How to write concise messages on your website

When your customers visit your website, they aren't interested in the story of how your grandmother started the company in 1965 in her kitchen in Devon; well not initially. 

The things they want to know, in first five seconds, are:

• How can you solve my problem?

• How can you improve my life?

• Why should I go with you and not your competition?

• How do I know you're not a scam?

Your website is not about you and your brand… it's all about your customers. Cut through the noise of unnecessary information and get to the point, as quickly as you can.

How do you do that in a concise way, that doesn't make your customers scroll until their boredom and confusion takes them to competitor sites?

Here are some things you need to nail down…

What does your customer want?

Write this down and really think about it. Distil it down to one thing. If you come up with four things, try again. My website offers copywriting services. Yes, some people may want me to write their social media posts, blog posts, website copy or brochures; but what they really want me to do is to write clear messages that get conversions. It's that simple. What do your customers want?

What problem is your customer trying to solve?

This is the problem to which you have the solution. Identify that problem, write it down. How does that problem make them feel?

How does your product or service improve your customers' lives?

Sound too dramatic? It's not. Even a better vacuum cleaner improves our lives. I bet your products or services enhance your customer's lives practically or mentally, or will save them time or money. Nail it down. Having a good accountant gives people peace of mind. New trainers give people confidence that they fit in. Ethically sourced clothing makes people feel they are doing their bit for the planet.

How are you a guide to your customers?

In your brand story, you're not the hero that swoops in. Sorry! You're the guide. The wise sidekick. You help the hero (your customer) get to where they want to be. If you position yourself on your website as the all-powerful guru, you'll turn people off. The focus should never be on you. Even if you are offering online courses to impart your wisdom, you are doing that to guide your clients to where they want to be.

What do your customers have to do?

You need to show your website visitors how they can access your product or services. Great calls to action are proven to work. People haven't got time to work out what you expect them to do. Tell them clearly, don't keep it a secret. If you want them to email you, let them know with a prominent button. If you want them to enquire, schedule an appointment, book now or reserve a place, tell them.

Why should they trust you?

Show them with testimonials, videos of happy customers and list your guarantees. Reassurance is key.

Reduce the rest of the noise?

If you have all these things clearly on your website, then you have a customer who knows what you do, why they need you, why they trust you and how to access your products and services. So don't clutter those messages with the noise.

If you want to tell the story of your Grandmother in Devon, do that on a separate page. The first page is you opening the door and telling your guests what they need to know.

Would you open the door to a client who is coming to you for a birthday cake and say, "Hi, I started this company five years ago out of my kitchen and I got some good clients who recommended me to their friends. And it just grew, so I….."?

No!

You'd say "Hi, we can create whatever cake you want, using locally sourced ingredients, and we can do it quicker than anyone else."

Boom! 

Simple, strong messages that communicate confidently and clearly to get you the conversions you want.

If you need help with your copy, visit my website bluebookcreative.co.uk. Let's chat about your brand and get distilling your messages so you have a website you can be proud of.