How to write an About Us page for your website in 2021

Our copywriters reveal the secrets of talking about yourself in ways that have your target customers queuing for your services In this post on a critical section of your website, we explain why the About Me is actually a lie. We give you our best writing tips for About pages and we break down some…

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About Us examples for small business

Getting the About Us page right can make or break the conversion rate on a small business website. The smaller you are, the less likely your potential client is to know you. The less they know, the more they lean on your About page. They want the confidence to do business with you. Below, we…

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Should you put your prices on your website?

Should I put my prices on my website?” I get asked it all the time. It’s not a yes/no question in a services business. It depends on your industry, your competitors and your business goals. The reality is that there is no “should” about whether your website should have prices. But there are some things…

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How to write a great contact us page for your website

Clients often ask us why the Contact Us page is in our standard website copywriting package. Surely, they say, it’s “just” a place for their phone number and email address. This is so wrong… Your Contact Us page is the point at which your prospect can take action or disappear at the last minute. That…

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Why your website needs a lead magnet

The vast majority of first-time visitors to your website are on a research mission. They’re not ready to invest in your product or service. They won’t email, call or download. They’ll come and they’ll go without your knowing who they are.  That’s why you need to give visitors a reason to tell you who they…

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How to write a great LinkedIn profile

Wondering how to write a LinkedIn profile? You should know that what makes a great LinkedIn profile is different from what makes a great resume or CV. Recruiters use LinkedIn, but LinkedIn is more than a repository of resumes: LinkedIn is a powerful networking tool. A great LinkedIn profile can help you develop relationships with…

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How to develop your unique selling proposition (quickly)

Online USP course

In layman’s terms, a unique selling proposition (USP) describes your business, product or service as the solution to a problem your ideal customers know they have. Ideally, your USP express that value in a way that is specific to your company, product or service. A good USP should boil down to one sentence that’s easy…

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This Ikea “trick” will save your LinkedIn profile

When I say “Ikea”, do you think about the revolutionary thought that helped make Ikea a $57 billion company? No, you don’t, and that’s what this “trick” has to do with writing a winning LinkedIn profile. Ikea grew from a simple thought—how much cheaper it would be to make, ship and sell furniture if the…

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Writing landing pages that convert

Updated 24 June 2021 Direct response copywriter Steven Lewis talks to an audience at Fishburners about how ad money gets wasted and the secrets of copywriting a landing page that converts. Download the slides Taleist’s landing page copywriting course Details of the landing page copywriting course discussed in the video are here. Transcript of Writing…

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1 Facebook ad, 90 words, 3 copywriting techniques

The Facebook post in this picture is fizzing with copywriting technique. First, the copywriting calls out what the customer really wants, not what the product actually is. The customer reading this Facebook ad wants to share an activity with the kids in the school holidays; learning how to bake sourdough is a means to that…

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Using proof to increase your conversion rate

Updated 19 June 2021 The #1 thing that will improve your conversion rate is PROOF Most copywriting says things without proving them. As a result, the copywriting converts poorly. Anyone can say they’re “passionate about customer service”, and thousands upon thousands of lazy businesses say exactly that. But the business with the enviable conversion rate…

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Anatomy of a flawed landing page

This is a case study of a landing page with poor copywriting. In the video, I break the copywriting down to show how the conversion rate could be improved. Facebook served me an ad for a product that caught my eye, so I looked at the product’s landing page. The landing page is a great…

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Why webinars work for (some) lawyers

Law firms are running webinars when they can’t do business development face-to-face. The switch from face-to-face seems as natural as restaurants switching from dine-in to takeout in a lockdown. However, many law firms are finding they’re not getting the client work they hoped for from the transition to webinars for law firms. If your firm…

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How to write a perfect press release

Updated 19 June 2021 This is a book-length blog post about writing a press release (seriously, it’s for sale on Amazon), I recommend you download the free PDF to read at your leisure. Shortly after I published this book, the University of Sydney picked it up as required reading in its Master of Strategic Public…

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Better. Stronger. Faster.

Updated: 20 June 2021 Ideas that are working right now for gaining clients, retaining clients and pivoting — even in the time of coronavirus. At the beginning of Terminator 2: Judgment Day, the camera tracks across a cell in a mental hospital. The camera finds Sarah Connor doing chin-ups on her upended bed frame. In…

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Copywriting tips from the dark web

Castration for $30,000 too expensive? How about a beating for just $2,000? The surprisingly beige truth about hiring a hitman on the dark web… The New York Times recently featured two screenshots from hitman-for-hire websites on the dark net… Naturally, I reviewed the copywriting in the screenshots and I was amazed. These purported hitmen have…

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Do I need a professional copywriter for my business?

As copywriters, you’d expect us to shout YES, you DO need a professional copywriter for your business but… Some businesses definitely need a copywriter. Others don’t. So a better answer is that it depends on what your business is looking to achieve and where it is along the road. When do you need a professional…

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Are copywriters willing to be mentors?

Yes, copywriters are willing to be mentors, but not on a can-I-pick-your-brain basis. When you ask a copywriter to be a mentor, you’re asking that copywriter to guide you through the maze. You’ll avoid the pitfalls and double-backs. You’ll get to where you want to go faster. And you’ll avoid some — perhaps all —…

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What is copywriting?

Wikipedia answers the questions “what is copywriting” with: Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing.[1] The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action. Wikipedia What makes…

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Where can I find copywriters for my website?

If you’re asking where you can find copywriters for your website, we’re specialist website copywriters. But maybe you’re asking how you’d know you’d found copywriters who would be good for your website. A great place to start is 6 Tips for Choosing the Perfect Website Copywriter. It covers all the key points. What you ask…

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How to write case studies that sell

Every month, a local real estate agent drops a flyer into the office mailbox. The flyer comprises a list of addresses and sale prices. The real estate agent calls this a list of “case studies”. They’re not case studies. What she’s printed is a list of facts. The list isn’t even the case study’s cousin-once-removed,…

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Is it worth it to hire a copywriter to write my article?

Whether it’s worth it to hire a copywriter to write an article or blog post for your website depends on what you want that article to do. What sort of article is worth paying a copywriter for? Unless you’re a talented writer yourself, it’s worth hiring a copywriter if you want a person to: Read…

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