How do you cut through the noise, stand out and connect with the person on the other side of the screen? Web copy with personality.
Think of your website as the first chapter in your digital story – you've only got milliseconds to hook your reader.
I know you. You’re in a competitive industry, but you offer something unique to your clients.
The thing is: hundreds of others in your space probably offer similar services.
Thousands of businesses just like yours have been and gone.
So how do you cut through the noise, stand out and connect with the person on the other side of the screen? How do you attract the clients you want to work with?
The words on your website can make your brand unforgettable.
Your website doesn’t just need to attract new business, it should make them stay, click and convert. One way to stand out from the competition and leave a lasting impression? Web copy with personality.
Enter: expert web copywriting services.
But as an expert, I do more than inject personality and craft pretty phrases. I make sure your words don’t just fill a space – they make an impact.
SEO (search engine optimisation) is your ticket to the most valuable online real estate: Google page one. I blend compelling and engaging copy with the right keywords, so you're not just seen, you're sought after. Think better search engine rankings and more organic traffic to your site.
A lot of consultants, firms and companies have websites that sound the same. I specialise in writing corporate copy that is jargon-free, compliant with industry regulations and ensures your brand leaves a lasting impression.
Not sure if you’re ready to turn your website into your hardest-working asset? Let’s deep dive into web copywriting, why personality is important for B2B brands and whether it’s worth your money.
Why is web copywriting important?
Web copywriting isn’t just a box to tick; it is crucial to the success of your online presence.
In a saturated market, you need to stand out to find new or different types of clients.
This isn’t about filling your website with words; it's about crafting a message that hits home. One that resonates with your audience and nudges them to email or call you.
Good web copywriting can help you build trust, establish credibility and drive bookings.
Done right, it shows your visitors what makes you, you.
It gives insight into what makes your business different from your competitors and shows readers what it’s like to work with you.
Your website should be peppered with your business’ personality, values and goals.
With expert web copywriting, your website will speak directly to the people you want to reach.
How is web copywriting different from traditional copywriting?
How long have you got? There are a million-gazillion ways web copywriting is different from traditional copywriting.
- Clicks, not bricks: no brochures, flyers, adverts or print magazines here. Web copywriting is tailored for online platforms only. The user experience and journey is different, the audience reach is much larger and often more words are needed. Web copywriters use different strategic, psychological and creative tactics to craft compelling copy.
- Hook, line and sinker: web copywriters have seconds to grab the attention of online readers. They’re busy scrolling Instagram, checking their email and feeding the dog all at once. Often, they skim through web content rather than read it word for word. It’s up to experts like me to pull readers’ attention quickly and deliver key messages concisely.
- Easier read than done: readability and accessibility are important. Web copywriters make sure websites and pieces of content are scannable. We use headings, subheadings, bullet points (see what I’m doing here?) and other formatting techniques to keep things easy to digest.
- SEO: Google and search engines add a whole new layer (and skillset) to web copywriting. Traditional copywriting focuses solely on creating persuasive content, while web copywriting also thinks about ranking on search engine results pages. Web copywriters research and cleverly include the right keywords throughout websites to improve rankings and drive more organic traffic. All this while balancing your brand’s authenticity and personality? Magic.
Tell me more about web copy and SEO
Web copy and SEO go hand in hand. Want potential clients to find you quicker on Google?
High-quality, keyword-rich copy is essential.
Search engines rely on the text on your website to understand what your pages are about and figure out how relevant they are to specific search queries.
To move higher up search engine rankings (page one of Google is the most valuable), your website should include the keywords your target client is most likely to type into a search engine when they are looking to hire you or find out more about you.
BUT. You came here to learn about how to inject some personality into your brand. And while we want to please the Google Gods with web copywriter services, we need to strike a balance. Your web copy still needs to be in your brand voice, be engaging and easy to read.
Overusing keywords, or keyword ‘stuffing’ can actually have a negative impact on your SEO. Your copy will end up more spammy than a car salesman.
Why do I need to add personality to my business?
Take a look around: most of the businesses in your space offer the same thing (or at least they promise to). If you don’t stand out, how are your ideal clients going to find you, let alone choose you in a sea of same-same?
More often than not, your personality sets you apart in the competitive B2B market. Once you have your clients interested, you showcase your experience, niche and how you deliver your USP.
This could be your business’ personality or your own if you’re a consultant and the brand is built around you.
Either way, as your virtual front door it’s important your website shows your clients what makes you different.
Ok, teach me how to add personality with web copywriting
How do I build a business that stands out, grabs attention and feels unique? Good web copywriting involves a combination of tips and tricks (yes, some sales psychology) that create an engaging experience for your website visitors.
I know you can string a sentence together. You’re in your inbox every day writing emails to clients and colleagues. You prepare long briefings, documents and memos.
But you’re not an expert in web copywriting – and it is a skill. You don’t have the time to think deeply about what your brand voice is, how to inject it into your website and what kind of content you need to be writing each month to be memorable.
Thousands of words are involved in launching a business and maintaining market share.
When I’m working with a client to revamp or rewrite their web copy, there are seven rules I follow:
- Know your audience: The first rule of thumb? Know who you're talking to. Dive into market research, collect demographics and sketch out buyer personas to understand their needs, pain points and motivations. This is your roadmap to writing copy that clicks with your clients. Infuse your copy with analogies, stories and references they will relate to.
- Keep it clear: No-one has time for jargon, industry-speak or legalease. I’ve become an expert at translating technical wording into plain English by writing for professional services firms. It’s all about using simple language that is easy to understand.
- Tell a story: Stories aren't just for bedtime; they're web copy gold. Weave in anecdotes, case studies or customer wins to make your brand relatable, show your personality and feature your services. It's about creating a connection, not just a transaction.
- Show off your secret sauce: Zone into what makes you the go-to choice over Joe Bloggs next door. Your USP should be the star of your web copy. Whether it's top-notch service, innovative tech or a one-of-a-kind product, let people know why you're the one. Weaving in differences and quirks sets you apart.
- Build trust: Trust isn't given; it's earned. You’re a professional – don’t overlook the power of credibility when infusing personality. Use testimonials and case studies as your trust-building tools. Add in qualifications, security badges or industry affiliations to show your audience they can trust your brand.
- Headlines that hook: Your headlines and subheadings should pull readers in. Make them snappy, relevant and packed with the benefits or value proposition of your service.
- Visuals matter: A picture is worth a thousand words. Use images or videos to break up the text and add some brand personality. They are your visual voice.
What kinds of businesses benefit from web copywriting?
I might be biased…but any brand that has an online presence or wants to build a digital footprint. In my eyes, that’s pretty much all businesses.
Beyond web copywriting, you’re talking to your clients in meetings, emails, posts and more. You need lots of copy.
I meet a lot of business leaders and owners who wait until they’re “more set up” or work dries up to think about their copy and content. The thing is: you need the words to build the business, not the way around.
Creating a consistent, recognisable brand voice that delivers your key messages with personality will create a connection with your audience and influence their decision-making.
Let’s say you’re a B2B software provider. You know tech, but not how to write for your audience. You hire a professional web copywriting service to revamp your website.
The result? Persuasive web copy that highlights the unique features and benefits of your software, what makes your brand unique and speaks directly to your target audience by addressing their pain points. It convinces your audience to take action and you see an increase in conversions.
Or, you’re a family-run law firm that wants to move online. You want to build a digital footprint to reach new clients outside of your local area. You partner with a web copywriter to optimise your web copy without losing your brand identity.
After running thorough keyword research and strategically adding keywords to your website, you move higher up Google’s search engine rankings. The result? An increase in organic traffic and a boost in online consultation bookings without cookie cutter copy.
How to choose a professional web copywriting service
When it comes to choosing a professional web copywriting service, it’s not a one-size-fits-all game. Here’s what to look out for:
- Experience and expertise: You want someone who knows what they’re doing and has the portfolio to prove it. Client testimonials and work samples will show if they have delivered high-quality web copy.
- Industry knowledge: You need a web copywriter who knows your industry. In the corporate world, that often means compliant copy that meets regulatory and shareholder standards. Do they speak your industry's language and know how to talk to your clients?
- Bespoke: Every brand is different. Your copywriter should be able to write copy that fits your brand like a glove. It should be tailored to your specific needs, infused with your personality and USPs – look for a service that offers customisation and flexibility.
- SEO smart: A good web copywriting service should have a solid understanding of SEO best practices. They should be able to optimise your web copy without turning it into a boring read or keyword soup.
- Collaboration and communication: Good copy comes from good collaboration. Pick a writer that listens, values your input and keeps you updated throughout the copywriting process.
The last word: elevate your brand with expert web copywriting
Your website is more than a URL. It is your brand's first impression, your creds doc and your customer service rolled into one.
The words you use matter. In my (not so humble) opinion after working in the corporate world for nine years, brand personality isn't a nice-to-have any more.
It's a must-have if you want to be remembered by the right people.
Whether you're a tech-savvy B2B software provider or a family-run law firm, the right web copy can be the difference between a visitor and a conversion. A look and a booking.
So, if you're still on the fence about investing in professional web copywriting services, consider this: your competitors probably aren't. Don't let your brand be a fleeting click in a busy market. Make it a lasting impression.
After all, words build businesses. Choose yours wisely.
If you’d like help zhuzhing up your website copy, please email me.
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