There is a lot of discussion and focus on driving traffic to your web site. We talk about keywords, descriptions, content, keyword density, links, and many ways of using search engines and other techniques to get people there. One area that is just as important as getting people to your site is helping them understand whether what you offer solves their problem or provides the answer to a question they have.
If you are like me, when I search for information on the Internet, most times, I’m looking for a solution to a problem. I use search terms that relate to the topic and it’s usually terms about the “problem” that I have or the “solution” I want to find.
The copy on your home page should help people identify determine if you can help them with the problem they are trying to solve or provide the solution for which they are searching. Good copy writing serves as a great way of filtering site visitors and when someone does contact you because of your content, they are more than likely a highly qualified prospect or customer because they can relate to you.
I’m not a copy writing expert but I learned to appreciate people who have that skill. In my previous life of product management, there were people on staff who were responsible for taking the features and solutions of products that I work on and crafting messages for those features that spoke to the customer needs, problems and “points of pain”.
Copy writing takes creativity and fine tuning to get it right. As you learn more about your customers or market, you are constantly tweaking it until it moves people from finding your site to contacting you about what you have to offer.
I’ve changed the content on my home page several times since launching my web hosting business and I’ll be doing it again soon. I’m learning more about what how to speak to my target market through my home page.
If you don’t have the resources to hire someone to create your web site copy, here is an article, 4 Copywriting Steps That Will Sell Ice To Eskimos by Stoney deGeyter at Search Engine Guide, that I read that could help. Read the article and let me know what you think.
Submitted by Aaron T. Hyde, owner and founder of BrewedFresh Media, a web design, hosting and content management service for individuals, small businesses, artists and musicians.
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