Your website is your most valuable asset as a business owner, and should be designed to create an everlasting impact on your client. Doing so will boost your credibility and the strength of your brand. Your website should be east to navigate and have a smooth user experience and design so your reader can find what they want. With only a few seconds to create a first impression, your design and copy must be optimized for maximum user efficiency.
The job of your website is to convert. The job of your website is to not look pretty, but to convert. You want to convert leads into sales and put them on retainer. Business is based on relationships, and you not only want to attract, but also maintain the trust and likeability from your client by keeping up-to-date and relevant as an industry leader. Your website converts readers by not only informing, but also leading your reader to take action while they’re on your site.
Let’s say you’re at a business event and your looking for new opportunities. Now imagine this scenario: When you walk in the door, you’re not greeted. You talk to different people for answers, but all you get are vague responses. Everyone seems to busy with themselves to give you their time.
Either two things are going to happen- you will feel you’re at the wrong event, or you will feel like no one cares. When you apply this logic to your website, let the reader know what steps to take next based on what they’ve read. Imagine that each page is like someone at a business event; you have the homepage (greeter), someone who tells you about the different opportunities (about page) someone who gives or follows up with more information (resources) and a subject matter expert for each opportunity (blog) page. Each and every section of your website should be helpful and point the reader in a specific direction. This business analogy makes you visualize how each page of your website to look and feel and how your words will achieve this.
Compelling website copy is vital to achieve maximum conversion rate. What do you want your readers to do? Sign up for the company newsletter? Download a resources manual? Contact you for more information? Your website is the opportunity to provide answers to these questions and give the visitor a sense of direction. When you invite someone for a meet up to present business ideas, you engage, guide, inform, and persuade your client throughout the process to get a specific result; the better you do this, the better the outcome (and income) for yourself. Your website is a textual and visual conversation between you and your client before they decide to have a real one-on-one conversation with you as a business owner, so treat the website as such.
In addition to compelling copy, your website should also have these key pieces of information:
- CTA (Call To action) buttons
- Social Media share buttons
- Redirects to specific actions
Throughout your website, you always want to be closing. Closing signals the reader that you and your client are a good match and serves as “the invisible digital handshake” over the internet. It’s essential to ask for the sale and doing so will drive the reader to form the relationship and get started in a project. Afterall, people only buy from those they know, like, and trust, and your website must hit all these key points to make you stand out in a sea of other entrepreneurs trying to close leads.
The first step to crafting the most compelling website copy is to have a vision. Your brand is your personality, and visitors should remember you for the benefits you provide to make their life easier. What are the problems you solve or the benefits you provide? How do you solve these problems and provide these benefits? How do you approach collaboration on your projects? What should they expect when they hire you? What are other people saying about your brand? These are all things you have to plan for to have a valuable user experience, and showcase in your website.