I recently finished writing the content for a bookkeeper/accountant’s Web site. But before I put pen to paper (or actually fingers to keyboard), I did what every competent copywriter would do – and checked out the competitions’ Web sites.
What are they selling? What are they saying about their products and services? How are they standing out from all the others? Because the last thing you want to do is sound like everyone else.
I find this process fascinating and in this case, I was astounded at the number of boring Web sites that all said the same thing. Nothing jumped out at me as interesting or motivated me to pick up the phone and buy.
So where does this lead you? To opportunity!
If everyone is saying the same thing – you don’t want to even mention what they’re talking about. Instead, share “why you.”
- What’s your story?
- How does your story relate to what you’re selling?
- What makes you different from everyone else?
- What do you deliver that no one else does?
Believe me, no one offers exactly what you offer because you are unique. When you begin to write the content for your Web site’s Home page, make a connection. Take the first steps to establish a relationship – tell a story. When you shine through, you’ll never have to worry that the competition will copy you.