Consumers do their research when deciding on the next product or service to purchase. During this research phase, target consumers will visit your website so it needs to be thorough and engaging. Your website is your digital first impression so it’s crucial that it’s dialed in and optimized for attracting new leads
As you’ve probably noticed, the digital realm is saturated and competition is fierce. That means your website needs to be professional to stand out. And that starts with creating amazing and strategic copy for your website.
Since I am a copywriter, my goal with this post is to offer you everything you need to know about updating your website copy so that you have a site that attracts and converts. So, read on!
Finding the Right Writers
The first step in refreshing your website is to find an experienced and talented writer. Maybe that’s you? If not, there are sites like UpWork where you can find copywriters. Be sure to vet their work so don’t hesitate to ask for samples of their writing for you to read.
I’ve also been writing copy for 10 years so if you’re in need of a writer you can reach me any time at Kristen@Rubicly.com.
The more people interact with your website organically, the higher your Google ranking goes up so SEO optimization is key.
There are some organic strategies you can implement. Do your keyword research and make sure these keywords are sprinkled throughout your site. However, don’t use these keywords too much as you want your content to be authentic and flow well. So, keep keywords in mind, but, write for your target audience not for Google’s algorithms. It’s a delicate balance!
If you haven’t already, it’s a good idea to hire someone to do an SEO audit of your website. Sites like Freelancer have SEO experts you can enlist.
Downloadable resources like eBooks, white papers, and research reports are a great way to create thought leadership, add value and generate new leads.
Be sure to gate your resources with a lead capture form so that they have to fill out their email address to access the content. From there, you can implement a lead nurturing campaign.
Feature your downloadable content on your homepage so that target consumers don’t miss it!
When creating your resources, think of topics that would resonate with your target consumers. Also, keep in mind that the goal of these resources isn’t to write a sales pitch about your brand, rather, they are supposed to educate and provide thought leadership.
A Thought Leadership Blog
Having a blog on your website will keep target consumers engaged and will make them want to return to your website. The continuous addition of content on your website in the form of your blog will also help with SEO.
Feature the blog as a menu item so that it’s easy for consumers to find when they are researching your brand.
Be sure that your blog topics are professional and well thought out.
Feature Case Studies
Case studies are arguably the most important pieces of content on your website. They offer proof from a third party that your brand can be a viable solution for a need they have.
Work with client-facing team members to identify your happiest customers. Reach out to them and ask them if you can interview them for a case study. In my experience, it helps if you offer a gift card for them partaking.
To read more about case studies and best practices, check out this post.
Consumers love data pertaining to your industry. Concrete facts can sell your product or service better than a sales pitch on your website.
Consider doing industry research through surveys and compile your own data. Here is an example of research I conducted and wrote about in this report so that you have an example.
However, you don’t need to compile your own data, you can utilize data from credible resources that sell the need for your product or service.
Regardless of how your go about it, leverage data throughout your website to add a layer of reputability to your website copy.
Create and Utilize Buyer Personas
It’s impossible to write website copy that converts without a thorough understanding of your buyer personas. You want to get to know your target audience so thoroughly that it borders on creepy.
This template from HubSpot is my favorite resource to help brands create their buyer personas. And it’s free!
Once you have a solid understanding of your buyer personas, put yourself in their shoes and write the type of content that they crave and this will make them trust your brand.
When target consumers feel a connection with your copy and feel like your brand understands their pain points, the more your website copy will resonate with them.
Authenticity is Key
A big mistake that I see brands make is that they are too technical in their writing. I feel like a lot of brands want to come across as intelligent and they overcompensate with too technical of copy.
When compiling your website content, write for your target consumers and don’t overcomplicate things. Be authentic and even conversational in your writing to make your target consumers feel like you understand them.
Do Competitive Research
By now I’m sure you have a solid understanding of your competitors. Spend time on all of their websites and make a list of stuff you like that they do and that you don’t like that they do.
Use the components of their sites that you like. But, of course, put your own spin on it and write it in your own words.
Write Solution-Based Content
It’s likely that your brand offers a variety of services. Create a solutions menu item and write dedicated pages for each solution to common pain points that your brand serves.
The goal is to make it easy for your target consumers to find content that speaks to their specific needs and/or pain points.
It sounds simple enough, but it’s very important to break out your different solutions so that your website visitors feel like your content is tailored just for them.
Breaking your solutions into different pages is also good for SEO.
Be Thoughtful About Your Visual Components
Websites are visually driven. People like to skim websites so your site needs to emphasize visual components that match your copy. A big wall of words coming at your target consumers will turn them off.
Break all of your website pages up with relevant imagery and into different sections.
On the homepage, you should really ramp up your visual component game and accompany each section with an image and a short blurb of text. You can then include a “read more” button in each section that takes people to different pages on your website.
Having a quality website designer paired with a great writer will tie it all together. If you don’t have a designer in-house, you can find one on Fiverr.
For a lot of your target consumers, your website is your brand’s digital first impression. A poorly written website will lose you a ton of business. So, it’s a good use of your budget to prioritize a well-written and visually appealing website.
If you or your team can’t refresh or create your website copy in house, there are a plethora of professionals who can help you in a freelance relationship.
Be sure not to be too “salesy” in your website copy. Offer third-party proof in the form of case studies. Also feature data throughout your site to emphasize the value that you can bring to your target consumers.
Make sure your site is SEO optimized but don’t make the mistake of writing just for Google. Use the right keywords but be authentic and sound like a human in the copy on your website and it will be sure to resonate with your target consumers.
Do you have any suggestions on creating website copy that attracts new leads and converts existing leads? I would love to hear your strategies in the comments below!