Crafting Your Own Compelling Website Copy

Crafting Your Own Compelling Website Copy

As professional crafters of websites, we know how important well-crafted copy is and how it can transform a site and an owner’s business. We also know how hard it can be to write for yourself.  Many people come to us knowing that hiring an expert and engaging design is crucial, but sometimes decide to write their own messaging. Your website copy can make or break your online presence, influencing visitors to take action, whether that’s signing up for a discovery call, free consultation, signing up for a newsletter, or reaching out for more information. Choosing to write your own content is a great option and many people do, however it is often easier said than done as writing for yourself is hard even if you are a good writer. Because of that, we have put together this guide to explore how to write compelling website copy and make this slightly daunting task easier!

Clarity is Key

When it comes to anything, clarity should be your guiding principle. Visitors should instantly understand what you offer, to whom and how it benefits them. Use simple language, avoid jargon, and organize your content logically. The more clarity you have on this journey the easier everything will be. You should know in detail: 

  • Who you want to serve. 
  • How you want to serve them, and include your process! 
  • What you are offering to them. 
  • Why are you different from anyone else offering a similar service.  
  • Your why of creating your own brand. 
  • How you want them to contact you. 
  • What/if you want to offer free resources. 

All of this clarity will make it 100 times simpler to: craft concise headlines, target your audience, and tell a compelling story that will convert your visitors to clients. 


Know Your Ideal Customer

To create website copy that resonates, you must have a deep understanding of your ideal customer. Consider demographics, psychographics, and behavioral traits. What problems are they trying to solve, what desires they have, and how can your products or services address those issues? Create buyer personas to guide your content creation process.

Once you have a clear picture of your target audience, incorporate this knowledge into your copywriting. Speak directly to their needs and aspirations, addressing their desires by offering solutions. Use language that resonates with them, building an emotional connection that can turn casual visitors into loyal customers.


Following a Sitemap

Before we dive into writing any website copy, (and it is integral to the design process) we start with a well-structured sitemap. A sitemap outlines the layout and organization of your website, helping you plan where each piece of content will reside. It ensures a logical flow and makes it easier to create corresponding copy for each page. Consider the following elements for your sitemap:

Homepage: Your virtual front door, where visitors land. It should provide a snapshot of your brand and lead visitors to other key areas of your site. Expect your Homepage to have sections with small teasers for other pages on your site. You want to give your visitors the info they need without a lot of clicking. 

About: A section where you share your brand’s story, mission, and values. This is where you establish trust and connection with your audience. You will still want to focus on your client here but through telling them who you are and how you can help. 

Services: A detailed breakdown of the products or services you offer, including descriptions, benefits, and pricing information.

Blog/News: A space for sharing valuable content, insights, and industry knowledge. It positions you as an authority in your field and can improve SEO.

Contact: A straightforward way for visitors to get in touch with you. Include a contact form, phone number, email address, scheduling tool and a physical location if applicable.

FAQ: A dedicated page or section for answering common questions and addressing potential concerns. This can often be on the Contact Page to give your visitors the answer to a question before typing out an email or picking up the phone. 

Call to Action (CTA): Strategically placed buttons or links throughout your site that encourage visitors to take specific actions, such as signing up for a free consultation, for a newsletter or making a purchase.

By following a clear sitemap, you’ll have a roadmap to follow when crafting your website copy, ensuring that every page serves a purpose and provides value to your audience. We always complete our sitemaps in time for you to write your copy with a guide along the way. 


All Roads Lead Home

Your Homepage should be your strongest page because this is often the first impression of your website for your visitors. It should make gathering the information they need to decide whether to hire you very easy and should offer them the opportunities to dive further into your site or go ahead and contact you there. You will want sections that tease and tell a little about you for the other pages on your site. These will be sections as follows: 

A Hero/Headline: This section should include intriguing imagery, and tell your visitors who you work with, what you offer, and how it will make their life better. 

A Call-to-Action: This will come in the form of a button to sign-up, or download. You want to make it clear what you want your customer to do and the benefit of working with you. 

Services: You will want to give a concise and direct idea of what you offer, so that people can easily decide if you have the solution to their problem. 

About: Give your visitors the chance to read a little about the person/people behind the brand and show them how to learn more about you. 

Blog: This isn’t always on a homepage but can be, if you have put a lot of work into creating resources for potential clients, this is a good place to show them the latest post and how to read more. 


Crafting the About Page

Your About page is where you get the chance to humanize your brand and connect with your audience on a personal level. This is a good place to appeal to your client by indirectly talking about them. Here’s how to make it shine:

Share your story: Explain how your business came to be, your values, and the passion that drives you. Often we recommend adding credentials here as well. People love to support businesses with a compelling backstory they connect with.

Highlight your team: Introduce the people behind your brand, their expertise, and their commitment to providing excellent products or services.

Show authenticity: Be genuine and transparent. Share your challenges, lessons learned, and how you’ve evolved over time.

Focus on benefits: While it’s essential to talk about your journey, don’t forget to highlight the benefits customers gain from choosing your brand.

Your About page should be a blend of personal and professional storytelling that resonates with your target audience.


Services: Explaining Your Process

When writing about your services, it’s not enough to list what you offer. You should also explain your process.This helps potential customers understand what to expect and builds trust. Here’s how to do it effectively:

Describe each service: Clearly and succinctly define what each service entails and how your client would benefit. Use descriptive language and explain how it solves specific problems or meets particular desires. Be sure to have a section on what topics you would cover with a client. This way they know what they can discuss with you. 

Outline the process: Take visitors through the steps involved in working with you. This helps demystify your services and reduces uncertainty.

Include pricing information: If possible, provide transparent pricing or a range of costs. This saves potential clients time and helps qualify leads.


Highlights and Calls-to-Action

To keep visitors engaged and encourage them to take action, you must highlight key points and incorporate effective calls-to-action (CTAs). Here’s how:

  • Use attention-grabbing headlines to highlight important information.
  • Create compelling CTAs that clearly state the desired action, such as “Get Started,” “Request a Quote,” or “Subscribe Now.”
  • Place CTAs strategically throughout your website, especially on high-traffic pages like the homepage, services, and blog posts.
  • Make CTAs visually distinct using buttons with contrasting colors and clear typography.
  • Encourage action by providing incentives, such as free consultations, downloadable resources, or limited-time discounts.


Include Common FAQs

Addressing common questions and concerns on your website can save both you and your visitors time. Consider these tips when creating a FAQ page:

Collect real customer questions: Start by gathering questions you’ve received from customers or clients. These are genuine concerns your audience has.

Organize questions logically: Group related questions together and use clear headings to help visitors find the information they need quickly.

Provide concise answers: Keep your responses clear and to the point. Use simple language, and avoid jargon.

Update regularly: As your business evolves, your FAQ page should reflect the most current information. Review and update it regularly to stay relevant.


How to Contact You

Your contact page is a critical component of your website, as it’s where potential customers can reach out to you. Ensure it’s user-friendly and informative:

Include a contact form: Make it easy for visitors to get in touch without leaving your site.

Include a Scheduling Tool: Give visitors the chance to be proactive and schedule a time to meet with you. 

Display your contact information: Include your phone number, email address, and physical address if applicable.

Add a map: If you have a physical location, embed a map to help visitors find you.

Set expectations: Let visitors know when they can expect a response and what to include in their messages.

Writing effective website copy is a multifaceted task that requires careful planning and a deep understanding of your audience. By following a structured sitemap, prioritizing clarity, knowing your ideal customer, creating an engaging home and about us pages, explaining your services and process, using headlines and CTAs, addressing common FAQs, and providing clear contact information, you can create a website that not only looks stunning but also effectively communicates your brand’s message and drives desired actions from your visitors. Following this guide will help make your website copywriting experience quick and (fairly) painless!

Think like your client.

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