When you land on a website one of the first things you’ll notice is the headline. This is usually something punchy and impactful to keep people on the website as these days you have a record breaking 3 seconds to make an impression before people scroll away to your competitors.
I’ll say that again….. 3 seconds….. That headline had better be good.
With websites having been around for over 20 years now, a lot of people experience website fatigue. The designs and trends change almost as often as the seasons and it can be hard to keep up with what’s bang on trend as it’s fiddly and expensive to constantly update your website.
This is where your website words come in to save the day.
As the different styles and trends come and go what remains consistent are your website words. That’s not to say they should be the same all the way through but the tone of voice you’re using, your Calls to Action and your heading statements all need to say the same thing (basically - use us! give your business to us!)
Because your website users will be forgiving if the branding is a little abrasive or the website design isn’t to their taste but if they feel they don’t align with what you’ve written on the page, they’ll be off faster than it takes for your pop up, asking them to stay, to load.
How to use your website words to win-over your customers
Speak to them, not at them
How often do you go on a website and see…. ’this person gained their experience by doing xyz’? Yawn 🥱. Your users aren’t interested in what inspired you or how many accolades you’ve achieved. They want to know how you’re going to help them and improve their experience.
People buy from people. They don’t buy from a long list of their qualifications.
Use first person, sometimes second, never third person
Websites are less formal than a written brochure and people want the more human side of you/your company on your website. Write about yourself to your visitors. For example:
✅ I am Holly, a website designer (first person)
✅ I am guessing you’re looking for a website that gets you visible online, bringing in leads and makes you sales (second person).
Is so much better than:
❌ Holly is a website designer who works with small businesses who want to be seen and make sales online.
People buy from people, if in doubt, ask yourself what would you say in conversation with them and write that down.
Use Calls to Attention alongside your Calls to Action
A call to action is great and a vital tool which should be included on every section of your website. What’s even better is when you include a Call to Attention with a Call to Action to solidify the reason someone will click on it. For example:
➡️ Sign up to my newsletter - Call to Action.
➡️ Join hundreds of other small business owners in receiving weekly tips to unlock the selling power of their website. - Call to Attention.
Essentially the Call to Attention is an extra bit of persuasion to encourage your visitors to become your customers.
You’re not going to be a good fit for everybody and that’s ok, there’s someone out there for everyone and that someone doesn’t have to be you. Get really clear on who you’re marketing your website to and write for them. For example if your website is aimed at small business owners in their 30s and 40s you’re not going to want to fill it with overly formal text or teenage slang. The closer your voice is in sounding like the people you’re writing for, the more aligned they’re going to feel with you when on your website.
Don’t try to do this alone
Writing for websites is a specific skill. Copywriters don’t just write your copy, they will also have SEO knowledge which will increase your chances of getting found online. They will be able to have your website text qualify for the keywords you’ve agreed on, as well as take on some of the keyword research for you. They do so much more than just put words on a page. A copywriter who writes for you, using your voice will help marry up the text on the webpage and the consistency of when you interact with them (after they’ve clicked your call to action).
If you’re struggling to write your website copy, remember, your job is your actual job. Your job isn’t writing your website words and that could be why you’re finding it so hard. There are a few ways to work with copywriters including having the whole thing done for you (my personal favourite), a power hour or a copywriting course. Most copywriters will offer a curiosity call to work out which is the best service for you.
Here at This Demanding Life we have a number of copywriters waiting to support you with your website copy. Simply get in touch, using the button below and we can start the process of improving your website copy.
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