The art of writing website copy
We would like to introduce you to Jo from Beach Hut 99.
Jo has been flying in and out of the Bee More Design hive for a number of months now bringing her copywriting expertise to our clients if they wish to enhance the content of their website. We wanted to give her a bit of the limelight as we and our clients are just thrilled with the work she is producing! But please, let us pass the rest of this over to her to explain a little bit more....
Words are powerful! Words are evocative.
Words can convey a mood, a tone, a personality. They represent your brand wherever you engage with your audience. Your social media activity. Your brochureware. Your advertising.
But there is no more important place for your brand to be represented with the right words than on your website.
It's your shop window.
The place people go to find out who you are, and what you offer. To get a feel for what working with you might be like. To be reassured about your credentials and your credibility in the marketplace.
It is, of course, crucial that the design of your website captures the essence of your brand.
It needs to be eye-catching, professional, beautifully designed, customer friendly and easy to navigate. You can be guaranteed that your website will tick all of those boxes when Kate and Nikki at Bee More Design are on the case.
But what about the words on that stunningly executed website?
Do they represent your brand? Do they captivate your audience? Grab and hold their attention? Tell them what you do, clearly and impressively?
You can't meet every potential customer in person, one to one. Connecting with them via your website is the next best thing, so it's essential that you don't miss the opportunity to get this crucial touchpoint right.
Every word should sound like the best version of you, with your passion for your business pouring out onto the digital page.
It needs to be authentic. Confident and reassuring, authoritative yet warm in tone. Your customers should feel that you care about them and have their best interests at heart.
A good copywriter will be able to quickly tune in to what you and your brand are all about. Before they write your website copy, they will probably have an informal conversation with you to get to know you and what is important to you.
They will be genuinely interested in you, and organically ask the right questions which will enable them to channel your voice and convey your message believably, as if they are talking to one person - your ideal target customer.
In today’s fast-paced world, many people have an increasingly short attention span. So, every word needs to be carefully chosen, earning its place and jumping off the page.
Your website isn't the place for long, flowery paragraphs of condensed text, where your key messages easily get lost, or where your reader loses interest before they've got past the first few lines.
Website copy should be succinct yet fluid, with an easy-to-read flow and a pleasing rhythm.
Maximise your SEO opportunities
When you are happy that the content is saying what you need it to say, and it's saying it in your voice, with your brand identity running through it like a stick of rock, you need to make sure your words are working as hard as they can for you regarding SEO (search engine optimisation).
By inserting, throughout your website copy, the keywords and phrases that your ideal customer is searching for online. This can make a big difference to how high you place in search engine results and hopefully mean that you leave your competitors in the shade.
The right website copy can also drive more traffic to your site.
Did you know that website copy can generate 54% more leads than traditional marketing methods? (source WebFX)
And, while we're talking statistics, another study by WebFX found that 70% of users prefer to get to know companies through articles instead of advertisements.
The same study also identified that businesses using strong website copy see six times more conversions than those who don't.
You can pepper your website with prompts for your customers to respond to call to actions. Every mention increases your chance of engaging that visitor to your website.
Words have always been my passion. I can get very excited about effective comma placement!
From talking my way into a job that didn’t exist at a Brighton-based advertising agency before I’d even got my A-level results, I have loved working in marketing, mostly the corporate side, for the past 30 years.
It was a pleasure meeting Nikki and Kate via a mutual client, and working with them is a really positive and rewarding experience.
Copywriting for websites is an honour.
People fascinate me and it’s a privilege to get to know small business owners and tune in to who they are and what’s important to them, so that I can convey their brand and their products and services in an authentic and meaningful way that resonates with them and with their customers.
When I am writing, I am channelling our clients’ voices. I can imagine that it’s a similar feeling to songwriting or painting. You hit the sweet spot and just know when it clicks and it flows and it feels right!
Once our client is happy with their copy, the exciting alchemy takes place, when Nikki weaves the words into her stunning website designs, all complementing Kate’s impactful brand work.
I look forward to working with you, and capturing the essence of your message!
How we can help you
If you would like your website copy to be polished, edited or re-written by a professional copywriter, do get in touch with Bee More Design.
We would be delighted to help you!