When you're putting together content for your website, it can often feel like there are lots of things to think about:

• How am I optimising this for search engines?

• Does the copy mesh with our brand's tone of voice?

• Have I included every morsel of information possible?!

And so on, and so forth.

In fact, we can get so wrapped up in these details that it may lead us to forget one fundamental truth about how our audience consumes our website content.

Website are generally viewed by one person at a time.

I know that might seem like a simple statement.

Maybe you're thinking, "well, yes, I don't generally place Amazon orders with a group of people watching me" (even if it might come in handy for those late-night impulse buys!)

And you're exactly right. We don't tend to see interactions with websites as human-based.

When we're scouring a company's website for information, it's not a conversation. We're not talking to a person and asking them questions.

We're just seeing a bunch of 1's and 0's presented (hopefully nicely) on a screen. It's up to us to take in the information being presented to us, make a decision, and take the next step.

No interaction, just a presentation of facts and features. Right?

But what if your website copy is, in fact, a conversation?

Forget about the idea of a website "user" for a moment. Instead, think of them as a living, breathing human being. A person capable of feeling emotions, being triggered, desiring things and fearing certain situations.

Then take it a step further. How would you speak to them if they showed up at your office, in person, looking for help?

By visiting your website, they're essentially doing exactly that - coming to you for help, just in a different way.

By setting a purpose for your website copy of trying to be as helpful as possible, the content can become conversational (and with no chatbot in sight).

I began thinking about this idea during a recent Marketing Meetup featuring Messaging Strategist and Conversion Copywriter Diane Wiredu, where she discussed how we can find the right marketing messaging.

As part of her presentation, Diane took us through a messaging structure that made digital copy flow more like a conversation rather than a presentation.

Taking inspiration from the basic constructs and social norms of everyday conversations, Diane identifies the questions your prospect may be concocting in their minds as you tell them all about you.

From this insight, she then sets the structure for the website copy by attempting to answer these anticipated queries with elements like social proof, value propositions and benefits. All without the person having to actually ask.

But how can we anticipate questions that will transform a static webpage into something more conversational?

Website copywriting for real people

First, you need to get clear on a few things.

Who are you talking to?

Try not to think in terms of broad demographics or target audience.

Instead, think of it like this. Picture someone your company helps in real life right now.

• What do they do?

• What kind of things help them live their lives or do their jobs better?

• What triggers and pain points might they have?

Essentially, you're trying to think about what is going to make them happy and what is going to tick them off.

How would you usually go about helping them?

Imagine that same person walking into your place of work and asking for your help.

• What are they looking for?

• Why did they come to you?

• What assurances do they need?

Once they've told you what they're looking for, how do you finish the sentence, "now here's what we're going to do for you."?

By thinking about this hypothetical conversation, you'll gain insight into the real promise you make to your clients and how you will fulfil that promise - essentially giving you your features and benefits.

What other information would they need to convince them?

Don't assume that your customer will take everything you say at face value.

In real life, they might ask you for credentials, testimonials, examples of previous work. And your online customer is no different.

Think of all the things you could have "on hand" to put the customer's mind at ease and convince them that you're the organisation for the job.

And now, talk to that person.

That's right. Treat your website copy like it's all for that one person. As if they're the only one who will ever read it.

Speak directly to their pain points, desires and triggers - responding to each one to give them reassurance and confidence in your service.

Keep that one person in mind and map out how you'd go from initial enquiry all the way through to them signing on the dotted line.

Anticipate the points where they may need more information, and use the knowledge and resources you've built up to help alleviate those concerns.

Now we're talking!

Ready to start the conversation?

If you're looking for website copy that sounds like you and speaks to your audience, get in touch to find out how Freshly Ground Copy can help.

And take a look at my full list of services if you're looking for web copy and beyond!