A good copywriter can turn your website into a powerful tool for your business. But even the best writer can’t create great copy without the right information. The more you share about your business, your customers and your goals, the better your website copy will be, both for visitors and for search engines. Here’s what your copywriter needs to know.
Know your business
Start with the basics. What do you offer, and who do you help? Share your top three products or services and what sets you apart from competitors. It might be your fast turnaround, your experienced team or your friendly service. If customers often tell you what they love about working with you, pass that along too. Those are often your best selling points.
Define your audience
Next, describe your customers. Are they homeowners, business owners or busy parents? What problems do they need solved? Share the questions customers ask you most often, since those make great material for your website. When your copywriter understands your audience, they can write in a way that speaks directly to them and is easy to scan.
Set clear goals
What should your website do for you? You might want more phone calls, online orders or newsletter sign-ups. Think about the one action you want visitors to take on each page, so your copywriter can guide them there. (Here’s how to write effective calls to action.)
Share your tone and style
How should your website sound? Warm and friendly, or polished and professional? Try choosing three words that describe your brand. Examples help too, so share a website or blog post you love, and maybe one you don’t want to sound like.
Include the technical details
Let your copywriter know how many pages need writing and whether you need extras like a blog or an FAQ section. Share any keywords you want to target, the words your customers type into Google to find businesses like yours. (Here’s how to choose keywords you can rank for.)
Highlight your mission
What’s the big idea behind your business? What do you want visitors to remember? Maybe it’s your commitment to great support or your focus on quality. Sharing this helps your copywriter weave it throughout your website, starting with a strong introduction.
Your copywriting checklist
Before you meet with a copywriter, jot down answers to these questions:
- What are your top three products or services?
- What makes you different from competitors?
- Who are your ideal customers, and what do they ask you most?
- What action should visitors take on each page?
- What three words describe your brand?
- How many pages need copy, and which keywords matter most?
- What do you want every visitor to remember about you?
Set your copywriter up for success
Giving your copywriter these details is like handing a builder the right tools. With the right information, they can create website copy that grabs attention, earns trust and turns visitors into customers. If writing isn’t your thing, we can help with copywriting or connect you with a professional writer. Request a quote to get started.
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