How to Write Web Copy like a Pro

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You have amazing business skills, you’re offering a fabulous product, you can negotiate your way into or out of anything, yet customers aren’t exactly knocking down your door.

Most of the time, you’ll find the problem is staring you in the face: it’s your website – more specifically, your web copy. This component of your business can be easily overlooked; after all, client meetings, networking and developing your products and services is what’s going to bring in the profit, right?

Well, no. None of that matters if you don’t have stimulating, professional and attention-grabbing copy, because this is the first part of your business that most prospective clients see. It represents you, your brand and your product, and it can make or break a prospective buyer’s interpretation of what you’re offering.

Perhaps this is resonating with you. If so, your first reaction might be to lament the unaffordable prices of professional copywriters (and wonder whether you should have taken those creative writing evening classes after all).

The good news is that you don’t need to hire a copywriter if you don’t want to, and you don’t need to become a professional writer yourself. Usually, all it takes is a few tweaks to turn dull, lifeless copy into words that represent you and your business in a way that fills you with pride.

Keep it simple

You don’t have a lot of time to spend writing your business’ web copy, and your readers won’t have a lot of time to read it. Help yourself, and them, but using simple formats that are quick to write, easy to scan, but still provide valuable information for your audience. Time-tested favorites include numbered lists (“5 Ways to Turn ‘No’ into ‘Yes’”), bullet points, how-to articles (“How to Change the World in One Easy Step”) and compilation posts (“5 Blogs every Business-Owner Should Read”).

Quality, not Quantity

Your web copy doesn’t have to be pages long. In fact, this is a bad idea, as only a fraction of people visiting your website will take the time to read it. Your challenge is to only include what is absolutely necessary and say it in as few words as possible. Condensing your web copy into clear, concise and expressive writing will show potential clients that you know what your business is about, and that you respect their time.

Solve a problem

Every business solves a problem or meets an unmet need. If you’re a dog groomer, you’re solving the problem of hairy, foul-smelling pooches. If you’re a gluten-free raw foods chef, you’re meeting an unmet need among people with certain dietary preferences or restrictions for being able to eat out once in a while.

Sometimes, it might seem obvious to you what problem you’re solving – after all, it’s your business – but this isn’t necessarily true for your readers. You need to spell it out for them. Even if it feels like you’re treating them like two-year-olds, explain exactly what you do, why you do it, and how. They won’t mind – in fact, they’ll thank you for it.

Envision your ideal audience

Finding the demographic that will desire and use your product or service is the first step in any marketing plan. Once you have this information, use it for your copy. To gauge what kind of tone, content and style your ideal readership might enjoy and expect, find other websites and publications that target a similar audience. Even if their subject matter is different than yours, it will give you a starting point from which you can develop a style that is more appropriate to your target audience.

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