(without being icky)

You’re there with a blank sheet of paper trying to begin. The date you’re starting your website is getting closer and you still don’t have any copy.

I’ve been there (several times over) so let’s address the blank page paralysis and answer the question…

How to get started copywriting

Writing copy that sells is a skill. Top copywriters command huge pay checks for exactly that reason. But at the beginning of your business it’s quite likely that you’ll be DIY-ing your copy & and that can be overwhelming!

Not to worry - by reading these tips for copywriting you’ll be writing copy that converts browsers to buyers in no time. All before you can say “sales-funnel”.

What is website copy?

Simply put, website copy is the words you write on your website. The ultimate objective of these words is to sell your product or service - to convert browsers to buyers.

Let’s start by addressing the concept of “sales”.

For many new business owners this can feel like a dirty word - conjuring up used car salesmen or shady estate agents... Let’s take a moment to flip this belief on its head! Sales are necessary, selling your product or service is something you absolutely have to do if your business is to be a success and what’s more - good sales is a service.

What do I mean when I say that sales is a service? It’s quite simple - there are people out there who need what you’re selling and it’s your obligation to help them invest in it - that’s where writing copy that converts browsers to buyers comes in.

In this blog I cover the big questions to ask yourself before you put pen to paper, and my top tips for writing your actual copy.

4 questions to ask yourself before you write your website copy

1. Why are you writing your website copy?

What is the purpose of the page, section and therefore words on it? This should be one objective and one objective alone. Don’t confuse things with a many choices, or goals. This is the time to keep it simple and focussed.

Put it into action:

Write one objective for your copy per page (or section if it’s a long page style site). As you write your copy refer back to this objective and cut out anything that’s not in service of it.

2. Who are you writing your website copy for?

Again we’re keeping it super simple and writing our copy as if we’re talking to one person only - Hi there ideal customer!

As with your visual marketing, and in fact everything you do in your business it’s your ideal customer who you need to be speaking to. Imagine that you’ve known this person all your life, you know what they find interesting, what would make them laugh, how to persuade them of something. You’re writing TO them, and no-one else!

Two common copywriting traps to avoid

If you write to everyone you’re writing to no-one. Write directly to your ideal customer and your ideal customer only.
Don’t fall into the trap of writing as if you’re someone you’re not. There’s a fine balance of writing to your ideal client (in a way that appeals) whilst also writing as you in your own authentic style. It might take a bit of practice but you’re aiming for the sweet spot between the two. The objective is to write in your authentic voice whilst speaking directly to your ideal customer.

Put it into action:

Ensure you have a detailed understanding of your ideal client.
Write down a few adjectives describing the writing style that appeals to your ideal client, or have a look at some of the blogs you know they read, social media accounts you know they follow and see what common style-traits the writing has.
Practice, practice, practice. The more you write to your ideal client, the more you will find your voice. Don’t be afraid to have a good few attempts before you settle on the words you want to use.

3. What’s their problem?

What is your ideal customers’ big problem, hope or dream? Start with this before you offer a solution (AKA - talk about them before you start banging on about yourself!)

If you’re using a problem statement show that you know how serious that problem is, expand on it and engage the emotions of your reader in your copy. Make sure they feel understood before you start offering your product, service or content as a solution.

Put it into action:

Write down the problem that your ideal client has come to your site for help with. Keep it simple - focus on their one big problem.
Now make notes to expand and add detail to that problem.
Only then think about how your product or service solves their problem (see point number 4)…

4. How does your product or service solve your ideal clients’ problem?

Match your solution to your ideal clients’ problem. The add details - why does your solution get to the root of their problem? Why is it the best solution out there? Why should they choose you? This is the moment to identify all of the unique brilliance that makes you and your business special.

It’s also worth thinking about what objections might they have and how does your product or process address these? Start with a list and then imagine having a conversation whereby you address and deal with any hesitations.

Put it into action:

Write down the main problem your ideal customer has.
Link your product or service to this problem (or answer the question how does it solve the problem)
List the hesitations or reservations they might have before purchasing your product or service
Respond to each of these hesitations as if you were doing so in a conversation (Top-tip: these are often about the investment required, so think about how their investment is paid back by the benefits of your product/ service)

Remember - good sales is a service!

So now you’ve done your thinking and planning it’s time to actually put pen to paper and start to string some sentences together. Here are a couple of my top writing tips for your website copy:

How to write your website copy

1. Start with a headline/ tag line that’s really engaging (One that that speaks to the problem you’re addressing).

2. Continue to hook people with the first couple of paragraphs. Speak TO them, not about you. Use “power words” to help you.

3. Choose your words to show you understand them by speaking in their language, show that you can help them solve their problem. Show them that you care.

4. Keep it simple and concise. Attention spans are short. Use your headers and sub headers to draw skimmers’ attention to the key points. Use lists and bullet points to break down big chunks of text.

And that’s it! The simple steps that I use myself and recommend to clients to write copy that converts interested browsers into committed customers.

One final little note…

Perhaps even with all of this in your arsenal, maybe you’re finding it hard to write the first sentence. If this is you, I get it, your desire to make it perfect is what makes you awesome – but it’s also what makes the process hard. My top tip is to remind yourself that this is just stage one (you will edit and improve), and therefore the quality of what you write in the first draft doesn’t matter. Just write, without fear and you’ll be surprised by how fantastic it is! Any shoddy bits – no problem, you’ll just edit them out later!