Web copy, content writing, content marketing

I think it’s time for a little recap of what’s been written about thus far. There’s been a lot of information and reflection can be the best way to learn. The purpose of this blog series is to help you write your own website words. There is no one better than you to write your website words. Why?

Because you are unique, you have a fingerprint in the way you write and people want to hear from the actual person behind the business. But writing a whole website can feel a little bit overwhelming so I’ve written some tips to help you get in the right frame of mind to write clearly, eloquently and with purpose.

If one person writes a website, with some very clear things in their mind, then there is a consistency and flow to the words and this makes the journey through your website that bit more effective and possibly even, enjoyable for the reader.

So far what I have spoken about is the mindset stuff required to know your business well enough, and your ideal clients well enough, to start your website word writing. Without this, we don’t know what we’re saying and who we’re talking to!

Here’s what we’ve looked at:

Business Names and Domain names – the first words people might see of yours via a business card, email signature or simply through a google search. Are they abstract or indicative?

Sitemaps and Menu Words – Having a clear, architectural structure for your site using words that are right for your readership, and are on-brand.

Speak to that special someone – focusing on who you are writing to with your website words. Thinking about having a conversation with someone (like a real human!) and not being tooooo salesy and false in your website words. Basically, breaking down the barrier of the screen and internet and pretending your ideal client is on the phone or has walked into your shop.

Product focus and elevator pitch – knowing what your business offers! It’s an important one! You can’t write for a website if you don’t know what you offer. Because ultimately, besides sharing a bit of yourself on your website, all things should lead to selling something. You need to eat, right? How do you communicate what do really in an efficient little paragraph? How economical can you be with your words? If you had 1 minute to share what you do, what words would you use? This spiel can be on your homepage, taglines and footers.

Purpose and Values Driven Web Copy – Connecting to the reason why you are doing what you’re doing can guide your words in the most effective way. This helps drive the passion in your web words and will help impart a richer, sparkling version of your voice.

Finding and Guiding your Tone of Voice – here we learned how to better understand and embrace the way we specifically write, that’s unique to us. And also to select a few words that will guide the tone of each page.

Brand Personality words – tips and tricks to get to the heart of what your brand is all about through words. This is so that everything you do in business (and of course your website) is tied to something clear and authentic. Knowing these brand personality words can help in developing your tone of voice, can help you revisit who your audience is and also what you’re in business for. Basically it’s a good way to round and firm up everything you have learned in the series thus far!

The Website Journey – We want people to stay on our websites as long as possible. We want them to feel comfortable where they land and we want them to know what direction they should go in to learn more about you. Thinking of the pathway we can send people on, through the web system and through clever linking action phrases can help with the narrative of the website.

As I said, this is about developing a set of principles for your business and your website’s words. Underlying in this series is the theory that if you don’t know yourself, your values, your reason for business, your business’s offerings and the audience you’re serving – you can’t have a website yet! If you have tried to write your website and you have been left with a blank page, frustration and continued lackustre income, then I would say this is why.

Website writing and business/personal development go hand in hand. You can’t have one without the other. The healthiest website words are the ones where all elements are truly, deeply known and expressed. If you’re looking for an example of someone who I think knows all these things, check out Allison Dearling’s website and Tara Caetano’s website.

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