In last week’s blog post we covered some tips and guidelines for writing your website copy to help you overcome your roadblocks and get writing.

This week we will take a look at the four most common pages on your website:

  • Home Page
  • About Page
  • Product / Services Page
  • Contact Page

HOME PAGE

Research findings differ – some say 15 seconds, some say 6 seconds – but it’s universally agreed that when a visitor lands on your website, you only have a short time (seconds!!) to grab their attention and whet their appetite. While not every visitor to your website will enter via your home page, it does act as the front door and first impression for your site.

When a visitor lands on your Home Page you have only a few seconds to grab their attention.

With such a short window of opportunity, it’s important to get your main messages across quickly and effectively. The imagery and design will go a long way to capturing their attention, but your words also have to do their job to communicate your message.

Your home page is more of a summary or introduction to your business, and should communicate who you are, how you help your target audience and why they should choose you over everyone else in the marketplace. It’s also the first opportunity to get your business’ personality cross and build a connection with your audience.

Some questions/prompts to inspire your home page copy:

  • What challenges do your target audience face?
  • What is the main problem you solve for your audience?  What is the solution you offer?
  • Explain the benefits of your solution, including the emotional benefits (i.e. how they will feel – relaxed? relieved? safe? inspired?)
  • What sets you apart from your competitors?

ABOUT PAGE

The About page is one of the most visited pages on most business websites. Often it’s the About page that will help people decide whether they like you and trust you. It’s an opportunity to show who you are, demonstrate credibility and show your personality.

On your About page you can share some of your history and story.

Even though you’re writing about you and your business – it’s not all about you. It’s about your customer: providing the information and proof of how and why you can help them and answering the questions they are likely to have about you. So put yourself in their shoes and imagine what you would want to know (and how you would want to feel) if you were buying your product/service.

Some questions/prompts to inspire your About page copy:

  • What is your “why”?
  • How do you solve your customers’ problem?
  • Proof that you can solve / have solved the problem? (Past successes).
  • Why can they trust you?
  • Why should they choose you? How are you different from your competitors?
  • Who do you work with? What sort of customers (e.g. I work with people / business owners / parents / students / ??  who … )
  • Share some insight into you personally (if the website is for an individual) – not oversharing, but revealing some personal insights to help them get to know you and build trust.
  • What is your story and how did you get where you are?

Don’t forget a Call To Action on your About Page? It might be to offer other places to get to know  you / your business (e.g. social media links) or an invitation to sign up to find out more.

PRODUCTS / SERVICES PAGE

When browsing business websites for a particular product or service, people want detailed information to help them make a decision. Your product or services pages are an opportunity to provide detailed information and answer specific questions.

Some questions/prompts to inspire your Product / Services Page copy:

  • What problem / challenge does the product / service solve?
  • What does the Product / Service Include?
  • How will they benefit?
  • Demonstrate the value of the product / service.
  • Eliminate surprises – give detailed information being open and transparent
  • Answer common questions about the product / service.

If you have different tiers / levels of products, consider a comparison table so customers can easily choose the level that is right for them.

If the same questions keep appearing about the product / service, think about creating Frequently Asked Questions.

By providing as much information as possible, and answering as many questions as possible, you are moving the customer along the sales process even as they’re browsing the website.

CONTACT PAGE

Make it as easy as possible for people to get in touch with you. As well as a contact form, also detail your phone number, email address (and physical address if appropriate). Also link to social media profiles if relevant.

OTHER PAGES AND CONSIDERATIONS

Other pages that you should think about including on your website include:

  • Terms and Conditions and Privacy Policy (making sure these are legally appropriate for your business. I recommend getting legal advice on these pages)
  • Portfolio / Product Gallery
  • Frequently Asked Questions
  • Testimonials – Some people like to have a page of testimonials. Another option is to scatter relevant testimonials throughout your website to add social proof to each of the pages.

Remember, as I mentioned in the previous blog post, your website is not set in stone. It’s important to keep updating each of these pages as your business grows. But answering the questions above for the main pages of your website lets you create the foundation on which your website can evolve.

Also remember, if the thought of writing your website’s pages fills you with dread, and there are better ways you could be spending your time in your business, it’s probably worth getting assistance with the copywriting. Contact me to have a chat about your needs.