How to Make Your Website a Lead-Generating Machine (Part 1: Copywriting)
Have you spent a lot of money on a website that isn’t performing well for your business?
Do you feel stuck because you are failing to reach people online?
Do you have a genuine passion for people and know that your products or services will help them, but something about your website isn’t “clicking” with them.
You know your website needs help, but you have no idea what to do to fix it?
You have spent a TON of money with LITTLE return on your investment.
If so, then these blog posts are for you.
In these posts we are going to show you not only what is wrong with your website, but how to get started in getting those issues fixed and towards getting more customers online.
Let’s start with copywriting.
Do you copy?
You should. Most choose not to have copywriting on their website because when they hear that word, they think, sales. No one wants to sound pushy and we don’t want to come across as cheesy and obnoxious.
So we opted just to provide our visitors with the basics. We give them facts. But what every business owner needs to understand (and don’t take this personally), people don’t care about you.
They care about themselves.
What they should see on your website is not necessarily “Who you are”, but “How you can help them”.
Copywriting does that. It takes the information your company wants others to know about and with laser focus, aims it towards the emotions and desires of the customer.
Copywriting also makes the content more compelling. According to Brian Clarke of Copyblogger, about 8 out of 10 people only read the headline of your homepage. That’s 80% clicking away (or “bouncing”) from your website because your headline didn’t connect.
Hubspot’s marketing professionals found that your calls-to-action (CTA) are 202% more effective if it is made “personal!”
So copywriting is critical for the success of your website.
Why does it work?
Here is a little buyer’s psychology.
No one buys what they need. We buy what we want.
If we only bought what we needed then we would be living in tents and eating ramen noodles. But we’re not. We say things like, “I need a new pair of shoes” and chances are the soles of the ones you have are not missing, nor are you walking around barefoot.
We don’t just want a house, but a dream house.
We don’t just buy clothes; we buy clothes that fit our style or represent us the way we want to be to the world.
We don’t just buy food, we buy the kinds of foods that make us feel healthier or happier.
The reality is, we’re buying what we want and justifying it by saying it’s what we need.
Copywriters know this. We can use our skills to take someone who is merely searching for say, “dallas web design”, directly to a website that does more than display great design, but can also speak to the benefits of having a beautifully designed website and how it can get you leads!
How copywriting works.
Question: What is a website?
The “official” definition is a collection of web pages that lives on the internet and provides a broad overview of your business.
In some ways, we think of it sort of like businesses used to think of a yellow page listing. You want to be there.
But what if we thought of your website more as an online showroom. Suppose you were to open for business and invite the public to get a taste of what services/products you provide.
Changes your thinking doesn’t it?
Rather than a digital placeholder, a website should be your most effective marketing tool!
It’s your virtual handshake with your “should-be” customers.
It is your first impression.
This means that not only are you wanting them to feel welcome on your website, but you want them to feel like they are being spoken to and “understood”.
Your website is an invitation to your ideal prospects to stop in for a cup of coffee and a chat to see if what you sell is the right fit for them. So in writing “copy”, you get to relate to them:
- What are their pains?
- What is the solution?
- What are their fears about trying this solution?
- Who else has made this decision (and what do they think)?
Copywriting is careful to make sure that any features of your business get thoroughly marinated in benefits.
Ex: If you are a service provider, instead of saying, “We’ve been in business for 30 years.” Say, “Our 30 years of experience ensures you that you get service that is knowledgeable, reputable, safe, etc.”
Ex: If you do lawn care, don’t bore them with the specs on your new weed whacker. Show them how you can make them the envy of the neighborhood or at least the kind of yard people that will make them want to do a slow drive-by.
Summing it up.
People don’t want your products and services. They want to feel safe. They want transformation.
A better life.
Buying can be fun. Being sold to is not. Good copywriting will not push your clients away but will keep them on your website and lead them to take the necessary action and lead them straight to your door.
You can take it from there.