August 23, 2019
Homepage Copywriting Tips – Copywriting for Fine Art Printing Companies

Homepage Copywriting Tips – Copywriting for Fine Art Printing Companies


– [Voiceover] Hey
everyone, this is Kimberly, copywriter for Creatives and your resident copywriting guide here at Art Storefronts. So in this video, I’m going to show you some easy copywriting tweaks
you can make to your website so that it performs better
and gets your web visitors to take the next action
that you want them to take. And the site I’m gonna review today, as you can see, is Atom
Prints Fine Printing. I’m gonna look mostly at the homepage because that’s usually the most highly trafficked page on any website. So we’ll look at the
body copy on the page, the tagline, the calls to action, and then we’ll briefly touch on one of the top level products pages. And we’ll also take a very
quick look at the contact page. So here we are on the homepage. And the first thing I would do is I would add a tagline here. I mean, you never really have to, but it’s always a good thing to do because there’s a lot
of competition online for any business and for
fine art printing services, I did a Google search on that phrase and there’s something
like 1.6 million results when I did a search on fine art printing. So a tagline that conveys what I call your meaningful difference, is a really great way to set
you apart from the competition and get more traction online. So I would start by
coming up with a tagline that you would put just right here, under your logo or right next to it. I’m not a designer, so your designer will tell you where it should go. And so you want to think of your tagline as a kind of lighthouse or a beacon that lets your ideal customers know they’re in the right place. And it’s just a succinct way of telling your web visitors what you’re about, you’re orienting them to your website. Its main job is just to
get them interested enough, like they land on your site
and they see your tagline, they realize you have
what they’re looking for. And then they’ll start scrolling around and seeing what else
you’ve got to offer them. So the easiest way to create a tagline is we talked about in a
previous copywriting audit video is simply using the template what you do and who you do it for. So for you, you could
pair the kind of printing you specialize in… It looks like you
specialize in a lot, I know. But if you specialized in
one thing in particular, you could pair that with whoever your most likely buyer or customer is. So let’s say for example, you specialize in fine art printing for
landscape photographers. Then your tagline simply becomes “fine art printing for
landscape photographers”. Now again, I see from your products page that you actually do lots of
different kinds of printing. So what you want to do is determine what your competitive advantage is. You know, something that
sets you apart from others who offer similar services and incorporate that into your tagline, and then something about the
kind of clients you serve. Now that’s just one way
to create a tagline. There are other kinds of
taglines that don’t follow that what you do and who
you do it for template, but that’s usually the
easiest template to follow if you don’t have anything or you want to do it yourself and you’re not hiring a copywriter. So I looked through some
of the copy on your site, not just on the homepage, but
some of your other pages, too. And I saw a few phrases you could tweak to maybe use for a tagline. So somewhere, I don’t remember
if it was the homepage or another page, I saw
something about giving your art and photographs the foundation they need. So that could become a tagline. I mean, it’s not great, right? You’d want to work with it,
but that’s just an example. Or maybe, “High quality
printing for artists, “photographers, and arts organizations.” Or “Custom and limited edition printing “that captures and preserves
the visual impact of your art.” I saw that somewhere on your site. So you could, you know,
play around with it. So just, you know, go
through your website copy and look for some phrases and
some copy already on there that you could massage into a tagline that sort of fits that what
you do and who you do it for, because basically, you know, your tagline is about conveying to your right people, your ideal clients and customers, that they’re in the right place so they’ll stick around and explore. So that’s all I have to
say about the tagline. On this feature box, I’m not sure if that’s what you all
call it, a feature box. That’s what I think of it as. But I scrolled through
here, I love some of this. Where was it? Oh, this one here, “Etsy Made Easy”, “You create. “We print and ship. “Customers smile.” I love that because it’s great,
it’s very straightforward, it’s succinct, it’s
benefit-driven which is important. So I think that works. When you scroll down below the feature box or whatever you call it, instead of the quote
here, I mean this is fine, but instead of this, I would keep this. I would move it, I’ll
get to that in a second, but I would actually put a headline here that speaks to your ideal
clients and customers. So basically, the majority
of copy on your website, from your tagline to the
headlines on each page, to the body copy, it all needs to be reader and customer oriented and focused. And you need to make it crystal clear that you understand your audience. So for the headline here, you could go with something like, I don’t know, “Frustrated
with average quality prints? “We’re on a mission to provide our clients “with the best quality fine
art and photographic prints.” Or maybe something like,
“If you’re searching “for the finest print quality “to enhance and protect
the beauty of your art, “you’re in the right place.” So again, I’m doing this on the fly. So those suggestions aren’t great, but the idea is you want to be speaking to your potential clients and addressing the challenges they’re facing
related to the thing you sell and offering them a solution So, you know, put the headline there, and then add a short paragraph,
a couple of sentences that speaks to your ideal customers in a way that makes it clear
you understand their needs, and again, that lets them know you have the solution they’re looking for. And so then you’ve got
your headline there. You’ve got one brief paragraph or so that speaks to your client,
offers them the solution. And then I think what you’ve got here, then you could have a line that says, “Hi, we’re Atom Prints Fine Printing.” And then just have that copy
that you have already there, you know, those two short
paragraphs there are fine. And then maybe you could put this quote, you could leave it bold
like this and bigger font, and then just put it down
here is what I’m thinking. And then what I would also
do in this section here before you get to where you
can click on these items, here, I would put a big
call to action that says, at least bigger than this copy here, one that says something like, “Click on the images below to learn more.” Because even though it seems
obvious to us what you do, it’s obvious that you click
on these things, right? But online, it’s really
important to use a call to action to tell people exactly what
you want them to do next. So for right here, you
might put something like… You could put, “Click on the
images below to learn more “or contact us here to ask a question.” And then the ask a
question would hyperlink over to your contact page. So again, that call to
action here could be, “Click on the images below to learn more “or contact us here to ask a question,” and then hyperlink over
to your contact page. I think that’s always a nice touch because it shows you
care about your customers and it just makes your
business seem more warm, approachable, and overall
more customer centric when you offer them multiple
opportunities to get in touch if they have a question. And not a lot of businesses do that so that will help you stand out as well. So here, let’s see, scroll down. There’s a lot of things people can do. There’s a lot of actions people can take. That’s fine. So depending on your goal for this page, you want to be sure to
have a call to action that guides your web visitors
and potential customers what you’d like them to do next. So as we said, you know, about
putting a call to action here to make it clear what you want them to do, and then, I’d just, you know, ask yourself what the number
one thing you want people to do as a result of looking at your homepage. So do you want them to inquire
about your services overall? Do you want them to check
out a specific service? Do you want them to call
you with a question? Do you want them to fill
out your contact form on your contact page? So whatever the answer to
the question of what is it you want your web visitors to do after looking at your homepage, make your call to action specific to that. You know, guide them to do that thing, whatever it is you most want them to do. So scrolling down here, you know, let’s see, one thing I
would do here, again, right here above your social icons, is I would put an
additional call to action that’s very similar to the
one we talked about above. And then you know, it
could say something like, here it would be worded
slightly differently, and it would say maybe,
“Click on the images above “to learn more or contact
us here to ask a question.” Again, linking over to your contact page so that way you’d have
a call to action here and then again when they scroll down, they’ll see it again here. Because a lot of times, they just won’t know what to do, right? They’ll be looking at this and they’ll see they click on this and
then they click on this. And again, I know it seems obvious to us who spend a lot of time
online and on our own websites and looking at other websites. But you just have to be crystal clear. So I would put an additional
call to action right here above your social icons. Now let’s move on and take a quick look at one of your products pages. I’ll look at this one. Okay, so again, here I would, like we talked about with the homepage, you want a headline that
speaks to your ideal customers and most likely buyers,
because like I said, the majority of the copy on your website should be focused on your
audience and your customers. It should be them-focused
rather than we-focused. So rather than saying “We do this,” and “We specialize in that.” I mean there’s a place for that, but you want to always start
out on each of your webpages talking directly to your clients, showing them that you understand
them and what they need. So when I look here, I see
maybe it’s important to have, to have all of this
technical information in here about the printing paper, but at the very least,
you want to start out by speaking to your
potential clients first and have the technical
info below, which you do, you have it set up that
way, so that’s good. But I would just switch this. That’s not bad, but I would
switch it into a headline that speaks to what your
customers and clients want because you know, I’m
sure that great paper, quality paper is
important to your clients, but there’s a deeper reason
they want quality paper, right? I mean, for example, they
want their art to look amazing and they want a foundation
that keeps it looking stellar for years to come because it’s a profound and great work of art. So your headline should
address that, right? Maybe something like,
“Your one of a kind art “deserves the highest quality paper.” Or “Your fine art deserves
the finest paper.” That would go there. So you know, you want your headline to probably be more specific
than either of those examples based on what your clients and customers are actually looking for,
but you get the idea. So I would play around with that some. Now it’s not within the
scope of this short video to talk about the difference
between features and benefits, but a word on that, your
web copy in most cases should focus on the benefits
first and features second. So quality paper is a feature. The benefit is what your
client gets as a result of using the quality paper
and all of these other, the results of all these great
tech features here, right? Those are the, these are the features. The benefit is what do
they get as a result of using these features. So one example I always use
when I’m talking to people about, to explain the concept
of benefits versus features is for example, if you were
selling high quality mattresses, the mattress itself and
all its specifications would be the features,
but a good night’s sleep would be the benefit, right? So like the old copywriting adage says, “Sell a good night’s
sleep, not the mattress.” The whole idea is that you want to be selling benefits
rather than features. I mean features are necessary to address, but they’re secondary. In any case, all this copy
that you have down here, and that you scroll down and
you have all down here, too, the specifications and all of that, those are features of your
products and services. So you definitely have those covered. Let’s see, and for your
call to action here, again, “Click here to start your order.” And then I would just
add, “Or contact us here “to ask a question,”
and the ask a question will hyperlink over to your contact page. Again, that just makes, you seem more customer centric and really warm and approachable,
which is always good. So that’s what I would do there. And then let’s just briefly,
briefly, briefly hop over to the contact page. So the contact page, I would
add a little bit of copy up to here, right in this area maybe, that says something like, “Have a question “or need more information about
our products and services? “Feel free to fill out
the contact form below “and we’ll be in touch within 48 hours,” or whatever your time frame is normally that you bet back to people because people like to
know what they can expect. And if there’s no time frame mentioned or there’s just a contact form and there’s no other information, people just won’t bother
filling out the form. So that would be all. I mean everything else,
I think looks good. You’ve got, I love that you have “Would you prefer a
telephone or email response?” That’s fantastic. I don’t ever see that,
so that’s really great that you have that. So if you just added a
little bit of copy up here about when they can expect to hear back and let them know that
if they have a question they can fill out that contact form then that would be great. So really that’s about it. That’s it for this copywriting audit. To sum up, what we talked
about in today’s video was your homepage is the most
highly trafficked page on your website, so you want to be sure that the copy elements on that page, on all of your website, but
especially your homepage or guiding your web visitors
and potential customers to do what you want them to do next. We looked at some copy
elements on the page and how to improve them. We talked about how the
body copy needs to be client and customer focused, and demonstrate that you understand your audience. We talked about the
importance of a tagline and how to create one. We went over a little bit about headlines and how to create them. And we talked about the calls to action and how to determine what yours should be. So you know, these simple
website copy tweaks can have a really big impact on getting your web visitors,
and clients, and customers to move around your site
the way you’d like them to, and to take the specific
actions you want them to take. And really, they shouldn’t take more than a couple of hours to do. So that’s it for this video. Good luck and I will see you
in the next copywriting audit.

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