In the vast majority of cases, where do you think a prospective member gets their first impression of your coworking space?
If you guessed your website, you’re right.
Your website is your space’s virtual handshake. But it’s also got another important purpose: to educate.
Believe it or not, 92% of consumers visit a brand’s website for the first time to do something other than making a purchase.
- Nearly 45% of website visitors are searching for a product or service
- 26% are comparing prices or other variables between competitive brands
- 11% are looking details like your hours, location, and contact information
So, what does this tell us?
It tells us that people first come to your site to learn. So, it should focus on educating them rather than selling them.
This means that what you write on your website (we’ll cover this today) and how you write it (I’ll get to this in my next email) are as important as–if not more so than–the services you offer.
So, here are five tips to fine-tune what you’re writing on your website.
1. The 5-Second Test
When someone visits your website, they should be able to understand what you offer, for whom, and how it benefits them in the span of five seconds. This should all happen within a single descriptive and concise tagline followed by a very brief paragraph (WeWork does a great job of this). This should take you multiple iterations to get right.
2. Be “You-Focused”
When I say “you-focused,” I don’t mean you. I mean you should literally be writing directly to your visitor by using the word “you.” It’s direct rather than ambiguous and tells the reader it was written specifically for them.
3. Be Specific
Don’t be vague in what you offer and who you offer it for. Spell it out in no uncertain terms. This will help people quickly decide whether your space is for them.
4. Be Benefits-Oriented
Your web copy should be rooted in an understanding of the challenges your prospective members face and then written to explain how you can help them solve those challenges. You should never talk about what you offer without drawing the connection between how it’s going to make life better for your members.
5. Tell Your Story
I talk a lot about sharing your why, and that’s especially important with web copy. You need to weave some emotion into your web copy to show people now only what you do, but why you do it (read this to learn more about that).
In the words of Brian Clark, “These days, people want to learn before they buy, be educated instead of pitched.”
So, spend the time and energy to make sure your website copy gives your audience the information they came for in a way that engages them. It could be the difference between signing up a new member or losing them.