When a potential customer wants to learn more about your company, where are they most likely to head? Chances are, they’ll go straight to your website. That sets the first impression most folks will have of your business. So it is imperative that websites not only be attractive and professional, but that they also be informative — giving potential customers confidence that you’ll be able to handle their needs so that they pick up the phone and call you.

A lot of this comes down to the actual written copy on your website. Many business owners struggle with this, but it may not be for the reasons you think. The problem isn’t that they don’t have anything to say. The problem is that they have too much to say. They know their business inside and out, so it’s understandable. But you have to be able to condense that into a digestible and appealing package for potential customers.

Here are some rules to keep in mind:

Rule #1. Think in terms of consumer value.

Remember that the website isn’t actually about you. It’s about the value you can provide to your customers. It’s about what’s in it for them, what they stand to gain from enlisting your services. Make sure all of your content circles back to your value proposition.

Rule #2. Know your audience.

Are your customers typically homeowners, business owners, or contractors? Are they people who already understand your industry somewhat, or not? Are they people who are concerned about quality? Trustworthiness? Affordability? All of the above? Ask yourself these questions and make sure you’re writing for a specific audience.

Rule #3. Write in a way that’s easy to skim.

Remember that most of your potential customers aren’t going to have the time or attention span to read 1,000 words of unbroken text. Keep paragraphs short. Use bullet points and lists when you can. And include section subheadings to break up your content. Make it easy for people to find what they are looking for.

Rule #4. Include a call to action on every page.

You should clearly state why customers should choose you. But after that you need to urge them to take the next step. Make sure each page has a clear call for your reader to email you, call you, or whatever else you want them to do.

Rule #5. Proof it.

Nothing undercuts your professionalism like a website that is riddled with typos or bad grammar. Make sure you read through your content a few times to clean and polish it. Ask a third-party reader to give you their opinion, too — and hire an editor if necessary.

Get writing
Your written website content is one of the most important pieces of marketing collateral you have. Take it seriously. It’s not just a placeholder. It’s what will determine whether or not a potential customer picks up the phone to hire you.

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About the author
Amanda E. Clark is the president and editor-in-chief of Grammar Chic Inc., a full-service professional writing company. She is a published ghostwriter and editor, and currently under contract with literary agencies in Malibu, California, and Dublin, Ireland. Since founding Grammar Chic in 2008, Clark, along with her team of skilled professional writers, has offered expertise to clients in the creative, business and academic fields. The company accepts a wide range of projects and often engages in content and social media marketing, drafts resumes, press releases, web content, marketing materials and ghostwritten creative pieces. Contact Clark at www.grammarchic.net.