How do you renovate and refresh your website words? Today, I’m going to lift up the curtain and show you the big steps of my process when my team and I are writing a client website.
Quite honestly, as I moved from corporate marketing into my own business, I’d not ever really heard of the fancy pants term “productized service” before—I just realized I needed to be efficient to take on more clients.
As I did more and more client websites and launch copy packages, I ended up creating two productized services with a neat pretty bow.
I’ve nailed a system to writing websites for clients, and it’s our Brand Story process … actually something I’ve never really shared before.
Let’s dive into the 5 steps of how I write websites for clients in about 4-6 weeks.
Step #1 – Gathering.
This takes us about 4 days, which means loads of research and digging around for data. I’m doing things like really figuring out samples of how my clients talk, pulling voice of customer data, and diving nose first into wherever my client’s ideal customers are—I’m soaking in it, trying to figure out what they know, feel, say, and do—my students know I call this the quad.
I’m picking apart my client’s product or what they sell, all the features and benefits of, and definitely making sure I start noting where objections may come up.
Okay, here’s a pro nerdy tech tip—I use a tool called UserTesting to help me see how and help me know how complete strangers understand my client’s message before we dig in and start changing things. If you start doing this, it will be a game changer, so let me show you how it works.
So before I jump into the next step, let’s go to the computer and see how this works [I know that these are potential things I need to rectify. This makes my job a lot easier! For me in this case study, this will help you XYZ. It takes a lot of the guesswork out of it and is a helpful tool in addition to having a solid XYZ.
Step #2 – Analyzing
It’s probably better to call this listening, ha! Now that I have a lot of voice of client and voice of customer data, I want to start looking for patterns of what’s performing well, and what’s not (this is a BIT different if my client is brand new and hasn’t started a business yet, but we typically work 1-on-1 with clients who have had their business for a while).
For bigger price points, we have room in the budget to really spend some hours here. Because I deal with one niche specifically here, I’ve been able to get away with less analyzing than I’d do if it was a completely different market—I specialize in one industry, so I really, really, really know it.
Another pro tip is to go back in your analytics like Google Analytics and look at pages and blog posts that are performing well, and what’s not. I figure out how we can capitalize on this information.
We also need to see what’s NOT working, so I’ll reference things like the UserTesting videos to see what isn’t easy to understand or clear as well.
Step #3 – Excavate the message
So, we have a Brand Messaging process that we then use to map out our client’s voice, tone, style, core values, mission statement, and Onlyness Factor so we make sure we’re not missing anything and we’re rallying around the right messages.
That takes us about 1 week, then we go through rounds of edits.
Step #4 – WireFrame
We batch figure out spit drafts of 6ish pages of a website. Now, when I say that, it might be overwhelming for you, but keep in mind that I’ve been writing web copy for about a decade since I was learning how to draft in-flight experience pages for Delta.com.
If this is new for you, and you want to sketch out how your website words will look by looking at another website, that’s amazing. That’s SUCH a good way to start—just try to look outside your own industry because that’s where the good stuff is!
So, we’ll get our spit drafts to our client for review so we’re ready to start knocking out copy and see how pages of the website work together.
Step #5 – Writing
Then, we start writing and sending it through a few solid rounds of editing.
Now, a bonus tip is to use templates. A hack here though is that I’m using formulas and theme plates that I know work—I include the templates and the step-by-step formulas in my program Copywriting for Creatives™, which takes you through everything you need to know to master your message and write your site.
If you’re interested in that, I recommend you check out my masterclass “Separate Yourself from the Pack: How to Write Website Words that Sell”
Check it out, and you’ll learn a lot more tips about how you can be efficient and effective with copy, so you’re able to DIY your own website words.