Tips for Crafting Website Copy · Fractional Referral Network

Tips for Crafting Website Copy

What people see when they land on your website is critical to the success of your business. Customers need to know that you understand their difficulties and that you are uniquely capable of solving their problems. They also need to know it within three to five seconds of landing on your site because, no matter how much they want a solution, multiple studies show that people will bounce off your site if they don't see what they need right away.

Here are some things to keep in mind as you assess and write copy for your website. Just in case you are unfamiliar with the term "copy" it refers to the written word in sales and marketing material.

Clarify the problem you solve. People want solutions to their challenges, so show that you understand their frustrations. You need to know who your ideal customer is and exactly what problem you solve in order to do this effectively.
Focus on what's in it for them. Instead of talking about how great you are, focus on how your customer's life will improve.
Build trust and empathy. Use case studies and testimonials to show that you understand their problems and have successfully produced results for others. If you don't have any customer experiences to draw on, make it your mission to develop something. Until then, focus on demonstrating your expertise in other ways, such as offering tools, use cases or free assessments. Never post phoney testimonials.
Outline a clear path or steps the customer can take to solve their problem using your product or service. If you guide people toward making a decision to contact you or purchase something, for example, you increase the likelihood that they will.
Include a very visible call to action at the top, middle and bottom of your website. Be strategic in your placement. Invite people to book meetings, download e-books, etc.
Mention the consequences of not addressing their problem.
Use clear language. Avoid jargon, acronyms and intellectual language. The less people have to think when they read, the better. Even the best newspapers write at an 8th grade reading level. Be very concise. Avoid lengthy paragraphs and fancy fonts. Keep it very simple. If someone has to focus and think about what you are saying on your website, you will lose them eternally.
Use visuals that support your message. The text and the images need to contribute to the clarity of your message. They should never be a distraction or require effort to understand.
One last thing. Write with humans in mind. Bots don't buy. Use key words that are relevant but don't obscure your message for high ranking SEO.

Let me know if you'd like me to review your website copy. You can book a free 30 minute strategy session in the classroom or use this link. https://calendly.com/reneecormier-cmo/free-30-minute-strategy-session

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