Why Small Businesses Need Great Web Copy

As a small business owner, you're the best at what you do. It comes with having a passion for something—the motivation to perfect your craft and share it with the world.

There are so many ways to publicise your services. Word-of-mouth is always great, but it would be a huge shame to leave untapped the enormous potential of a strong web presence.

While most small businesses have a website, they often don't give it the attention it deserves! This platform really is vital in attracting sales. It is the space to sell your services, and great copy will help you do that.

Here's why small businesses NEED effective web copy, plus some actionable tips to improve your website's copy INSTANTLY.

Great web copy increases sales and conversions📈

This is the big one. The text on your website serves a higher purpose than just filling in white space. Strategic wording drives action.

When a visitor lands on your homepage, you only have a few seconds to make a good impression, so you better make sure they like what they read. This is why it's so important to identify

• who your audience is, and

• what they want from your site.

With this info, you can exceed their expectations by providing readable, interesting, valuable copy that eliminates any lingering doubt in their mind that YOU are the right person for the job.

Do this now: get inside your prospect's head😵‍💫

Make sure your website copy is concise, easily scannable, and gives your visitor all the information they need to make an informed decision.

Use buttons strategically to guide them through your site. Their final destination should always be your Contact page!

Great web copy builds trust with customers🤝

Small businesses are built on trust. While most of it comes from a job well done, before a prospect knows anything else about you, they will read the copy on your website.

Your writing should encourage this trust as much as possible, by

• avoiding hyperbole — don't say you're the best, say what you do and how you do it

• educating — showcase your expertise and provide value

• including social proof — testimonials and/or starred reviews are essential.

Do this now: focus on benefits🎯

Your copy needs to answer the question so what?. It's what every visitor to your website will ask themselves about your product. You need to provide a convincing response, and quick, or they'll go somewhere else.

⬇️We offer same-day delivery on all our products

⬇️So what?

⬇️You'll get your order on the same day you place it

⬇️So what?

✨Get what you need instantly, when you need it most

Great web copy strengthens your brand identity🦸

We humans like to personify. We can't help it! Religious figures appear on pieces of toast, googly eyes give bananas and other common household objects minds of their own, and brands assume the personalities we give them.

Customers crave human connection, especially in this era of misinformation and deeply impersonal, AI-generated content (boo!). Your website copy's tone of voice (authoritative, casual, funny), and the story behind your brand all contribute to the identity of your small business.

Great web copy unifies your brand with a consistent tone and message, and a compelling, underlying raison d'être. As a small business, it's time to let your personality shine through!

Do this now: tell your story📖

If you haven't got an About page, now's the time to make one. Visitors click on About Us because they want to meet the person or team behind the product. They are far more likely to buy when they like who they are buying from.

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Refresh your website with words that work for your small business!

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