When you’re planning a new website, the most difficult aspect for everyone involved is usually the copy: the words that go on the website.
Having handed responsibility for the design and look of your website to a web designer, the ball will suddenly be back in your court when the designer wants to find out what you’re planning to do about the content.
Ideally, you’ll have the text for your website ready to go before any design work starts. It’s far better to have the designer creating the site using your content rather than you or a copywriter later writing content to fit the dummy text on a mocked-up version of the site.
So, what should I write?
Your website copy should begin and end with the benefits of working with your business.
This is the stuff that matters to your readers, so make sure it is your priority when planning the messages you want to reach potential customers.
Why would someone reading your website choose to work with you rather than a competitor?
Your website content is a great opportunity to make this crystal clear.
What you do
Your website should explain what it is you do, but always through the benefits-focused lens we’ve already mentioned.
The copy should be in plain language and avoid confusing people with unnecessary jargon.
The things that matter
In explaining what it is you do, try to distil the information down to the aspects that matter to your customers.
It’s important to have the detachment to recognise what’s exciting to you about your business and what will excite people outside the business. Often they’re not the same things.
The ‘Ronseal’ stuff
Don’t get too caught up in some of the myths surrounding search engine optimisation. What is worth doing is ensuring you use your main keywords naturally within the copy.
So, if you’re a painter and decorator in Dudley, it’s probably a good idea to mention that at some point.
Calls to action
What should somebody do after they’ve read your website content? Use your copy to encourage them to do just that.