Captivating Copy Tips

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When I was just starting out, I admit I was taken aback when my first big prospect (who came to me through a referral) called and started his conversation by saying, “Yeah, I was looking at your website…” Fortunately, I had put enough information out there so he could finish his sentence with “…and it looks like you’re right up our alley!”

It was at that moment I realized just how important websites are. Even if you’re not interested in generating leads online, prospects will want to check you out before they call, and the way they will “get to know you” is through your website.

Essentially, you want prospects to hear these three underlying messages when they visit your site.

#1: I’m Credible

While the mere presence of a website does help establish you as a legitimate business, it does not prove credibility. Testimonials, success stories, client lists, past projects, and information that demonstrates your expertise all help plant the seed of trust.

One word of caution though: Testimonials and success stories need to be backed up with real names, including title and company name. If you can’t get a client to go on record with their testimonial, it’s not worth publishing, because prospects will view any generic testimonial as fiction, rather than fact.

#2: I’m Different

If you just regurgitate the same “marketing speak” you see on your competitors’ sites, what reason have you given prospects to choose you over them? Unless you’re selling a commoditized product, your website should scream, “I’m different!”

To differentiate, think (and write) in terms of your customers.

Explain the risks associated with doing nothing. Show them how you’ll save them money or give them better service. And don’t be afraid to go head to head with your competition by creating a “Why Us” section that tells prospects exactly where other companies fall short.

#3: I’m a Real Person

People do business with people, not companies, so don’t hide behind a vague “Contact Us” web page that invites visitors to send an e-mail to a nameless info@yourbiz.com address.

Create a web page that personally introduces you to your prospects. Share with them your background, experience, and motivations. Let them see what you look like (yes, pictures!), and don’t be afraid to reveal a little personality or share personal interests.

Remember, it was the information on my own “About eVoice” page that got my first big prospect interested in hiring me, and even now, it continues to be one of the most visited pages on my own site.

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