Copywriting Services - For Websites, Landing Pages & Blog Articles

HubSpot Onboarding Accrediated JDR Group

When setting up a new website, most business owners will focus on the design and the look of the new website. So when their web designer asks them for the text they often see it as a task to rush and deliver rapidly – the idea being that if the website looks good, you will get enquiries.

Having now seen many professional websites that achieve a regular flow of users but few new customers. It is important to understand what a difference writing effective web copy has.

Most small business owners are experienced in their trade or profession but have little marketing experience, and as such most websites are filled with text that has been rushed, so busy in the day to day activities of their businesses that they don’t get much time to sit down and really plan their content.

So if you’re reading this, you have either written your text for your website already, or are about to start, this is a simple guide which if you implement the ideas here, will improve your websites results.

3000

Businesses Helped

650

Businesses Onboarded With HubSpot

1000

Websites Built

What kind of people do you want to attract through this website – who are your ideal customers (e.g. general public, small business owners, men, women, teenagers, the older generation)?

How can you tailor the content to those people?

What are the BENEFITS of my product/service?

Why should they buy from my business, i.e. what is different about your business?

What action do you want them to take once they’ve read your website – do you want them to call you, fill out an online form or buy something online with their credit card?

Make Sure Content Is Easy To Read

Most people will not read huge complicated paragraphs of text online, as it’s all too easy to click on to another website or another page, so it’s vital to keep your information simple, and to break it up into bite sized chunks. Here are some guidelines for the length of your content:

Headings: 8 words or less
Sentences: 15 – 20 words
Paragraphs: 40 – 70 words
Page word count: 250+ words

Write From A Point Of ‘YOU’

The most powerful word in the English language is “YOU”. As hard as it may be to swallow, let me be the first to break it to you that the people reading your website are not interested in you or your business – they are interested in themselves, and how you can help THEM. So your content must be written from THEIR perspective, not yours, and must answer the question they will be asking themselves ‘what’s in it for me?’

Break Up The Text Wherever Possible

Provide a summary of your information by clearly communicating the direction of your discussion. Use informative headings and subheadings with a paragraph of 4 to 5 lines that supports them. You only have a few seconds to grab your visitor’s attention.
Most will simply scan for the information they are seeking.

Use bullet points or numbered lists, boldface or coloured font to emphasise the points you wish to make. Include links at the end of your paragraph (or within the text) to direct visitors to other pages of your site for more in-depth information.

Focus On Benefits

Most websites will focus on the FEATURES of their products or services, not the BENEFITS. Put very simply a feature is what a product does or has; a benefit is the reason why that is important, for example:

Heaters
Feature: it comes with a timer.
Benefit: your house will be warm when you get home from work.

Men’s razor
Feature: revolutionary triple-blade shaving system
Benefit: you will get a closer shave

Recordable Digital TV Box
Feature: pre-programmable recording function
Benefit: you’ll never miss your favourite shows.

So you may have the highest quality service, or the very best product, but your reader will always be asking themselves ‘so what?’

Use Calls To Action

What is the next step you want people to take? Each page should lead the reader on to another page – perhaps you want them to read about everything you offer, or perhaps you just want them to get in touch. One of the most common mistakes for a website is to have pages and pages of content which are all dead ends – if someone is reading about, for example, your new brand of widgets then they are interested and it is your job to tell them very clearly what to do next. For example: ‘enquire now’, ‘call us now to order your free brochure on 01234 5678910’, ‘come down to our showroom to talk to one of our team personally’, ‘add to cart’

Write In Your Customer’s Language

You may be highly intelligent, you may have a fantastic vocabulary – but if your customers DON’T then they will not be impressed by your clever language or technical jargon. Similarly if your customers are highly technical and will want lots of detail make sure your writing style reflects that – and get help if needed.

Make Your Text Descriptive To Help Search Engine Rankings

The search engines will read the text on your website, so if you want to be found for certain keywords it is very important to use those keywords in your content. For example, if you are a building surveyor in Birmingham, and want to appear high in the search results for ‘chartered surveyor in Birmingham’, then you should use those specific words, and make them bold so that the search engines know they are important words.

“Had a fabulous experience working with JDR. I engaged them in supporting a company I work at as MD. The company needed to revitalise it's marketing and starting a content marketing approach. We spent a lot of time outlining the project requirements best approaches, strategies and tactics. Content marketing is no quick fix approach and the companies that promise this are simply lying (in my humble opinion) JDR never promised a quick fix or to transform the company over night, they promised and delivered a well thought out, long term sustainable marketing approach. I was also able to ask for support and help on sales. Would highly recommend.”

Martin Rodgers

“Expert team providing fantastic advice and guidance leading to a terrific great new website and associated digital marketing content and approach for the business. Already providing new leads within weeks of implementation. Thanks to the whole team!”

James Farrell

“It’s been a pleasure working with Rhys Laven and Danielle Connell from the JDR Group.Rhys has done a great job planning and structuring the content—always clear, thoughtful, and receptive to feedback. I really appreciate the way he guided me through improving the content to make it more effective and aligned with our goals.Working with Danni has been just as enjoyable—she’s approachable, responsive, and ensured we stayed on track throughout the process. Her updates were always well-presented, with clear reporting and visibility into progress, which made decision-making easy.Thank you both for your support and for making this collaboration smooth and rewarding."

Annie Johncy

“Initially we started working with JDR for their help with our Hubspot implementation and found the process to be super easy working with our CSM James who regularly kept us up-to-date with progress and next steps, managed our expectations and answered any questions we had clearly and quickly.
A few months later, we reached out to JDR to enquire about help with our marketing strategy and met a few new people like John and Azu. One thing that has stood out to me is the high-level of both professionalism and authenticity from working with the team. Meeting with them are creative and fun and makes JDR feel like a natural extension of our existing team.
I'd highly recommend JDR to organisation's looking to implement hubspot and also looking to improve their marketing strategy.”

Phil Nolan

“We've been working with JDR Group for some time now and I can't speak highly enough of the team. James Frith, our Client Success Manager, is always proactive, professional, and genuinely invested in helping us get the most from our marketing efforts. His communication and strategic input have made a real difference. Rhys Laven, our Content Coordinator, is equally impressive — creative, responsive, and great at capturing the tone and message we want to convey. The support and results from JDR have been fantastic. Highly recommended!”

Copperchase Limited

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Copywriting Services - For Websites, Landing Pages & Blog Articles