How to Write Web Pages That Will Leave a Good Impression on Your Customer

Websites contain information about a company and its products and services.

Some are cluttered.

Some are sparse.

And some are just right.

Whether you’re re-writing pages or launching a new site, you need strong website copy that talks to your audience and solves their problem.

While it seems that putting together content for a website is simple, the truth is that you need to carefully plan it out.

Not slapped together just so you can cross it off your to-do list.

Your website is a representation of you and what you can do for your customer. If you don’t give them what they’re looking for, they’ll conclude it isn’t for them and leave.

But I’ll show you that with a little finessing, you can convince them to stay...

“Will you look at my website?” Desi asked. “My website host put it together, and I don’t know if it’s good.”

“I’d love to,” I said. After all, I told Desi that I would audit her site a few months ago. “I’ll get right on it.”

I entered her URL. Up popped a blurred blue and green background with her contact information in white letters, which made it difficult to read.

Then I scrolled down, expecting to reach the end of the Home page.

Surprise!

I kept scrolling, and scrolling, and scrolling.

We met to discuss my findings and recommendations.

“It’s bad, isn’t it?” Desi sat down. “Did I tell you that I met the website people at a conference? I stopped at their booth because a lot of businesses in the industry use them, and they are cheaper than my last website host.”

“Can you give me the names of a couple of those companies?” I asked.

I pulled up two sites and tried not to sigh.

“What?”

I turned my computer around and Desi’s eyes got big.

“I can’t believe that these websites are identical to mine! But I guess it’s okay because they’re in different states? What else is wrong?”

“See all these tabs across the top? You’ve got Home, About You, Services, Blog, Contact Us. Well, the content of each one is on your Home page, so it’s one big, long sea of information.” I scrolled, and scrolled, and scrolled.

I called her website host.

“What do you want to change?” the customer service rep asked.

“I want to remove duplicative content from the first page.”

“But if I delete it there, it will delete it everywhere and all those tabs will be blank if you click on them.”

I didn’t believe her, so I made her show me.

She was right.

”A little bit of code will take care of that problem,” I said. “Why can’t you fix it that way?”

“I don’t know.”

I suggested to Desi that she change her website host again.

I review client websites to identify these types of issues and to ensure that each page speaks to the customer.

My website audit provides recommendations to improve the customer’s experience, so they want to know more about the products and services.

Here are three items I look for during my review.

Place the Most Important Information First

When you are designing a web page, decide what is most important for your customer to know.

To figure this out, ask what their main problem is and how you can solve it.

Then put it at the top so they don’t have to scroll to see it.

If you’re a service provider like my friend Desi, show your contact information so the person can make an appointment.

If you sell products, highlight how you are different from the competition, or the key benefit they’ll receive that alleviates their pain point.

Burying this information makes the customer work too hard to find what they need.

Ask Two Questions

Remember to keep your customer at the top of your mind when you’re writing, revising, and reviewing your website content. After all, they are the focus, not you.

They are always asking WIIFM—what’s in it for me?

Every sentence should be useful and give them a reason to keep reading.

Besides continually asking what’s in it for them, also ask “so what?”

When you do, you’re scrutinizing why you’ve included information. If there is no good reason, cut it out.

Tell the Customer What the Next Step Is

Many times, I’ll read a web page, and there is no button to click to take me to another page. I have no idea what the company wants me to do next.

Don’t leave your customer hanging. Push them to contact you, to fill out a form to receive a free eBook, or to buy.

There should be one clear call to action on every page.

If you are unsure what it is, ask yourself this, “What do I want my customer to do when they finish reading?”

Make it easy for them to stick around. Otherwise, they’ll click on the big X in the upper right-hand corner, and poof! they’re gone.

?I love this quote from Leo Burnett: What helps people, helps business.

When you analyze your website content using these three tips, you will help your customer and in turn, your bottom line.

?If you need someone to audit your website for optimal customer engagement, I’m ready to help. Connect with me on LinkedIn or email me at [email protected].

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Joanne Hirase-Stacey is a freelance copywriter who specializes in writing copy and content for companies who sell compliance products and services. She is a former General Counsel, Chief Compliance Officer, and Risk Manager who has navigated the vast world of regulatory compliance and has lived to write (and tell) about it. Visit her website at www.jhstacey.com to learn more.