How to Write AMAZING Copy for Your Website: Get Over Yourself.
When you come to writing the copy for your new website, as a new business owner, it’s likely you have never had to think about how to sell on your very own page. What are the key points to consider? The answers may surprise you.
This is the first in our how-to series on writing amazing copy for your site. Get hints and tips about best practices and learn what will work and why.
Don’t waste space by talking about yourself.
This might sound rather counterintuitive. The whole point of a website is to get people thinking about you and understanding what you do. So… you need to talk about you, right?
People don’t want to hear you shout about how amazing you think your product or service is (even if it really is amazing). They don’t care about that bright idea you had all those years, months or weeks ago.
What should you talk about?
Your potential customers care about benefits. They care about finding new, amazing products that make their lives easier, more exciting or add to their image or personality in some way.
For example, someone browsing online retailers looking for the perfect jacket does not care about the painstaking design process behind the product. They don’t care about the thought processes or how the product came to be.
But they do care about owning a jacket that will make them look (and therefore feel) a certain way. They care about how others will perceive them when they are wearing this jacket.
They care about how much warmer they will feel when they put this jacket on. They will care about being able to wear this jacket over thick jumpers and cardigans and they will make their decision based only on their own vision of the perfect jacket.
Personalise your copy.
The perfect product is personal. You have to make it speak to each of your customers through the copy on your site, on a personal level.
Talk to your customers. Place emphasis on what you can do for them. The We We Calculator will help you focus more on your customers than on yourself. It will tell you the percentage of your copy that talks about you (words like “us, we, our” are frowned upon), rather than your customers.
To attract new customers, make them feel like the product was designed just for them and no one else.
People are self-involved
They do not care about what you do. They care about what you can do for them. If you cannot demonstrate your indispensability within ten seconds, they are out of there.
To reiterate: ten seconds is the average amount of time users will stay on your site.
Your job is to convince them, within this timeframe, that they need to stick around. Do this by talking to them about what they care about (benefits) and not what you think they should care about (your product).
People are lazy.
You can’t expect your prospective customers to stick around, working hard, to figure out what you can do for them. If you don’t spell it out, they will leave. People want benefits, solutions and answers and they want them now.
Convey clearly and concisely how you can provide them and why you are the best. But do not talk about how great you are in isolation. Always do so with reference to what your audience are probably looking for.
How it should look…
Here’s an example of boring, you-centred copy:
“The Jacket Company started producing jackets in 1956 and have been the world-leaders in winter fashion since our inception. We base our designs on the season’s leading trends because we know everything blah blah blah…”
Here’s an example of consumer/benefit-focused copy:
“This jacket is warm and inviting, great for keeping out the cold in the winter months. Tartan is back this winter and this unconventional twist on a traditional design makes your most important winter purchase the most stylish.”
Stop using your site as a place to brag about your great idea and start really marketing your products to people who will want them after you tell them why.
What do you think?
Got any helpful tips and advice for businesses looking to optimise their website?