There’s a copywriting faux pas so common and easy to make that, chances are, you’re guilty of committing it yourself. And you may not even realize you’ve done something wrong.
That no-no is: writing your website to be all about your business.
There’s no punishment for this crime, unless you count losing possible business. (Which I do, and so should you!)
Now, you might be tilting your head here and saying, “I’m confused—shouldn’t my business website be about my business?” To explain why you may need less “you” on your site, let’s think about the life cycle of a website visitor for a minute.
Chances are, you’ve invested a fair chunk of change to get someone to your website in the first place, be it via email marketing, social media ads, a networking event, a free download, or whatever you do to get leads.
And, of course, you’ve probably invested in the design of your website so that it’s visually appealing.
Now comes the moment of truth. Someone lands on your website at the very moment in time when they have a problem that you might be able to solve for them.
This is when they need you. This is when it counts.
You only have seconds—not minutes—to capture their attention. Assuming your design is appealing enough that they don’t want to click away, it comes down to the words you have written “above the fold” to draw them in.
If I were to open your website right now, without scrolling, could I immediately identify how you can solve my pain? Or am I being greeted with a lovely photo of you and a big “welcome to my website” message? (I recommend you open up your website right now, both in another tab and on your mobile device, and take a look at your leading message.)
Don’t make your website visitor work to understand how you can solve their problem.
Let’s say you’re a bookkeeper. When I land on your website, I honestly don’t care how long you’ve been doing books. I’m sure you have a nice logo, but that isn’t going to make me hire you. It doesn’t matter to me how you started your business. It’s nice that you volunteer your time but right now? It’s useless information to me. My brain is working too hard to see how you can help me.
I’m on your website for one simple reason: I am frustrated with bookkeeping. I have to do it, but I don’t want to do it anymore.
That is my pain and I need to know if you can solve it.
This isn’t about you; it’s about me.
Keeping that in mind, the first words to greet someone on a bookkeeper’s website should be something like…
Never miss another tax deadline.
Stop hiding from your receipts.
Organize your finances the easy way.
With one of these statements, I know right away that you can help me, and I can see how my life will be better if I work with you.
I won’t miss a tax deadline, which saves me fines.
I will finally have my receipt pile dealt with.
Someone will organize my finances, so I know where I stand each month.
If your home page talks more about you than your customer, I suggest you take some time to edit it.
Good website content starts with studying the problems that keep your customers up at night. From there, you nail down your messaging in a way that addresses those problems so someone reading your website can picture themselves riding off into the sunset with one less thing to worry about.
Lead with your customer so they feel like you “get them” and can help solve their problem. That’s what it takes to hook them. You can add more details about your twenty years in business and where your offices are located and the organizations you support later on (perhaps the About page or in your blog posts).
Use your home page to grab the reader by the emotions and everyone will live happily ever after. All the way to the bank.