{"id":27223,"date":"2020-09-01T08:00:00","date_gmt":"2020-09-01T12:00:00","guid":{"rendered":"https:\/\/honeybook.site.strattic.io\/?p=27223"},"modified":"2022-07-19T07:31:43","modified_gmt":"2022-07-19T14:31:43","slug":"9-tips-for-writing-on-brand-website-copy-that-converts","status":"publish","type":"post","link":"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/9-tips-for-writing-on-brand-website-copy-that-converts","title":{"rendered":"9 Tips for Writing On-Brand Website Copy that Converts"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/08\/on-brand-website-copy-1-683x1024.jpg\" alt=\"\" class=\"wp-image-27226\"\/><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">Your website should be one of the most thought-out and strategic parts of your sales process. It\u2019s that final decision point before a client goes from browsing your services to booking your services. Of course, you might have a discovery call before the <a href=\"https:\/\/hbbadmin.reliablepenguin.com\/online-contract\">online contract<\/a> is officially signed, but you need an effective website in order for that discovery call to take place.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">So now you\u2019re thinking, \u201cHow do I write copy that converts, sounds like me and isn\u2019t\u2026 salesy?\u201d<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">I\u2019ve got you. These are the tips I\u2019ve used in over 50 small business websites.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>9 Top Tips for Writing Website Copy that Converts<\/b><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Hone in on your brand voice first before copywriting.<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Before you write anything, you need to sharpen your brand voice. This makes the copywriting process just a bit easier.<\/span><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">Here\u2019s what I recommend:<\/span><\/i><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"font-weight: 400;\">Identify your <a class=\"wpil_keyword_link\" href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/evaluate-customer-fit\" target=\"_blank\" rel=\"noopener\" title=\"ideal client\" data-wpil-keyword-link=\"linked\">ideal client<\/a>. Who do you serve? What are they looking for? What pain points do you solve?<\/span><\/li><li><span style=\"font-weight: 400;\">How is your brand different from others? What makes you stand out?<\/span><\/li><li><span style=\"font-weight: 400;\">What words would you use to describe your brand? Pick three words.<\/span><\/li><li><span style=\"font-weight: 400;\">What words would you like clients to describe you with? When they visit your website or work with you, how would they describe the experience? Pick three words and while editing, make sure that they still ring true. Ideas include approachable, experienced and creative.<\/span><\/li><li><span style=\"font-weight: 400;\">How do you describe your style, process and results? Create a word bank of adjectives for each of these areas. I love using<\/span><a href=\"https:\/\/www.wordhippo.com\/\"> <span style=\"font-weight: 400;\">wordhippo.com<\/span><\/a><span style=\"font-weight: 400;\"> when building brand glossaries.<\/span><\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">&nbsp;<strong>2. <\/strong><\/span><strong>Use inverted pyramid style copywriting<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">It\u2019s a wise journalism technique that consists of writing from most important to least important. Don\u2019t save the good stuff for the end! Unlike a novel, in which you might surprise readers with a plot twist, your website does not need a plot twist. Instead, it needs a juicy headline.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">As you go through each page, make sure the most important information is listed first.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">My number one tip here is to include a brand statement on your home page. It should be the first paragraph viewers see. Include what you do, who you do it for and how you stand out. Here\u2019s a peek at my brand statement, straight from my website.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400; color: #ff0000;\">INSERT BOOK DREAM CLIENTS IMAGE<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>3. Give it to them straight. Simple and straightforward is better in copywriting.<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Similar to writing in order of importance, you also need to keep things simple.<\/span><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">Please, whatever you do, avoid:<\/span><\/i><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"font-weight: 400;\">Industry lingo. You know, terms that only you and experts in your field understand (unless you\u2019re writing content and selling products and services to other experts).<\/span><\/li><li><span style=\"font-weight: 400;\">Bulky paragraphs. No one wants to read them, and even people who love reading need short paragraphs and spacing to make reading actually enjoyable. Skimmable text is your best friend here.<\/span><\/li><li><span style=\"font-weight: 400;\">Run-on sentences. You know that thing you can do where you keep talking and talking, but you\u2019re not actually saying a thing and then people feel a bit lost. Run-on sentences are a sure way to lose your audience and present you as a messy person. Instead, keep things concise. Use those periods and simplify your sentences.<\/span><\/li><li><span style=\"font-weight: 400;\">Too much cursive text. It\u2019s beautiful but is often illegible. Only use cursive text for small pieces of content like \u201cwelcome\u201d or \u201cexplore more.\u201d If someone didn\u2019t or couldn\u2019t read it, how would it affect their experience?<\/span><\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">&nbsp;<strong>4. O<\/strong><\/span><b>rganize that content!<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Sometimes as a copywriter, I feel like I\u2019m also a content organizer. Copywriting often involves moving around words and paragraphs to places that feel a bit more like home.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">You may find that you write impeccable content for your home page while actually writing a section for your portfolio page. I blame the \u201cflow\u201d for this. You get into the groove and produce your best work later on.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Other times, it\u2019s just a matter of realizing that one paragraph fits better somewhere else. An outline can help with this. I always start with an overview of the website pages \u2014 home, about, portfolio, services, blog, contact \u2014 and then get into more specifics from there.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>5. Be strategic with your CTAs (calls to action)<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Your website is a sales funnel on its own. You need CTAs that strategically guide viewers from your home page to clicking that contact button. Don\u2019t be vague, though! If you can guide users to different things depending on their interests, you\u2019ll be more successful.<\/span><\/p>\n\n\n\n<p><b>Home page call to actions<br>\n<\/b><span style=\"font-weight: 400;\">Since your home page is essentially a landing page for everything you do, I include paragraphs and call to actions for almost every other page on the website. Again, we\u2019re guiding users through your website. This is where the sales funnel usually begins, but many clients will take different steps. Some might scroll all the way down to your footer and then click on your Instagram handle. Some might click the first call to action. Keep this in mind as you write copy for your home page.<\/span><\/p>\n\n\n\n<p><b>CTA Examples:<\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"font-weight: 400;\">View details &#8211; links to your services page<\/span><\/li><li><span style=\"font-weight: 400;\">Learn more &#8211; links to your services page<\/span><\/li><li><span style=\"font-weight: 400;\">Explore the portfolio &#8211; links to your portfolio page<\/span><\/li><li><span style=\"font-weight: 400;\">Visit the blog &#8211; links to your blog page<\/span><\/li><li><span style=\"font-weight: 400;\">Contact me &#8211; links to your contact page<\/span><\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">According to<\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/personalized-calls-to-action-convert-better-data\"> <span style=\"font-weight: 400;\">Hubspot.com<\/span><\/a><span style=\"font-weight: 400;\">, customized calls to action perform 202% better.<\/span><\/p>\n\n\n\n<p><b>Use soft and hard CTAs<br>\n<\/b><span style=\"font-weight: 400;\">Another way to customize the CTA is to have what I call a soft CTA and a hard CTA. The soft CTA should warm up the audience, perhaps inviting them to download your free guide or visit your about page. The hard CTA is outspoken in the best of ways, encouraging users to book now or schedule a consultation.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>6. Stop comparing &amp; start branding.<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">You started your business because you had something unique to offer or a different way of presenting it. Don\u2019t forget that when writing your website copy. Although it can be helpful to seek inspiration from other websites, I highly discourage viewing other websites, especially from competitors, while working on your own website.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">This can lead to plagiarism and a lack of content that actually sounds like you. If you need inspiration, look at websites that don\u2019t do the same thing as you. Explore websites from fellow entrepreneurs who are in different industries.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Take note of what you like in terms of the overall strategy and tone. What are their pages called? Do they call their portfolio page portfolio or do they use another word like projects, samples or galleries? How is the content organized? Do they have a brand statement? Is their writing witty, romantic or professional?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">People want to hire <\/span><i><span style=\"font-weight: 400;\">you<\/span><\/i><span style=\"font-weight: 400;\">, so don\u2019t forget to include your personality and what makes you unique. Copywriting is its own form of branding.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>7. Let testimonials do the bragging.<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">There\u2019s no need to worry about sounding salesy when you have testimonials to use. After you\u2019ve thoroughly introduced yourself and made it clear as to what you do and how it helps, queue the testimonials. I often include testimonials on the home page and after listing packages\/pricing on a services page. Use the best testimonials first.<\/span><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400;\">Can you edit testimonials?<br>\n<\/span><\/i><span style=\"font-weight: 400;\">No. You should not edit testimonials to sound better or say things your clients never said. But you can reformat them and fix typos. By reformatting, I mean bolding the best parts or cutting out sections that aren\u2019t necessary. This makes the testimonials more effective. If you\u2019re worried about crossing a line, just ask the client to review it after making any minor changes.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Here is a some <\/span><i><span style=\"font-weight: 400;\">swipe copy<\/span><\/i><span style=\"font-weight: 400;\"> you can use to ask them for their final approval:&nbsp;<br>\n<\/span><span style=\"font-weight: 400;\">\u201cI\u2019m featuring your review on my website and wanted your final approval before publishing it. I cut out a few sentences and removed a simple spelling error. Thank you so much.\u201d<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>8. Don\u2019t publish the first draft when writing website copy.<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Rather, sleep, take a few days between drafts and then take another look. After you\u2019ve polished it a bit, ask a friend or family member to read it through. Be sure to let them know that it\u2019s for a website. Organizing the content by the page, and similar to how you\u2019ll eventually design it on the website, will make it easier for them to provide helpful feedback.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>9. Consider SEO: search engine optimization<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Copywriting and SEO go hand in hand on websites. SEO copywriting can improve search engine rankings, making it easier for your business to be found online. I know SEO can be overwhelming, so here are a few beginner tips to guide you as you consider it from a copywriting perspective:<\/span><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><span style=\"font-weight: 400;\">Select one specific keyword phrase per page. Use tools like<\/span><a href=\"https:\/\/neilpatel.com\/ubersuggest\/\"> <span style=\"font-weight: 400;\">Ubersuggest<\/span><\/a><span style=\"font-weight: 400;\"> to select keywords with the most search volume and hopefully, low competition. Don\u2019t use the same keyword phrase on multiple pages. For example, if you optimize your home page for \u201cOrlando wedding photographer,\u201d your about page might need to be \u201cOrlando photographer.\u201d This increases your reach and prevents you from competing with yourself. Consider your location too. See how I used \u201cOrlando photographer\u201d and not just \u201cphotographer?\u201d This makes it more likely for a local client to find you.<\/span><\/li><li><span style=\"font-weight: 400;\">Use that keyword in your page title, meta description and naturally throughout the content for that page. (Hint: your page title and meta description are SEO settings you can find on the back-end of your website. It\u2019s a complicated way of describing the text that Google lists in search engine results. Below is an example.) <\/span><\/li><li><span style=\"font-weight: 400;\">Include at least 300 words on your main pages. This helps with SEO too! Otherwise, Google might consider your page \u201cthin\u201d and your website will be less likely to rank well.<\/span><\/li><\/ol>\n\n\n\n<p><b>Ready to learn more about SEO copywriting?<\/b><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">I can\u2019t wait to share even more tips with you.<\/span><a href=\"https:\/\/view.flodesk.com\/pages\/5e911925b68c420026becdb9\"> <span style=\"font-weight: 400;\">Download a free copywriting do\u2019s and don\u2019ts checklist by subscribing here.<\/span><\/a><span style=\"font-weight: 400;\"> It\u2019s a quick reference guide you can refer to as you write the best copy yet for your site.<\/span><\/p>\n\n\n\n<div class=\"wp-block-ugb-divider ugb-divider ugb-e77abe7 ugb-divider--v2 ugb-divider--design-basic ugb-main-block\"><style>.ugb-e77abe7 hr.ugb-divider__hr{margin-left:auto !important;margin-right:auto !important}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><hr class=\"ugb-divider__hr\"\/><\/div><\/div><\/div>\n\n\n\n<p><strong><em>Ready to connect and convert your ideal clients? Get our <\/em><\/strong><a href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/brand-voice-copywriting#email\"><strong><em>Brand Voice &amp; Copywriting Ultimate Guide<\/em><\/strong><\/a><strong><em>.<\/em><\/strong><\/p>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<p><em><strong>Plus, 5 more posts you might like:<\/strong><\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/seo-copywriting-tips-creative-entrepreneurs-need-to-know\">Top SEO Copywriting Tips Every Creative Entrepreneur Needs to Know<\/a><\/li><li><a href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/3-secrets-to-selling-your-services-with-empathy-and-generosity\">3 ways to sell without the sleaze<\/a><\/li><li><a href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/3-step-formula-to-discover-your-brand-voice\">The Best 3-Step Formula to Discover your Brand Voice<\/a><\/li><li><a href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/finding-your-voice-online\">Finding Your Brand Voice to Stand Out on Social Media<\/a><\/li><li><a href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/how-to-define-and-market-with-your-brand-voice-to-attract-your-dream-clients\">How to Define and Market with Your Brand Voice to Attract Your Dream Clients&nbsp;<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Your website should be one of the most thought-out and strategic parts of your sales process. It\u2019s that final decision point before a client goes from browsing your services to booking your services. Of course, you might have a discovery call before the online contract is officially signed, but you need an effective website in [&hellip;]<\/p>\n","protected":false},"author":645,"featured_media":75668,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20],"tags":[],"class_list":["post-27223","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-best-practices"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/on-brand-website-copy-1-683x1024-1.jpeg",683,1024,false],"thumbnail":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/on-brand-website-copy-1-683x1024-1-150x150.jpeg",150,150,true],"medium":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/on-brand-website-copy-1-683x1024-1-200x300.jpeg",200,300,true],"medium_large":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/on-brand-website-copy-1-683x1024-1.jpeg",683,1024,false],"large":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/on-brand-website-copy-1-683x1024-1.jpeg",683,1024,false],"1536x1536":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/on-brand-website-copy-1-683x1024-1.jpeg",683,1024,false],"2048x2048":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/on-brand-website-copy-1-683x1024-1.jpeg",683,1024,false]},"post_excerpt_stackable_v2":"<p>Your website should be one of the most thought-out and strategic parts of your sales process. It\u2019s that final decision point before a client goes from browsing your services to booking your services. Of course, you might have a discovery call before the online contract is officially signed, but you need an effective website in order for that discovery call to take place. So now you\u2019re thinking, \u201cHow do I write copy that converts, sounds like me and isn\u2019t\u2026 salesy?\u201d I\u2019ve got you. These are the tips I\u2019ve used in over 50 small business websites. 9 Top Tips for Writing&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/category\/business-best-practices\" rel=\"category tag\">Business best practices<\/a>","author_info_v2":{"name":"Lauren Kutschke","url":"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/author\/lauren-kutschke"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>9 Tips for Writing Website Copy that Converts | HoneyBook<\/title>\n<meta name=\"description\" content=\"If your website is an integral part of your sales process you need website copy that converts. 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