You’re finally ready to create a website. Or perhaps you just need to update the one you have. These days, it’s relatively simple to use a website template and plug in the information you want people to know.
You want to do this correctly, though. Your website needs to be interesting and compelling to stand out from the crowd. That means writing with your target audience in mind. What will move them to buy? Oftentimes, it’s the story behind your business that will make the right kind of connection with the reader.
I’m currently working with a Southern California hypnotherapist whose focus is helping clients reframe their mind-set and behavior so they can reach their fitness goals. His bio includes his credentials – but it doesn’t tell the story of the former couch potato who took a class in hypnosis and thus became a devoted gym rat. That’s a powerful, convincing story that belongs on his site.
So you’re if planning to tackle your website or even a hard-copy brochure, here are some writing tips to guide you:
- Don’t be like everyone else. Be original. Throw some personality into the mix.
- Don’t make statements you can’t verify. If you’re not Apple, Microsoft or Disney, you’re probably not the best, the biggest, the first, the only. Unless you can prove it, don’t say it. And if you really are the best, explain why you are.
- Tell the reader how you solve a pain point. FedEx made its point with this unique selling proposition: When it absolutely, positively has to be there overnight. Nyquil’s USP is equally engaging: “The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine.”
- Write with your target audience in mind. This one bears repeating! Your audience wants to know, What’s in it for me? Tell them why you’re the best value, the best option, the healthier choice, whatever applies.
- Make it personal: Write your marketing materials as though you’re having a conversation with just one other person.
- Tell your story. We like stories. And the best stories are interesting, compelling and memorable. They create an emotional bond with your audience. And people make purchases based on feelings, not facts.
- Keep It Simple, Stupid. This truism has been dished out by editors to aspiring writers for years – and it bears repeating till it sinks in! Use simple words to get your point across. “Use” works better than “utilize.” “Start” is better than “commence.”
- Eliminate most adjectives and adverbs. They’re not needed. “Very” doesn’t add any significant inforomation. Nor do “really, actually” or words like them.
- Keep your copy short and concise. Tell the customer what he or she needs to know, and then get off your soapbox.
Photo Credit: Flickr — go-local
FOUNDER’S NOTE: – Your website copy should include strong search words that make sense. By thinking about how your target markets are searching for you, your products, services, job title, job tasks etc., you can write search engine friendly content that gets better organic search rankings AND engages the reader. Writing correctly for the web is a skill, so if you are a business owner, author, expert or speaker, consider hiring a pro to boost your results.