Financial Web Site Design Articles and Information for Your Business

Easily Write Copy for Your Website

A) HOME Page (Questions 1-15)

A-1) Your story
A-2) USP (Unique Selling Proposition)
A-3) Your Branding
A-4) Marketing Statement
A-5) Tag Line
A-6) Visuals / Images / Photos
A-7) Audio / Video

A-1 Tell Your Story

1) Who is the owner(s) of the business, and what is their story and history? How did the owner get to where he/she is today?

2) Why did the owner start this business?

Why is this important? The reason is that most people prefer to interact with people, not faceless corporations or soulless machines. They are interested in the human factor and want to know the story behind the business.

The test of a GREAT story: Your story can be presented to a stadium of people and most people will sit riveted to their seats, because you verbally hit them over the head, and "WOW" them.

For example, you can start out by giving them factual information, such as a market statistic, or talk about a common problem that your products and services can overcome.

Tell them something that they may be unaware of, something that a person would respond to by saying, "WOW! I didn't know that..." Often you can find interesting statistical information and market research to embellish your story and make it into a riveting tale.

90% of this presentation about your business, and background story, should directly relate to the people listening to your story.

A-2 USP (Unique Selling Proposition) - ASK Yourself:

3) What aspect of my services would a buyer not be able to resist? What does my product offer that puts it ahead of the competition?

A-3 Your Branding

BRANDING is about precisely communicating the benefits of your company, service or product to potential clients. It should portray the values that your business stands for as well as visually summarizing the good feelings that you consistently give to customers.

Small-business branding is about persuading your target market to see you as the preferred choice and associating your image with success. Building a good brand is not just about what services you provide; it is about reinforcing what makes you different and significantly better than the competition. A brand is a promise about the values and high quality that clients will receive from your business.

4) Your precise communication of your service/product:

5) The value that it stands for:

6) The feeling that your customers consistently get from using your product or service:

7) The corporate colors, type, font and images that best represent your company branding and identity:

A-4 Marketing Statement

Answering the "branding" questions produces a "Marketing Statement"

8) What do you [client] need in order to...... ?

9) You need ..... We can help. ?

10) We provide the expertise and ..... You need to ........ ?

11) Our experience and extensive network in [type of industry] can help you.... ?

12) Imagine.... [the positive end result you want the client to experience in doing business with you] ?

A-5 TAG Line

13) Experts in ..... ? [main benefit of doing business with you]
See our article: How to Write a Tag Line . . .

A-6 Visuals / Images/ Photos

14) What is the overall look and feel that you want the website and home page to convey to your clients and prospects?

A-7 Audio / Video

A recommended tip: Make your website convey a personal touch by having a photo and audio message from the company founder, owner, and/or staff.

15) Do you want to include audio or video messages on your website? What topics would you include in your audio or video message?