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Content Writing

Supercharge your Website Content Writing with this Simple Fix

I have worked with many clients over the years, and as I scan their websites I often stumble upon one recurring problem

What do you think it is?

Let’s take a look at this example:

Imagine you started a business selling electric kitchen mops and you wanted to create some website copy to go along with your brand new shiny site.

You know your mop is awesome so you write down some of its amazing features to showcase on your website…

  • Its telescopic handle that reaches from 12 inches to 3 feet in length.
  • Cool, modern design with a red handle, white stripe and silver accessories.
  • Self-cleaning feature runs automatically when you set it to clean
  • Lightweight design – 8 pounds with all attachments on the mop

You build a website that details all of these great features. You are getting traffic, but unfortunately, nobody is buying your super-duper mop! You know it’s the best thing since sliced bread, so why is no one even taking a chance on it? You even have a money-back guarantee!

The problem is not the mop—it’s YOU! You are too focused on the awesomeness of your product that you forgot about the people buying it. When writing website content, your customers should be your main focus.

Watch how the benefits change when you think about your customers’ needs first:

Let’s change each point above…

OLD
Its telescopic handle reaches from 12 inches to 3 feet in length.

NEW
No more crawling on your hands and knees. The telescopic handle allows you to reach the nooks and crannies other mops cannot. Get your cleaning done in less time.

OLD
Cool, modern design. Red handle with white stripe and silver accessories.

NEW
A cool, modern design – look great while you work

OLD
Self-cleaning feature runs automatically when you set it to clean

NEW
Clean without lifting a finger while you are peacefully resting on your couch.

OLD
Lightweight design – 8 pounds with all attachments on the mop

NEW
No more back strain and neck kinks. Dance while you clean. Lightweight design makes mopping a breeze.

TIP: You are not selling the mop. You are selling WHAT the mop can do for your customers. You are selling clean floors with less work, less strain and an overall pleasurable cleaning experience.

By thinking about HOW your customers will benefit, you will focus on them first, and consequently take your website copy to the next level.

Put some of these practices into your copywriting and watch the sales fly in.

Now, go sell some mops! :)

Image Credit: http://www.entrepreneurmag.co.za/advice/sales/sales-strategy-and-management/sales-power-30-day-shape-up/

2 Comments
  1. Great point, i have a personal training business and an online kickboxing dvd set for sale on an online only site. I need to re-evaluate both of them. Always need to think like the customer, but a step ahead of them.
    Thanks for the tip!

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Skype: jenna.scaglione
Website: http://www.ladycontent.com
Email: jenna@ladycontent.com
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