Initially writing the text copy for your website seems quite simple. You just tell them who you are, what you do and how to contact you, right? Err, no actually.
Many business websites drone on and on about when they started, what their “mission statement” is, what technology they use, blah, blah, blah. I hate to be the one to tell you this, but nobody cares. All that prospects and customers care about is “What’s in it for me”.
So the very first thing you need to do is put yourself in the shoes of your potential customer. What problem do they have that they are looking for a solution to by searching around the internet? If they have arrived at your website as part of their search they will look for confirmation that they have come to the right place. What solutions are you providing that solves their problem?
If you were the customer, what questions would you want answers to before parting with your cash? Make sure you answer those questions in your copy.
If you are selling an intangible or unknown service such as administration and business support services, how have you displayed your credibility? Have you shown testimonials or feedback from previous customers, or can you show case studies where you have made a real tangible difference to a former client?
If you are selling information, how have you established to them that you are the expert that they should listen to? Do you have any samples of the type of information you provide such as free downloads of tips?
How easy is it to contact you? Is there a telephone number for enquires? Have you got a proper mail address on your website or just a PO Box? Do you have a guarantee that will allow them to purchase a product or service without reservation?
Lastly, give them a compelling reason to buy from you now. Or if your product or service has a longer sales cycle, get them on your list by offering something in exchange for their name and email address.