Hey there, business owner!
So, you’ve decided to take the plunge and hire a web copy specialist to give your website the facelift it deserves. Congrats! You’re one step closer to turning your online presence into a customer-converting powerhouse.
But before your copywriting superhero can work their magic, they need a little help from you. Think of it as giving them the secret ingredients to whip up the perfect copy recipe for your brand.
Mapping Out Your Pages
Alright, let’s dive a little deeper into the pages your copywriter will be working on. Different pages serve different purposes, and your copywriter needs to know what they’re dealing with to craft copy that hits the mark.
Take your homepage, for example. This is your virtual storefront, your chance to make a killer first impression. Your copywriter will want to know what key messages you want to convey here. Is it your unique selling proposition? Your brand story? Your latest and greatest offerings? Give them the scoop, and they’ll make sure your homepage copy is as inviting as a freshly baked cookie.
Now, let’s talk about your About page. This is where you get to show off your brand’s personality and give your customers a behind-the-scenes peek. Your copywriter will want to know what makes your brand tick. What’s your mission? Your values? Your origin story? The more they know, the better they can capture your brand’s essence and make your About page a compelling read.
Product pages, on the other hand, are all about the details. Your copywriter will need to know the features, benefits, and specs of each product they’re writing about. They’ll also want to know what pain points your products solve and what makes them stand out from the competition. Armed with this info, they can create product descriptions that sell.
Defining Your Copywriting Goals
Now, let’s talk about your copywriting goals. What do you want your website copy to achieve? Are you looking to educate your audience about your industry? Establish your brand as a thought leader? Drive sales? Your copywriter needs to know what you’re aiming for so they can craft copy that moves the needle.
Let’s say you’re looking to boost conversions on your product pages. Your copywriter will want to know what specific actions you want your visitors to take. Is it adding an item to their cart? Signing up for your email list? Requesting a demo? The more specific you can be about your goals, the better your copywriter can optimize your copy for conversions.
Or maybe you’re looking to build trust with your audience. In that case, your copywriter will want to focus on creating copy that showcases your expertise, shares customer success stories, and highlights your brand’s values. They’ll use language that builds rapport and makes your visitors feel like they’re in good hands.
Crafting Your Customer Persona
Now, let’s talk about the most important piece of the puzzle: your customers. Your copywriter needs to know who they’re writing for, and that’s where customer personas come in.
A customer persona is a fictional representation of your ideal customer based on real data and research. It includes demographics, psychographics, goals, challenges, and more. The more detailed your persona, the better your copywriter can tailor your copy to resonate with your target audience.
Let’s say your ideal customer is a busy mom named Sarah. She’s in her mid-30s, juggles work and family, and is always on the lookout for products that make her life easier. She values quality, convenience, and brands that understand her needs. Your copywriter will use this info to create copy that speaks directly to Sarah. They’ll highlight how your products can save her time and stress, and they’ll use language that makes her feel seen and understood.
Showcasing Your Products or Services
Alright, let’s talk about your offerings. Your copywriter needs to know what you’re selling so they can highlight the benefits and make your products or services irresistible.
For each product or service, your copywriter will want to know the features, benefits, and what sets it apart from the competition. They’ll also want to know what pain points it solves and what results your customers can expect.
Let’s say you sell a productivity app that helps busy professionals stay organized. Your copywriter will want to know how your app works, what features it includes, and what makes it better than other productivity tools on the market. They’ll also want to know what specific problems it solves, like reducing stress, saving time, and boosting efficiency.
Armed with this info, your copywriter can create copy that showcases your app’s value and makes it a no-brainer for your target audience. They’ll highlight the benefits in a way that resonates with your customers’ needs and desires.
Capturing Your Unique Personality
Last but not least, let’s talk about your brand personality. Your website copy should sound like you, not some generic, one-size-fits-all template. Your copywriter needs to know your brand’s unique voice and tone so they can capture it in your copy.
Are you a fun and playful brand that doesn’t take itself too seriously? Your copywriter will want to use language that’s light-hearted, humorous, and relatable. They’ll want to know what kind of jokes or puns your audience appreciates and what pop culture references they’ll get.
Or maybe you’re a luxury brand that’s all about sophistication and exclusivity. In that case, your copywriter will want to use language that’s elegant, refined, and aspirational. They’ll want to know what words and phrases your audience associates with luxury and what tone conveys your brand’s high-end positioning.
Your copywriter will also want to know your brand’s values and mission. What do you stand for? What’s your why? The more they understand your brand’s core identity, the better they can infuse it into your copy and make it feel authentic and true to you.
So there you have it, folks. A deep dive into the info your copywriter needs to create website copy that wows. It may seem like a lot, but trust me, the more you can share, the better your copy will be. Your copywriter is your partner in crime, and the more they know about your business, your customers, and your brand, the more they can create copy that connects, converts, and makes you stand out from the crowd.
