One of the most difficult aspects of having a website that offers a service or product is writing effective copy that will not only attract interested consumers to your site, but entice them to do business with you once they arrive. From plumbers to photographers, landscapers to lawyers, all business owners want their sites to stand apart from the rest.
The best way to get clients to your site is through search engine optimization. Once potential clients start finding your site, the best way to develop a trust with them is to understand their wants, needs, and expectations. 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 business to meet their needs. Use “you” language to speak to your audience’s needs in a way that highlights your strengths and the unique value you offer.
Make It Scannable
When people read websites, they are 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.
Ask for Action
Tell people what you want them to do after they visit your site. Do you want them to call you? Fill out a form? Sign up for a newsletter? Email you? You definitely won’t see the results you want with your website if you don’t clearly state the action you want people to take…and back it up with compelling reasons why they should take action.
When writing content for your site, your audience is the number one consideration. If your clients realize through your copy that you are experienced, knowledgeable, and trustworthy, it will be easier for them to take the action you have set forth. Talk to them, not at them.