7 snippets of website copy your clients need to see in 2024 (and you don't need a copywriter for any of them)

Ok, so the bit in brackets was a lie. You DO need a copywriter for some of the stuff for your web copy that I'll mention in this blog. Either way, you're here now, so get it sorted.

So, what do your clients need to see in your web copy?

1.? A hint of price

For the love of everything that is pure and honest about your business, tell everyone how much something is likely to cost them if they buy from you. A ball-park or 'starts from' figure is fine, if in your world it all depends on how long the proverbial piece of string happens to be. People need to have a vague idea of whether your gunna charge them 50quid or 50K for whatever kind of service you might be offering them, and as well as throwing up an obstacle for potential buyers to progress with you, you're also wasting your own time in allowing tyre kickers to drive straight into your inbox if you don't display a price. If you're hiding the price of your product in somewhere as expectantly information-rich as your web copy, clients could well start wondering a) what else you're hiding, and b) why you're seemingly not even confident enough in yourself to write the figure out loud. After all, if you're not comfy with your prices, why should they be? Let’s show some pride in what we price up and some respect for people’s time (including our own) along the way. Let clients and customers know if they can afford you or not (or at least give them an opportunity to start saving for the opportunity).

?

2. Testimonials & Reviews

I'm not talking about stating or Canva-ing things in quotation marks that you'd wish people would say about you, when really you've just said them yourself and put them in a fancy font on your website. You need real reviews and trackable testimonials - all clear and present in your web copy. You need a real name, a real position or role, and a real business to attach to each statement to verify everything and to convince anyone having a nosey at your stuff that you're the real deal working with real people to get real results. "You changed my life!" says faceless, position-less, business-less 'Barbara'. But Barbara's not real, is she? Or worse, Barbara's dead, and you've stolen her identity for your own malevolent marketing means. Have I gone too far? Fine. Sorry, Barbara. If your work and your results are as good as you claim elsewhere in your marketing that they are, those testimonial badboys will write themselves. Well, figuratively speaking, of course.

?

3. A decent tagline

Sometimes your business, venture, or project name just doesn't do you justice or explain (sometimes in any way) what you actually do in return for money. Not only can a tagline fix that problem and provide that explanation, but it can also stick in a potential customer's mind and therefore make you more memorable as you go about your marketing. For example, my own tagline (featured proudly front and centre of my own web copy and all other marketing) is 'Copywriter hired by people who want personality in their project '. It flows, it's memorable, and it's clear - and the only person who still doesn't 'get' what I do for a living as a result of it is my mother. She deliberately doesn't get it, though - I give up. As a copywriter, I’m a big fan of a decent tagline, and I know the difference they can make to the overall ease and efficacy of your branding and marketing. Have you got one? If not - give it a go!

?

4. Pushworthy buttons

Much as I love to be clever and creative, it's clarity and consistency that are key when it comes to a strong Call To Action (CTA) button in your web copy. As well as writing something on those buttons and links that make people want to click to go wherever you want them to go, you've got to make sure that everyone knows exactly where they'll end up if they do indeed go ahead and push. Feel free to have a play around with this one to best fit the look, sound, and feel of your website, and in time, you'll get a sense of not only what works for you and your brand, but what works for your website visitors and their customer journey along the way, too. Use 'Click Here' and it's clear and personable, or use something like 'Good stuff this way' and draw a bit of fun and intrigue to the user. The choice is yours, and it's a good fun to try things out to see what works.

?

5. A bit of personality

Please. I mean, would it kill you to use words on your website that you'd use in real life if someone was having an actual conversation with you? No, it wouldn't. So try it. I'm not insisting that you put the fun in Funeral Direction (if that's the service you offer), or to become a glutton for puns when your profession and your audience really don't digest them well, but relaxing the tone and softening the vocab just a tad in your web copy can do wonders for those readers who are already looking at your website and wondering if you're necessarily going to be a better fit for them than any of your competitors. Trust me, they've got the tabs open for their websites, too. If you're going to insist on safe, overly-formal, and generic copy, you may as well add in the phrase, "We're exactly the same as our competitors." You'd better hope, in that case, that you're cheaper.

?

6. A buildable stash o' blogs

Blogs are brilliant because they keep your website current - both as its own entity and also within Google. You may have last updated the main pages of your website in 1996 (Christ, get that sorted), but a blog shows exactly how active and thriving you are in your business as it ticks along in the present day. A blog helps you satisfy the desire to show the world what you're proud of, what you're working on, and generally what you're promoting/shouting about as you go on with your everyday businessy things. Use your blog to let your clients know who you are, what you’re up to, what’s happening, what’s gone well, and what’s set to do even better in the future. Bring them along for the ride. Such short and informal pieces of content (blogs are content rather than copy, I admit) are essentially short stories of information, interest, and engagement for your visitors, and in writing one (or ideally at least one a month) you can show people that whilst business is going well for you and the people who are already buying from you, you haven't forgotten about the people who have still (yet) to convert to customers.

?

7. Totally clear Ts and Cs

When I talk about Terms and Conditions in this instance, I don’t mean stuff about refunds (I mean, wow - what a great way to vividly frame to people that they might need one). I'm focusing more here on the ways in which things will progress when people sign up to work with you or buy from you. How does it all work from start to finish, essentially. This is a nice segment to have as a regular fixture of your web copy, because it generally saves you from answering the 'so how does it all work' question when people pick up that phone or drop into your DMs. I do love a bit of time saving in business. It's the absolute cornerstone of my laziness, some might say.

?

So there you have it. 7 snippets of web copy you can go away and sort yourself in seconds. Or, you can sort it ALL? with me in 60 minutes. Book your Sorted in 60? with me today ! It won't be today though, because life. Gimme a week or so and I'll sort you a slot.