The 6 Things Your Web Content Writer Needs to Know To Increase Conversions
Your website copy has a lot on its plate.
It needs to grab your visitors' attention, give them the scoop on your products or services, show them they've landed in the perfect spot, and ultimately, convert those visitors into leads – all at the same time.
No pressure, huh?
Nailing all those goals is no walk in the park, and finding the right writer for the job can be a real head-scratcher.
That's why hunting down a copywriter who knows website copy like the back of their hand is the first step.
So, let's say you've found the Leonardo DaVinci of website copywriting.
You've checked out their portfolio and you're practically giddy because you can't wait for them to craft your homepage into a customer-attracting masterpiece.
But hold up! Before they can put their skills to work, you need to give them some essential details.
They might be a copywriting pro, but they still need key information from you.
Armed with the right details, they can create copy that resonates with your customers and helps you achieve your revenue goals.
Let's dive into the info you should share with your copywriting virtuoso to set them up for success.
Your Website Content Checklist:
1. Specify the Pages Your Website Needs
Is this a full-on website content overhaul, or do you need specific pages written?
Make sure you're crystal clear about which pages you need.
Your homepage and About page are like apples and oranges, so your copywriter needs to know what they're working on to create content that hits the mark.
2. Clearly Define Your Website's Goals
Listen, being vague about what you want your website copy to achieve is like setting your copywriter up for failure.
It's a surefire way to end up with website content that falls flat and leaves everyone feeling frustrated.
So, be crystal clear about your goals.
What messages do you want to convey? What action do you want your visitors to take after reading your content?
When your copywriter understands your objectives, they can craft messaging that's laser-focused on making your vision a reality.
3. Understand Your Ideal Customers
Every writing pro knows it's all about the reader, not themselves or even their client.
The same goes for your website content.
Your copywriter needs to speak directly to your target audience, but to do that, they need the inside scoop on who your customers are.
Give them the full lowdown on your target audience – their age range, what makes them tick, and the problems they're facing.
The more relevant info you can give your copywriter, the better they can craft copy that your specific audience will eat up.
4. Provide Detailed Product/Service Information
Ideally, your website content should be shouting about how your brand can make your potential customer's life better.
So, make sure you give your copywriter all the details on your products or services that they can easily reference while they're working on your website content.
This intel is also super useful for nailing those goals we talked about earlier, so your copywriting expert can craft the perfect message.
5. Determine a Compelling Call-to-Action
Listen up, because this one's non-negotiable.
If you're a business, you're selling something, and you need a clear call-to-action (CTA) to guide your readers to take the next step.
Whether it's opting in for a free guide, signing up for a value-packed offer, or filling out a contact form, your website copy must include a compelling CTA.
Make sure your copywriter knows exactly what action you want your visitors to take, so they can craft copy that seals the deal.
6. Communicate Your Brand's Personality
Your website copywriter will want to get to know your brand inside and out.
If you happen to have a branding guide, then be sure to share it with them.
When they understand your brand's voice, they can infuse your personality into every word they write.
This helps keep your messaging cohesive and engaging to the right kind of reader – your dream customer.
Sound like a lot to tackle on your own?
If you find yourself needing more guidance and support in developing your website content strategy, consider partnering with a website content strategist, who can provide a more comprehensive approach to your website's content needs.
Conclusion:
Creating website copy that engages, informs, and converts is no small feat.
It requires a deep understanding of your business, your audience, and your goals.
By providing your website copywriter with the essential information they need about your target audience, goals, products or services, desired actions, and brand personality, you'll empower them to create website content that speaks directly to your ideal customers and motivates them to take action.
But if you're feeling overwhelmed by the process, remember that partnering with a skilled website content strategist can take the guesswork out of the equation.
