Have you ever worked with a copywriter and not known what to expect? Perhaps you’ve received your content, but you don’t understand if what you’re reading is good copy or not. Here’s some insight into how they put their expertise into action when writing the content for your website’s pages.

Copywriter guides: how to ensure your website pages have great copy on themCopywriting Structure

When writing your web pages, copywriters use a specialist formula which makes the content more effective in getting the results you want. This will always start with something to grab the attention of your target audience such as addressing a problem you’re trying to fix. Remember, some people will only read the first few lines or scan the page, so you need to make an impact.

Have you ever read a poster or gone to a website where it feels like it’s speaking directly to you? That’s what the aim for the start of any piece is. For example, if you’re a wedding hair stylist, you could grab the attention of your customers by acknowledging the fact it’s one of the biggest days of their life and that it can be nerve-wracking trying to find the right stylist, rather than leaping straight in and listing your services.

After this, expert copy will start to go into more detail about the products or services, focusing on features and benefits, followed by a call to action, letting customers know what to do next. This is will often be encouraging them to get in touch directly.

Web Page Differences

Each page of your website may have a different aim, and this is something a professional copywriter will understand. Your home page, for example, may be a little shorter than the others, providing succinct messages about what you do, who you do it for and why customers should work with you. It should persuade readers to delve further into the site and find the information they need. This is why it’s so important to have a good web team on board who can ensure you have clear and simple navigation and menus.

You can also have special pages which go into further details about specific things you offer, aiming to get customers to sign up for that particular product or service. Even your ‘About Us’ page can be structured in a way which leads to more conversions. While it’s a page giving more information about your business or team, a good copywriter will still write the content with the needs of your customers in mind.

Information Gathering

If a copywriter has offered to speak to you or sent you a questionnaire to fill out to help them, it’s a good idea to take them up on the offer. They’ll use this initial time to gather information, helping them to gain an insight into what you do better than your competitors, any specialist services you offer and key benefits of your products and services. Even if you provide a few bullet points, it’s really useful for copywriters so that they can see what’s important to you as a business and your customers. It can be a really useful asset when creating portfolio/case studies to allow you to demonstrate the quality of work you have completed. They’ll create something more personal rather than writing a general piece.

If there’s anything you don’t understand about the copywriting process, just ask.

Need a copywriter? Here at JJ Solutions, we can put you together a bespoke package, including search engine optimisation, blogs and copywriting services. Call now on 020 3871 8773 to tell us what you need.