What do you write on your website to make your words work?
You have a new beautiful website, colours you love, pages that you want to fill with words about what you do and what you sell, but what do you write?
Do you throw it all on your home page and hope it makes people want to stick around?
Do you write formally or in the 3rd person, so people think you’re a professional business?
Do you need to write lots and lots to show you’re the expert?
Your website is the heart of your business and you want to make sure it’s doing it’s job. Yes, you need it to look pretty, be SEO ready and functional, but if your words aren’t working then people won’t stay around long enough to find out what an amazing business you are.
So, what words will make your website work?
Ones that sound and feel like they came from you
I know it might feel like a good idea to write your website like you’re a multi-national organisation with a huge team or use formal language to attract people to your business, but it just doesn’t work. Your website words need to sound and feel like they came from you. Conversational copy is king – your website needs to feel like potential customers and clients are having a chat with you. Formal language or writing in the 3rd person is much more likely to put people off. When you’re writing your website remember your passion for what you do and think about what you would say to someone who was standing in front of you. It will be much more powerful and effective.
Don’t throw all the words at them
Your home page is the shop window to your business. If you had a physical business you wouldn’t throw all your skills, services or products at people as they looked in the shop window, would you? Nope, because then they would run away and never return. Well, it’s the same with your website. Your home page wants to be an introduction to your business and summary of what else they can expect on the site. It doesn’t need to be everything, just in case they don’t click on another page.
Start with an instruction paragraph that tells them they are in the right place, that shows they that you understand why they are searching for your help and how you have the solution they’re looking for. Then tell them where to go next, why they should work with you and share some testimonials from other happy customers. Simple, but so effective.
Remember calls to action
People need to be told what to do next, so don’t be afraid to tell them. Calls to action are you telling people what the next step is and each page on your website should have at least one. It’s not bossy or salesy, but if you don’t tell them what step to take next then they will probably just stay where they are.
Click here, start here, sign up here, buy now, read this, find out more – these are all common calls to action that you include in your website.
Be really clear
Fancy jargon, acronyms or fluffy language are all getting in the way of your website working. People want you to be clear about who you help, what you help with and how you can help them. Using language that needs to be interpreted or is the same fluffy language that doesn’t really say a thing will make people click away.
What do you deliver, what are the benefits of working with you or buying your products, what can I expect, how will this change things for me?
The clearer you can be, the more you can paint a picture that your client or customer can imagine, the easier it is for them to say yes to what you’re selling.
Remember, your website can grab someone’s attention because it looks amazing and is easy to navigate, but unless the words talk to them, then they will go elsewhere for what they need. Getting your words right will bring customers to your business and income to your bank account – which is exactly what you want for your business.
Sarah Baker is a copy writer and you can find out more about how she can help you with your words, by creating you content that connects and converts, over on her website www.wordemporium.co.uk
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