How to Write Website Copy that Converts

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With all the uncertainty in the world right now, most businesses have been forced to shift online in order to keep reaching and engaging their customers. 

This can be a big transition, and a lot of us may be struggling with knowing where to put our focus and how to make the best use of our time. 

But, guess what? Your customers haven’t gone anywhere. 

They’re at home just like all of us, and they’re ready to engage with their favorite brands online. 

That’s why we’ve broken down the 3 most important things small business owners should be doing right now, so you can connect with your customers and make sure your business isn’t just surviving during this time – but thriving. 

This series will cover 3 important areas to invest for your business – your website, opt-in, and promotions.

First up: Your website. 

Update Your Website Copy

A lot of people think that once they have a basic website up and running, they can forget about it and just let it do its thing. 

That’s a mistake. 

Your website is a living, breathing resource, and it needs to adapt to the times – just like we do! 

And, right now more than ever, your website is the doorway through which your audience will become customers. As the first interaction many of your customers will have with your brand, your website copy needs to hit the mark – and be relevant to what’s going on today. 

Luckily, this is a great time to take inventory of your copy and make changes as necessary. 

Here are the 3 most important pages to review:

1. About Me Page

You’d be surprised how often people read your About Me page. It’s where new visitors first go to learn more about you and why they should stick around (and what’s in it for them!). 

Here are 3 quick things to check/update:

1. Mission statement: Have a clear one-liner saying how you give value and to WHOM. Here’s an example: “I help families create age-appropriate routines and healthy sleeping habits, which encourage children to learn to sleep independently and without interruption.”

2. Bio: Make sure your bio shares your: 1. Relevant experience and credentials, 2. A bit about your backstory, 3. Why you care/where your passion comes from, and 4. How you give value.

3. Call to Action (CTA): Almost everyone forgets this! A CTA is a button, link or statement telling readers where to go or what to do next. Whether you want them to book a call, or sign up for your newsletter, make it crystal clear.

Check out this About Me page by Joe Payton. Notice how it’s creative, personal, and easy to remember (and it shows off his skills as a designer). 

Bonus: Add photos! People love seeing/connecting with other people through photos. And now you can pretty much take professional photos with a smartphone. So try it out:)

2. Services/Work with me page

This is where you tell people what you actually do. A good rule of thumb is to include a few different packages or services – usually a basic, middle, and premium package – so your visitors have more than one option to choose from.

Here are 3 quick things to check/update:

1. Services: Are these the most up-to-date services you offer? Is there a way to clarify and simplify some of the language here?

2. Testimonials: The easiest way to gain trust (and clients!) is by sharing your previous clients and how you helped them. And now is a great time to ask your customers for testimonials! Send them a personal email asking them to share a bit about how you helped them. Make sure they include a photo (this increases trust).

3. Call to Action (CTA): Of course, back to our good old CTA. A good CTA for this page could be to book a free consultation with you, or to leave an email. Remember, you want to make sure not to ‘lose’ anyone that visits your website. When you collect an email, you ensure that you have a way to contact this person in the future. 

Here’s a great example of a training services page from Hootsuite (you can see the full page here). Not only do they immediately spell out the value for their customers and include a CTA, but they also list client testimonials to show how effective their services are. 

3. Contact Me page

This is where people go to, well, contact you! You want to make it as easy as possible for people to reach out to you AND follow you on various platforms. 

Here are 3 quick things to check/update:

1. Primary contact: Make sure to share the main way people should contact you. Usually this is an email address. Just make sure it’s very visible on the page. 

2. Social media: Always include links to your social media profiles. You want to make it effortless for people to follow you online. Think of it this way; a visitor may not be ready to buy your service or product now, and therefore won’t email you. But if you give them a way to follow you online, then it’s an opportunity for you to stay on their radar. That way, next time they want to buy a product or service, they’ll come to you.

3. Photos/Credentials: This is a good place to add another photo of yourself and well as some credentials, if you have. That’s because people who reached this page usually have a high intent of purchasing your products or services. When you share your photo, you remind them again that there’s a human behind the site, which helps you connect more with them.

Check out how Media Proper does it; their phone number is front and center on the page, but they also include a form (which most people prefer over phone calls these days). And, their copy is friendly and accessible, making it easy for customers to imagine the human who will be reading their responses on the other end of the page. 

Over to You

There you have it. 

As you can see, you don’t need to do a complete website overhaul in order to keep your site updated. Remember, this is the perfect time to make edits, so you can stay timely, capture important keywords, and keep the conversation going with your audience. 

(If you’re unsure where to start, check out these tips for ideas on how to make your website copy more compelling!) 

We hope these tips will help you and your business thrive during these uncertain times! 

Have you tried one of them out yet? Reach out to us! We’d love to know what you’re investing in  right now and how it’s working for your business.

About the author

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Gordon Meagher is the head of Organic Marketing at Tailor Brands. When not thinking about new ways to drive organic growth, Gordon likes to kick-back with a glass of Jack Daniels and listen to some laid back sounds.

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