The Website Copy That Will Make Your Business More Successful
When I start the website design or website customization process, I let them know that the first thing I’m going to need is their website copy and any brand photos they’ve got. About half of the time, my clients let me know that they don’t have any website copy other than descriptions of their services. Whatever state your website copy is in- this blog is here to help!
I know that, especially as visual creatives, we’d like our work to simple speak for itself. And, with a good website design, it will! Think of your copy as the next step for potential clients. The photos got their attention, and the website copy keeps them interested.
Your website copy will serve a myriad of needs. For small creative businesses, we rely on the unique voice, vision, and storytelling of our brand to capture hearts and minds. That means that compelling website copy is a necessary part in converting sales.
How Much Website Copy Do You Need
First, you need website copy (500 words or more) on almost every page of your website. Having this amount of copy is what I’d consider the bare minimum for your Search Engine Optimization needs. Anything less, and your site may look like spam. If you want to add more, that’s even better.
It’s okay, to have a couple of pages that just hit that minimum or have less. Your contact page, for instance, often doesn’t need much copy. After all, the most important thing on that page is that it’s easy for people to connect with you. Having too much copy on that page may distract your website’s visitors from filling out that form.
Make sure you dig into details on your service pages. Whether you opt for one service page or creating a page for each service, these should be one of your heaviest copy pages. You should be explaining every part of your service, the deliverables, timelines, process, and cost.
What You Want Your Website Copy To Do
1. Convey brand story and values.
Website copy, in tandem with your images and brand design, will allow you to establish and convey your brand’s distinct brand voice. Share your brand’s story in your own words. Connect with your ideal audience. Through carefully crafted words, you can express your commitment to quality, sustainability, inclusivity, or any other value that sets your creative business apart in a competitive market.
2. Capture attention.
I’m sure you’ve heard the statistics about how a website has only seconds to grab a reader’s attention. Those statistics can make it seem daunting to even try to write great website copy. But it can be done! Short sentences to start. Attention grabbing words. The using design to make those words stand out. A compelling headline, an intriguing introduction, or a thought-provoking question can pique curiosity and encourage further exploration.
3. Guide and convert potential customers.
Remember that you’re trying to attract clients who value your professional experience and knowledge. That means that often you need to help them through not only your service’s process, but through the purchasing process. Write website copy that intentionally takes people on a journey through your website. And, the best website copy, will take them on a journey through their problem and how you provide the ideal solution.
4. Demonstrate your expertise.
Your website should also function as your soap box. Use your website copy to share your industry knowledge and demonstrate your expertise. In a society that can so often undervalue creativity, this is a great opportunity to enlighten your audience about how creativity takes time, effort, work, and failure. Show them why your creativity is invaluable.
5. Encourage them to take action.
Once you have captured your audience’s attention, shared about your brand, educated them on your services and greatness, it’s time to get them to take action. You may want them to fill out your contact form, schedule a consult, or sign up for an email newsletter. Whatever you want them to do, including calls to action (CTAs) in your website copy, is pivotal. Use simple, action based sentences to move them in the direction you’d like.
Writing the Website Copy
I know as small creative business owners we have a tendency to want to DIY just about everything! I get it. It seems great to keep overhead low and sacrifice more time, but it’s not my first recommendation for website copy.
Writing about yourself and your business is freaking hard! It’s difficult to get enough distance to see everything from your client’s perspective. It’s difficult to not edit yourself because you’re worried about seeming too sale-sy. It’s difficult to just keep coming up with words about this business that’s become second nature to you.
Of the client’s I’ve worked with, very few have been able to tackle their website copy on their own. Personally, working with a copywriter on my website was one of the best investments I ever made. She’s an expert in it, and it shows! If, in our own businesses, we’re asking others to trust our experience, why are we so hesitant to do the same?!
So, if you’re serious about growth- hire a copywriter. I’m always happy to share a few of my favorites. So, if you’re on the hunt-reach out!
Copywriters work with a variety of budgets. You can find a copywriter for most budgets and who are knowledgeable about your industry. Just like working with any other professional, make sure to check out their work and ask for references if you need them.
Hiring a copywriting professional takes time. If you’re wanting to add new copy in tandem with a new website launch, start with your copywriter. I am always happy when a client lets me know that they’ve invested in professional website copy, and I can usually alter our timeline so that we don’t launch the new site until it’s in place.
Reap the Rewards of Your Website Copy
Website copy is the bridge between your creative vision and world of your potential client. It shows your brand’s approach, engages your audience, builds trust, and drives growth. For small creative businesses, investing in skilled copywriting is not just a strategic move; it’s an artistic endeavor that shapes the success and longevity of their creative ventures.
Helpful Links
- See all my small business resources
- Work with me on your brand and website design
- Shop my illustrations and graphics
- Find inspiration on my Pinterest
- Connect with me on Instagram
Quietly doing good work in my own little corner of the internet.
Having been a visual artist for over 10 years, I know that every part of a brand (even the parts that are often unseen) deserve to be expressed with honesty and beauty. I am happiest standing behind the scenes, creating every design and detail for focused and intentional business owners. I created EP Design to stand beside visionaries and thought leaders who are fueled by joy.
