be made more concise or summarised in a few bullet points.
As you make changes to your website copy, make sure you analyse your traffic data to identify what improvements are making the biggest impact on your business. Have you tried different ways to improve the copy on your website? Let me know in the comments below.
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