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How I’ll Write Your Website Content
Taking you from 1000 puzzle pieces to the full picture
This article tells you the entire process I use to write website content. Minimal input from you to get purposeful copy that directly supports your business goals.
Getting started
As a web content writer, it’s my job to assemble all the pieces of your services and brand identify into one big, beautiful picture. A picture that tells a complete story to your ideal client.
Just like a jigsaw puzzle, we start with a defined outline then fill in the different pages. When it’s completed, you’ll have a cohesive website with all the pieces in the right place. A website that you, your audience and search engines will love.
Early organisation saves time in the long run
A clear picture
Before I even start writing, you need to tell me your vision for your business. Think of it like the picture on the box. Because your end goal will determine the content of your website.
I’ll send you a detailed creative brief with very specific questions about what you’re offering, who you’re offering it to, how you’re different from your competitors and how you would characterise your brand voice. You’ll need to think about all the details of your offers: process, deliverables, outcomes and pricing.
You may not want to include everything on your website but it’s important to have all the answers so I can write the right messaging.
The four pillars of your website copy
· Your specific, clearly defined offers
· Your unique selling point (USP)
· Your target audience
· Your brand voice
Have fun with it
Get creative and shape your offers in a way that serves your business goals.
If you’re starting a new business, we’ll work on messaging that defines your brand as well as your services. Words that show the value of your offers and your brand values.
If you’ve been running your business for a while, this is a fantastic opportunity to pivot to your strengths. We can target your favourite types of clients and emphasise your best-selling products. If you’re introducing a new service or want to stop offering something you no longer enjoy, let’s focus on creating this fresh version of your business.
Need help defining your offers and identifying your USP? No worries, we’ll do a Copy Clinic first.
What's Copy Clinic?
Copy Clinic is my flexible service that provides women service providers with all sorts of brand messaging support. In this instance, the aim is not only to establish the foundations for your web copy, but also to give you the foundational brand messaging you can apply to all your future marketing.
You’ll have clarity on:
- your specific offers and packages
- what makes your offers different from your competitors
- a specific client persona to target in your marketing
- key phrases that sound like you.
Everything you need to make your messaging memorable and consistent across all your marketing platforms.
What goes where
Once we’ve identified the four pillars, whether through the creative brief or Copy Clinic, I can start thinking about the basic website structure.
This is like the border of the puzzle. It includes:
- the main sections that will go on each page
- where to add your social proof, making sure that any testimonials, portfolio pieces or case studies are clearly visible
- buttons and internal links, including the primary call to action.
This last point is very important. Your audience needs to know what to do next and it creates a flow to guide them through your website. Plus, internal links improve SEO rankings.
I’ll send you the suggested structure for your approval. Then, it’s time for me to start writing the copy.
The picture starts to make sense.
Filling in the puzzle
First, I’ll sort all the information your audience needs to know about you, your brand and your offers into the relevant pages – a bit like the trays I use to sort my puzzle pieces.
As with the jigsaw, the more I do, the clearer the final picture becomes. This means some content may shift to a different page.
By the end of the first draft, you’ll have:
- A Home page that tells people exactly what your offers are and who they are for
- An About page that tells your brand story in a way that engages your audience
- Service and product pages that show all the benefits and features of your offers
- A Contact page with clear information and ways to collect useful data
- Hero statements at the top of each page to show visitors what you’re offering
- Persuasive copy written in your brand tone of voice from header to footer
- A clear call to action on each page, usually a button, to guide your visitors to the next step.
I’ll send you the first draft and talk you through it in an online call. Then you can send me any feedback you have in writing. The price for writing your website includes two rounds of revisions to make sure you’re completely happy with the results.
This is the first round. The second comes after your web designer has put all the copy into place. More on this later.
The final details
Your website has extra texts that aren’t obvious at first sight.
For instance, all the messages your audience sees when they send a form. Known as microcopy, these snippets offer another opportunity to add brand personality to your website. I’ll make sure that all the responses give useful information in your brand’s tone of voice.
Nearly there!
Visually pleasing copy
However, the final web design might mean some changes are necessary. This is where the second round of revisions comes in. I’ll edit or adapt the copy wherever necessary so it works with the design for each page.
The finished puzzle
Once it’s all done, you’ll have a beautiful, functional website with a logical flow and engaging copy in your unique brand voice.
- Seed words to create connection with your ideal clients.
- Seed words that show all the benefits and features of your offers.
- Seed words that guide your audience towards the decision to buy.
- Seed words that will keep your business growing.
Time to sit back and enjoy the results of your hard work
Are you’re ready to invest in a website that works hard for you and your business?
