Picture this: You’re a startup founder with an incredible product. You have a deep understanding of the market, your product solves key problems for your target customer, and you have an expert team that is passionate about what they do. You seem to have everything you need to get your business off the ground except one thing: compelling web copy.
If this sounds familiar, you’re not alone. The lack of strategic web copy is more common than you would think, and can be deadly for any startup.
Your Brand’s Narrative
Your website’s copy is not just a collection of words; it’s the frontline of your brand’s narrative. It serves as your pitch, your handshake, and your first impression. Powerful web copy does more than just describe. It connects with your audience, it persuades, and it sells your product or service. It’s that simple.
Web Copy 101
As you craft your website’s copy prior to launch, don’t rely on lackluster descriptions and perfunctory copy to sell the very thing you’ve likely spent years cultivating. Instead, your web copy should:
Articulate what you do in plain language
Don’t use industry jargon or frilly descriptions. People came to your website to learn more about what you and your product/service do. Don’t risk losing them by confusing them with fancy language. Describe what you do clearly and thoroughly so that they have the details they need to make an informed decision.
Speak directly to your ideal customer
If you’ve done your homework on your target audience, then you know that you should be really specific about the value you (and your product) bring to their pain points. We at Carter House Copy like to say that when you try to reach everyone, you end up reaching no one. So dive deep into who your true customers are, what they need, and how you can solve it.
Demonstrate urgency and relevancy
Beyond explaining how you will solve your customer’s problem, it’s always smart to make it clear that the sooner they engage with your business, the better! Make your copy express urgency, and show your audience how they’ll be missing out unless they use your product or service.
Showcase clear, relatable cases
There’s nothing like a great example. Demonstrate exactly how you will solve their paint point. Not everyone is good at using their imagination–so do it for them.
Build trust and authenticity
If you can show that you are an expert in the space, you will begin to build trust with your audience. If they know they can turn to your website to get the facts about your industry, they will return to buy your product when they’re ready for it. Take the opportunity to show just how much of a leader you are, and they will come along for the ride.
If people land on your website and get anything less, chances are they’ll click right through until they find a site that speaks to their needs. Don’t underestimate the value of strategic, well-crafted web copy. If you don’t have the ability or bandwidth to put your attention on it, invest in a professional who can translate your vision into a compelling story. Because the product you’ve worked so hard to bring to market deserves it. Your team that’s got your back is relying on it. Your investors are demanding it. And – let’s be clear – your customers need it in order to convert.
To connect with a strategic marketing partner who understands startups and the unique challenges you face in creating compelling web copy, book a free Discovery Call with Carter House Copy today.