INTRODUCTION
Recently, before engaging with two new clients, I took the time to research their websites and other publicly available information to gather as much background information as possible. When it came time to discuss these clients’ respective business models, I was surprised that these models were not clearly outlined on their websites. In other words, their listed services only vaguely matched what they actually do (and this wasn’t intentional, e.g., for competitive purposes).
Too often, I encounter websites and other marketing materials that are so full of jargon and/or generic phrases that there’s likely little chance a prospective client will understand what they’re reading.
Here’s how to write compelling copy for your website.
PROVIDE DETAILS TO KEY MESSAGES
Think of your key message as an assertion that needs supporting details.
Let’s start with an easy example. You visit a website and are greeted with the phrase, “We keep your home warm.” This is a good key message for an HVAC company because it explains the value they provide.
Of course, the homeowner is likely on your website to find a company that can repair or replace their furnace, so you must list that service directly alongside the key message. (Also, it helps with SEO when you list the specific services like “furnace repair” and “furnace replacement”).
AVOID JARGON AND VAGUE TERMS
Now here’s an example more akin to what was mentioned in the introduction section. When you read, “We empower personal trainers with tailored solutions through a focus on advanced technology, dependability and fast service,” what do you think is sold?
This is trickier because of jargon (“tailored solutions”) and vague adjectives (“dependability and fast service”), and it is all too common. It turns out that this slogan is for a supplier of fitness equipment that only sells to independently owned gyms. Could you have gleaned that fact from the slogan?
At the end of the day, keep in mind that most customers care less about fluffy descriptions and more about the problems you can solve (see next section).
EXPLAIN WHAT PAIN POINTS YOU SOLVE
Depending on your product or service, sometimes you will need to use your website to educate prospective customers on why your product or service matters and/or what pain points it solves. That seems counterintuitive, because you would assume that the prospective customer already knows the answer or otherwise they wouldn’t be on your website.
However, in my professional experience, I have learned that it is not often the case. Instead, you should assume that prospective customers frequently have only a superficial understanding of the value of your product or service. Back to the HVAC example, a prospective customer may be doing some “window shopping” on your website for furnace maintenance but not purchase the service because they don’t think it’s important.
Thus, you need to clearly spell out the pain points–in this case, shorter lifespan of the furnace and costly future repairs–to help make them act.