Before writing copy

I’m going to cut right to the chase here.  When two clients in a week say that we ROCK at website copy, I crank out a blog post!

However, for those of you who like to write your own copy, read on.

The most important thing you can do to ensure your website copy converts is to keep the client’s thought process in mind. They visit your website to learn how your product can help them in some way and solve a problem. Before you begin writing, put yourself in their shoes (if you don’t know who your ideal client is, check out my blog post on Ideal Client Avatars) and then ask yourself the following questions.

1. List the reasons someone would want to buy product or service.
2. What are the real benefits they get?  Avoid the vanilla answers.
3. What results or expectations are reasonable for them to have when buying or using your product or service?
4. Why should they buy from you and not your competitor?
5. What should the tone of my copy be?
6. Does my audience prefer paragraphs or bullet points?
7. Does my product or service have a “busy season”?
8. Would my potential customers benefit from testimonials from current customers? (Note: The answer to this one is almost always YES!)
9. Can I back up my product or service claims with evidence?
10. Have I answered any and all questions potential customers may have?

Products and services vary, so there are likely many more questions to ask yourself. This is also why it’s often a great idea to have someone help with your copy. You know everything there is to know about your product or service and see it differently than your clients do. Let’s say you sell spatulas. A “regular” person might not know that a silicone spatula is more heat resistant than a plastic model from the grocery store. You have to tell them that.

A virtual assistant can also just look over and provide any insight or edits your copy might need. Because they didn’t develop the product or service, a “second set of eyes” will often catch things you might not, and be able to anticipate questions your clients may have. Of course, if spelling and grammar aren’t your forte, we’ll happily fix that too before the copy reaches your audience.

A virtual assistant is a powerful partner when it comes to website copy. We offer several different packages to meet a variety of needs, from just site copy to ongoing blog and social media packages. If that’s just what you’ve been looking for, close your laptop now, give me a call, and let’s talk about how we can create content that connects with your audience so they feel seen and understood and want to work with you.

Thanks for reading.

Until next time,

Angie