How Much Copy Should I Have On My Site?

It’s never been easier to build a website. That means thousands of online businesses, professional portfolios, and blogs are going up daily.

It also means there’s a lot of misunderstanding about how to build an effective website. Because having a poorly designed site can do more harm than not having a site at all.

As you’re building or tweaking your site, you may have questions about how to position yourself a strong, sophisticated brand.

I work with clients who want to be known for a modern brand that appeals to the aspirational side of consumers. To do this, you have to keep up with design trends.

WEBSITE TRENDS

So what’s hot right now?

Minimalism.

Clean layouts, sleek imagery, and customer-centric text is where it’s at.

Even the largest consumer brands have minimal text on their sites, relying on large, catchy call-outs to draw visitors in.

$100M+ businesses like Outdoor Voices and Casper understand that consumers are distracted easily. In light of this, their design goal is to make it easy for their customers to navigate and quickly find what they’re looking for.

 
how much copy should be on your website
 

What does this mean for your site?

You’ve got to have strong visuals.

AND

You need fewer words, but every word must be on point.

It used to be that you could post anything and everything about your business on your site. Now you must make a strategic decision on what content is most relevant for your website, what you send out in your newsletter and/or blog, and what belongs in more targeted client inquiry materials.

WHAT ABOUT LONG SALES PAGES?

The way I learned to write for the web was to do it in long form. My coaches taught me that consumers browse, so the more text you have up, the more information there is available to those who are seriously considering hiring you. Those that aren’t will just move on.

On one hand I get the premise behind this. On the other, I think you need to figure out for yourself what your sales process is before deciding on the length of your sales or “work with me” page.

If you want your website to filter out prospective clients for you:

  • You need more information on your sales page.

  • The more specific you can get about who your business serves, how you help them, and what outcome they can expect after buying from you, the better.

  • Make sure you are speaking in first-person language, using words like “you” and “I.”

  • Link to case studies and include strong testimonials.

If you want to get more people to a consultation:

  • Pique their interest and make it easy for them to sign up to learn more.

  • Use catchy header text that reflects your brand’s personality and helps you stand out.

  • Create a “how to work with me” document that’s sent before a consult call and preps prospects on what to expect when working with you.

  • Ask lots of questions about what your prospects are facing, so you can reinforce that you understand how to solve their problem.

  • Be prepared to ask what other information they need in order to make a purchasing decision.

COPY MUST-HAVES

As you’re writing copy for your site, the number one question you must answer is: what do I need to convey through words so that visitors see themselves in my brand?

For some business owners, this may mean talking directly to your audience about what they’re currently feeling, thinking, and wishing so that they get the sense you’re in their head.

For others, it’s a more creative approach that catches the spirit of your brand like: “Hey girlfriend, business can be fun.” or ’Sell without sacrificing your integrity.” Both convey brand personalities in VERY different ways.

Your goal is to get visitors thinking, “It’s like she’s a mind reader!”

Whatever you choose, make sure your site clearly (and quickly) communicates:

  • what you do

  • who you serve and what they get out of it

  • how to hire you

Now get to writing. Don’t edit yourself, just get your thoughts onto paper. After you’ve drafted each page, cut half of it out.

Stuck? Reach out, because we all know it’s impossible to be your own editor. Onward!

Kim WenselComment