The Secrets to Writing Website Copy

Jennifer Hoffman

By JENNIFER HOFFMAN

I didn't have time to write a short letter, so I wrote a long one instead.

Mark Twain

Who can relate to this quote? When we work with clients on the content for their websites and marketing, they often find it difficult to zero in on the most important message they should be conveying, so they write lots and lots of text. The problem is that most people SCAN websites and marketing materials, so you need to be brief and clear in order to grab and keep their attention.

Our Website Writing Framework

Here’s the framework we use to write website content for a homepage:

ABOVE THE FOLD
The top section of your website should spell out exactly what you do. For example: “The most reliable roofers in Seattle.” The images used should communicate the transformation your service provides.

CALL TO ACTION:
You should have one clear, direct call to action that is at the top of your website and also placed throughout the website.

VALUE PROPOSITION:
What do your clients get from buying your service? Will they save money or time? Will they reduce risk or frustration?

WHAT’S YOUR PROCESS:
What’s the process you follow when serving your clients? Make it easy for them to understand how you work, for example: Diagnose, prescribe, implement.

HOW CAN THEY BUY FROM YOU:
Write up a 3 or 4 point plan that shows clients how they can do business with you. Keep it simple and make sure it’s easy to scan by using icons and/or bullet points.

TESTIMONIALS, LOGOS, PRESS:
Demonstrate your credibility and authority by using testimonials from clients who have worked with you, logos of notable businesses you work with, or press outlets you’ve been featured in.

LONGER EXPLANATION:
It’s totally fine to write a longer explanation about why people should do business with you lower down on your website but try to stay focused on the problem you solve for your clients.

Follow this framework for your website’s homepage and you’ll be off to a great start. Remember, you don’t have to get it perfect the first time. You can always go back and change it.

Need help narrowing in on your message?

Schedule a Brandstorm Session with us and we’d be happy to help!

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