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.
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.
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.
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