Sales Copy Before Design

Your website has to have good sales copy BEFORE you work on the design.

Most people don’t land on your website because they want you to tell them how amazing your product or service is. Nor are they overly impressed with your website’s “pretty” appearance.

More than likely they are visiting your site because they have a painful problem, and they want someone like you to fix it for them.

Like a person with a sore, aching tooth, they are looking for pain-relief and they will go with the first available dentist who can answer their questions and schedule an appointment for them.

Great Sales Copy is Organized Around Your Customers

A fundamental key of creating killer website copy is to focus on your potential customer … their pains, problems, fears and frustrations.

  • What does your potential customers want to know about your industry, business, service or product?
  • What do they truly need in order fix their problems, solve their issues and reduce their fears?
  • What do they really want from your product or service? (People buy 1/4 inch drills because they want a 1/4 inch hole).
  • Do your homework … Find Out What Your Customers Want and Try to Give It to Them!

Great Sales Copy Uses Information Architecture

Information architecture (IA) is basically a way to organize the info on your site to achieve your business goals. Now there are TONS of ways to organize the copy on websites but the one I like to use I call the AIDA Framework.

AIDA is an acronym – it stands for attention, interest, desire and action. It is a formula used in marketing and copywriting that describes the steps a customer must go through in the process of purchasing a product.

The AIDA Framework is a Information architecture model that sets your web pages up like a sideways sales letter:

  • Attention = Home page
  • Interest = About page
  • Desire = Product/Service page(s)
  • Action = Contact page

You might have noticed that for a website to work, it only requires four pages. All other the pages are really just supporting documents for the main ones listed above.

You can easily see ‘Our Team’ bios can go under the About page, Product or Work-in-Progress photos go under their own separate pages. FAQs can go under slipped onto individual product pages. Maps can go under Contact, etc.

Think about what goes on what page.

Take notes on what you actually tell people (face to face) about why you started your business, what you have to offer, why what you do and how it is different than others in your field. Then explain what is the best way to contact you (phone or email) or how to find your place of business.

And don’t forget your Homepage. The Homepage is really just a mini-sales page that persuades your visitors to browse the rest of the website.