Here's the thing: Most websites ignore this step. But the words on your site, also known as copywriting, are super important. We often focus more on cool images and fancy effects than on the actual words.
But people don't leave a website because they didn't like an effect. They leave because the words are confusing.
Creating the right message is hard and takes effort. But it's worth it to get it just right.
So, how do we choose the right words? Words that make sense to our readers and boost our business?
Below, I've outlined some key points to consider when writing website copy. This list isn't complete, and how you apply these tips may vary.
You copywriting evaluation checklist:
Focus and Niche
Focus on one specific customer type, their needs, and the problems they face. Offer your solution clearly, and give them a direct call to action. When you try to reach everyone, your message can get lost. It's like a story that's hard to follow because it's all over the place. That can happen with websites too.
Keep in mind, "The riches are in the niches." If you aim to help everyone, you might not really help anyone. Focus on those you can serve best—your Ideal Customer Type (ICT).
Many eager business owners want to appeal to all customers. But this can make your message fuzzy. It's smarter to target a particular issue or group.
You may worry about missing out on some customers by being too focused. But in truth, you'll draw in the ones who truly need what you offer.
Keep it short and digestible
In school, essays with lots of words got you good grades. But in the real world, it costs money. People skim websites fast. If you can keep it simple and brief, do it.
For easy reading, headlines should be 5-12 words long. Keep paragraphs at 50-75 characters wide.
Also, don't make centred text longer than 3 lines. We read left to right, not from the center. Always align paragraphs to the left.
Don’t be cute or clever
Talk clearly. You're writing for your client, not to impress with fancy words or creativity. Using big industry terms won't impress anyone. If you can't explain it simply, how will a new client understand? Being clear isn't being rude—it's being helpful. We often think our clients know as much as we do, but that's too much to expect from them. Make things simple for your clients.
Visitors will always try to conserve brain space. If you ask too much of them, they'll leave.
Offer a Plan
This section is often the "how it works" part of your site. Our visitors have lots of questions when they visit us. When we explain how working with us looks, we're already ahead.
Here's a simple 3 step plan that helps you do that:
- The Engagement
This is where the client shows their first commitment. They might contact you, download a lead magnet, fill out a form, or take another action. - The Experience
How does what you offer make your customers' lives better? What's in it for them and how can you show that easily? This step also helps clear up any confusion about your service. - The Success
After using your product or service, what's changed for them? Why are their lives better?
When we lay it all out for our readers, they're more likely to act. We shouldn't leave them guessing.
Giving visitors a clear path from "I have a problem" to "problem solved" helps them see a successful future.
Call to action
Websites often avoid direct calls to action. Yet, being indirect or vague can lead to confusion.
People visit your site for a reason.
They want to know: "Will this make my life easier? And if so, how do I get it?"
I'm surprised by how many sites fail to clearly state their desired action. Phrases like "Learn More", "Get Started", or "Begin Now" can be unclear and suggest more effort is needed.
Answer objections
When selling, prospects often have objections. They do this to avoid making a new commitment. A good way to deal with this is to answer their questions before they ask.
Websites usually have a "Frequently Asked Questions" section for this purpose. Think of it as a "What I want my visitor to know" list.
If you don't address these objections, they'll remain, making it tough for visitors to take action.
To create the right list, ask yourself:
- What problem do my clients have before they find me?
- What questions will they have after they find me?
Answering these questions helps remove any excuses customers might have before they decide to use your services.
Make the reader the hero, and you the guide.
You work hard and take pride in your business. That's great! But remember, you're there to help a client and fix their problem.
If your business only talks about how awesome you are, you're missing the real purpose of being in business.
It's all about helping your client succeed. They're the hero; you're the guide.
Here's how you can do that:
Empathy:
Show you care about your customer and their issue.
Phrases like:
- “I understand that …”
- “You shouldn’t have to …”
- “It’s wrong that …”
These words help connect with your customer on an emotional level.
Remember, "People don't care how much you know until they know how much you care". This is just as true online.
Authority:
Caring is key, but if clients don't trust your competency, they won't buy from you. It's not hard to show authority.
A few case studies, testimonials, awards, experience, and certifications can build your credibility. Don't overdo it, but don't skip it either.
Often, your product or service will speak for itself. If you can show that your product has solved similar problems before, you'll prove your authority.
Practice Makes Perfect
Copywriting is an art. The toughest part is often removing words that don't matter to your customer. Stay focused on one client and one issue, and you're on the right track.
Look at a competitor's website to see what points they cover and what they skip.
Here's to writing well.
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