The art of website copywriting is a complex one.
Many website’s that have been written in-house tend to make the same mistake.
No, we’re not talking about bad grammar or blaring typos (although that may be true in some cases), the problem is with the actual content itself.
You see, although your website exists to bring your company to the attention of your market place, it isn’t there to shout about you.
Think about it this way. Imagine you’re out looking for a new pair of shoes. As you walk down the High Street you spot a gorgeous looking shop with oodles of ‘must have’ shoes in the window.
Its upmarket feel and the immaculately displayed shoes, boost and sandals seduce you. Before you know it you’ve walked through the door and an assistant is approaching you.
You expect them to greet you, ask how you are and what you’re looking for – are you looking for shoes for a special occasion….really, a Ball? How wonderful, what’s your dress like? You know, niceties like that.
But what they actually do is tell you all about the company, how long they’ve been trading, what car the MD drives and how they believe they are the most unique shoe retailer in the country.
I don’t know about you, but I would be out of there faster than a fast thing.
The same thing goes for your website.
Your Home Page is likely to be the page that most visitors arrive at, so it’s the first impression they’ll get of your company. But rather than reading about how amazing your company is, it needs to be focused 100% on the needs of your customers.
Why should they buy from you?
No, not because you’ve been in business since 1889….They should buy from you because you offer unique shoes, shoes that will make them feel special, shoes that people will stop and stare at, shows that will show the world how successful they are, shoes that will make people stop and stare wishing they could be just like them.
OK, a bit OTT, but you get the picture.
The copywriting on your home page must be all about the benefits your customers will enjoy if they buy your product (or service). It must communicate to your reader that you’re a company that puts its customers first.
Over to you
Take a look at your Home Page – who is the main focus on, you or your customers?
If it’s you, it’s time to change your copy – if you need a hand, get in touch with a professional copywriter and get your copy working for you.