We decided that copywriting for web pages deserves its very own Learn Hub post.
And for a good reason, too! Nowadays, web pages are getting more and more sophisticated. Not just in the way they function and present themselves, but certainly also in terms of what they need to achieve.
Your website is competing with millions of others, and standing out from the crowd whilst showcasing what your business stands for and what a customer can expect of you? Well, it can be quite the task.
But here’s a tip: outstanding copywriting and powerful storytelling can help lift your business’ website from good to extraordinary. Want to know how? Keep reading!
Note: This post follows on from our previous Learn Hub blog What is online copywriting, and how can it help my business? So if you haven’t read that one yet, please do! This time around, we’re zeroing in on website content copywriting.
We discuss what an engaging about us page might look and sound like, the difference between an OK and a superb home page and the impact of great brand story copywriting.
Brand storytelling
Storytelling has been around for thousands of years across all cultures. So why not use this craft to your advantage when developing copy for your web pages?
When brand storytelling is done well, it can really resonate with your audience. The narrative you provide of your company, products, values and culture – that peek behind the curtains – allows the customer to connect to your company beyond a product or a service.
What would you like readers to learn about you?
Online content and storytelling is also your chance to build a relationship with your customers and have a dialogue with them; do not make it a one-sided monologue.
Brand storytelling weaves through every element of your communications and online presence. But what does this all mean for your website? What are the key points to remember when designing your pages and developing content?
Powerful copy for your home page
Most commonly, your website’s landing page is its home page. It’s the section of your website users land on when clicking on a hyperlink on another web page.
The home page is the introductory, first page of your website. If your website were a house, the home page or landing page would be the entrance.
And you know what they say about entrances: First impressions count!
Consider this: You will have 0.05 seconds to make that good first impression! That’s how long it takes, on average, for a user to decide whether they like your website and whether they will actually stay or move on.
Let’s assume those first 50 milliseconds went well. The design of your website passed muster. What are some of the main points to consider when copywriting your homepage?
- Use copy to help guide readers through your website. For example, 79% of visitors to your webpage will only skim the content to find what they want rather than reading every word.
- Be clear and concise. Hold enough content to draw the reader in, but don’t add that much information to overwhelm them completely.
- Make your copy irresistible!
- Add context to your visuals with captions that say everything the image doesn’t. It can be a simple but effective way to bring a point across, add meaning, communicate a vibe. Use images with a great caption as an anchor point – especially for the 79% of readers scanning your content.
- Are all your menu options and links well labelled, with a logical name?
- Use an active voice when writing copy for a webpage. For example, instead of saying, “Our Big Woof beds are loved by all dogs big and small”,, say “All dogs big and small love our Big Woof beds”.
- Always add a call to action. What is it that you want the reader to do? What do you want to achieve?
- Always write for your audience and use appropriate language and information. We think testimonials, case studies or top facts and figures work well.
- Don’t forget about SEO, but remember there’s a human reading your copy. So find the balance between writing for SEO and providing engaging content that is informative and draws the reader in.
Relatable copy for your About Us page
Coming back to real estate, the about us page holds all the things that make a house a home.
Your about us page allows you to tell your story and typically gives the reader insights into what your business does, its history, its vision, and who the team members are.
How big of a glimpse into your business’ soul you want to provide is up to you. The voice you use needs to reflect your brand and ultimately fit your audience.
This page’s role is to convey your identity, who you are, your values and goals. The recent “Strength of Purpose” study found that consumers are increasingly driven by their values. As a result, they are four to six times more likely to buy from and trust a company with a strong purpose they can identify with.
You can also think of your About Us page as an excellent recruitment tool. Like consumers increasingly look towards businesses that contribute to communities in meaningful ways and actively promote healthy company culture, such commitments can also be a deciding factor for future employees.
So here’s your chance to:
- Convey your identity in a relatable and approachable way
- Showcase who you are, what you do and how you do it, and also what matters to you.
- Detail what sets you and your business apart
- Incorporate all of the previous points made when developing your copy.
- Ensure your content is useful to the reader.
- Make sure your contact details are there.
Web page examples with the WOW factor
The best way to translate theory into practice is by showing some awesome web pages with that certain je ne sais quoi. So we selected a few that tick a whole lot of boxes in terms of the overall design, visuals, but certainly brand storytelling and written content.
Check out these web pages and storytelling examples for some creative inspiration.
We’ve chosen them for their:
- overall look
- information they provide superbly tailored to their audience
- engaging brand voice
- relatable storytelling
- overall look and design of the pages.
Enjoy!
Ask the experts
Do you need help with your web pages? Talk to us! Helping small businesses with their online presence is what we do best. We can make those 50 milliseconds work in your favour!
