Think about the last two years. A lot has happened in your business. You probably have new services, new staff members, and new customers. So why do you have the same website copy?
You want your website copy to help your business, not hurt it. So right now, take the time to go through it and make notes of the following:
What do you offer?
Do you still offer all the services on your site ? Do you offer any new ones that are not on your site? If someone comes to your site and reads about your offerings, can they understand exactly why your business is worth their time and money?
Do you have the same customers?
Think about those people who hire you day in and day out. Does the copy speak to them? Or does it speak to a customer that used to hire you? Have you updated your copy since the recession hit? Things are different now, make sure your content reflects that.
Do you have a hook and a call to action?
Don’t try to pass old, stale copy by such a web savvy society. It’s not going to work. Updated content with a nod to the times we’re in will represent you and your company in a better light.
Keep your content fresh to attract smart customers who can tell the difference.
How often do you update your web copy?
You want to focus on turning the eyes you have into paying customers rather than procuring more and more eyes. Your landing page better rock.
What is a landing page?: A landing page is a page on a website that traffic goes to in order to take action.
The purpose of a landing page: To persuade visitors to take action on your offer.
In order to market your business effectively and make as many sales as possible, your landing page better be hot, hot, hot. And it better contain copy that sells.
If you are a business with a marketing budget that includes Google Adwords, banner ads, PPC (pay-per-click) etc., a landing page is incredibly important. Instead of directing traffic from these clicks to your home page, you should be directing them towards a landing page, or basically a sales pitch.
Now, in all fairness, most small businesses don’t have the ad budget to be paying for banner ads that run across CNN and Google. So my best advice is to treat every page of your website as a landing page.
Which means every page of your website needs to sell. It needs to have the copy that drives customers to action. Your copy needs to show every visitor why they NEED your service/product. If they can’t have what you’re selling, they will suffer.
Next question. How to accomplish this? I’m going to admit it’s not easy. It takes persuasive writing. It takes understanding what your customers are really looking for. It takes a lot of trial and error. But in the end, if you nail that landing page, your conversion rates go up.
And now the part where the actual advice starts rather than me pontificating some more.
Here are 5 steps towards writing a landing page/home page that gets you results:
When visitors leave your home page, they should know what you do, how you can help them, and why you are better than the rest.
This means having clear, concise language where you tell your visitor exactly what to do. If we are not talking about a traditional landing page, but instead your home page, a call to action may be inappropriate. But make sure there is a call to action on another page of your website. If your home page does #1 really well, visitors are going to click on other parts of your site. Make sure the page(s) where you explain your services have a clear call to action on them. For me, just titling my services page Hire Me rather than Services is an instant call to action. Additionally, buttons are a great idea. If you can add a paypal button to the bottom of your sales pitch, you will grab a few impulse buyers. Here’s a great example of button usage.
Don’t fret about being witty or showcasing your personality (that should all be saved for your blog), but focus on writing copy that is easy to digest. I would go so far as to say, run it past an 8-year-old and make sure they understand what you’re saying. And please, not a smart 8-year-old, a really average one.
Don’t waste time with an introduction. Get to it.
I am a social media writer who specializes in blog posts, newsletters, press releases, and website content.
I help small businesses take their sales to the next level through focused, customized copywriting.
It goes from selling what I do, to selling how I can help you.
My last piece of advice? It’s a work in progress. Play around, test ideas, and while I would say the written word is 75% of an effective landing page, make sure the design works with it too.