Should you invest in good web copy by hiring a copywriter?
Well, the short answer is Yes!
Now I know that design is more glamorous and flashy, but it’s just the icing on the cake. Those of you at a certain age will remember the song in the 1960’s ‘There’s a Hole in my Bucket!’ Without quality content that converts visitors, your website is like having a bucket with a hole in it. Do you fix the hole then add water or just keep filling it up for the water to pour out?
Here’s the bottom line: when you don’t have a website that is converting then you have a leaky bucket.
Spending money on a website without considering the content is a waste of your money and do you really want that.
What Makes Good Web Copy?
At GoWeb we use a formula devised by Donald Miller called the “grunt test”. Your website content should be able to answer these questions within the first scroll.
- What do you do?
- How will it make their life better?
- What action do I need to take to get it?
Too often we get to concentrate on designing a flashy website that we lose clarity but you have to remember your website is answering a problem people have and are looking for someone to solve that problem and they want to know if you can help them fix it.
They don’t care about you or how long you’ve been in business they only want to know what’s in it for them and can you actually solve the problem? And they aren’t going to wait very long for you to answer.
The website that coverts is the website that communicates the clearest.
Tips to Writing Great Web Copy
Imagine you are writing for a 10-year-old. I know we are sophisticated business owners but if you use words people don’t understand you will lose your audience. If you confuse you lose.
There is a great tool to help with this called the Hemingway App. You can insert your copy and it will give you a reading level score. Give it a try here: https://www.hemingwayapp.com/
Your customer is the hero, not you.
Don’t talk about yourself, how many years in business or all the awards you have won the customer isn’t bother all they want to know is can you solve their problem. Great web copy places the customer at the center. Understand the pain points they are experiencing have empathy and set yourself as the authority to help them overcome those problems.
Don’t just tell people the great things your product or service will do for them. Help them imagine or visualize their life with your product or service. Give them a picture of what their life could look like; a life that they can attain by doing business with you.
If you want people to buy from you, tell them to buy from you! And it’s not pushy. It’s confidence. You have a product or service that solves a real problem that your customer is facing without you. Be confident that you can help them solve that problem by calling them to take action. And don’t just do it one time on your site. You should have call-to-action buttons all over your pages.
One Final Thought
We are part of numerous business network groups and come into contact with numerous copywriters so if you are thinking of updating your website copy we can put you in touch with an expert. Great website copy lends itself to awesome website design. In fact, your web designer/developer with THANK YOU for it! The truth is they don’t want to create an awesome website design around crappy content.
In the land of digital marketing, content is king.