Today we’re giving you a sneak peek inside our “Anatomy Of A $9,750 Website Build”. This will give you an opportunity to see actual lessons from the training we have available.
These previews will each feature an entire lesson from the training, including everything you’ll get when you sign up. We hope this will give you a good idea of how the training can help you in starting and building your own web design business.
Today’s sneak-peek lesson is Creating Content Copy for Your Website. This lesson will give you a full understanding of how to quickly create content, establish a strong USP for your client, and write body copy for any website. Learning how to do this is key for saving time and increasing leads and sales for you and your clients.
Quickly Creating Content for Any Website
A key to creating a successful website is having good copy. Learning how to write effective copy will enable you to increase your sales and “wow” your clients with your ability to create a website that makes them money. Most clients will have some copy to hand off to you. It could be a brochure, copy from their existing website or other marketing materials. You can use this information as a springboard to create the copy for their entire website.
Using existing content copy will save so much time. This is what we did for Stover Tree Service and it took our team a mere 3 hours and 50 minutes to produce all the content for their site!
Here are the actual steps we took to create content for Stover Tree Service. You can follow these steps to easily and quickly create content copy for your clients:
1. Conducted our initial meeting with Stover about the project
2. Began pulling copy from their parent site and researching services and a unique selling proposition (more about the USP below)
3. Determined the USP – decided to focus on increasing property value
4. Began writing copy, starting with the homepage and about page and submitted it to Stover
5. Edited the pages based on client interactions. They wanted to include a list of the certifications which Stover Tree Service holds through ISA (International Society of Arboriculture)
6. Completed and submitted tree services page
7. Completed and submitted first blog post (more on writing blog posts in the next lesson)
8. Chose an image for blog post, and published
We spent 1 hour and 55 minutes preparing and meeting with the client, and only 3 hours and 50 minutes actually researching, pulling copy from the parent website and writing and editing the copy. If you were to write the content copy from scratch or hire a copywriter, it would take at least two weeks to complete the copy for the site. So many web designers get hung up on this key element. Follow the steps we took for Stover and get this part completed in approximately 5 hours.
Establishing Your Unique Selling Proposition (USP)
Your unique selling proposition is your “pitch” that sets you apart from the crowd. Establishing your USP will help your visitors know exactly what you are selling and why they need you. Here’s what your visitors will ask when they come to your site: Why should I buy from you and not from someone else? If you have a strong USP, they will not be able to turn away.
The video below will detail how to establish your USP.
Here’s a small part of what we’ll cover:
- What is a USP?
- What is the purpose of having a USP.
- How to determine your client’s USP.
- The difference in a tagline and a USP.
- We will give you some questions you can ask your client to uncover their real USP.
- We’ll share with you the million dollar question that your client’s USP should answer in order for their business to grow!
For Stover Tree Service, the USP we established for them is: Increase The Value Of Your Property With Stover Tree Service.
Here’s a great example. Notice the placement of the USP on the homepage and the strength of the pitch:
The USP is often the headline for the homepage.
Creating an Effective Headline
For Stover, we wanted to grab the visitors’ attention within the first 3 seconds of landing on the site. The average visitor will quickly glance at your site and if nothing catches their attention, they will bounce out.
The biggest thing you can do to make sure your website grabs attention is to use a great headline. Your headline is the most important element on the page because:
- Your headline is the first thing visitors see
- Your headline should immediately grab their attention
- Your headline should force them to keep reading
- 80% of your visitors will read your headline
- Your headline leads into the rest of your copy
A good headline is specific to only one company (remember the USP). If you can remove the headline from your client’s website, put it on other company’s website and it still makes sense – it’s not specific enough.
Here are 7 headline formulas to get you started:
- State a benefit
- Offer a free special report, e-book, PDF, etc.
- Tell your visitor a story
- Make a recommendation
- Use a testimonial
- Compare Something
- Use power words to help your visitor visualize.
After you write the headline, you’ll want to write your content copy to convince your visitor to take action.
Writing Body Copy for Your Website
Again, your USP is your sales pitch and it must answer this question your visitors will ask: Why should I buy from you and not from someone else? Your website copy should reinforce your USP. Remember, you need to use existing copy from your client to save time. Take what they have and apply these tips. For Stover Tree Service we carefully constructed the copy on the homepage to convince their visitors Stover Tree Service is who they must hire.
Here are some basic guidelines to follow when writing copy for your site and your clients’ sites.
1. Use “Because”
Remember, your visitors are asking “Why”, so you need to answer that question multiple ways.
2. Write in second person
Example: You will love product A because it will help you with your….
3. Emphasize “No Obligation”
Example: Provide a place for them to check: “I understand this free gift is mine to keep, and requesting it does not obligate me in any way”
4. Use “The answer may shock you”
This is great to use after asking a question because it helps keep your visitors reading.
5. Use “But wait — there’s more”
This is great to use right before you announce a bonus or tell your visitor you’re going to give them something else for free or with their order.
This lesson is from our “Anatomy Of A $9,750 Website Build” project. Remember, we are giving our students the opportunity to look over our shoulder as we build a WordPress website for this client. Our students get all the details including client interactions, how we priced the website and each step for setting it up.
If you want access to all the training, join our students and get life time access today.