Write Your Site in a Week Tina Forsyth Founder & Trainer, OBM Academy OnlineBusinessManager.com Karri Flatla Marketing & Copywriting Strategist SnapWebMarketing.com

Remember: as an OBM or VA… people are hiring YOU Not your company name

What is “Website Copywriting”? (and why should you care?) Text-based marketing messages designed to persuade and encourage action. “Brand campaigns” not as focused on action but establish positioning/feelings. –An OBM/VA’s web copy must answer “Why you?” and make an inquiry feel comfortable and compelling.

Why Copywriting? Images / sexy website are not enough. Creating know-like-trust requires WORDS. Cut through the noise and provide information and incentive required to make a decision to invest time, money and attention (scarce).

Why GOOD Copywriting? You have just seconds to get their attention! E.g. users spend about seconds on the homepage, but most of that time is spent “figuring out where to go next, not reading word-for-word about what makes you special.” – Prioritizing Web Usability, Jakob Nielsen and Hoa Loranger, 2006, p.30.

“Conversion” Examples Subscribe to your newsletter / opt-in Leave a comment on your blog Request a quote / fill out a form / call you Purchase something Share something via social media Try to pick just one or two for each page!

What They’re Really Paying For Paint a “high-def” picture of how life will look/feel after investing in you. Outcomes: –Keep / save more of their money –Earn more money / profit / more clients –Social status, recognition or fame –Reduce stress / feel more relaxed / energized –More time for leisure or other pursuits

This Part Of Your Biz Is Actually NOT About the Details … People don’t buy features (price/delivery method/packaging/etc.); they buy results Decision to invest - rooted in emotion. Ask: what emotions and other life experience and “baggage” does my reader bring to the table? (Cuts through noise.)

3 Key Pages You MUST Have Great Copy For! Homepage – your brand, your UVP, the BIG result you offer. Services page – offers more specific information but still convey results. About page – builds rapport, trust, and helps reader get to know YOU (authenticity!)

Homepage Short, concise, high impact Lion’s share of traffic enters here Key info ABOVE the fold (no scrolling) 1.Headline 2.UVP (welcome blurb, Steve Krug) 3.Supporting benefit statements 4.Call to action with hyperlink

Services Page More specific than homepage UVP still guides the “spirit” of the offer 1.Headline 2.Results / outcomes / benefit statements 3.Service delivery details 4.Call to action with hyperlink/phone/etc. 5.“Sprinkle” with related testimonials (1-3)

About Page Think of as your “soft sell.” NOT a resume; be yourself 1.Headline 2.Why are you doing this? (solve the problem) 3.How did you get here? (continue the story) 4.Share something unique (rapport/memorable) 5.Call to action with hyperlink

Others pages to include (or not) Contact Me Testimonials Portfolio Rates Blog Resources / Links Other Services

Let’s talk video… REALLY great way to establish a personal connection Must be a good video (bad video can actually work against you, eek!) Takes some skill to create, but not hard once you know how (or hire someone to help)

If you get stuck… What would you say in person (write to 1) Write a “letter” first, then extract gems. Use “freestyle” method or just jot notes. Look back over s, client notes, etc. Start with the result and work back. Start with “why you?” and work back.

Headline Writing Tips Ask a provocative question / “double take” Dig up a juicy statistic. Validate their pain / problems. “Hint” at a result –E.g. “How much would you earn this year if you focused 100% on client work and 0% on admin?” Sean De Souza’s formula: include at least 2 of problem/curiosity/question.

Biggest No-Nos that OBMs/VAs Make Talking features instead of benefits –Not so much “what” you do but how and the results of that Navel gazing (droning on about your biz) No professional photo (why are you hiding?) No call to action / too hard to get in touch Not enough personality in the copy