The easiest way to improve your website copy
Your website copy is one of the most important marketing tools you have.
It is the first thing customers read when they land on your website. It is the thing that markets for you while you sleep.
And it is SO easy to get wrong!
So I’ve come up with a simple way to check whether your copy is going to convert to sales or whether it is turning people away.
Become your customer.
But firstly, what is copywriting?
Copywriting is not just words on a page.
It is sales and conversion writing.
It sells by evoking an emotion in people. It sells by crafting a super clear message. It sells by telling people what they will get.
People don’t buy insurance. They buy a secure future. People don’t buy cute clothes. They buy the photos of themselves on a European vacation.
And you know what doesn’t work?
Pushing things in front of people without telling them why it will make their life better.
Good website copy is clear, concise and focuses on your customer!
Become your customer and check your copy in 5 steps
Not everyone is a copywriter. But the quickest way to check your web copy is to step into the shoes of your ideal customer.
Let’s try an example.
Let’s say you sell custom matching sweaters for people and their dogs.
You are going to be your customer and go through the process of landing on your website.
Step #1- Imagine that you are your customer
Firstly, put yourself in the mind of someone who loves their dog.
Like, REALLY loves their dog. More than people sometimes.
You want to show the world just how much.
You type “matching dog sweaters” into Instagram and find the perfect local supplier (psst, that’s actually you and your social media page!).
You click through in the hopes of finding the perfect winter get up for you and your pooch.
Note: If you aren’t quite sure who your ideal customer is, you need to answer these two questions first:
Step #2- Go to the front page of your website
What is the first thing you see?
Good website copy will immediately tell the potential customers what they are selling and to who! No scrolling, no huge blocks of text- just plain and simple terms.
Step #3- Click through
Once you know that it is selling the cutest thing ever, it should tell you what to do next.
If you didn’t know ANYTHING about this business, would you know where to go?
Is there a button that says “Browse our super cute dog sweaters”, “Look at photos of our happy paw-stomers”, “Start here”, “Check out our top sellers”?
You shouldn’t assume that your customers know how to interact with you. Make their journey super straightforward and TELL them where to go.
Step #4- Read a bit further
So you have established that this business sells dog sweaters (and a matching one for you!).
Now you want to know if they are trustworthy.
Step #5- Check your emotions
Like I said before, copy makes people FEEL something.
It tells the customer how their life will change.
You aren’t buying a sweater for your dog. You are buying the ultimate sign of companionship.
As well as this, you want people to connect with you and your brand. I believe that one of the most important pieces of the entrepreneurial puzzle is to show people how passionate you are!
Make sure your copy talks to your customers- not just at them. Make them feel like there is an actual human being that they can connect with.
These feelings are the things that are going to make your copy (and your brand) stand out!
To make this even more simple for you, we have created a quick copy checklist. Download it below and use it to go over your website through the eyes of your customer. No email needed, just click to open!