How to write copy for your website without breaking a sweat
Most of my web design clients tell me that they have no idea what they should say when they start writing web copy for their new website. Many feel uncomfortable talking about themselves and are worried they will sound stupid or boastful.
If you are worried about the same thing, then stop talking about yourself and start talking about your customers’ problems and how you can solve them. Your customers are not particularly interested in you. They don’t really care where you went to uni or what marks you got when you graduated. They want to know what you can do for them and whether you’re the best person for the job.
Here are my top tips for getting the ball rolling with your web copy, without breaking a sweat.
#1 tip: Get clear on your niche.
A niche is a good thing. The smaller the niche, the easier it is to speak directly to the people who need your service, particularly if you are a freelancer or small business and not a multi-department corporation.
DON’T say
I’m a web designer
That statement targets:
- Anyone,
- from hobbyists to multinational corporations,
- located anywhere in the world,
- with any budget,
- who want any sort of website
DO say
I’m a web designer who helps small business owners and sole traders in Perth who are new to marketing or business, to get online with a low-overhead, scaleable WordPress website.
That statement targets:
- Small business owners & sole traders,
- Located in the Perth area,
- who don’t have a lot of experience with web development, and
- want a website that’s cost effective to maintain,
- that they can build on over time.
By getting clear on your niche, it will be easier to highlight the selling points of your particular service and how those will be a good fit for your ideal client. It will also help potential clients recognize that they fit your definition of an ideal client, which generally means that your service will be tailored to their needs and budget.
# 2 tip: Tell potential customers everything they need to know.
Write a list of the questions that people most commonly ask about the kind of service you provide. Start with a bullet point list of questions, then come back and answer each one in more detail.
- What do you do ? I’m a web designer and copywriter ….
- Who do you work for ? I work for small businesses & sole traders who are new to marketing or business and need some help with strategy, copywriting and maintenance.
- Where are you based ? I’m based in the Hills area of Perth.
- Do you travel ? Yes, I’m happy to travel within the Perth metro.
- How much do you charge ? $xx per hour or $xx for a standard website.
- How does it work ? My standard website package includes …..
- How do I get started ? We start with a chat on the phone, I send you a fixed price quote and then an invoice for the deposit ….
- When are you available ? I normally have a wait time of about 3 weeks before I can start on your project …..
- How can I contact you ? It’s best to send an email as I’m often out of mobile range.
# 3 tip: Address the hesitations that may stop them from picking up the phone.
Write a list of hesitations that people could have about engaging your services. Start with a bullet point list of questions, then come back and address each concern in more detail.
- Your service will be too expensive (create packages so that clients know exactly what they are up for).
- I might not like the result (have a gallery of previous work to show what sort of thing you have done in the past).
- I don’t know how to get started (explain the process in detail).
- I don’t know if this person is the best fit for what I need (include a portfolio of your previous work).
- How do I know if they’re any good (include testimonials from satisfied clients).
- I may not like the person providing the service (provide an image or video of yourself and some detail about your background).
Now start writing.
By expanding on the issues in the lists above and then ticking them off as you allocate each one to the relevant page of your site, you’ll know that you haven’t left anything out. You’ll also know when you’ve said enough and it’s time to stop writing – something your readers may actually thank you for.