Your website is the grand central station of your marketing. But unless your copy and content are on point, your visitors may leave as fast as they arrive.
A 2015 joint research study by Huff Industrial Marketing, KoMarketing and BuyerZoneResearch on website visitors found that 46% will leave in frustration due to unclear messaging. Further, Amazon Web Services reported that 88% of online shoppers say they wouldn’t return to a website after having a bad user experience.
Optimizing your website copy is a puzzle to be solved. You must know who your most likely customer is to create the right experience. And you must know where they are coming from to understand their state of mind.
Did they read one of your blogs? Hear you talking on a podcast? Knowing their motivation provides clues on what content to include. And knowing what questions they’re asking tells you how to engage them.
You won’t have all these answers to begin with. But neither does a master detective. Your Web Copy Audit helps you start gathering this information.
Your Website Copy Audit Report is a starting point for building a website content management knowledge base. It will help you prioritize improvements and plan for the future.
- Identify missed opportunities
- Overcome challenges that can be fixed
- Discover ideas that can be expanded
If you are not getting enough traffic to your website, you may have gaps in your customer journey. Learn more.
In this Website Effectiveness Checklist, I share some essential tips for planning the three most most important pages on your site.
- Homepage
- Products and Services page
- About Us page
Your website should be uniquely customized for your business. However, there are five guiding principles that apply to most websites.
- Clearly answers all your prospects' questions
- Puts the customer at the center of all your communications
- Competitively positions your business with a strong offer of value
- Compels your visitor to take the next step in their buying journey.
- Consistently communicates the right brand look, feel, and voice
"In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.."
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Which Describes You?
CEOs and Entrepreneurs
You have a lot of decisions to make besides marketing. You don’t have a lot of time. Your priority is generating more leads & sales. You need someone who can bundle marketing advice with quality content.
Marketing Directors
You need a writing professional you can count on. You’re under pressure to get the job done, and the writing is typically what holds up your projects. You need the best quality work because it represents your portfolio as well.
Marketing & Sales Agencies
You need help from a writing professional when you get overwhelmed. You need help writing long copy like Articles, Case Studies and White Papers. Deadline pressure demands good quality work done fast.
Social Media Agencies
You’re a full-time Social Web Marketer or small Agency. Your clients sometimes need website copy, a landing page or other writing services but you’re not a writer. You sometimes need a good writer to bring in on projects.
Video & Radio Producers
You’re a highly creative video or radio production company. You’ve got great video or radio but more often than not need a good script too. When you partner with a copywriter you want them to act like a member of your team.
Freelance Web Designers
You’re a full-time Web Designer or small Design Agency. Your clients sometimes need website copy, a landing page or other writing services but you’re not a writer. You sometimes need a good writer to bring in on projects.
