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Website copy

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Website copy defines your business to potential customers…

What do you say when people ask you what your business does? And how does that relate to the kinds of things that your favourite customers might enter into search engines?

Your website is your business on the internet. The content on your website has to explain and sell your products, services and expertise in human terms. And yet it also has to be organised and written in such a way that search engines can recognise your value and list you high up on relevant results pages.

Aim your messaging at the people who are listening…

Creating effective website content starts with effective targeting. Who exactly do you want to talk to? Who are the key decision makers that usually drive purchases at your customers’ businesses, and who else has influence?

And, of all the different types of people you speak to – the various job roles and different industries – who will visit your website anyway? What will they want to know from you in the first instance? And how will their interests evolve as they move towards making a buying decision?

You should create model personas for all relevant people, and think about how your website can support them at every stage of their buying journeys.

Build your story based on your strengths…

Then you can explain the value of your business in ways that are meaningful to your target personas.

So what do you most want to talk about? What differentiates your products and services from your competitors’? What are your killer applications and how do they create value?

That analysis should provide you with to a list of sales arguments – covering the different personas at each stage of their buying journey – that you can then rank in importance.

For example, your highest priority may well be explaining what differentiates your products and services, as they are most frequently used. That messaging will be targeted mainly at primary decision makers, but should also be convincing to anyone.

Another sales argument might be a cost-benefit comparison of implementing your solution versus your closest competitors’. The main audience for that might be finance chiefs, perhaps in the final sign-off stages of a deal.

Note that the cost comparison may seem like less of a priority because it relates only to final sign off. But what if finance chiefs were unlikely to ever bother visiting your website? In that case, you might decide to target the person leading the purchase with it as soon as possible, so they can share it internally – making it a higher priority.

Tell your story on your homepage…

You should provide the most compelling sales arguments on your homepage. Target your most important personas first with the information they’re likely to find most useful. Then work through your remaining sales arguments in order of declining priority.

Use compelling headlines with concise descriptions so you can include everything in one place. Then provide links from these short teaser paragraphs to further content elsewhere on your website.

That might be blog articles or ebooks that talk about particular applications of your products and services. Or you can provide evidence and thought leadership through white papers and reports.

You can also link directly to the product and service sections of your website, or to the solutions or industries sections. Or you might also want to create dedicated landing pages with specific information for certain personas if the sales argument isn’t already covered elsewhere on your site.

Structure your website content for search engines…

Beyond your homepage, it’s critical to search engines that the rest of your site has a clear navigation system.

So use logical section headings – products, services, solutions, industries, expertise, blog, downloads, about us, contact us, and so on – and have recognisable page headings and sub-headers.

Perform keyword research as part of your targeting. Find out the key words and phrases that people are searching for today that are relevant to your products and services. Then include just enough of them within your website copy – and no more – to satisfy Google.

Also, make sure that you write meaningful meta tags for each page. What you write for the ‘description’ meta tag, in particular, is what gets displayed in search listings, so should promote the page content convincingly. You should also include your main keywords for each page in the ‘SEO Title’ meta tag.

Be benefits-led at all times…

Remember that any of the pages of your website might be the start of someone’s buying journey. So aim to provide the fullest context for all your content.

For example, if your products or services are typically part of a wider solution, then make sure that each individual description explains how.

Give a benefits-led headline, and describe what the product or service actually does. But also explain how it can be implemented to help the reader save time or money, improve efficiency, boost productivity, and so on. Provide links to pages that explain the relevant solutions, so that you help the reader find their way to the actual practical value.

Publish website copy that helps build your business…

Effective website copy acts like a fishing net in catching the attention of relevant potential customers for your business. You can call on Up-Word to help you with virtually every aspect.

Schedule a free, no-obligation call…

Have an informal chat about your objectives and find out more about how you can benefit.

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