Website Copy Archives • FocusCopy®

The Ultimate Website Checklist For A Successful Launch

Copywriting / By Lauren Jefferson / January 24, 2023 February 28, 2023

Launching your business’s website is an exciting time!

Aside from the time it will save answering the same questions over and over (and over and over) again, your website can be your most effective sales tool. Plus, a good website can also elevate your business’s legitimacy and boost your own confidence as a business owner.

But before you hit the big, shiny launch button, go through our website launch checklist first.

Your Ultimate Website Launch Checklist

These 18 steps can make the difference between a meh website and a fully functioning site that makes your business stand out from the competition – for all the right reasons.

Need help writing copy for your web pages? Click here to schedule a discovery call to learn how FocusCopy can help!

1. Proofread All Copy

There’s nothing like a grammar or spelling error to get the wrong kind of attention. For instance, one marketing professional who worked for one of Houston’s biggest public parks to this day can’t publish anything without doing a word search for the word “pubic”. It was a lesson in overly trusting spell check learned the hard way. After all, just because something is spelled correctly, doesn’t mean it’s the right word. But it taught her to ask her most stringent proofreading friends and colleagues to read over everything once (or twice).

*Side tip – don’t ask people pleasers to proofread. You want the proofreaders who aren’t afraid to point out your mistakes before they’re out there for the world to see.

2. Test All Forms

Having a website is a great way to capture your audience’s contact information. However, make sure the forms work! Fill out the link yourself and make sure everything comes through. Then, send the link to a few close friends, family, or colleagues to test it further.

3. Set Up Google Analytics

Learning about your audience is one of the most critical parts of owning a business and website. Not only will it help you write copy that speaks to your target audience, but it will also help you adapt to their needs. For instance, with Google Analytics, you can monitor information about your audience that includes:

Their general profiles including age, gender, location, and more
The devices they are using
What of your pages, posts, and products are the most popular
How they are reacting to your marketing campaigns
Conversion rates
Website loading speed
And so, so much more!

Too busy running your business to dedicate time to writing compelling and converting copy? Contact FocusCopy to learn how we can take copy off your plate and help you meet your goals.

4. Check Each Page On A Desktop, Tablet & Smartphone

The world is literally at our fingertips with smartphones and other handheld devices. Which means, your website needs to be compatible with desktop computers, tablets, mobile phones, and any other devices that become widely used in the future.

This check box is two-fold. For one, you want your audience to have a great user experience. Otherwise, they’ll just skip on over to your competitor’s website. And secondly, it can help your Google ranking. Check out Google’s Mobile-Friendly Test tool here.

5. Run Compatibility Tests

Plugins can elevate a website and this may have you thinking they’re your best friends. The problem is that, as in life, sometimes your friends don’t get along so well together. And the same goes for plugins!

This compatibility checker is a great tool to double check that all your different plugins will get along and work efficiently together. If it’s not optimizing your website, the plugin may not be worth its hype.

6. Create 404 Page

Sometimes websites run into an error. What you don’t want to happen is the people looking for your website to run across a “Page Not Found” error message.

Instead, prepare now for issues that may come up in the future with your very own custom 404 page. This will help you prevent losing a visitor, improving user experience, and track errors. You can even set up email alerts to be notified of 404 errors so you can fix them as quickly as possible.

7. Index Site On Google Search Console

I’m going to go out on a limb to assume you want people to be able to find your website once it’s live. Properly indexing and rendering your website is key to attracting new visitors (i.e. potential customers) through search engine results.

If you were to forgo indexing your site prior to its launch, you will essentially be putting extra steps in your conversion funnel. Furthermore, it’s important to realize that it can take weeks to get a new website fully indexed. To ensure your website is fully optimized in its “newness” phase, make sure to index sooner than later.

8. Submit Sitemap

The sitemap is the collection of URLs on your website that you want Google to index on the search engine results page (SERP). Most SEO plugins will handle this for you.

However, don’t assume details like this will always be perfect. Instead, triple check that 1) you have a sitemap and 2) it contains the right content and that it works.

9. Test All Links

This is as simple as it sounds – make sure all the links work!

If there is a backlink on your website, click it. Did it direct you to the appropriate web page? Great! If not, address what went wrong to ensure all your links are working properly.

10. Test All Icons (Especially Social Media)

Linked icons are a great way to grow your social media following. As said above in #9, make sure the links work!

A well-designed marketing plan will point your target audience to your website. Many may find your website through your social media activity, newsletters, and so on. However, that doesn’t mean you don’t want your website visitors to try so hard to keep up with you on LinkedIn, Instagram, Tik Tok, Facebook, and any other social media platform you’re harnessing!

11. Add SSL Certificate

Are you familiar with SSL certificates? It’s the acronym for “Secure Sockets Layer” and it’s important for your security and reputation.

Without an SSL certificate, your audience may receive alerts that your website is not secure. That’s no good and will quickly send readers to your competitor’s website.

Plus, having an SSL certificate helps to increase Google ranking, essentially driving more traffic to your website. Additionally, SSL certificates indicate that you have taken the proper steps to protect your users’ private information – contributing to your credibility factors.

12. Include Terms of Service & Privacy Policy

There’s nothing like a legality issue to throw a would-be successful website launch off course.

Speak to your business attorney to ensure that you have the right licenses for images, fonts, plugins, and more.

Yes, the legal jargon is usually the “boring” part of any project. But it is so incredibly important!

13. Benchmark Your Previous Website’s Data

If this is a new version of an old website, it’s time for a little side-by-side comparison. Basically, you want to see how your new site compares to the old one. A few things you should look out for include:

Gaps that provide data-driven insights to help fine tune your new strategy
Confirm testing procedures
Ensure all components are working properly
Double check that you have a system in place to track bugs and enhancements

14. Check For Brand Consistency

You don’t want to confuse your audience with inconsistent brand messaging. So, make sure that your brand voice and branded images stay on point. Refer back to your core message that speaks directly to your target audience. Moreover, check that any logos or images are the most up to date and have the same filter, colors, etc.

15. Replace Placeholder Images With Final Images

When building a website, placeholders help keep the momentum going. However, don’t forget to go back through and replace all the placeholders with the final images. This will make your website appear polished, and your business professional and trustworthy.

16. Confirm The Copy Is The Latest Version

Especially when building a website, there are likely several renditions of web pages. If not labeled correctly, it can be easy to import the wrong version. Make sure that you are using the latest (and greatest) version of copy for your website. Don’t forget to have a few trusted friends give it a good proofreading before going live.

17. Check That Hosting Can Handle Your Bandwidth

The last thing you want when your website goes live is for it to immediately crash because it can’t handle the traffic or amount of content on your site. Talk with your website host or designer to evaluate the amount of bandwidth you need. Here’s a quick guide on why server bandwidth is critical.

18. Send An Email Announcement About Your New Website

Be sure to celebrate your launch and let your audience know that you have a new website! You never know when a cold prospect or even an inactive client will re-engage with you. Take the opportunity to show that you’ve invested in your brand.

P.S. Need a few prompts to make your website actually mean something to your cold prospects? Download this free guide for to answer the most important questions on your website.

Ready to Launch?

Launching is an exciting time! But if you’re still struggling with the copy side of your website, let’s chat.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words

5 Credibility Factors To Include On Your Website To Win Your Next Client

Marketing / By Lauren Jefferson / July 21, 2022 July 21, 2022

Just about anyone can be anything these days.

With online courses and straight ambition to get it done, you don’t need a college degree to be whatever you want to be (except for some more professional roles).

While that is freeing and amazing in our opinion, it also means that there’s a lot of people who say they can do it BUT they aren’t necessarily the best to do it.

That’s why it’s more critical for you to establish your credibility online than ever before. We call those the credibility factors.

What Is A Credibility Factor?

Credibility is “a measure of how believable and trustworthy your marketing is perceived to be” (Unbounce). When you present credibility to your audience, you are helping them hedge their risk in engaging with you. And there are several ways you can accomplish that on your website – the credibility factors – which we’ll cover in this blog.

Schedule a discovery call today to learn how FocusCopy can integrate credibility factors into your business.

Why Include Credibility Factors On Your Website

With Nigerian princes and long lost cousins, it’s reasonable to understand why so many people are skeptical. As a business owner, you need to be able to effectively communicate to a stranger what you do and why you are the person or company to hire. And you do that through either certifications or social proof – two of the most popular credibility factors.

Here are a couple reasons why you need to include these factors on your website:

You are a safe entity to do business with
You are equipped to do the work with efficiency and quality
Other people have trusted you
You are reliable
You are recognized publicly

Where Should You Put Credibility Factors On Your Website

Depending on your style of website, there are several places that you can place your credibility factors on your website. Those include:

Directly underneath the hero banner (first section of the page)
After a call to action
Before the final call to action
Where you need a transition

5 Credibility Factors To Include On Your Website

Don’t know where to start? Here are 5 credibility factors to include on your website. You by no means need to include all of these. But try to include at least one factor on each page of your website.

1. Trusted By

If you have been listed as a preferred provider for a well known company or entity, include those logos. When you associate your business with other well known organizations, it communicates to your audience that you took the time to get certified, have good relationships with other providers, and do good work.

2. Credentials

If you have been certified by an authority or certifying organization, include those seals. In addition, you can also include any awards or recognitions that you’ve received.

If you are a newer business and don’t have any of the following factors, this is a great one to include.

3. Social Proof

People do business with people they know, like, and trust. But how do you get them to know, like, or trust you when you’re a complete stranger? You prove to them that you are worthy of them knowing, liking, and trusting you. And you do that by providing social proof.

There are three primary ways that you can display your social proof.

Testimonials

Testimonials or reviews are our favorite ways to display social proof. Even more so than that, you can actually use your customers’ words in your overall marketing. They don’t tell you to speak your customers’ language for nothing.

If you don’t have testimonials, ask for them. Here are a couple of ways we’ve collected reviews:

Collect feedback at the end of a project, type up the review, and send them an email with the review and platform links
Send an email campaign to get reviews
Call them up and ask for it directly
Offer them a spotlight on your email newsletter or social media platforms in exchange for a testimonial

Case Studies

What better way to prove you can solve a problem than to show how you’ve solved a similar problem before?

Write a brief summary of an issue a customer encountered and how your business provided a solution with positive results. Make sure to drop keywords of the services provided, how your existing processes made it simple, and why your business is always willing to go the extra mile.

Need help summarizing your case studies into meaningful and converting copy? Schedule a discovery call today!

Connections

As an introvert, I’m really good one on one. In group settings, I am the least effective connector. That’s why I often go to networking events with at least 3-5 people beside me. But I learned that even though I did all the work and connected with over 1,200 people over two years, my cold audience had no clue.

So I had to build in marketing that literally proved that I was well connected. This could look like listing my strategic partners, telling client stories, tagging clients and partners on social media, and placing client logos on the site.

4. Press Mentions

If you’ve been mentioned in the press, been a guest on a podcast, or shown up publicly as an authority figure, then yell it from the rooftops. This credibility factor is often shown as the “as seen on” sections. You know the ones with the Good Morning America, Forbes, and Entrepreneur logos.

5. Warranties Or Guarantees

You heard what I said at the beginning of this blog…Credibility hedges risk. When you offer a warranty or guarantee, it also hedges any risk that might come from someone investing in your business.

Need To Spruce Up Your Website Copy?

Your website can be your greatest asset. That’s if it conveys your products, services, solutions, and credibility. But we know that running your business doesn’t leave you with much time to master the art of website copy. That’s where FocusCopy comes in.

We’ve worked with over 80 brands from 4 different countries to take the writing off of entrepreneurs’ and business owners’ plates. Stop thinking about what your website can do for you and start experiencing it. Contact FocusCopy today and get excited to proudly share your caffeinated copy.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words

Build Your Call To Action Swipe File To Write High-Converting Copy

Copywriting / By Lauren Jefferson / July 19, 2022 July 21, 2022

Do you ever sit down to write your business copy and have no idea where to start?

Everyone gets writer’s block, but how are we supposed to overcome it?

Instead of putting off writing for your business again, do what the professional copywriters do…Open up your call to action swipe file.

What’s a swipe file? It’s a collection of excellent copywriting you can use to gain inspiration. But what it is not is the license to duplicate the copy as your own. We don’t like plagiarizers (and it doesn’t look good to your target audience either).

Why You Need A Swipe File For Your Website Copy

So why do you need a swipe file for your website copy? Apart from giving you ideas when you have no clue what to write, a swipe file gives you a starting point to think differently about your copy. Its intended purpose is to inspire or give an idea on what to do. Before we reveal our call to action swipe file, what is a call to action?

What Is A Call To Action?

It is what it sounds like. You are calling your intended audience – usually your target customer – to take a specific action. That action does not have to be a buying one.

Remember, there are a lot of steps that happen in the customer journey to convert a complete stranger into a raving fan. Not all of those require a monetary transaction.

Need more than inspiration and ready to grab hold of helping copywriting hand? Schedule a discovery call today!

Your Call To Action Swipe File For Your Website Copy

To help you out, we’ve added a variety of B2B and B2C examples from various industries. When building out your own swipe file, don’t be afraid to go outside of your industry or competition. Sometimes, the most obscure sites may actually spark a brilliant copy concept.

Subscribe Call To Actions

The money isn’t in your social media. It’s in your email list. Here are a couple of our favorite subscribe call to actions.

What we love about this call to action is the ability to tie in what they do – sell sheets and mattresses – with the copy. It’s unique, yet indicates that their email newsletter isn’t some boring newsletter. Nobody wants to clutter their inbox.

Don’t underestimate the value of pop-ups! But definitely use them sparingly if you want to protect your user experience. This call to action is a favorite because it uses a little social proof to encourage people to subscribe to their blog.

Want to provide some up front value before engaging in a more sales type conversation? Sending them to a sign up or download action is a perfect way to increase your buy-in.

This call to action has everything. It identifies the audience as overwhelmed entrepreneurs and business owners. It sets the expectation that for 5 days, you’ll get 20+ hours of free time back. And it gets people to sign up for the waitlist. We love waitlists because they are great ways to build your email subscriber base.

DigitalMarketer offers workshops, courses, and certifications for marketers and entrepreneurs. Because marketing is one of those things that is confusing (as there is no quick formula for success), they offer a blueprint. The headline is straightforward. The subhead is effective. But even more so, we love how they include both a “How It Works” and a “Download” button.

Read Blog Call To Actions

Blogs are fantastic ways to increase your SEO. But they can also be used to engage with your target audience, to show them you know your stuff, and to build some credibility. But how do you get them to read your blog?

Amy Porterfield’s content strategy primarily relies on her podcast, Online Marketing Made Easy. As such, she’s divided out her episodes into several categories based on where her target audience is in their businesses. Instead of forcing her audience to sort through the topics themselves, she’s made it easy (pun intended).

Reach your target audience with effective copy that really converts. Contact us today to learn more.

The social proof and variety of content available really bolsters the click through rates. The headline alone proves that the content they are producing isn’t just from theory or a quick Google search. It’s proven through the businesses that they work with.

Try For Free Call To Actions

Free trials help to reduce the fear of making a bad decision. It allows the customer to see the value without experiencing the risk of losing money. Here are a couple of “try for free” examples we love.

Once upon a time, the only way you could access music (without being told what to listen to) was through CDs or cassette tapes. With streaming services, the big question became: what’s the value in this? To get over the hurdle, Spotify doesn’t simply place music in the entertainment category. They equate it to living life. The word “everything” suddenly makes the opportunity for a free trial that more valuable.

Not only is ClickFunnels addressing the problem they solve (converting customers), they also add in an entire section of social proof directly underneath without it being an entirely separate segment.

In three words, Hubspot is able to effectively communicate that their CRM has the power small business owners need to run their businesses without feeling overwhelmed. This is a great example of the power behind using fewer words.

Get Started Call To Actions

Depending on your business, it may be ideal to sell a “starter” package to give the customer a sample of what to expect. This is typically used for those investment type products or services. For example, you could sell a starter kit that includes a variety of samples or a segment of your larger service.

For new buyers, Harry’s presents this starter offer as a special gift. There are a couple elements that are really attractive:

Apparent discount
Low risk with free shipping
Samples for everything a customer needs to evaluate the product
Freedom to choose color
Easy process flow to access offer

Learn More Call To Actions

You may need to send your audience to explore different areas throughout your website. This is especially important if you have a complicated product, process, or have a page that dives deeper into a specific feature.

The imagery and the headline does it for us at first glance. But what’s more than that is that they direct their audience to either explore their different mattresses and to compare their mattresses against competitors. If you know anything about mattresses, there couldn’t be a more confusing product as there is no standardization.

We’re big fans of Keap anyways since we run our business using it. But what I love about their home page is that they have many, many, many features that are transformed into benefits. Then they have specific pages that dive deeper into those benefits (hence the “learn more”).

Call Now Or Schedule Call To Actions

In the case that your business is more consultative, these types of call to actions are ideal for your business.

The simplicity of this is what really sets this one apart. There is no play on words or entertaining copy. However, an identification of who they want, what they can get, and what to do. You do not have to over complicate your copy to be effective.

Quiz Call To Actions

Instead of sending them to a download resource page, quizzes are fun and engaging ways to get your customer to stay on your site.

What we love about this call to action is that it’s taking what can often be a confusing topic (there are almost too many options) and simplifies it into a pathway. The goal here is clear and simple.

Where To Find Inspiration

If you need to find inspiration, there are several ways for you to create a swipe file:

Use an already existing swipe file. Sites such as SwipeFile.com make it really easy to sort through what you’re looking for.
Use one location to store your screenshots. If there are great CTAs, we upload them into an organized folder system on Google Drive or put it on a dedicated Slack channel.
Create a framework or template for different types of copy. Don’t want to store screenshots? Create a document or spreadsheet with headline and/or call to action templates or formulas.

Need Help Creating Call To Actions Or Ready To Hand It Over To The Pros?

FocusCopy takes the pressure off entrepreneurs’ and business owners’ already heavy shoulders. We write converting copy (headlines, call to actions, and all!) that gets your message across to the right audience.

Even better, we write in your voice. Meaning not even your mom or best friend will realize you’ve outsourced your writing.

If you’re ready to stop staring at a blank screen and finally work with professional writers who know effective call to actions (and so much more), then schedule a discovery call today.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words

5 Effective Lead Generation Ideas To Earn More Leads

Marketing / By Lauren Jefferson / September 17, 2021 February 20, 2023

Finding the best lead generation ideas doesn’t have to be a lengthy or complicated process. There are certainly ways to freshen up your pool of potential customers without having to spend a ton of time, resources, and money.

Maybe you’ve been feeling uninspired about reaching out to earn more business. You might feel stuck in a routine, finding it hard to break through that barrier to see new opportunities.

The truth is, we know because we’ve been there ourselves.

Feeling uninterested and unmotivated can take a toll on yourself, and your business. But lucky for you, we’ve got 5 quick tips you can use to kick your brain back into high-gear. That way, you can narrow down your next steps and focus on what you’d like to see happen first.

Implement These 5 Lead Generation Ideas

Put your budget towards the back of your mind for a second. There’s no need to start sweating bullets because most of these ideas won’t cost you a dime. This means even if one of these tips isn’t exactly the route you want to take, it isn’t a wasted effort. It’s just an additional opportunity to find out what works.

Share these best lead generation ideas with your team and collaborate on how you can go about implementing them. You might be surprised at how much others want to become involved. It can even reignite your inspiration and passion to help get you back on the right track when promoting your business.

If you see something you like but don’t want to write it yourself, give us a shout!

1. Get Social & Connect On LinkedIn

As the most trusted social network in the U.S., you could be part of an expansive group of professionals who can help one another out. Whether you have 5 or 500 connections, keep it moving!

Continue to ignite new relationships with your target audience and others within your industry. Even if you reach out and connect with people who say they aren’t interested in your services at the moment, their circumstances can change. And when they do, you’ll be right there to remind them that you’re available.

Keep in mind that connecting goes beyond sending an invitation. It also means posting articles, sharing news, and discussing industry-related content with others. By bringing value to your niche, people will begin to notice you more and remember your name when they think of products or services similar to your own.

LinkedIn Ads

If you have a little extra money to work with, you can put it into a social media ad budget to give yourself an extra boost. But it isn’t completely necessary. You may be surprised how far simply connecting with others can take you.

2. Don’t Be Afraid To Ask For Referrals In Your Meetings

You’re already talking to customers who know you and value what you do. At some point, it’s okay to reach out and ask for referrals to help your business grow.

If you’re stuck on feeling awkward, start by saying something like, “I really appreciate your business, and I’m hoping to expand my business to serve others like yours. Do you know anyone who may be interested in what I have to offer?”

It doesn’t need to be complicated or sound pushy at all. The worst-case scenario here is that your clients don’t have anyone they can think of immediately. But they may have someone in mind for the future!

Again, take the chance to ask for more business without being too aggressive, and stay true to your brand voice.

3. Type Up A Guest Blog Or Two

The term “guest blog” might sound strange, but it does have a purpose. Guest blogs are blogs you write for someone else’s website discussing matters your industries have in common. Within that same blog, you’ll feature their (and your) services.

As an example, say you work as a professional flooring supplier and installer. You may find a mutual partnership with a real estate agent, home building company, or others who work in construction and real estate. You’ll then write your blog on a topic like “The Best Types Of Woods For Flooring”. But then you’ll feature your partner’s services and link back to yourself. This way, interested readers can visit your site from theirs.

Doing guest blogs boosts your reach, SEO efforts, and gives you a little more recognition outside of your primary audience. According to Optinmonster, “62.96% of readers perceive blogs with multiple authors to be more credible.”

Ultimately? Guest blogs can benefit both your partner and yourself.

4. Put Your Perspective To Paper & Post A Blog

Publishing a blog on your own website is a little less complex than a guest blog but is also one of the best lead generation ideas you can integrate. Blog posts from you (the expert) establish yourself as an authority figure and help you outrank your competitors on popular search engines like Google.

As long as you practice the following key aspects of blog writing, you’ll do just fine:

The blog topic is helpful, educational, or interesting
Punchy headings and subheadings
Call-to-actions (CTAs) throughout
Images when necessary
Links and sources wherever needed
Proofreading before you hit publish

5. Revive Your Online Presence With New Website Copy

When was the last time you updated your website copy? If it’s been longer than a few years, it may be time to take a second look. This doesn’t necessarily mean you need to scrap every bit of information. It does, however, mean that you need to take a deeper look to ensure your website’s copy answers the following questions:

Who do you serve?
Who are you?
What value do you bring?
How will you solve the problems of your customers?
What is your reputation?
Is your contact information easy to find?
How much do your products and services cost?
Are your call-to-action buttons clear?

If your website can answer every single one of these questions and reads well, you’re probably okay. But even if it already does, it may add value to your business if you freshen up the copy while staying consistent with your brand voice.

Feed Your Focus With A Little Help That Goes A Long Way

Are you worried about not having enough time to execute these tactics? Even some of the best lead generation ideas amount to nothing if you can’t incorporate them in a timely and efficient way.

But don’t feel too overwhelmed. We’re the copywriting experts who know effective branding begins with compelling copy. You may be considering a massive email marketing campaign. Or perhaps you’d like to start small with a blog or two. Whatever you choose, we’ve got your back!

Get started on creating the best lead generation ideas for your business.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words

5 Signs You Need To Improve Your Website Copy

Copywriting / By Lauren Jefferson / September 10, 2021 September 7, 2021

How do you know for sure when it’s time to rework and improve your website copy?

There are a few tell-tale signs, but the biggest indicator is that your business is slowing down. You may feel overwhelmed and unsure of what to do. But there’s no need to panic because you can help yourself by making changes to your website right away.

Maybe you’ve reached a lull in your day-to-day. You may find yourself spending less time speaking to customers and making sales. Or you could be having an entirely different problem altogether. Perhaps you are talking to people, but they’re the wrong crowd. This may leave you asking yourself, “Where are these people finding me?”

You’re not alone. It happens to businesses everywhere. But what most companies don’t know is that it could be their website. And since 88% of users won’t revisit a site once they’ve had a bad experience, altering your copy for the better is something to consider. If your website isn’t self-explanatory, concise, or geared towards the right audience, it may be time to improve your website copy.

Need new website copy on a timeline that works for you? Reach out about our web writing services.

When To Improve Your Website Copy

If you’re running into these problems, it’s time to reevaluate what your website is truly telling people.

1. You Keep Answering The Same Questions In All Your Calls

Picture this… You pick up the phone or respond to an email, and you end up answering all of the same questions all day long. What gives!?

If you know for a fact that people are visiting your website but continue to call anyway, they may not be getting the correct information they need upfront. This can be frustrating for several reasons. It’s a waste of time repeating yourself and is disheartening for both you and your customer. Wouldn’t it be better if everything they needed was right there online? Chances are, you’re paying for your website anyway. So, you might as well get the most out of your money and make it go further with fresh copy.

Update your website copy and make sure to include the following:

Who you are
What your business does
How your business helps customers
Easy-to-find FAQ answers
Contact information throughout the website
Pricing upfront (you can always give a starting point)

Have each one of these elements ready to go on your website, and you should be golden.

2. The Leads You’re Getting Aren’t The Ones You’re After

There’s nothing more disappointing than talking to someone who you realize doesn’t need your services at all. It can be even more confusing if they end up asking for a business or service similar but not the same as yours. So, where do you go from here? Take a look at your website’s copy and then have others outside your organization give their honest feedback. Find out what it’s saying to them and where there’s a disconnect. Then, when you see where your website is having trouble, approach the following areas with rewritten copy:

SEO

Target the right keywords. You can also pinpoint keywords you audience is searching for when looking for your business. For example, some SEO tools may tell you to rank for “health coach” but you know your audience would search for “functional medicine”. SEO tools are simply that… Tools! Use your brain to steer your keyword research.

Homepage Copy

Be direct and let customers know what you offer and how you can help. Don’t forget a call-to-action button. Nearly 70% of small businesses end up leaving one out! If you don’t want people calling you, don’t list a phone number. BUT if you want people to schedule a discovery call instead, link your calendar to the primary button.

Branding

If you need to make adjustments in your branding of any kind, ensure that’s reflected in your website copy as well.

3. It’s Time To Improve Your Website Copy Because The Line Is Dead

Here’s the worst-case scenario… You’re not getting any leads at all! Again, this is disappointing but shouldn’t hinder your efforts to make a change.

Here are a few questions you can ask yourself to figure out where you should start:

Is my website easy to navigate? Are there any broken links?
Am I working on my SEO?
Are there any significant errors in my website’s writing?
Is my contact information all there?

If anything seems to be completely off, now is the time to act and change it. Once you’ve answered these questions, you can even make a checklist of what you need to do before you get started.

4. Business Has Changed Due To The Pandemic Or For Other Reasons

The pandemic has taken a significant toll on businesses worldwide. Many companies scrambled to make drastic changes to their business models. However, while doing so, you may have missed updating your entire company website. That’s okay because you can do it now.

Go page by page and read through your business’s website copy. Find out where you need to make changes or updates and write them down on a to-do list. Consider improving your website copy for the following COVID-related reasons:

You’ve made alterations to safety protocols
Shipping and delivery has changed
You have team members listed who no longer work there
Appointments or scheduling is different

In addition to changes prompted by the pandemic, you might have changed your branding and need your website copy to match it. It’s essential to keep your website copy up-to-date, primarily if it affects your customers.

5. Your Website Has A High Bounce Rate

For starters, your bounce rate is the number of times someone views your website and ends up leaving quickly. This type of behavior typically tells us that your website isn’t what they’re looking for or the information on it is insufficient enough for them to take action.

There are a few tools you can use to check your website’s bounce rate, including:

Google Analytics (free)
Statcounter
Parse.ly

What Is A Good Or Bad Bounce Rate?

You’ll want to aim for a bounce rate between 26 to 40 percent. An average bounce rate is between 41 to 55 percent. A bounce rate between 56 to 70 may mean you want to make improvements to your website copy. If you see a bounce rate of over 70 percent, it’s time for a facelift for your website.

When Your Website Isn’t Speaking The Right Language For Your Industry…

There’s FocusCopy. We’re a team of writers who connect with you to understand what you do and who you are. We dive deep into your business goals and what you’d like to accomplish. Then, we take on the task of writing for your business with your target clientele in mind. Download our free guide to start updating your home page with ease.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

What Critical Components Your Comprehensive Business Homepage Needs

Copywriting / By Lauren Jefferson / July 6, 2021 February 20, 2023

You’ve got a ton of ideas, the keyboard is ready to go, and you’re (finally) in the mood to start writing a comprehensive business homepage. There’s just one problem…

Where do you begin?

You’re not really a professional copywriter, graphic designer, or web developer. And you’re not sure what’s supposed to be on a homepage. But do you truly need to have any of those skills to write a comprehensive business homepage?

No! As long as you include a few key elements, you can easily write one that boosts your business.

It can feel overwhelming looking at a blank page – not knowing where to start. It’s normal to feel this way, and you’re not alone. However, we also realize it’s exciting and leaves you tingly with emotions when you think about your own business.

Consider how far you’ve come, where you’re going, and how much you’ve grown. And then remember that you’re an amazing business owner, and you can do anything. Read on as we walk you through some of the essential elements of a successful homepage.

Have more questions? Download our How To Answer The 6 Most Important Questions On Your Home Page Guide here.

9 Best Practices To Write A Comprehensive Business Homepage That Generates Revenue

If you’re completely stuck trying to find a solid layout for your website’s homepage, here are a few elements you should definitely include.

Spend The Most Time Creating Strong Headlines

We read all the time. It may not feel like it, but skimming articles, looking at ads, and even taking a quick peek at a gossip column counts as reading. But something a lot of us have in common is that we don’t typically read down to the final detail.

Okay, so we do. But we’re copywriters!

However, the average person scans rather than spends a ton of time reading.

This being said, you’re going to need some strong headlines to pull your target audience in. Simultaneously, you’ll need to keep them engaged with the who, what, where, when, and why through headlines alone.

Make them catchy, short, clear, and keep them to the point.

Take a look at PandaDoc’s headlines – there’s a clear benefit (time savings) there. Your headline does not have to be complicated. Avoid overthinking it!

To access Pandadoc, use our affiliate link here.

Don’t Forget About Your Headline’s Sidekick: Subheads

Similar to a headline, subheadings should be descriptive enough to pull your audience in while remaining concise. A good way to think about subheadings is by looking at them as a reliable sidekick to your headlines. You want them to go with your headings and give additional support to someone who may just be skimming your page.

Subheadings are a great way to elaborate on your main subject. For example, if you have an impressive number of years of experience or a fantastic total sales amount, then consider putting it here.

Use A Primary Call To Action (CTA)

Having CTAs throughout your web pages is crucial. It’s especially important for your home page. CTAs are what prompt someone to stop reading and start buying.

What does a CTA look like? They look something like this:

Ready To Get Started? Register Now
Don’t Wait. Contact Us Today!
Call Now. We’re Available 24/7.
Shop Now

Pretty simple, right? Yet about 70% of small business B2B websites don’t have a CTA.

Have A Secondary Call To Action

If your business offers more than one opportunity for customers to connect, you may also want to include the secondary call to action. By doing so, they may not buy or contact you directly about your services, but they will at least engage in other ways.

A secondary CTA could look like this:

Subscribe To Our Newsletter
Sign Up For Texts & Get 15% Off
Visit Our YouTube Channel
Read Our Blog

While none of these actions require your audience to purchase anything, they all get them one step closer to doing so.

Tip: When you use a secondary call to action, ask the designer to make it a ghost button or a different color / outline. In the example below, you can see that ClickUp’s primary goal is to drive people to start a trial versus create a free account. The filled in button is primary. The ghost button is secondary.

To access ClickUp, use our affiliate link here.

Explain How Your Product Or Service Works

What is it that you do? Now, ask why your audience should care.

If you truly have something to offer your target audience, it should be easy for them to get started. If it’s not, break it down into pieces on your homepage that the average reader can understand.

Offer a step one through four, create a layout from start to finish, or guide them through the purchasing process with a visual asset like a photo or video. The reality is, if it doesn’t look easy, your audience is likely to turn elsewhere for what they need.

Identify Who You Serve

Have you asked yourself who your target audience is? Define it. Clarify who purchases your products or services and think about them in other aspects of their lives.

If you already know your audience, ensure you’re using the voice that matches your branding. Straying away from this can hurt you rather than help you. Then, talk to your audience in a way that helps them relate to you. Ask questions and give solutions surrounding your business.

It’s all part of a formula that really works! Get more insight by downloading How To Answer The 6 Most Important Questions On Your Home Page Guide.

Showcase Your Credibility

You can compose a comprehensive business homepage by fleshing out the answer to, “Why your business?”

A few ways you can put this section together is by pointing out your:

Number of years in the business
Deals closed
Revenue to date
Rating on Google (or Yelp, Indeed, Facebook, etc.)

And finally, tell your story in a hard-hitting but genuine way. Maybe you want to help people be better versions of themselves. Perhaps you’d like to help get it all done for someone else. Or maybe you want to provide an amazing product you’ve spent years perfecting your craft on.

Whatever it is, answer the question, “Why your business?”

Incorporate Photos And Videos

If you’ve got them, flaunt them. Visual assets are a game-changer and can be an incredible way to show off your business.

According to a study by Brain Rules, information presented without images is only retained about 10% of the time. When that same info is passed along with an image, 65% of the information is retained three days after the fact.

For videos, 70% of YouTube viewers turn to the popular platform for help or how-to videos, answering questions about their hobbies, jobs, or studies.

Bonus tip: Boost the download speed and make sure all photos and videos load quickly.

Don’t Forget About Your Navigation On Your Comprehensive Business Homepage

Another critical component of your homepage includes your navigation – better known as where to go when visiting your website. Without a navigation bar or banner, your website may come off as confusing, hard to follow, or worse…unusable. This could lead to users clicking out and visiting your competitor’s site for what they need instead.

It may take a little extra work, but believe us when we say having navigation on your homepage is essential.

Offer A Final Call To Action

At this point, you’ve answered the who, what, when, where, and why of your business model. You’ve sat down and typed out your story, reminisced on your experience, and reflected on your customer base. Now, it’s time to pull them in for one final hurrah (so to speak).

End with a question, short description, and a CTA that prompts them to choose you and your services.

An example of this would be, “Are you tired of feeling misled and lied to by the xyz industry? Give us a call today and see how we can save you time, money, and the headache of having to do it yourself. Call Now.”

There Is A Write Way To Create A Comprehensive Business Homepage

Your days are packed as a business owner. We completely understand, which is why we offer a number of copywriting services and resources for all types of businesses.

Don’t have the time? We do.

Don’t have the know-how? We’ve got you covered.

The truth is, if your homepage isn’t well-written, you’re likely losing conversions. Don’t waste another minute of potential revenue, and download our free How To Answer The 6 Most Important Questions On Your Home Page Guide.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

Copywriting Formulas For Your Services Page

5 Different Copywriting Formulas To Convert Prospects On Your Services Page

Copywriting / By Lauren Jefferson / May 3, 2021 June 1, 2021

Writing is a funny thing.

Put the right letters and words together… You get a sentence. Plus, there are endless combinations of letters and words you can use to help find exactly what it is you want to say.

But what happens when you feel like your business’ writing could use a little help?

Put yourself in your customers’ place, and evaluate how your business’ website looks to an outsider.

Imagine they hit your services page only to be left confused about what it is you do, how you can help, and why they should care. At this point in the buying process, they’ve left (bounced) from your page and are currently browsing your competitor.

Yikes!

Here’s something you should understand right away… Your copywriting could be perfectly fine – meaning your spelling is all good, grammar checks out, and it flows well. But if you aren’t seeing any conversions, it could need a little bit more oomph.

And there’s nothing wrong with that!

There’s always room for improvement, right?

While all marketing gurus out there have their own spin on what copywriting formulas work best, most of them boil down to a few key basics.

So, do you feel like your copywriting could use an extra boost?

Read on to find out the most effective and efficient copywriting formulas you can use to get it on the right track.

Copywriting Formulas To Use To Help Your Prospects Get Your Message (And Convert Into Customers)

It certainly helps to be a marketing expert when it comes to copywriting. But that doesn’t mean you can’t do it! Here are 5 different copywriting formulas to use for your services page.

1. The Four C’s

Let’s start with four C’s of copywriting, which looks as follows:

Clear. Say what you need to in a simple way that reads well. This means you should use different formatting methods to make it easier to read through your content.
Concise. Make it meaningful and snappy. You may have a lot to say about your services, but the average reader is a master scanner and will only read about 20% of the text on your page.
Compelling – Keep things interesting by showing off your business’ personality and relate to your readers.
Credible. Stay true to your brand and rely on honest messaging for your customer base. Otherwise, you lose credibility and increase your chances of ruining your reputation.

2. The Four U’s

Let’s break down the four U’s of copywriting:

Useful. Be helpful and make sure you have something to offer your reader.
Urgent. Give your reader a little push to make a decision fairly quickly. This works great for sale or booking-related copy.
Unique. Present yourself in a way that both makes sense and grabs your reader’s attention. What is it that’s so special about what you have to offer?
Ultra-specific. It helps to get right to the point and lay it all out there. Be specific on one big idea. Avoid being vague. No one likes to take a guess when it comes to trusting someone else with their time or money.

3. Bridge After Bridge (The Dream Team)

This is a popular yet simple formula you can use to draw your customers in by using lighthearted copywriting.

You start by presenting your prospect with their dream… You know, the way they envision themselves at their peak. Then offer how you can help.

If you run a counseling business, you may offer up their dream that looks like all of their problems are solved.

For example, “You’ve moved on from the depression you felt after your divorce. Your children are happy, and you feel like you’re finally able to breathe again. You’re starting over, but you no longer feel so alone. We can help get you there through counseling that works for you and your family.”

Here, we’ve presented the dream for someone who may be having a tough time with a divorce. Then we offered a solution that could compel them to immediately make a choice and get help.

Remember, the dream plus the solution is simple but effective.

4. AIDA

Here, we’ll take a look at AIDA and what it means.

Attention. Get your reader’s attention with captivating copywriting that gets right to the core of it.
Interest. Hold your reader’s attention with information or data that discourages them from making a quick escape from your page.
Desire. Allow your service or product to speak for itself by laying out its benefits.
Action. Ask (respectfully) for your customer to take an action such as “Call Now” or “Schedule A Consultation”.

5. PARIS

The term PARIS is a newer formula from creative copywriter, Ashlyn Writes, that adds a slight twist to some classic concepts.

P. Identify your reader’s problem and keep asking, “So what?” until you get to the core of their wants and needs.
A. Go ahead and agitate the problem and make sure your services speak only to the reader’s specific needs. If you have all of your services on one long page, you’re doing it wrong. Break them up to make each service more tailored to your customer and easier to digest.
R. Remember their ultimate dream? Remind them what they want and drill in their overall objective.
I. Try to relate back to your initial point or argument and keep them interested with new information or a fact (a shocking statistic will work just fine).
S. Here’s where you offer a solution – better known as your business. Pitch your services and be transparent about pricing and what you have to provide.

Turn Your Copy Into An Asset By Practicing Different Copywriting Formulas For Your Services Page

Investing in your copy sounds like an extra step that you aren’t sure you should take. But poor writing costs businesses “close to $400 billion every year.”

So isn’t it about time to take your website’s copywriting seriously?

We hear you. Writing for your own business may not be something you have the time for. You may not have the resources or know-how to go about quickly and successfully implementing different copywriting formulas to use for your services page.Here’s where we can help establish your goals, write your copy for you, and increase your revenue over time. Contact us today to get started.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

10 Questions Your Company Website Should Answer To Convert

Copywriting / By Lauren Jefferson / March 16, 2021 June 1, 2021

Do you feel your company website is written well enough to hold someone’s attention for longer than 5.59 seconds?

That’s how long it takes for most people to look at a website’s written content.

It’s not that long, is it?

But the good news is that it is possible to make your website copy short, clear, and attention-grabbing enough as long as you address these 10 questions your company website should answer.

What Are The 10 Questions Your Company Website Should Answer?

After visiting your company’s website, every single customer should know the answers to the following with ease of navigation throughout your site.

1. Who Are You?

Now, something you should understand straight right away is that Who You Are is different from your About Us.

Confused?

Don’t be!

This just means that you don’t need to explain the entire story behind your business right away on your home page.

But you should let people know who you are on the home page.

This section should explain who you are clearly and concisely.

For example, “We’re Moon Co., and we sell the softest eco-friendly 100% bamboo bedding to households everywhere.”

Now, this is a made-up company, but you get the point.

It’s short, immediately tells you what their product or service is, and states who the company is.

Your description doesn’t have to follow the example above exactly, but it helps to have a solid idea of who you are and what you can offer.

2. What Is Your Value?

Here is your chance to stop and think about what makes you special and what it is that you have to offer the world. Maybe you provide comprehensive dental services to patients in your area. But what else?

Perhaps you’ve studied newer treatments and specialize in traditional and modern braces for teens. Maybe you even take a wide range of insurance providers or are one of the only offices to operate during evening or weekend hours to better assist your patients.

There are a few things that could add value to your business. You just want to make sure you include it in your company website copy and on your home page so that it’s easy for visitors to locate.

3. How Will You Solve Your Customer’s Problem?

This is your chance to ask your audience questions on your home page about something you offer that they might not be getting already.

We can use our imaginary dental office and ask, “Does your dental office set their schedule around you? Are you tired of being left in the dark about treatment costs and fees (even though you have insurance)? Don’t you wish you could see your dentist after 5 pm or on the weekends? Now, you can…”

You’ve not only addressed someone’s possible concerns, but you’ve also brought up solutions to problems they might not have known they had. Questions like these can set you apart from the competition and put you on top.

4. What Do Others Have To Say About You?

We live in a time where testimonials and online reviews hold a ton of weight. According to a 2020 Local Consumer Review Survey conducted by Bright Local, “82% of consumers read reviews for local businesses.”

Testimonials and reviews make up your “online reputation”. Your online reputation depends not only on what others have to say about you but also on how you respond to negative reviews. Clients are more likely to change their negative review to a positive one or delete their negative review altogether if you handle it with kindness and professionalism.

Make sure your testimonials and reviews (especially positive ones) are shown on your company website in a prominent location.

5. Can Your Customer Contact You Easily?

Contact information for your business should be at the bottom or top of every website page. This way, no matter what area of your website your customers are looking at, they know where you are and how to reach you immediately.

Leave the guesswork up to the customer… They may just bounce from your page and look elsewhere for what they need.

6. How Much Does Your Product / Service Cost?

Whether you offer one product, several, a single service, or packages, your company website is a place you should be transparent about regarding how much you charge.

Now, there are always exceptions to this rule. But if a customer has to search for too long or jump through hoops to find out the answer for themselves, they may just turn to a competitor.

For example, you’ll notice we don’t have prices on our site for copywriting and content writing services. That’s because it’s impossible for us to give an accurate price for any given deliverable when we don’t know what the client wants. Our call to action is to book a discovery call with us… So we can learn what you need and provide a price!

If that’s you, say it.

That sets the client’s expectations.

7. Is There A Place On Your Company Website Where Can Someone Can Purchase Or Get Started?

Call to action (CTA) buttons should be throughout your website and definitely on your home page.

These are the buttons that say things like “Shop Now” or “Schedule A Consultation”. They are essential and should be easy to use by anyone. Again, make it simple, and don’t leave your audience confused.

Here are a couple of examples where you can include CTAs:

8. Can Your Customer Find Out More About You?

The section of your page that talks about you or your company should tell a story. Whether you have a long-standing history with your industry, a heartfelt beginning, or an inspiring anecdote, this is your chance to tell it to the world.

People love connecting with people, and people are more likely to buy something from you if they feel a genuine connection. Take the time to paint a picture of you or your business on this page, and you are more likely to see results.

9. Who Do You Serve?

Don’t be afraid to call out your customer. But let them know they are not alone or that you have the solution.

You can do this with a lighthearted joke:

“Is your snoring the reason your partner needs more coffee in the morning? If you are a heavy snorer with trouble breathing at night…”

You can also be more empathetic and ask:

“Is your snoring ruining your quality of sleep? If you are a heavy snorer, have trouble breathing at night, are overweight, or oversleep…”

These are some ways to call out your customers and make them feel seen, understood, and heard. Our goal when writing copy is for our readers to feel vulnerable. We need to communicate their needs and pain points effectively.

Another benefit of calling out who you serve is to qualify clients before they engage with your company. For example, if you say you want to work with mom-preneurs, then any other person who is not an mom-preneurs will move on their merry way.

That’s good!

10. Will Your Customer’s Information And Payment Be Secure On Your Company Website?

Customers want to know that their credit or debit card information, name, email, and anything else will be secure in your hands. By assuring your customers that their payment and data are protected, you build on your relationship and further establish trust.

This may sound simple but can make a big difference to your business and its value, especially if you operate as an eCommerce website.

Are You Ready To Start Writing?

If you’re ready to start writing, there’s no better time than today.

But maybe copywriting is not your calling…

It’s ours, so don’t even sweat it!

We hope this information helped you think more about what kind of copy you’re presenting to your audience. The best part is, these questions aren’t tricky or difficult. They’re questions you already know the answers to.

It may take a little magic to put them into words that flow and capture the attention of your current or potential customers. Need some help? Contact us today for your copywriting or content writing needs.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).