Copywriter Liz Painter explains what you can do to improve your website and how that can lead to winning more clients. She talks through some of the most common mistakes business owners make on their websites and explain why it’s vitally important to create web copy that’s tailored to your target market.

1. Copywriter Liz Painter talks through some
of the most common mistakes business
owners make on their websites and explain
why it’s vitally important to create web copy
that’s tailored to your target market.
There is a link at the end of this deck to
the associated blog and webinar
recording

2. How to improve your website
and ultimately win more clients
Webinar by Liz Painter
BizSmart Select Member and
Copywriter at Comma Comma
www.commacomma.co.uk

3. Are you proud of your website?
Key elements
• Engaging copy
• Great design
• Potential clients can understand what you do
• Social proof
• Call to action

4. What is the purpose of your website?
• Promote your business
• Sell your products and services
• Sign up new clients
• Demonstrate how your products work
• Give examples of projects you’ve worked on
• Encourage people to apply for a job with you
• Create a community of people with similar
interests.

5. Think about your reader…

6. Market – Message - Media
• Who is your ideal customer – write for them?
• Understand your market and their pain points
• Explain what’s unique about what you do
• Features AND benefits
• Testimonials and case studies
• Use words, pictures and video

7. Creating an engaging website
• Well-designed
• Engaging copy that clearly explains what
you do
• Up to date
• Constantly evolving

8. Why potential clients leave
1. They don’t understand what you do
2. Long-winded paragraphs and sentences
3. They’re bored

9. Common pitfalls
• Cutting and pasting copy from elsewhere
• Using jargon or overly-complicated language
• Being pompous or insincere
• The passive voice
• Overly wordy
• Too many hyperlinks
• Too much focus on keywords
• Poor navigation

10. Standard business website
• Home
• About
• Meet the team
• Our services/products
• Why choose us?
• Testimonials
• Blog
• Contact

11. In summary, a great website will
1. Capture attention quickly
2. Clearly explain what you do
3. Outline your USP
4. Avoid long-winded sentences and paragraphs
5. Be interesting and engaging
6. Speak to a specific market
7. Encourage action

12. Thanks for listening!
If you have any questions please ask now
or email me afterwards at:
liz@commacomma.co.uk

13. BizSmart aims to help business owners of small and medium
sized businesses to create value and scale their businesses
through sound practical business support by providing insight,
Clarity combined with a real determination to help you succeed.
You can access webinars and presentations like this and more
besides through our SmartRoom service here
You can read the associated blog and listen to a live recording of
this presentation by clicking here
You can read Liz’s profile here

14. •Need a sounding board for your ideas?
•Need to know what to prioritise?
•Want someone to challenge your assumptions?

15. BizSmart –
Where Smart people go to surround themselves with other
Smart people, to gain business success.