It happens to most entrepreneurs—you wake up one day and find that your website has blah, unimaginative, uninspiring web copy that is doing absolutely nothing to convert visitors. Whether your site looks too much like others in your industry, or your content is outdated and you haven’t updated your services offerings in ages, here are some ideas to get your creative juices flowing when you’re ready to update your site content.
Read creative websites and blogs, outside of your industry.
Notice the personality, the tone, and how each site makes you feel. Pay attention to the calls to action and the way the information is presented.
See your product or service offerings through new eyes.
If you’re having trouble rewriting your content, read your testimonials. You’ll see your product or service through happy clients’ eyes, and creating new and creative copy will be easier. Better yet, pick up the phone, and call past and current clients. Ask them where they were before they hired you or bought your product and what tangible results they’ve received.
Focus on benefits rather than features.
Instead of delving into your process or all the details of a service package or product, tell prospects what they will get, how working with you or buying your product will change their life. Spell out the benefits as plainly as possible, and show site visitors what their life looks like with your product or service in it.
Write some new copy in a flash.
Do what copywriters call a fast draft. Organize your thoughts, sit down, and write it fast. Don’t worry about grammar or spelling; just get your thoughts on paper or computer screen. When you stop, don’t look at it—set it aside overnight, and revise it the next day. The beauty of fast drafting is that you get out of your own way and write creatively and passionately.
Industry buzzwords and jargon in your copy not only drive prospects crazy, but it also drives them away. If you can cut through that clutter and communicate clearly to your prospects and their needs, you’ll win raving fans.