Questions to Answer When Writing Copy for Your Website
When it comes to writing copy for your landing page, it is important to ask yourself a few key questions to ensure that your message is clear and effective. Here are some questions we've pondered at Sugarsnap and invite you to consider them for yourself:
Who is my target audience?
It is essential to have a clear understanding of who your target audience is in order to tailor your message to them. Consider factors such as age, gender, interests, and pain points. We're passionate about helping small businesses owners. Particularly those who might be intimidated by technology and/or the creative task of designing a website that's authentic to them. Speaking to this collective individual sounds radically different compared to talking to a computer programmer or graphic designer.
What is the goal of my landing page?
Are you trying to sell a product or service, collect leads, or simply provide information? Clarifying your goal will help you create a focused message. For us, we simply want you to test-drive our service, with the hope that you'll find value in what we have to offer.
What is the main benefit of my product/service?
Your copy should clearly communicate the main benefit that your product or service offers to your target audience. This should be the focal point of your message. While we can talk to several benefits of having a website, we've decided to focus on the fact that by using our service you will end up with a website that is truly unique and authentic to your/your businesses values.
What is the unique selling proposition (USP) of my product/service?
Your USP is what sets your product or service apart from the competition. Make sure you clearly communicate this in your copy. We believe that we're offering a unique approach to website design, by leading you through a creative process instead of boxing you into templates. We communicate this in the first sentence on our webpage. Even if someone reads no further, they've had the opportunity to understand how we're different.
What are the features of my product/service?
While the main benefit and USP should be the focus of your copy, it is still important to include the features of your product or service to give your audience a complete understanding of what you offer. You'll want to followup with these as soon as possible. For example, we emphasise how Sugarsnap is truly mobile first in our design aesthetic "Beautiful on mobile".
What is the tone of my copy?
The tone of your copy should be consistent with your brand and cater to your target audience. Consider whether you want to be friendly, professional, humorous, or serious. Staying consistent is very important for your visitor to trust your brand. Consistency builds trust.
What are my brand's values?
You want to attract an audience that resonates with your message. Know your brand/businesses values and be sure to keep them in mind when writing your copy. Copy that is congruent and resonates with your values builds trust. Ideally your visitor should be able to guess your values just by spending time on your website.
What is the call to action (CTA) of my landing page?
Everyone website has a purpose, ultimately calling your visitor to perform an action. What's yours? It can even be something as simple as "read my latest blog post". Don't let your visitors guess what you want them to do. Nudge them with your CTA. It should be clear and compelling, encouraging your audience to take action. Make sure it is prominently displayed and emphasizes the main benefit of your product or service. Ours is "Try Sugarsnap Free". If you haven't already, do so now ;-)
In Summary
By answering these questions, you can create copy that speaks directly to your target audience, showcases the benefits of your product/service, and encourages action through a clear and compelling CTA. By going through this process, more questions will naturally arise, and you will get a clearer understanding of your brand and the value you're offering your visitors. Happy writing.