Web
Copywriting Services: Let the Internet Drive Business
to Your Front Door
Getting started with your website
copywriting:
So you're thinking about launching
a company website? Excellent idea. I can tell you
from personal experience: this is the way to make
clients understand that you're serious about doing
business with them. Great web copywriting and a clean,
orderly and attractive design give others the impression
that you're intelligent and professional. These are
all valued traits - they make you into someone that
clients trust and seek out.
First things first: you need a
website copywriting overview.
An experienced web copywriter can
help you flesh out the "what goes where"
of your website plan. Granted, some people prefer
to do this on their own. This is basically a summary
of every page you intend to create - with a working
title, and a brief overview of what's going to appear
on each page. If you submit this to your web designer
as early as possible, they can get started building
the navigation and basic page design. Your copywriter
can then plan the research of your topic and base
the webite content development around this plan.
You'll also need a target audience
analysis.
Writing web copy is not unlike knowing
how to talk to people. If you're interested in forming
professional relationships, then you'll want to speak
the same language as your ideal customer. It helps
immensely to provide your copywriter with a target
audience profile. Just a few paragraphs outlining
the demographics and psychographics is all that's
needed. Also list a few URLs of competing sites who
you'd like to draw creative inspiration from.
Tell the copywriter what action
you'd like your readers to take.
You should have a distinct plan
for what you'd like people to do when they arrive
at your site. "Read the homepage, sign up for
our newsletter, contact us for services." Of
course it doesn't always take 15 minutes for that
to happen. Sometimes it can take many months of people
reading your blog or newsletter
to finally take you up on your offer. But the idea
is that we want to structure the copy, and the website
navigation, to shuttle readers exactly where you want
them to go. That means no matter what page they land
on, you must direct them (via words and graphics)
back to the original plan.
Explain the key benefits and features
of your product or service.
When we talk about benefits, we're
referring to the emotion behind the purchase. Does
your product or service help people feel more secure?
Alleviate their fears? Bring them closer to a goal?
Make them feel sexier? When we discuss features, we're
listing the ways and means to get to those desired
feelings. "This insurance plan will help you
feel secure because we offer you excellent coverage
at a great price" - and then you explain the
key points.
Some copywriters argue that benefits
are more important than features. I feel that good
sales copy is a balance of both. Without the benefits,
there's no incentive to buy. Without the features,
the copy lacks substance. Both should be covered before
we begin to craft your website copywriting.
Articulate your company mission
and brand.
Not only is it crucial that the
copywriter understand your audience; she must also
be aware of who she's writing on behalf of. Many companies,
large and small, offer a unique culture that is distinctly
their own. It's our job to convey this in the website
copy. Share with your copywriter things like the company
history, mission, values and goals. List any awards
and accomplishments you've achieved along the way.
Ready to begin your website copywriting
project? Contact Dina@Wordfeeder.com to get started
selling on the web today.
