How to write website copy that converts (Even if you have no idea what you’re doing)
A great site is the result of intentional design, quality photos, and compelling copy.
I’ve talked a lot about how important the quality of your photos is to your website, but we haven’t talked about the written content very much.
In your business though, the content can’t be an afterthought. Not if you want to grow a sustainable brand.
Your site can be absolutely gorgeous, but if the content doesn’t work you won’t convert visitors to customers.
And that’s the whole reason you have a website, right? You don’t pay hosting and domain fees just for the satisfaction of knowing you own internet real estate.
Your business website has a job to do, and that job is usually some combination of sales associate, customer support, and guy wearing a sandwich board out front.
You want visitors who arrive at your site to be able to quickly asses who you are, what you do, and if they resonate with it.
Ideally, you’d like them to take some kind of action before they leave, whether that’s sign up for your emails, schedule a consultation, give you money for a product, or something else.
Every page on your site should have a goal and a job. Make sure you know them.
If you want someone to take action, you have to ask them.
This is a mistake I see tons of people making (myself included!), because we want to believe that what we have to offer is so grand that people will be drawn to us like flies on leftover watermelon.
And maybe it is, and they will be, but you still have to make the ask.
Ask for the email, ask them to schedule a discovery call, ask them to buy your product.
I understand it can be scary, but business building is one long exercise in feeling the fear and doing it anyway. If you want to build a serious brand you need to start thinking about each page of your site in terms of goals and calls to action.
I recommend having 1-3 specific actions you want people to take while they’re on your site. Each page gets assigned ONE action, and somewhere on the page you make the ask.
Your potential client has questions. Your site should answer most of them asap.
At a minimum people landing on your site want to know what you have to offer. If that interests them they may dive deeper and want to know who you are, who you work with, and how you do what you do.
If you sell products they want to know details that make them feel secure in paying for something they can’t touch and hold right away. If you sell services they want to know what they’ll get, how you work, and what it’s like to work with you.
Be descriptive and conversational, but don’t get too wordy.
I’m not advocating you pack your site wall to wall with chunks of text - nobody wants to read an owners manual.
Aim to answer people’s questions and handle objections in an easy to digest way. Keep in mind that our attention spans aren’t what they used to be, and that if it takes me too long to find the answers to my questions I may click away to find them elsewhere.
People buy from people they trust. Introduce yourself. Tell your story.
There was a time when part of the appeal of the internet was the possibility of anonymity. For the most part in online business that time is gone - so many of us now are craving connection, story, and reality.
People want to buy into you, they want to buy from people they trust and feel like they connect with. Sharing our story is one way to create that connection.
A word of advice though… Sharing your story shouldn’t look like live tweeting your trauma. It’s about giving people a glimpse into where you’ve been and who you are. Having boundaries around what you share and who with is healthy and crucial.
There’s lots more to writing effective copy, but these tips will help you get started.
My perspective on writing copy comes from years of writing my own, as well as working with clients to build websites and seeing what worked and what didn’t.
There are as many strategies and techniques and gurus in the copy world as there are anywhere else, but those can come later if you decide you want to dig deeper.
Don’t let yourself be overwhelmed by everything the internet says you need to do differently. Start by just writing a few paragraphs on who you are and what you do, and go from there.
If you can afford to invest a little more, a professional copywriter is a great investment.
If you’re able to invest in a copywriter I recommend it. A great copywriter can save you years of trial and error, helping you organize your jumbled thoughts in a way that resonates with people on a much deeper level.
Just like anything else you’ll find lots of different price points if you start researching. Just make sure you find someone who has written for online businesses before, who you feel understands and can work within your own style.
What part of creating your website copy was the hardest for you? I’d love to hear your thoughts in the comments!