When you’re an online business owner, one of the most important aspects of your website is your copy. It’s how you communicate with your audience and your potential customers—it’s your digital handshake, your written persona.
Unique web copy is how you stand out.
Unfortunately, I’ve seen far too many companies with copy that looks like it could be thrown on just about any website. And sometimes, it’s because it IS from another website… but just moved around a little bit. Other times, it’s the exact same content. Not just similar—almost word for word the SAME.
Don’t Use Generic Web Copy
Not having unique copy is the best way to devalue your site and drive away a lot of amazing business. Clients will be searching around before deciding on you. They will be looking at your competitors. So obviously, you want your words to shine! And if you’ve taken someone else’s content and moved it around a bit, they will notice.
[bctt tweet=”Is Generic Web Copy Turning Away Your Potential Clients? via @laustewa”]
Here are some tips for displaying your uniqueness in your copy:
- Think about the tone of your audience. How do your customers speak? What are they talking about? Consider your ideal customer persona, and pretend you’re talking to them. This is the tone you want for your website and your business.
- Use other sites as inspiration, not mimicry. I’m not saying you shouldn’t look at what your competitors are saying. Of course, you should! But use it as inspiration for your own voice. What are they saying that you can say better and in your own way?
- Speak from the heart! You started your company because it means something to you. It’s personal. Customers love to know more about how your vision matches theirs. If you became a health coach to help people lose weight because you used to really struggled with your weight, talk about it! Share your journey, then talk about how it relates to what you can do for them. Tell them your ‘why.’
When potential customers land on your site, you want to connect with them to instill trust. That’s why my copywriting services involve a questionnaire and in-depth look at your business and your audience—to bring your unique personality and vision to your content.