When you imagine what your ideal website will look like, what do you think of first? Is it the design layout, the colors, the images, or the text? Most of our energy typically goes to investing into what the design portion will look…where you will add an image of yourself or your products and what colors will convey the message. Text isn’t always fun to think about because most people simply don’t know where to start. What do I write? Where do I even start? What am I supposed to fill the page up with? So because our goal is to have a nice cohesive design with a level distribution of images and text, let’s outline how to correctly write text for your website layout.
Before we write anything at all on the website, I want you to think about what your top three goals are for your business. Maybe it’s to reach a certain number of item sales this month or receive ‘X’ amount of phone calls for a certain service. Whatever it is, write down the three goals.
I also want to remind you that your website is a tool that helps enhance your company, whether your conduct business online or offline. Knowing this, let’s try to brainstorm how we can use the tool of our website to help us reach those three goals we just wrote down.
For example, if our goal is to reach a certain number of item sales this month. How can we use our website to help us get there? It could be add pop-up text with a call button to the website. Maybe it means adding text on the top portion of your website to grab a potential customer’s attention to a sale you’re having or a limited time offer. Could it be an amazing customer review you’ve just received that you’d like to showcase to others? Take your time and figure out what could help you reach those goals and write it down right next to your three goals. If you’re still struggling on finding a solution, don’t worry as I will outline many different options today. So, let’s get started.
You have a great design, but all you have for text is the business name. Where do we start? We will be starting from the top and work our way down the website page.
Part #1: Headings
When you click on any website, the first piece of text to show up is typically right in your face with huge text. This text is known as your heading 1 text (H1). H1 text is there to grab your attention and says something about the company and what they have to offer. This may be a general statement about the quality of services/products the company provides or maybe it’s a specific service/product being showcased. Keep in mind, this is not a long paragraph, but instead a short statement between 3-15 words. Keep it short, simple, and straight to the point.
Underneath the H1, you will insert your H2 header text. This is your supportive text for the H1. What’s so special about the service you offer? What does the product you’re advertising do? Build the curiosity here.
You will repeat these steps for each separate category on your pages.
Below are three different company headers. Notice the H1 header text appears large and bold on the page while the H2 is smaller. The headers are almost always accompanied by a large image or video to showcase the vision. Your goal is to grab the potential client’s attention right here with your text. To help you out even more, try adding a button underneath the text to link the service or product you mentioned in the header text. This will encourage clients to click and continue browsing through the website or contact you for further assistance.
Part #2: Company Mission/Vision Statement
Now that our headings are complete we can move onto the mission/vision. It’s a good idea to keep this portion towards the top of the page as it will reflect what your company is all about. My personal recommendation is to add it after the block with your headings and image. Here’s my tip for this portion, do not overthink it. Don’t go scanning through other’s websites to find what they wrote in their mission statements. All you need to do is describe why you felt in your heart you needed to open this company or create this product. That’s it. What sparked that moment of inspiration that changed everything for you? And what are you wanting to help others with through this creation? For example, here is Invisio Studio’s my mission statement: “Here to help your business grow. We design refined, strategic, and profitable websites that bring your potential to life. Are you ready to prospects into customers?”.
Use this template to help get you started on brainstorming your mission/vision statement.
(what you [the company] are) (what you [the company] do) (why this is important/needed)
Part #3: About Section
You can two different routes you can take on the about section.
Either keep it solely about the company and speak of the company’s history and what it stands for or you can personally introduce yourself (and partners if it is a shared company) to the potential client. Use the about section to explain the story behind the name of the company. Why did you start this company? How do you contribute to the industry you’re in? Maybe you’re working to change something? Maybe you’re speaking up for something? Was there a certain life event that brought all partners to create the company? What does it mean to you? etc.
Work through answering those questions and add the answers to your about section. If you’d like to speak both about yourself and the company then might I suggest to split this into two portions? Add half of the portion into the about section of your home page and keep the section portion for a page you title “about” that will go into further details on your story.
Part #4: Services/Products
This is exciting part and truly the reason most people go to your website. They want to see what you offer, what it is, and how it is. Staying on the front page, I truly recommend adding some sort of navigation to take the client to your service page. You can also take this a different way and feature a few services/products and create a navigation prompt to click for more information. No one wants to scroll through the entire website to try and locate where the goods are. Make it easy to find.
Part #5: Call to Action
When creating any call to action section, I’d like you to think of it as navigating the client around your website. Just as we spoke about prompting clients to click for more information, that is your call of action. These typically show up as “Get started”, “Shop Now”, or “I want in!” type of prompts. I will suggest a great idea is to refrain from using those standard terms like “learn more” and “click here”, and try to spice them up a bit with a personal flare. It’s always fun for people to feel like they really are getting to know you/your company through the website, even if it’s in the small details. After all, details make up the big picture!
For your home page, you will definitely have multiple calls-to action because there are various sections to explore. I will say that if there is a specific section you really* want people to see (such as the services/products you offer), then add a call to action in those areas on the home page so your clients can further explore.
Design Tip: I highly using a different color from the rest of your theme to really draw the eye’s attention to click. Choose a complementary color to help break up the sections so they do not all blend together and make the design pop!
Part #6: Testimonials
It’s wonderful that you have a business and a beautiful website. It’s great to hear how confident you are in your work. However, as much as people love reading your words, sometimes what could really help sell it is just some words from someone’s who has done business with you. Someone else’s experience with your company, a certain service, or a product will help others make an informed decision of whether they’d like to do business with your company. How many of us read Yelp reviews before going to a restaurant? How many of us read reviews of a skincare item before buying it? Don’t lie you know you do! I highly recommend you get receive from as many of your clients as possible. Don’t wait weeks after contacting a client for a review because you want to get it right away when the feelings are fresh and genuine. Reviews are important to speak for your work from others. You will be surprised how many people stumble upon your website because they heard great things about your company from a friend’s friend!
Part #7: Portfolio
This one mainly pertains to my creatives. If you are a website designer, author, singer, artist, stylist, photographer, fashion model, videographer, graphic designer, video editor, etc., then you may really want to consider creating a portfolio. Just as the reviews from clients speak for themselves, so does your actual work. Portfolios are helpful because clients can view your past work and decide whether they’d like to work with you. Don’t get insulted, we all have our style of art and our style will attract certain clients that like the work presented. I really recommend describing each project on your portfolio and outline what the vision was, what you used for inspiration, what story is the piece of art conveying, and so forth. Without even having to speak, your work will showcase your style, how you work, your experience, and your skill level. Use this to your advantage and create a beautiful portfolio that WOW’s new clients. You can do it. I know you can! You wouldn’t be here if you couldn’t. 🙂
Part #8: Frequently Asked Questions
FAQ’s are sometimes important depending on your industry. If you notice there are certain questions that are frequently arising either in your consultations, e-mails, or on your Google Business messages, then you may want to consider adding a frequently asked questions section. Answer the most common inquiries that way the answers will be right on your website and that will avoid many of the repetitive questions. It aids in better communication with clients as well as gaining new clients because they don’t have to go the extra mile of contacting you to ask a general question. Remember that you know everything about your business, others don’t and may not even know what that service you’re providing means or what the item you’re selling is for.
We have reached the end of our list! There are many items to focus on here so take your time creating each section. I hope these tips will help you utilize your website more efficiently and help your company gain more exposure in the online and offline world!
Writing text may seem like a daunting task, but I encourage you to speak your heart on the pages and really convey what you feel when you think about your company and why you created it. I’d like to hear about your story and why you decided to start your business so please leave a comment below to share! If you require any assistance with copywriting, please click here for more information on Invisio Studio’s offered services. As well, if you have any questions, please feel free to contact me.
Until next time,