How to write website copy
This post is a quick guide on how to write website copy. It is aimed at small business owners who are embarking on their very first website, or need to update an existing site.
What makes a website successful?
SEO? Pretty images and cool branding? Security and responsiveness on all devices?
All of these things are important but the number 1 thing to focus on is…
As small business owners and ‘solopreneurs’, we know our businesses inside and out. We can probably talk for hours about how we got started, why we do what we do, and can easily list the specific features of our services or products.
But the next step is to look at what you do from your customer or client’s point of view and make sure you write your copy about the BENEFITS of what you offer.
- How do you help them?
- Why should they buy from or work with you?
- What problems do you solve for them?
Being able to answer these questions is the cornerstone of marketing. So when you are writing your website copy, it must be entirely focused on who’s reading it.
Your website copy is not about you – sorry!
It is SO exciting when you get your own website for the first time, and it is easy to think it is all about showcasing you, your business and your products and services. It is partly that, but remember;
Your website is not for you, it is for your visitors.
First impressions really matter
Your site is your digital home and must reflect the authentic you. People buy from people they know, like and trust. If someone has met you in person or on social media and is considering working with you, the first thing they will probably do is check out your website. Read my blog post about why your business needs a website.
So each page must be welcoming and focus on how you provide the solutions to whatever problems they are struggling with.
How to start writing your website copy
Before you begin writing anything, it is well worth going through these questions so you can really focus on making your site appeal to your visitors.
- Who is your website’s main audience?
- Can you identify the problems you help them solve?
- Consider words or phrases they might enter into a Google search to find your site?
- What do you want your audience to know about you?
- Is there a specific action you want your audience to take OVERALL, and ON EACH PAGE?
What sections and pages do you need on a new website?
A new basic website will typically contain four sections, usually with a separate page for each one. These are:
- SERVICES (1 or multiple)
If this is your first site, getting these four pages done properly will really set you up for success.
How to write website copy for different pages of your site
If you are about to embark on a new site and need to create some decent, structured copy, you can download my free Website Copy Generator.
It’s a handy guide for small business owners (especially writing novices) on how to write website copy and includes:
- The main principles of each type of website page
- An overview of the key content you need to write
- Drafts of the four essential basic pages every website needs
- The additional pages and features your site may need as your business grows.
How your website grows with your business
Further down the line you can begin to add more pages and features as your business grows.
Ideas for additional pages could be:
- FREQUENTLY ASKED QUESTIONS PAGE (FAQ’S)
- PRODUCTS/ONLINE SHOP
- FREE OFFERS/RESOURCES
I talk about these in more detail in my Website Copy Generator
Let’s get writing!
If you are a confident novice, then do download my Website Copy Generator and start writing.
If you’re definitely not a writer, why not work with a professional copywriter? I have a wonderful website copywriter colleague who works one-to-one with my website clients, before we even start building the site. Let me know if you need to connect with her.
Your new website
Now it’s time to build your site. Look look no further! I create brand new, secure, fully optimised websites which are easy for you to manage and maintain (if you want to). My website package includes an hour with a professional copywriter, who will help you to get your copy structured properly.
Your new site will showcase you and your business and make it easy for clients and customers to book with you, work with you, and buy your products and services. Check out my website services page for more information, or book a call to talk about your new site.
I hope you have found this post useful! Good luck and enjoy writing your copy!
About the author
Jackie Salmon is an email marketing expert, Kajabi specialist and web designer based in the North East of England. She loves to support 'people who help people' and works with coaches, therapists and consultants, helping them to market their services and products online.