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Why Great Website Makeovers Begin With Copywriting - Digital Store

Why Great Website Makeovers Begin With Copywriting

“Can you give me some feedback on my website?” a life coach named “Kevin” asked his e-zine subscribers. “I just revised my site – -finally!”
Naturally, I couldn`t resist clicking over to see what Kevin had done. I knew Kevin was a thoughtful coach with a reputation for high integrity.
Kevin`s new site cried out for a re-makeover. He had paid a designer to get drop-down menus and a bit of flash. As a result, Kevin admitted, “I have no budget to pay a copywriter.”
After skimming a few pages of the site, I emailed Kevin. “Who is your target market? What do you offer? How are you unique?”
Kevin replied, “I asked for feedback. I don`t have time to answer a lot of questions. And everyone tells me the site looks professional.”
Okay. I can take a hint.
Sure, the site looks professional. But Kevin admits he`s in trouble. So far, he`s gotten nothing but compliments — no orders and no calls.
What can we learn from Kevin?
(1) Copywriters can save you money.
Often I (and other experienced Copywriters) can save clients money on web design. Kevin didn`t need all those bells and whistles. In fact, some Internet marketing gurus claim they do more harm than good.
And Kevin didn`t understand HTML, let alone CSS. A copywriter might serve as go-between, translating Kevin`s requirements into web design language. Your web designer saves time – which translates into saving money.
(2) Copywriters help you earn money.
Reading between the lines, I discovered Kevin could be a stand-out. He has developed an innovative 5-step process to help clients overcome obstacles and take charge of their lives.
But Kevin doesn’t realize why he`s unique, so his website reads like five thousand other life coaching sites: vague promises of “take your life to the next level”, “discover what`s important to you” and “enjoy the work you love.”
Naturally I`m disguising the details of “Kevin`s” story, but I really don`t have to. Hundreds (maybe thousands) of sites sound just like Kevin`s.
(3) Copywriting is collaborative.
Like Kevin, my clients often think they can show me a few pages of a website and say, “Make it sell!” Copywriting requires energy and planning, whether you`re a do-it-yourselfer or a firm believer in outsourcing to a specialist.
My clients often invest many hours answering my questionnaire. As they write, they often realize there`s a hole in their business strategy. Or they’re sitting on buried treasure.
Until I know what Kevin wants to do with his website and his business, I can`t make realistic recommendations – even as a casual ezine reader. I need to evaluate Kevin`s copy in the context of Kevin`s own goals, target market and unique selling proposition.
Kevin could do this himself. But, like most busy business owners, he didn`t want to invest the time. And he wasn’t sure what questions to ask.
When clients hire me, we have the luxury (and fun!) of creating a marketing message that hits the target market squarely in the center of the bull`s-eye.
Bottom Line: Websites deliver messages. Without a message, a website is a calling card – nice when you have more business than you can handle.
Most of the time, revising copy brings traffic and sales. Websites typically earn back the copy investment with just a few new clients, not to mention saving energy and funds by avoiding a makeover to recover the makeover.
And one day you realize you`re not getting compliments… but you *are* getting sales.

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