Your agency website is your flagship store window. There is not a single channel in your cannon that can tell your audience everything they might want to know about your agency, except for your website.
Think about it, they might find some valuable snippets about you from your social media posts, agency LinkedIn page, thought pieces, creds etc., but is there just one place they can go to find out everything they might want to know about you, apart from your website?
Your website is one of your most important and effective sales tools, so the content your audience reads is more critical than you might think. Everything in a website plays it’s part- the UX, navigation, pretty pictures and design, but what’s really going to get your point across to them, is your words.
Aldous Huxley famously wrote:
‘Words can be like X-rays if you use them properly – they’ll go through anything. You read and you’re pierced.’
I totally agree- we mustn’t ever underestimate the power of words. If your website copy is strategically planned- to include your agency value proposition, key strengths and selling points as an agency, and the words are focused directly at your key target audience by taking their needs and wants in to account, you can guarantee that your website is working as hard for you as it possibly can.
Let’s assume your UX and designers have done a grand job of making your site look sexy and intuitively navigable. Here are some content related points to consider about your current agency website:
1. When you look at the website’s home page, do you get it? Is it easy to understand you who are and what you do? You have less than 6 seconds to capture your audience’s interest and if they don’t know what you do and why you do it, you’ve lost them.
2. Is your agency value proposition clearly communicated on the first page of your website? Your agency’s value proposition tells your audience who you are, what you do, what value you bring to your clients and why they should choose you over your competitors.
3. Does your content reflect your agency personality? The tone of voice should represent your agency and remain consistent with all of your communication channels, from social media through to your sales and creds presentations.
4. Are there long, impenetrable chunks of copy? Online reading habits differ from offline. Your copy should be short, succinct and to the point, with plenty of space around your words to make it more attractive to reader’s eyes.
5. Is your website copy written in a ‘passive’ or an ‘active voice’?
Here’s the difference:
Passive (boring): ‘The crazy green elf was throwing a bag of Maltesers at Jack.’
Active voice (urgent): ‘The crazy green elf threw Maltesers at Jack’.
The active voice is immediate, engaging and it’s essential for any business content.
Don’t underestimate the importance of getting your website copy right. It can make the difference between a potential client picking up the phone to you, or clicking the back button to check the next agency on her list.
Keep your elf active.