Website Copy that Builds Relationships and ROI

Website Copy That Helps Your Business

Website copy has always been a key part of building a website. But it seems everyone has their own opinions on how to use it.

In my time working on websites, I have been told copy should:

• Be focused on search engines to drop as many people as possible on a website.
• Be 100% focused on hard sales.

I think there is a third option that is often overlooked. Focus on who you want to buy your product or service.

What is a user-focused website copy?

Website copy that focuses on your user does two things. 1) Speaks directly to the person on the other side of the computer screen. 2) Answers the user’s questions about your service or product. Let’s delve deeper into these two.

Speak Directly to People

Website copy can be hard to write. It’s like going LIVE on camera but having no one else in the room. You have to imagine you are speaking to someone to get the best results. When you write, or have someone else write the copy, the word needs “you” to be in place of them or they. This creates a personal connection of understanding through print.

When you are looking for a product or service do you connect with a copy that uses phrases like: “our clients enjoy X, Y, Z” or do you connect with “you want X, Y, Z because you need this result.”

The first example speaks around who you want to work with. Third-person copy does not work when you want to build a relationship with your ideal client through the website. The second example talks directly to your ideal client. It shows you understand what they want and the result they need to level up.

Answer Your Ideal Client’s Questions

The first thing to remember, people visit websites to get more information. They want answers to questions for a reason. If your ideal client is on your website, what questions do they need answered to book an appointment or buy your product? How you answer these questions also builds their ability to like and trust you.

The next part of this process is your CTA strategy. But that is whole another blog for another time.

Benefits of Copy Focused on Users

The biggest benefit of user-focused copy is it draws in hidden consumers. When you focus on your ideal client search engines pick up on the language you use on your website. This allows the search engines to better connect hidden consumers who are your ideal clients to you. Now you have a new list of clients who are looking for you and are ready to work with you.

The other benefit is you will make connections with people before they meet you. At the end of the day, your website is your #1 marketing channel. All links lead back to your website if it’s done right. It is a sales channel. People buy from those they know, like, and trust. Your website is your passive salesperson. This is how you make sales with less effort.