I wrote my first professional copy twenty years ago. It was a radio commercial for a bookstore chain.
It required sixty seconds of spoken audio, a consistent theme, and a closing call-to-action.
I didn’t know what the heck I was doing.
After hitting my forehead against the wall multiple times, I finally finished the “script."
An award-winner it was not.
It featured two cows telling cheesy jokes to each other.
Yep, cows and jokes. The end product sounded even worse.
I still wonder if a radio producer somewhere plays a bootleg copy at dinner parties for laughs.
EVERY MARKETING MEDIUM HAS DIFFERENT RULES
The experience taught me a critical lesson. Creating a radio spot is different than writing an email blast. Or crafting a print ad. Or developing a tv script.
Context matters.
In 2020, the most important platform for your brand is your website. And understanding its ‘copy rules’ is essential.
Think about it…
How do people research your company? By visiting your website.
How do they check your prices? Your website.
How do they learn about your product/services? Your website.
In today’s marketing world, your website better not stink.
If your site looks like it was designed in 1995 by your teenaged nephew using their Commodore 64, you’ve got problems.
But even when websites are slick and modern, there’s another issue: the copy is often all wrong.
COMMON ISSUES WITH WEBSITE COPYWRITING
Over the years, we’ve evaluated countless websites. And the same problems constantly surface:
Way too much info to read
Typos and redundant phrases
Clichés
Paragraphs sounding similar to competitors
Too much use of fancy business terms and buzzwords
Talking more about themselves than empathizing with their customer
Not speaking to the stages of the customer’s unique journey
Many sites also lack social proofing. Simply put, it’s where you showcase others attesting to your expertise.
It’s odd to a consumer when your site has no reviews, certifications, endorsements, or recommendations.
Copywriting is much more than correct grammar. It’s making sure you offer the right content.
HOW TO WRITE WEBSITE COPY
In his article, "13 Best Website Copywriting Tips For Digital Marketers,” Brian Casey offers some practical advice. A few highlights:
Write like a human, not a business robot
Showcase the unique qualities of your brand voice and personality
Be a teacher, not an expert
Speak to the pain of your buyers
Focus on benefits instead of features
Know and explain your “why”
Understand the basic elements of on-page SEO
Balance text with white space, images, and video
Don’t forget to say what you actually do!
For the other helpful points, read the article.
My favorite line in the piece?
“Limit the number of statements on your website that start with words that put the focus on your company. These statements typically start with “we” or “our.” Instead, reimagine how you can get your point across by starting with the customer-centric “you” or “your.””
The context of a website determines the copy you place on it.
Remember the rules.
If you don’t, you might end up with joke-telling cows. And potential customers won't be amoosed.
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About Me
Hey, I’m Brian, co-founder of Genie Jar Digital. Born a Tar Heel but now a Virginian, I’m the father of five teenagers and the husband of one amazing lady. My family has a thing for Golden Retrievers. Given the right circumstances, I can do a mean moonwalk on a slick kitchen floor.
