When a potential customer wants to learn more about your company, where are they most likely to head? Chances are, they’ll go straight to your company website, which sets the first impression that most folks will have of your business. For this reason, it is imperative that websites be not only attractive and professional, but that they be informative — giving potential customers the confidence they need to pick up the phone and call you.
A lot of this comes down to the written copy you have on your website. Many business owners struggle with this, though not for the reasons you might imagine. The problem isn’t that they don’t have anything to say, but that they have too much to say. They know their business inside and out, but how do they condense that into a digestible and appealing package for potential customers?
Here are a few rules of thumb that business owners can keep in mind while writing website content.
Rule 1: Think in terms of consumer value.
Remember that the website isn’t actually about you. It’s about the value you can provide to your customers. It’s about what’s in it for them, and what they stand to gain from enlisting your services. Make all of your content circle back to your value proposition.
Rule 2: Know your audience.
Are your customers typically homeowners, business owners or contractors? Are they people who already understand your industry somewhat, or not? Are they people who are concerned about quality? Trustworthiness? Affordability? All of the above? Ask yourself these questions and make sure you’re writing for a specific audience.
Rule 3: Write in a way that’s easy to skim.
Remember that most of your potential customers aren’t going to have the time or the attention span to read 1,000 words of unbroken text. Try to keep paragraphs short, and use bullet points and lists when you can. Also, include section subheadings to break up your content, and make it easy for people to find what they’re looking for.
Rule 4: Include a call to action on every page.
Clearly state why customers should choose you, and urge them to take the next step. Make sure each page has a clear call to action for your reader to email or call you.
Rule 5: Proof it.
Nothing undercuts your professionalism like a website that’s riddled with typos and bad grammar. Make sure you read through your content a few times to polish it. Ask a third-party reader to give you their opinion, and consider enlisting editorial services.
Your written website content is one of the most important pieces of marketing collateral you have. Take it seriously. It’s not just a placeholder — it’s what will determine whether or not a potential customer picks up the phone to hire you.
About the author: Amanda Clark is president and editor-in-chief of Grammar Chic Inc., a full-service professional writing company. She is a published ghostwriter and editor, and currently under contract with literary agencies in Malibu, California, and Dublin, Ireland.
Since founding Grammar Chic in 2008, Clark, along with her team of skilled professional writers, has offered expertise to clients in the creative, business and academic fields. The company accepts a wide range of projects and often engages in content and social media marketing, drafts resumes, press releases, web content, marketing materials and ghostwritten creative pieces. Contact Clark at www.grammarchic.net.