I have always had a hard time writing.
Have you ever heard anyone say to focus on the things you are good at, instead of always trying to get better at the things you aren’t good at?
Well, in the entrepreneurial world I’d be surprised if you hadn’t… but if you haven’t, now you’ve heard it from me.
Everyone has weaknesses, but something you probably didn’t expect here is for me to give you advice on your website copy right after I tell you that one of my biggest weaknesses is writing.
Stay with me!
Everything about writing is not grammar or spelling.
A big part of writing is the structure and over arching concepts, and how to use it to connect people with what they are looking for, which is what I have mastered and what I want to share with you today.
So, even if I keep telling myself that one day I’ll work on learning how to write, the truth is, it’s probably a skill I will never really master. In other words, I will keep improving on the overall concept, and keep surrounding myself with skillful writers for the rest.
Sooo, if you are a client of mine, don’t worry, you will most certainly keep getting emails along the lines of:
..as good ass that sounds, I think….or I’ll be happy to hope on a call with you… or I can’t remeber the last time I saw….
The giggles are on the house, you are welcome (and if typos are your pet peeve… sorry, I might not be your gal).
I'm not here to teach you Spelling or grammar.
I’m here to teach you structure and give you overall tips for copywriting that I know work.
I have 4 rules for copy that have nothing to do with grammar or spelling that are vital for the success of any website.
You must simplify to amplify. I know that people use this phrase a lot for different reasons, but when it comes to your website less really is more, so what I always tell clients is to follow the 3 R’s: Refine, Rinse and Repeat. When you think you’ve simplified enough, think again and simplify some more. The goal is to get your point across as directly as possible without losing your tone of voice.
(Side note: This does not apply in the same sense when you dive deeper into the website. i.e. on your blog.)
Be honest about your company size everywhere on your site. For example, if you are a one man show, don’t use the word “we”. Your website is there to let the viewer know who you are and to build trust so you can, at one point, exchange money for your service/product… and what kind of trust are you building if you are pretending to be something you are not?
On the other hand, if you are the show, but you have a team, you can use the words “my team and I”. Additionally, if you are a team or partners, “we” is appropriate.
What is the purpose of your website? (every website or page should have 1 main one).
For example: Do you want them to sign up for your email list? Do you want them to call you? Do you want them to buy a specific service? (HINT: I typically try to guide the viewer to a soft connection first, like a lead magnet or a discovery call – It’s nicer and less pushy)
Finally, structure. When it comes to writing great copy you need to have the right structure to help the viewer find what they are looking for. Remember, we are not trying to force sell anything here; we are helping the right people find the right stuff for them.
On that note, the analogy I like to use that helps people better understand how you want to structure website copy is that of somebody asking for directions to a restaurant or a bathroom.
Yup, something along the lines of: go down the hall way there, take a left and another left and then on the right you’ll find it.
You want to guide your user to their desired destination in sort of the same way….
Read here, scroll there, click the big button here, add your name and then BOOM they get what they are looking for!
I will use the home page as a sample of my ‘copy order of operations’, since that is one of the most if not the most important page on your site.