A DIY Guide for Small Businesses and Entrepreneurs
Hiring a professional copywriter to write your website copy is an investment, and we fully believe in it. Strong, well-written brand messaging can make or break a website. That said, we know the realities of starting a small business, and budget can feel tight before leads start rolling in. If that's you, start by DIYing your website copy. Down the line, when your business grows, you can invest in a website glow-up.
Having written website copy for hundreds of businesses, we've put together a roadmap for how to structure and write yours so it connects with your ideal clients and converts.
Step 1: Define the Goal of Your Website
Before you write a single word, get clear on the purpose of your website. Is it to share information, book services, or sell products? Your answer shapes every page, headline, and call to action (CTA) that follows.
A website built to book clients needs different copy than one built to sell products online. Knowing your goal keeps your messaging focused, and focused copy converts better.
Step 2: Build a Keyword Bank for SEO
Search engine optimization (SEO) starts with knowing which words your ideal customers are typing into Google. Make a bank of the keywords you want to include, such as your services, your location, and the problems you solve.
Keep your keyword bank nearby while you write, or check in at the end to make sure you've worked your keywords into your copy naturally.
Step 3: Gather Testimonials and Social Proof
People trust people more than brands, so testimonials are some of the most persuasive website content you can have. They build trust, ease doubts, and show potential customers what it's like to work with you.
If you have testimonials, gather them now. If you don't, make a plan for how you'll start collecting them. Reach out to past clients, send a follow-up email after a project, or ask for a quick review after a sale.
Step 4: Establish Your Sitemap
Your sitemap is the list of primary pages in your website's main navigation. Common pages include:
Home
About
Services
Shop
Contact
FAQs
Portfolio
Team
Menu
Schedule
Pricing
Blog
Think through the customer experience and what visitors need to make a decision. Then eliminate any page that only adds fluff. A simple, intentional website navigation makes it easier for visitors to take action.
Step 5: Write Your Home Page Copy
Your home page is the first thing your ideal customer sees, and it has about five seconds to convince them to stay. It should give them a clear sense of what you do and spark enough interest to keep them scrolling.
That's why your home page must include your brand bio front and center, which is what you do and who you do it for. Keep home page copy short and to the point. You can always elaborate on your About and Services pages.
A high-converting home page typically includes:
A punchy brand bio at the top: who you are, what you do, and who you do it for, followed by a call to action
A products or services section: a quick overview of what you offer
An About section: a little information about you and your business
Social proof: testimonials and reviews
Lead generation elements: a newsletter sign-up or freebie opt-in
Lots of calls to action: make it easy to book, buy, or get in touch
Copywriting Tips That Work on Every Page
Once your sitemap is set, the specifics depend on your pages, so we won't go through them one by one. These tried-and-true website copywriting tips work on any page.
Say More With Less | In our fast-paced online world, every word has to count. Visitors skim to find what they need, so make your point as soon as possible. Short sentences and clear headlines keep readers moving toward your CTA.
Use the Secret Formula | When writing blog posts, emails, web copy, or anything else, use this simple formula:
Name the problem. What is your ideal customer's biggest challenge?
Create common ground. Show them "we see you, we hear you."
Introduce the solution. That's your product or service.
Just Start Writing | Your first draft might not be your best, and that's okay. When you give your ideas room to breathe, they take on a life of their own. You can always go back to edit and refine later. A finished draft you can improve beats a blank page every time.
Be Crystal Clear | Use simple, easy-to-understand language, and remember that your audience may not be familiar with your product or service. Clarity beats cleverness. If a visitor has to work to understand what you offer, they'll leave.
Speak Directly to Your Ideal Customer |Imagine you're having a one-on-one conversation with your ideal customer. Use customer-centric phrases like "you" rather than "them" to give your copy a more personal feel. Copy that speaks directly to your reader captures attention and turns visitors into customers.
Make Your Copy Visually Appealing | Good website copy is easy on the eyes. Add visual interest with:
Short, punchy sentences
Clear headers
Short paragraphs
Italics and em dashes for emphasis
Bulleted lists
Formatting makes your copy easier to skim, and skimmable copy gets read.
Your DIY Website Copy Checklist
Before you hit publish, run through this quick list:
Does your home page state what you do and who you do it for?
Have you worked in your target keywords naturally?
Is there a clear call to action on every page?
Have you included testimonials or a plan to gather them?
Is your language simple, clear, and customer-focused?
Is your copy easy to skim?
Writer's Block? Hire a Professional Copywriter
The copywriting process can feel overwhelming, and there's no shame in getting stuck. If you're staring at a blank page, or you've written your copy and it still doesn't sound like you, it may be time to bring in a professional.
A professional website copywriter can help you define your brand voice, craft compelling website copy, and bring your brand messaging to life in a way that attracts your ideal clients and converts them.
Ready to invest in your website copy? Let's turn your brand story into copy that connects, converts, and grows your business. Book a free consultation today to learn more and get started!
AMARI CREATIVE
We are a brand and website design studio for small business owners.
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Since starting of Amari in 2016, we’ve helped hundreds of small businesses go from a mere idea to a full-blown brand. From logo, to messaging, to websites, we’re here to help you launch your dream brand and website.
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