Website copywriting - something that sounds easy, but usually isn’t.

You can normally spot the companies that use in-house writers a mile off.

Why?

No disrespect to their writers (who are probably very good at what they do, but don’t understand the ins and outs of effective web copy), but the content is usually all about the company.

‘Hang on, it’s our website, so it should be about our company?”

Nope, it really shouldn’t. And here’s why.

Imagine you’re walking down the High Street looking for a new TV. Across the road is a new high-tech store with loads of state-of-the-art TVs in the window.

As you walk in it’s like entering Narnia for techies. It’s immaculate and, before you know it, an equally immaculate sales approaches you. You have high hopes that they’ll find out what you need and cut through all the technical mumbo-jumbo to help you find the right TV for you.

But no, they suddenly launch into a speech and tell you how long their company has been trading, how their staff are trained, which industry standards they adhere to and how they offer a service that’s second to none.

Yup, I’m also heading for the door as fast as my legs will carry me and I’m not even in your imagination.

The same thing will happen on your website if you just have it focused on your company. It’s the first impression many people will get of you, so if you come across as the ‘big I am’ they’re not going to want to do business with you.

Instead you should be showing them that buying from you they will not only get a quality product that will make them the envy of their friends, it will also come with a money back guarantee and full warranty, plus they’ll receive the best advice, get free set up…or whatever else you want to offer.

In other words, your home page should focus on the benefits of what you’re offering - i.e. what’s in it for your customers.

That’s right - your web copy must focus on the customer at all times.

 

Sally Ormond

 

Image courtesy of Stuart Miles/FreeDigitalPhotos.net

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