Create Compelling Website Copy

Creating copy for your website design can be seem to be a daunting task. But it doesn’t have to be difficult.  With asking the right questions of you and your team, you can end up with lots of information and ideas that you can use.  This is a huge resource for you if you are writing.  Or it’s a great resource to help a good copywriter create great content for you.

Here’s questions that can help you gather the information you need to write quality copy about your company and the people working at your company.

About the Company

  • When was the company founded?
  • Why was the company founded?
  • What products and services do you provide?
  • What makes your company different from others?
  • What’s the most important thing you can think of about your company?
  • If you were to describe your company to a teenager, how would you describe it?
  • If you were to describe it to a grandmother, how would you describe it?
  • What do clients like about your company?
  • What are the benefits someone gets from buying your products or services?
  • What are the best testimonials/reviews you’ve had from clients?
  • What is your most profitable client?
  • What is your least profitable client?
  • What do you think your employees say about your company?
  • What motivates your employees to work at their best?
  • Does your company do anything to help the community? How?
  • What symbols represent your company?
  • What is your company brand statement?
  • Why do people buy from you? (put down your thoughts, ask some key front line employees their thoughts, and ask your customers too)
  • What’s the prime emotional motivator to get them to buy from you?
  • How did people discover your company?
  • What is your company known for in the marketplace?
  • How do people feel about using your product or service?
  • What’s your mission statement?
  • What’s your vision statement?

Person Profile

If you are creating staff or executive bios for your web design, it can be challenging to get people to write their own bios. These questions can help you to get the information you need so you can create a professional, cohesive bio for each of your profiled staff or executives

  • What’s your title?
  • What is your role in the company?
  • What jobs have you done in the past?
  • What’s your education, where from, when?
  • Why did you decide to do take on this job?
  • What gets you out of bed in the morning?
  • Why did you start this business? What are the passions?
  • What satisfies you most about work?
  • What have been your top 3 accomplishments at work?
  • What are some things that you enjoy doing outside of work?
  • Are you involved in any community or charity work?
  • What do you want to accomplish?

Services/Products

  • What are the services that you provide?
  • How would you describe the service to someone who doesn’t know your field?
  • What are the issues that it resolves?
  • What are the pain points that clients have that they want fixed?
  • Is there a return on investment?   Do you have an ROI calculation?
  • Do you have any case studies?
  • What gets prospects excited about purchasing?
  • What gets clients excited about sharing their experiences with your product or service?
  • What provides you with credibility that you can deliver what you say you can (certification, education, experience, testimonials)?
  • Why should they purchase from you instead of someone else?

Purchasing

  • How do people purchase your product or service?
  • What are the actual steps that people take when purchasing your product or service?
  • What can help to get someone to move forward in the purchasing process, rather than deferring? (special pricing, payment plan, special offer, etc.)
  • What are the prime emotional motivators to purchasing your product or service (fear, status, greed, ego, security, envy, pride, etc.)

Resources

  • What are the various phases that people go through when they are purchasing? (i.e. research, comparison, credibility review, etc.)
  • What information/resources could be helpful for each stage of the buying process?

There’s a lot of questions here and a lot of time that you can spend. Work in teams to help lower the burden, broaden the perspective and expand the information that you can gather.  Once you get all this information, a professional copywriter can pull this together into copy that cohesive and consistent.

If you are thinking of getting a new website, we can provide an assessment of what it can will take to get you what you want. Please contact us for a free assessment.

Related Links

How to Write Great Web Copy

How to Write Effective Copy for your Website