Copywriter Liz Painter talks through some of the most common mistakes business owners make on their websites and explain why it’s vitally important to create web copy that’s tailored to your target market.

There is a link at the end of this deck to the associated blog and webinar recording

Website & Win More Clients

How to improve your

How to improve your website and ultimately win more clients

Webinar by Liz PainterBizSmart Select Member and

Copywriter at Comma Commawww.commacomma.co.uk

Are you proud of your website?

Key elements• Engaging copy• Great design• Potential clients can understand what you do• Social proof• Call to action

What is the purpose of your website?

• Promote your business• Sell your products and services• Sign up new clients• Demonstrate how your products work• Give examples of projects you’ve worked on• Encourage people to apply for a job with you• Create a community of people with similar

interests.

Think about your reader…

Market – Message - Media

• Who is your ideal customer – write for them?• Understand your market and their pain points• Explain what’s unique about what you do• Features AND benefits• Testimonials and case studies• Use words, pictures and video

Creating an engaging website

• Well-designed• Engaging copy that clearly explains what

you do• Up to date• Constantly evolving

Why potential clients leave

1. They don’t understand what you do2. Long-winded paragraphs and sentences3. They’re bored

Common pitfalls

• Cutting and pasting copy from elsewhere• Using jargon or overly-complicated language• Being pompous or insincere• The passive voice• Overly wordy• Too many hyperlinks• Too much focus on keywords• Poor navigation

Standard business website

• Home• About• Meet the team• Our services/products• Why choose us?• Testimonials• Blog• Contact

In summary, a great website will

1. Capture attention quickly2. Clearly explain what you do3. Outline your USP4. Avoid long-winded sentences and paragraphs5. Be interesting and engaging6. Speak to a specific market7. Encourage action

Thanks for listening!

If you have any questions please ask now or email me afterwards at:liz@commacomma.co.uk

BizSmart aims to help business owners of small and medium sized businesses to create value and scale their businesses through sound practical business support by providing insight, Clarity combined with a real determination to help you succeed.

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