When it comes to writing for your business online, are you at a loss for words? Do you feel awkward? Suddenly timid? Or, worse, braggadocios?
You’re not alone.
It’s hard to write about yourself and your business in an honest, approachable way . . . that also happens to sell products and services. So, here are 3 simple tips to help you communicate more effectively with your audience.
Share your story. (Not necessarily on your homepage.)
When you tell people why you’re doing what you do, you’re instantly more approachable. Whether this mean you’re an accountant who was once shamed in math class and thought “never again” or you’re a life coach who went through hard times and wished there was someone to help guide you in the way you’re dedicated to helping clients now.
Whatever your story, tell it with pride. Just don’t overtell it. It’s okay to leave out some of the gory details – you do want to protect some of your privacy. Simply give your guests enough information to understand the passion behind your purpose.
As for story placement, remember that visitors and guests are likely coming to your site with a “What’s in it for me?” state of mind. Your home page should be customer focused. Unless it’s super specific and pertinent to your guests’ benefit, put the story about you on another page.
Focus on the benefits.
There is something to be gained by people who want to do business with you or use the product/service you offer. What is that? Identify it and talk about - especially if your new gas range will have breakfast ready when the homeowner wakes up!
People want to know how you can help them, how long it will take and how much it will cost. So, go ahead and put it out there in normal terms. There’s no need to be gimmicky of salesy about it. Use every day language and leave the lingo alone. You’re human. Write it like you would say it and let it be.
Skip the SEO.
You’ve probably read 3,000 books and articles talking about the importance of SEO. And, while I won’t disagree, I don’t think it’s imperative for you at this point.
Look, you’re here because you’re struggling to put words on a page. And that could be because your head is swimming with all the words and phrases that are “supposed” to be there. I’ve worked with clients who were paralyzed by the fear of not appearing in search and “what if people never find my site and the house will be foreclosed on and we’re all going to die!!!”
At this point, what matters most is that you write the basic information of your business in a clear, concise, conversational way. You want to use language that’s approachable and easy to understand. You can go back in later to fill in some keywords. For now, take the pressure off yourself and keep it simple. Write the first draft. Mind the details later.
If you’re still struggling to begin and frozen with fear, here’s a little something I remind my clients again and again . . . it’s digital, we can change it later. When you’re writing your business website, you want it to be perfect. But, perfect puts a lot of pressure on you. Yes, do your best, but remember that If you notice a typo in a week or two, you can go back and make the edit.
And, if it’s still too much to tackle, hire a writer. A freelance writer can work by the project or the hour – depending on your budget and needs. This person is a professional, so you won’t have to invest your precious time holding their hand and guiding them. Typically, a good writer can get the information they need with a phone call or two. If your industry is highly detailed or sensory in nature, a site visit isn’t out of the ordinary.
Was this helpful? What other questions do you have about writing your own website copy? I’m happy to attempt to help.