5 Must Haves For Your Website Copy

You know what drives me nuts? Putting a lot of effort into something and then not getting much to show for it. I hate that, and I try to avoid it as much as possible. But sometimes it happens anyway.

And I know I’m not the only one. I often hear the stories of business owners who are frustrated that their marketing isn’t getting the kind of results they want, despite the investment they put in.

For example, take your website. You make a significant investment of resources into your website because it’s the place everyone goes to find out who you are and what you do. It’s your number one sales tool. Shouldn’t your website be bringing you lots of clients? If it’s not, let’s fix that.

Check to see if any of these critical elements are missing from your website copy:

  1. Benefits – what’s in it for them

Sometimes we get so wrapped up in telling people what we do that we forget to talk about why that’s so valuable to our clients.

For example, I could tell you that I write website copy, blogs, social media posts, sales flyer copy, etc., etc., but maybe you don’t feel that you need any of those things. However, if I tell you that I can help you create content that makes your sales materials more effective at getting you customers, I bet you’ll perk up. You may not be ready to whip out your wallet just yet, but you’ll at least be open to hearing more about how I do that.

It’s a noisy world out there, and the first hurdle you face is simply having people stop to hear what you have to say. Clearly communicating your benefits gets the people who need you to listen up.

  1. Your Why

What are your company’s values? What beliefs guide how you serve your clients? The answer the these questions are what will set you apart from your competition and draw in the kinds of customers that you most enjoy serving and who most appreciate what you do.

People buy with their hearts and then rationalize it with their minds. Is your website copy tapping into this powerful persuasive technique? If not, really take some time to explore this question to identify your authentic why. I recommend checking out Simon Sinek’s TEDx talk on this topic for inspiration.

  1. A clear statement of what you do

Some people are well aware that they need to communicate the benefits of what they do and why they do it, and in the process something ironic can happen: They forget to say exactly what it is they do.

Have you ever been to a website where they tell you all about how they’re changing the world, touching lives, increasing sales for clients, making you more successful… but you’re not sure exactly how they do that or what their product or service is?

That happened to me recently. I couldn’t tell from their home page. Or their about page. Or anywhere on the site. Epic fail! But you’d be surprised how easily that can happen. You get caught up in one important aspect of what you’re writing and accidentally leave off something else that is also important. Use this blog post as a checklist so that doesn’t happen to you!

  1. Call to action (CTA)

Speaking of important things people often forget to include… a call to action is what tells website visitors what to do next. Call this phone number. Sign up for a free consultation. Subscribe here. Click this link to find out what the next step is. Etc.

Remember that you’re not just imparting information, you want people to DO something. Go through each major page of your website and check to see if it asks them to take an action. Even if you have a CTA in a sidebar, repeat the call to action in the body text because people often overlook what’s on the side of pages because that’s where ads typically appear.

  1. Specific examples

Another mistake that I often see in website copy is talking in terms that are too broad and generalized. Instead, use specific, concrete examples that paint a picture in people’s minds of what you do and how you do it. This helps them imagine you doing it for them, which can make a huge difference.

Let’s say you have outstanding customer service. Ok, great. But everyone says that. Ok, sure, you really do have the best customer service compared to any of your competitors. Instead of insisting that your customer service is awesome, tell the story of a customer of yours and what precisely you did for them and how it impacted them. Talk about the specific results they got. Share how it made them feel, what a difference it made. Tell a story about the experience of working with you so that people who read it will want that experience for themselves.

How your website looks matters. What you say is critical.

It’s easy to get so wrapped up in the logistics of creating a website – what layout to use, getting the colors right, making sure there are no glitches, etc. – that the content ends up being an afterthought.

Even people who are really good at writing struggle to write their own marketing and sales copy. (For example, me.) It’s essential to have an outside perspective, someone who can see what you can’t see and help you clearly communicate what makes you unique in the marketplace. A professional copywriter can be invaluable in this regard.

If you’d like me to take a look at your website and show you exactly where you can improve the copy on your website so that it attracts more of the right kinds of customers for you, contact me at WriteSmithAZ.com.

Sara Korn is a freelance copywriter at WriteSmith, where she creates brand messaging copy and marketing content designed to help businesses stand out from the crowd and attract their ideal target audience.


10 Productivity Tips to Make the Most of Your 1,440 Minutes

“Everyone on this planet is given the same 24 hours in the day. The question is: what do you choose to do with yours?” -Anno Sensei

Are you using your 1,440 minutes wisely?  You, me and Beyonce all have the same amount of time.  So, what makes someone more effective with their day?  The result of what they do every day.

There are a million time-saving life hacks, here are my top tips from my own experience.   Try out a couple for a week and see how it affects your productivity.

  1. Turn off notifications on your phone

There are countless studies being conducted on the negative impact of the myriad of distraction that fill our space from our constant companion.  This is not just affecting the teeny-boppers or Generation X. We are all falling victim to the ping and dings.  A recent study found that Fortune 500 CEO’s average 28 minutes of uninterrupted productive minutes a day!

According to neuroscientist Earl Miller, your brain must switch between the two tasks, especially if the two tasks are competing to utilize the same part of the brain. “Think about writing an e-mail and talking on the phone at the same time. Those things are nearly impossible to do at the same time,” he explains. “You cannot focus on one while doing the other.  That’s because of what’s called interference between the two tasks.  They both involve communicating via speech or the written word, and so there’s a lot of conflict between the two of them.”

  1. Delete social media from your phone

No, but really.  How much time are you really spending on social media? Track how much time you are logged on; you might be surprised.  Not only is it giving us a false sense of reality, it is also sucking our time.  There is nothing to lose and you will get loads more time in your life.  Try it out using one of many trackers like Forest.

  1. Set meeting end times

Don’t fall victim to an endless meeting that could be sucking your work and sunset-watching time.  Set up the expectation that there is a start time and also an end time.  Brevity is a beautiful thing.

  1. Encourage phone or Skype meetings

Cut the travel time, the rushing, the waiting, the distractions and the time spent getting settled.  Virtual meetings will slice the time and often lead to more concise and productive meetings.  There are many platforms available on your phone or computer, making it even more advantageous.  Some options to try are Zoom or Free Conference Call for audio-only conference calls.

  1. Say NO

No is a complete sentence.  No need to explain, just practice.  If saying “No” is foreign territory, start small. “Would you like room for cream?” No — all the way to, “Can you arrange the meeting for the group?” No.  Don’t worry, it will get easier.  Like anything else, practice.

  1. Take breaks and work in bursts

Your brain can only concentrate for 45 minutes.  Countless studies have shown that working endlessly without a break makes us less productive.  Clear distractions and maintain focus for 45 minutes followed by a sweet mental break.  Take a walk, call a friend, eat a cupcake, dance — anything that will give your mind time to rest.

  1. Don’t check emails until afternoon

Spend the morning addressing your own tasks instead of answering to people’s needs.  Checking email in the morning immediately pulls us into someone else’s agenda.  Start off slow, try waiting until 10 am, then 11 am and see your productivity skyrocket.

  1. Assign a date and time for your tasks

Perfectionist alert: Do you ever find yourself spending way more time on a given task?  Assign a time limit and due date.  Will it be perfect?  No, but better imperfectly complete than a never-ending pursuit for perfection.

  1. Drink more water

Have that bottle of water near you always.  Seems like a no-brainer, but studies have shown that even the slightest dehydration can decrease your mental acuity by as much as 30%.  Start to create the habit of drinking water continuously through the day.

  1. Post your goals where you will see them multiple times a day

Every time you re-read the goals creates “structural tension” philological term to close the gap from where we are and our goal.  Meaning you will be more motivated and have more momentum to act.  The more energy you have around your daily actions the more efficient you will become.

There are various ways to display your goals, you could simply stick post-it notes with your goals on your bathroom mirror or create a mind map or vision board and hang it up in your house.

About Kelly
Education, Certifications and business philosophies are all well and good. But there’s more to Kelly than work. If you want to get to know her a little better, keep reading. You can also check out one of her rants here: How To Not Get Ripped Off By A Coach.

When Kelly isn’t coaching and copywriting, she can be found delighting during ‘sombresa’ (the time spent connecting with family at the table after meals), hosting dinner parties and dabbling on her latest Pinterest craft. Here are a few other interesting tidbits:

She sends snail mail love notes weekly

She was once a river guide and survived a near death flash food

She went from working as a Washington D.C. government director to teaching yoga and managing yoga studios

She developed an urban beekeeping program in Washington DC where she started over 56 new community hives

She is a proud board member of the National Association of Female Business Owners & Women’s Center for Economic Opportunity

She is a dog person who is in love with a crazy Siamese cat

She lost her dad to suicide—silence killed him. She is now on a mission to help people have the courage to speak their truth and live fulfilled.

Visit: http://www.kellymelsted.com/