Copywriting for websites is about telling a story.
This website is all about people, putting a human face on cleaning with bright copy and a personal touch. It stands out a mile from the competition.
The problem: ProClean, a company based in Midhurst, West Sussex, wanted to refresh its website and had the imagination to go for something out of the ordinary.
The answer: Rival cleaning firms don’t have photos of their cleaners – nor do they include a jokey Top 10 Songs to Clean To, the top picks from ProClean’s cleaners’ iPods. Website copywriting ideas like these help bring the site alive, so that it captures the attention of potential clients.
The result: The tone and website content also reflect the family-feel of ProClean, and the fact that the MD does know the cleaners personally. It gives a great impression – and a true impression of the business.
Website copywriting is all about capturing the feel of business and what makes it special. Before we even start copywriting for websites we meet the client and spend an hour fact finding.
Copywriting for websites – the big questions
At Editing Edge we ask not just what our clients sell and who to, but what they love doing, what their customers love, what makes them stand out, what are they particularly proud of, what obstacles they have overcome, who they really want to sell to in the future … what brings in most money, and what do they enjoy doing most even if it is not so lucrative.
We dig down to find the ‘hidden nuggets’, the great USPs the company maybe takes for granted – and we ask how staff go beyond the call of duty to help customers. We gather testimonials and case studies, making sure these highlight different aspects of what the business is really good at with concrete, human examples.
That’s the crux of great website copywriting – make it human!
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