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If you’re left scratching your head when it comes to putting words on your site, I’ve written a quick guide for you.
Headline + subheading
At a minimum, I want to know whether I’m in the right place when I enter a site. This is in terms of who you are, what you do, and who it’s for. Writing a great headline is hard, so for lots more info on this, check out this awesome copyhackers post.
Section 1: What outcomes are you promising?
Will my invoices be effortless? Will it let me get pizza to shove in my face within 30mins? I want to know what’s on offer.
This is the kind of information that would let visitors complete the phrase ‘this is great, now I can ___’ (for a product) or ‘this is great, they’ll help me __’ (for a service).
BONUS POINTS: Try to imply who your target niche is, and get specific in your outcome. ‘We save you time’ isn’t as insightful as ‘with our catapult, packages will come straight through your window to save you having to walk downstairs’
Section 2: What will it/you do?
I don’t want to know everything. This is a bit like if you told me I could assemble the table at home, it's much more reassuring to know it only takes one screwdriver and five minutes, not a whole workshop and ten hours.
If there are a few basic activities or steps they'll see happen, write them here as no more than 5 top-level descriptions. This might be 'flick through until you see the kitten of your dreams, swipe up to choose it, and in five minutes it will arrive for ultimate cuddle times'.
BONUS POINTS: If your thingymajig operates in a way that’s different/better than your competitor's thingymajig, go ahead and say so.
Section 3: How will it work?
Mystery boxes are great for birthdays, not for major purchases. People want to know what they’re trusting, so give them a hint of the behind-the-scenes
If your app tells them the best bike routes, let them know it’s crowdsourced. If you’ve got a matchmaking algorithm, great! This might actually be covered by the previous two parts, but if not pull it out seperately.
BONUS POINTS: Don’t get buried in jargon. Image your ideal prospect, ideally someone you actually know, sitting across from you. Do you think they’d stare at you confused if you read your description to them? If so, it’s time to simplify
Section 4: Great, what should I do next?
I'll assume you've done this, but make sure to include some form of button/form so people who like what they read know how to follow through.
Pick the point on the page where you think visitor’s interest will peak and put a call-to-action (CTA) there. Not as many people will see it at the bottom, but if everyone who sees it clicks, then you’re winning.
BONUS POINTS: Great, you’ve got a button! But, have you told people what it will do? If it’s signing up for a free trial, say so. The aim here is to not let them worry that it might suddenly ask them for money or something unexpected.
So there you go, I hope that's enough to get you started. If you have any questions or want something clarify, please let me know.
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