At the end of July we posted an article “Things To Know Before You Write Your Website Copy” and once you have all that information together, you can then begin to write your copy. Sometimes people don’t realize how much copy they need for a website, but it doesn’t have to be overwhelming. It is best to divide the copy into categories and create a layout of what your website will need. That way you can write the copy for each category and then copy and paste it into the corresponding pages on your website. We have put together a list of essential groups of copy that you will need. A Copy Writing Plan For Your Website in 8 steps.
This is where most people will wind up when they click a link to your website. Therefore, you must make sure you get their attention right away. The home page needs to be free of clutter to avoid confusion. It shouldn’t have too many words, and the copy that is there should be clear and direct. The home page must direct your visitors to delve deeper into the site; it is not the final destination, it is just the entrance. Keep the information general and save the details for the other pages within the site. Make sure you place the most important information above the fold so visitors don’t have to scroll down to see it. This should be done on every page, but it is the most critical on the home page. You must think about what elements you want on your home page. If you are having a sale, you may want to put a promotion somewhere on the home page highlighting a deal or coupon.
This is where you put information about yourself and your business. If you are the head of the company and everyone associates you with your brand (like a photographer or massage therapist) you might want to list your credentials, education and work experience. For bigger corporations and those that have a focus on the product, such as a pet supply company, the about page does not need to discuss personal traits of the owner, but more about the company as a whole and its mission. You might want to include a brief history of your company and plans for the future. Don’t go into every detail, but give enough information for people to understand what your business is about and what it stands for. Think about what types of things a customer would want to know about a business and be sure to answer those questions. You may want to include pictures of employees, business location, or anything else related to your company. Make it interesting and unique while providing the vital information your customers want to know. Read more at 99u.com.
Every website needs a place to put contact information or you will prevent a lot of people from finding you. This should include address, phone number, fax number, e-mail address, and any other applicable contact information. You could also put social media buttons on this page in order to interact with people and encourage others to follow you. Sometimes people add a contact form on this page with a list of general questions pertaining to the reason for contact. Contact forms are great for many reasons. They eliminate the extra step of composing an e-mail and ensure it is delivered to the correct e-mail address. It also ensures that you will get all the necessary information needed since you set up the questions to be answered.
If you have inventory being sold on your website, you need full product descriptions as well as shorter copy. For instance, you may sell different types of clothing. If someone clicks the tab “dresses” the page may list 50 different dresses available for sale. There will be short copy next to each dress such as the name of the dress, available colors, and some type of button to see more. Once the customer clicks one of the dresses, it will open a page describing the item in more detail with longer copy. The more items you have, the more copy you will need.
A frequently asked questions page should answer any questions people may have about your business. These questions can vary greatly from business to business, but check out competitor websites to see what type of questions they have as yours may be similar. Not everyone has a FAQ page, but it could come in handy for most websites. Here are some examples.
-What forms of payment do you take?
-What is your return policy? Cancellation policy?
-Can I return something in your store that I bought online?
These are just a few examples of questions that might be found on a FAQ page. They do not apply in every situation, but should hopefully give you ideas. Try to think of every possible question someone might have and browse the internet for ideas.
This may not apply to every company, but if it does you need to remember to include this. If you sell products or have anything more than a small information site, you will probably need to include a terms & conditions statement. This can include information about charges to customer credit cards, returns, and any problems or issues that may cause others to hold you liable. If you need help writing this section you can take a look at these references.
Customized Landing Pages
Not everyone decides to do this, as it requires more time and strategic planning, but it definitely helps target people better. Let’s say that you run a landscaping company that provides multiple services such as lawn mowing, fertilizer treatment and hedge/tree trimming. You may want to create a specific landing page for each service in order to target those different audiences. That way, when you target the specific groups who want fertilizer treatment they will find exactly what they are looking for instead of landing on your home page and trying to find it themselves.
Extra Copy Writing Tips
It should go without saying that you need to double-check your spelling and grammar. It is always a good idea to have someone read it over in case there are any mistakes you didn’t catch. Remember to be direct and specific in your word choice. Write on a level that most people can understand and avoid using fluff. The basic idea is to show what you can offer customers, not to go on and on about how great your company is. Always include a call to action because if visitors aren’t encouraged to take action, they probably won’t.
Now you have it, A Copy Writing Plan For Your Website. Let’s get to work!
These are general guidelines to follow when putting together a new website. Your website may contain more topics or slightly different ones than these outlined above, so take these suggestions and tailor them to fit your specific needs. If you need help putting together a new website we can help. Visit CimettaDesign.com for all your website and graphic design needs.