5 Ways to Optimize Your Web Copy

Autumn is a time when lots of folks store up and get things prepared for the winter. Have you ever thought about doing the same with your digital platform? It’s a great time to spiff up your marketing. Let’s start with your website. Here are 5 ways to optimize your web copy this fall.

Write Clear Hero Copy 

The very first words you see on a website—the ones that are often superimposed over the big visual (the “hero image”) at the top of the page—is called your hero copy or hero message. Its job is to make it clear to the first-time visitor what your organization does, for whom, and (sometimes) why.

It’s really, really tempting to try and get clever with these words, to make sure people know what a hip or experienced or fun business or organization you are. Which I totally get. 

But your hero copy is not about you. It’s about your potential customer. So you want it to be as informative and clear as possible. You want your new visitor’s first moments on your website to be free of confusion. 

So make sure these words are as pithy, informative, and as clear as possible. And if you can do it with a bit of swing and personality? All the better. Just don’t make that priority #1. 

Include a Brief Introduction

On your Home page, don’t jump straight from your hero copy to your bio or a description of your services. Use the space just beneath the hero image to elaborate on your services or products and to mention the name of your business or organization. 

(Remember, even though your logo is at the top of the page, the robots won’t pick up on the name of your company when it’s embedded in a .png file. Type your business name into this section to make the SEO gods a little happier.)

What should this section say? What you do or make or sell and how it benefits your customer. 

Add a Brief Bio + Head Shot

If you’re an independent entrepreneur and you don’t have a brief version of your bio on your Home page already, add one. If you’re creating a page for a larger business or nonprofit, this is a great place to introduce your owner, CEO, or board chair. 

A Home page bio + headshot combo is an effective way to make your work personable and accessible while showing off the personality and values of your business or organization. Just beneath your bio, be insert a button that takes people to your About page so they can learn more.  

Make Your About Page About You Your Readers

Your About page should not just be a longer version of your bio. 

One of the golden rules of business copy is that customers care about themselves. So the entire first section of your About page should be about how your work can benefit the reader. Sure, they want to like you. But they’re really there to find out what you can do for them. Use the real estate on this page to tell them more about what you do, why you do it, and what it will specifically do for them. This is a great place to enumerate the benefits of your work using bullet points.

After this, introduce your team (or link to your Team page) or include a lengthier personal bio. You can also include a brief history of your business or organization if your history is germane to your mission. 

Your bio or history, remember, will not do much to encourage someone to buy from you. (No one’s first concern is the number of degrees you have, trust me.) But it will support the benefits you proclaim by giving you credibility (just when they’re looking for it). 

Clarify Your Product or Service Descriptions

Now that you’ve optimized much of your web copy, turn your attention to your product or services pages. Take a fresh look at your descriptions and edit them until they’re accurate and clear. 

Then ask yourself: Do they support the rest of the messaging on your site? Do they mention any of the benefits on your About page? Do they clearly state the why of your work, even in small ways? See if you can work in some language about the benefits of each service or product and how it serves the bigger goal you have for your clients, customers, or community.

Ever wonder what it’s like to create copy with a professional copywriter? See my post about it here!