What does your website copywriting actually mean to your brand?

Ever walked past a shop window only to find yourself drawn into how it’s presented? The next thing you know you’re wandering through the aisles and then carrying out bags full of things that you only thought you needed, but at the point of sale you knew that you needed them?

This is what good website copywriting does for your business.

Yes, there’s also the design and the user experience. But a third of your website is the copywriting - the messaging - the brand image - the tone of voice.

You wouldn’t last long in that shop if the retail assistants didn’t engage with you, if the labels were misspelled or you just didn’t get the feel that you were valued as a customer.

I don’t shop for Fendi clothes….why? Because the brand isn’t for me.

So why is your website trying to catch everyone that comes along in a way that shouts “I’m desperate, please buy from me!”…?

You need to narrow down exactly who you’re speaking to in your website copywriting.

What’s fundamental to this is your opening title.

Forget SEO for now, this header needs to give the audience exactly what it needs in as few words as possible.

Speak to just your audience. Explain exactly how you can help them. Take a look back at my homepage, you’ve got a short line followed by 3 even shorter lines. This is following the rule of 3.

Then the first paragraph header tells you exactly how I can help, and who I can help. I’m speaking to the business owners and managers that are just gaining awareness that they need a website copywriter from Belfast, Northern Ireland who is also an SEO specialist (in the title bar) with a proven track record. I then go on to explain the benefits of using my service:

Increase sales, improve SEO, boost your brand.

Then my opening paragraph starts with:

I increase your conversions and sales through SEO-focussed and marketing-centered brand development.

You have to explain in the first opportunity not what you do, but what this means to your customer. There's no point for me explaining early on that I perform brand analysis, tone of voice creation or direct copy advertisements. I need to explain to a client what this means to them, exactly.

Selling furniture? Nope, you’re selling:

The finishing touches to your dream home to experience luxury and comfort.

Selling a gym membership for £20 per month?

‘Become a better version of yourself with trusted professionals to guide you through each step of your new journey.’

The headline is possibly the most important part of your website. Get it right!!

Need help writing your website? I’m happy to review your headlines and copy body to help you with your next project.