Here's what your website copy may be missing
It could be a five-liner About page or one big tagline, but its importance can’t be overstated. Yes, that’s right I’m talking about your web copy, or rather your website content. Every business or brand is represented by its website and more importantly, the details on your website.
As a digital marketer, I can get quite frustrated when a website is boring or doesn’t give you what you need. Usually, during my interactions with clients, I find that there is a clear idea, but they always struggle putting the ideas into words. If you find yourself in this category, please rest assured you are not alone!
Now while it takes a bit of design-thinking to figure out how to properly connect to a customer to your service or product, a little more thought around the basic text and elements of your website or mobile application goes a long way. It’s really simple, once you’ve thought through these few things:
The objective behind your brand: What are you really trying to say about the work you do? It’s important to have a clear picture of the services you offer and why the services you offer are unique. To do this effectively, you need to identify what the keywords are for your web-copy. For instance, if you offer delivery services, keyword here being, Delivery, it should be one of the first keywords that jump out at me. Everything else on that website will be processed by the consumer after a second look. Likewise, if you sell women’s apparel, a potential consumer wants to see keywords that allude to or directly refer to women and fashion.
Akataasia is a Ghanaian fashion brand, that uses African print to make easy, casual ready-to-wear clothing for women. Its tagline says "Live your sweet life, take your sweet time". With a simple homepage that tells you exactly what the website is about. It is simple and straight to the point.
The language of your target audience: As the saying goes, “It ain’t what you write, it’s how you write it”. Of course, this must be done with your target audience in mind. Who are they? What could they possibly do for a living? What would their interests be? What are the lifestyle trends of these groups?.
The point of these questions is to give you a better understanding of what LANGUAGE your customer base speaks as well the tone to go with it. Will an informal, conversational tone work? Or would they appeal to a deadpan comical tone? Will it be better to be brief or long form will cut it? Creating and capturing these questions, the possible research and answers will give you an idea of how to move forward.
Slack is a team-communication platform which appeals to both large and small teams. Why? Their key message empathizes on the nature of work communication and why it can much easier.
The key message: Whatever qualifies as the unique thing about your service, must be highlighted in the best way on your website. For example, WIX focuses on the DIY element of building your website. Now considering how pricey it can to have a website built by the developer, it's quite attractive to sign up to a platform that makes building your own website easy.
It’s important that the language and tone you adopt runs through all your assets. Your online voice represents you. That is navigating through copy for your website or mobile app is always something of an afterthought. But great copy won’t just give your product a great look with an increase in customers, it gives you the opportunity to engage as well as build communities. Web copy is part of the content that intertwines with social media campaigns you many to begin.
If you are interested in giving your website mobile application, brochures and business cards a facelift, via training or services. Do shoot me an email here and let’s get started!
Kwakyewaa Owusu-Nyantakyi is a digital marketer, blogger for hire and a copywriter. She trains entrepreneurs and small businesses on digital tools, social media, and offers copywriting, editing and media consulting services! Get in touch for a one-on-one session!