Don’t bother with a website without doing this first

I’ve worked in the communication industry for ever. First as a youngster struggling to make my way in the world, then as an English teacher, and now as a writer. In reality, I remain all three.

At every life landmark, words have mattered. And yet, for many, it can be the hardest thing in the world to make oneself heard – or to say what’s worth listening to.

As a teenager, it was easier for me to keep quiet amidst the chaos engulfing me. Yet what I learnt was how crucial it was to listen – to really listen. Today, that matters more than ever…

Starting a career in teaching wasn’t easy for the shy girl who preferred to listen and not shout. Again, words taught me that you can’t talk at or down to anyone – least of all teenagers. So I listened – and kids heard.

Say something that matters

As a writer, words are my daily diet. For them to ‘taste’ appealing, ¬†they have to have a voice and – importantly – connect.

Because if they don’t, they’re worthless. With an allergy to robotic corporate speak, I’d not be the writer for you if you want to sound like everyone else.

The copy I prefer to serve is fresh, enriched with emotion. Yet to work out what will stir the senses, I must first decipher which words will mean the most. Again, I start by listening, then looking at life through a prospect’s eyes.

But here’s the thing. When writing any web copy, marketing campaign or blog to showcase your talent, the sole purpose is to connect with people. Not with a search engine, but with real people.

Does your website copy do that? Honesty counts.

You’ll find the answers if you ask the right questions

For anyone to bother to stop and listen to you, your words have to resonate. To work out what they are, know your audience inside out. What are their needs, dreams, worries and fears? What makes them tick? What keeps them up at night? What makes them happy?

Only when you work out what is relevant to them will your words stand a chance of being heard. And remember: people who hotfoot it to your website from surfing online are a different audience to those who arrive at a landing page from a marketing campaign or Facebook link.

That’s why you need a system that reflects where different people have come from and make sure your copy – every word – helps them get to the next level.

Until you do any of this, there’s no point in writing any copy online…

Make them want more

So here’s my advice. Whatever is on your ‘menu,’ work at making your words palatable. Make them easy to digest, so they satisfy – leaving your audience wanting more…

Now that really would be the icing on the cake. If you fancy a slice, get in touch.


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