Website Copywriting – Understanding your website customers

What should you put on the Home page of your website that will answer your readers questions and engage them to look further into your website and your business.

Website copywriting is not just luck – it needs work and understanding your readers.

Here are some helpful thoughts to get you going with your website copywriting.

now your website audience.

• Create a personna for them – write it down to make it real. Give them a name, a background of demographics, ethnicity, social and economical status, age group, and whatever else you can think of to make them real.
• What business are they likely to be in? Are they a business owner, a corporate worker, an employee, a student, a home-based person.  What role do they hold in the capacity that they are looking at your website? Are they possibly the information gatherer, the decision-maker, the investigator, the buyer?  Are they someone who likes to read websites to gather all their information on a particular topic before purchasing or using a service? Would they like salesy, gimicky, snappy information and IT tricks or would they prefer well written and structured plain english information.
• Do you think your website readers are trying to gain confidence in you before they contact you and trust you with their service or purchase?
• What would their budget most likely be?
• What could possibly annoy them about your website?
• What does your website give them that your competitive websites do not?

Know your own Service or product

• Do you actually know all your services or products. Write them all down, you may be surprised.  Don’t forget to add in those ‘extra services’ you provide such as a friendly and competent real person answers the phone, follow-up services, any guarantees you may offer. Sometimes, it is the little things that make happy customers smile brighter and advertise your business for you.

Know the voice and tone of your website text

• Do you know what kind of content your readers want or need? Lots of information, more images, salesy snappy content.
• What do you think is the appropriate language and tone to use in your web text? Friendly, formal, casual, Y generation.
• Does the voice of your webtext suit your business or product? If your business is fun and new age, a formal voice and language would not do. Equally if your business is directed at the corporate world, up-beat words and images certainly will not do.
• Does the language and style used in your web text create the right ‘personality’ for your website? Does it tap into your reader’s emotions. Does it help build confidence and trust for your business.

Know the features and benefits of your products and services

• What are the features of your products or services? Write them down – all of them.
• What do you think are the benefits to your readers or potential customers?  Your service might be an editing service, but the benefit to your customers is professional communication that showcases the quality and standards within their business.
• What do you think your potential customers problems are?

Know your website audience

Know your target audience, your potential customers, what motivates them to read your website, what drives them to continue reading your website.

You need to do this before you can even start to write your words or engage a copywriter to write for you.

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