Why powerful copy is your best tool.
Your website copy reflects your brand’s personality in written form. It’s your voice saying to the world, “Look at me. I’m unique. I do what I love and I’m awesome.” Visitors come to your website to be a part of your message, and the community you build by being unique.
People want to know you. They want to feel a connection. They don’t come to your site to purchase. The purchase comes after you build a relationship with your audience.
This is an opportunity.
Don’t Neglect Your Website Copy
What your website says can be more important than how it looks. Your website can thrive with good design, but it can also suffer if you neglect the importance of sharp copy. Exceptional copy is a great tool for conveying trust and credibility to your potential clients. But unfortunately, it’s a piece of the puzzle that often gets neglected.
Great copy and a great design are like salt and pepper, simply inseparable. My design will attract your clients and get them through the door, but your copy is what’s going to make them want to stay by convincing them they are in the right place.
Ever had a crush on an incredibly sexy somebody, but their personality turns out to be the worst? No one wants that. It’s disappointing. I want your copy to match my design, so they can both be amazing together.
Content Comes Before Design
“Design in the absence of content is not design, it’s decoration.” – unknown
The purpose of a good design is to enhance and strategically present your copy to the world. Before I start working on any project, I require my clients to provide all their content up front. My job is to structure the design so that it highlights the content.
Think of it this way — your copy is the culmination of ingredients in the meal, and my design is the seasoning and preparation. I can’t cook a delicious meal until I have all the ingredients on hand — and they have to be fresh, tasty ingredients to begin with. Once I have your content, I can layout it all out and decide how to bring it to life.
Design reinforces the message, it doesn’t create it.
So how do you get good copy?
You have two options: write your own stuff or hire a professional copywriter.
If you are just starting out, it may be best to create the content yourself, especially if you are still experimenting with your voice or your ideal audience. This is when you make an honest evaluation of your skills and decide whether you have the time to produce something valuable. The bare minimum won’t do. Bullshit won’t either. This isn’t a high school English paper.
Maybe you’re thinking, “I’m not a writer. I just don’t know how to sell myself online.” Well sister, put your big girl pants on and look for help. There are numerous courses, blog posts, books, and webinars on writing effective website copy that sells. Do some research and learn how to refine your writing skills.
If you just can’t write about yourself – a lot of women have this problem – or feel that there’s something missing in your message, it might be worth hiring a copywriter. In this case, professionally written copy can be the difference that gives you results.
An outside perspective can help you look at the big picture and turn the messy thoughts in your head into something tangible, while helping you find your voice. If you don’t have the budget for professionally written content, then consider hiring someone to just look over the material you already have and help spice it up.
Whether it’s design or copy, the most important thing is that each page solves a specific problem for potential clients, while building trust in your brand, and motivating them to take action.
Whichever direction you take, just make sure it’s your voice all over your website. Don’t be afraid to let your personality shine through. By being authentically you, you’ll attract those who feel most connected to you because your voice reminds them of theirs.
Your unique style is your best competitive advantage. Let’s repeat that:
YOUR PERSONALITY IS YOUR BEST COMPETITIVE ADVANTAGE.
(Things in all caps AND bold are best remembered, right?)