One of the most difficult aspects of having a Web site that offers a service or product is writing effective copy that will not only attract your audience to your site, but entice them to do business with you. From plumbers to photographers, landscapers to lawyers, all business owners want their sites to stand apart from the rest.
The best way to create copy that appeals to your target audience is to take the time to understand their wants, needs, and expectations. Once you have a firm grasp of what is driving potential clients to your site, there are several things to keep in mind as you write for your clients:
Keep It Simple
Although most, if not all, businesses have jargon, acronyms, or lingo pertaining to their particular field, your clients probably won’t know what it means. Avoid using technical terms on your Web site that make your clients need to use Google to understand what you’re saying. Keep your content clear, concise, and simple.
Get to the Point
Even though it’s nice to showcase your talent, experience, and expertise, your clients do not want to see 20 pages of you. They are interested in your knowledge of the business, and they want to be convinced you are the best company to meet their needs. Speak to your audience’s needs in a way that highlights your business’ unique value.
Make It Scannable
When people read Web sites, they are generally not interested in reading lengthy paragraphs or complex sentences. They are looking for pages that are easy to scan, find the information they need, and take action. If clients have to trudge through heavy content to get one piece of information, they’ll go elsewhere to find it more easily.
Be the Expert
As the owner of a business, you are the expert—not your client. If they wanted to read pages of intricate details about your profession, they may be your competition. Clients want to know that you understand the business, and they don’t have to.
When writing content for your site, your audience is the number one consideration. Write to your potential clients and demonstrate that you are experienced, knowledgeable, and trustworthy. By taking the time to establish a connection with potential clients that shows how you meet a real or perceived need—instead of just pushing information at them—people are more likely to take the action you have set forth.