Your website copy needs to be focused on your potential client’s needs. NOT on who you are and what you do. This requires a subtle shift in your thought process as you write your web page content. As you think about your client’s needs, try to answer the question, “What problem does our service solve or what need does our product fulfill?”
Your web site copy needs to be concise and to the point right from the home page. People don’t have the time to scroll through pages of information about your company history and the lives of its founders. This may be important to you (and could be put in the About Us section of your website) but you only have 3 seconds to grab the visitor to your home page – and they want to know “what’s in it for me?” How you are going to help them?
Focus on their needs and they’ll browse around your site a little longer. Prove that you’ll make their lives (or jobs) easier and they’ll be more likely to contact you or make a purchase.
If you have a large web site then it is also critical that your pages and menus are well organized. If your home page copy is well written and has enticed the visitor to browse around, you want to make it as easy as possible for them to find the right information that meets their needs.
So think very carefully about your menus and submenus. This may sound obvious, but like information should be grouped together. If you have a page that doesn’t make sense under any of the other menus, then perhaps it should be pulled out as a separate menu item. Put yourself in your client’s shoes – where would they expect to find this information?
Planning the menu is an important part of your web site project and should be one of the first steps in your design. The size of your menu often dictates the location and type of menu your designer can use. For example, a horizontal menu can only fit so many options across the page – if your menu becomes too large, then you need to either add a drop-down submenu or move the menu to the left-hand column where you have more room. As you & your designer make this type of decision, always keep the client in mind and choose the option that improves your web site usability.
Bottom Line: If you focus on your client’s needs and make it easy for them to find the information they want, you’ll be more likely to close the sale.
Related Reading: Web Site Writing Tips