When you’re writing website copy, it’s all too easy to focus in on what you do and how you do what you do.
But in a world of nearly 2 billion websites, you need to do more than tell people about your solutions.
You need to tell them why YOU are the best people to deliver that solution to them.
As expert website designer Greg Merrilees says:
When someone visits your website, these are the questions they’re asking:
* What do you offer and do you have a solution to my problem?Clear vs Clever — Why Clarity Wins Every Time! – Studio1Design
* How will I benefit from your offer?
* Do you have proof that your solution works?
* Why should I choose you over your competitors?
* Does your website look credible and trustworthy?
* What action do you want me to take?
* Do you have a clear pathway on how you will solve my problem?
Your website is not really about you
As I discussed in a previous post, winning copy is all about your customer – even when you talk about your business and what you do.
You’re convincing when:
- You show your deep understanding of your customer’s problems.
- You demonstrate that you’ve solved that problem for others through performance metrics, social proof and case studies.
- You show up as generous, with useful, helpful content that helps them understand their problem better.
- You demonstrate your authority and expertise – whether it be through qualifications, awards, speaking, books, podcasts.
- You explain how your process works.
- You explain your Unique Selling Proposition for meeting your customers needs – and more.
- You show up as real people delivering your real solutions – through photos, video, stories.
So whether you’re writing your own copy or preparing to brief a copywriter, think about this question:
“What do our ideal prospects need to
KNOW about us
in order to LIKE us
and TRUST us
to deliver their solution?”