Getting Started: Writing Great Website Copy

So, you just made your first website. Congratulations! And, though trying to decide what to say can be intimidating, it doesn’t have to be. Here’s a great idea on what to write on that first website and give your business a great step in the right direction.

What’s the point?

Before you start writing, you need to understand what you’re trying to do. Your writing needs a direction, especially on the web.

Start by thinking about who will visit your website, and what they will be looking for. Do they know anything about your business? Are they looking for your address or hours? Can you take a step closer and really get to know them? Don’t be afraid to very specifically target your demographic.

Get your facts straight

Make sure that people don’t have to wade through a ton of writing just to get to what they need. Put your address and contact information front and center, and maybe even in the footer of every page. Let people know exactly what you sell, even if you aren’t selling it online. Don’t forget to include your hours!

Break up the blocks

Writing for the web needs to be succinct so readers can scan it easily. Include plenty of subheadings, and bullet points for any lists. Resist the temptation to add more words just because a space looks empty.

Write to your reader

Know who is reading your site. This will influence your tone: if you want a lighthearted, youthful atmosphere, your writing can be playful and fun. If you would rather come across as serious and elite, your writing should sound more distinguished and traditional.

Let them get to know you

Your site, like your business, needs a brand and a face. The more you can help people realize that they have a connection to you, the better. After all, transactions are done between two people, not between an individual and an anonymous organization.

Get into the personal side of running the business, too. Have a spot where you can share what you are excited about for your business, and describe a little about why you wanted to open it. Enthusiasm is infectious, after all!

Talk business

Don’t be afraid to go into lots of detail about your products and services – in the appropriate place. No one likes self-promotion, but you need to anticipate and answer the questions your customer might have. Give them the assurance that your business has the solution to their problem.

Also, include any certifications or licenses that your customers might want to see. Online, customers tend to be suspicious, so any third-party recommendation you can get is great. Customer reviews are another great way to incorporate some social proof into your site.

Know a little about SEO

You don’t have to be an expert on search engine optimization, but it doesn’t hurt to remember that search engines will be crawling your site, too. Make sure you spell out exactly what your business does, instead of just assuming that someone will know you have an ice cream shop because there are pictures of ice cream on your site.

Keep it fresh

Both search engines and users like to know that the site they are looking at was updated recently. Add a blog or a news section, so that you can keep people up-to-date with what is going on. Profiling a customer or employee of the month is another great strategy – as long as you can keep up with it regularly!

Represent quality

Your website is an important part of how the world sees you. Make sure that you aren’t rushing to finish it and making sloppy, careless mistakes. At the very least, proofread it and make sure you don’t have any spelling or grammar errors. Even better: have someone else read through it and tell you what they thought.

Don’t go it alone

Just like you can hire graphic designers to make your site look just right, you can look for freelance writers, bloggers, or editors to help you get your words on the page (or the screen). These professionals will help you know what your customers will be looking for from your websites, and use the right words to convey the emotions you want to get across.