How to Choose the Best Messaging for Your Website Copy & Blog
How would a potential client perceive a “design firm” differently than a “design business?” Or “custom window treatments” versus “hand-sewn drapery?”
Nearly every word we use in our lives and for our businesses has underlying meanings and implications that we all connect to that word… without even thinking about it.
Why is this important? Because…
If we know the underlying meanings of our words and we choose the BEST ones for our brands, we can strategically control the way potential clients view us!
This applies to every written aspect of your business: your website copy, your blog posts(!!!) and social media captions, even client emails and newsletters to your mailing list. That’s powerful.
So how can you pick the best words for your website and brand? Let’s talk about it, my friend…
START WITH YOUR BRAND PILLARS
In a previous post, I mentioned the importance of brand pillars in defining your firm’s values, strengths, differentiating factors, and aesthetic. If you’ve ever described your brand in 3-5 words, those are your brand pillars.
Once your brand is defined, keep reading to take a look at how you can fine-tune your copy to support that brand. (Free workbook at the end of this post!)
Word Branding: CONNOTATIONS
The words you choose can be read as formal, casual, playful, fun, cheeky, compassionate, passionate, etc. For example, what differences do you hear in the following sentences?
Let’s design the perfect home for your children.
Let’s design the perfect home for your kids.
Let’s design the perfect home for your kiddos.
Let’s design the perfect home for your little ones.
Did you notice that…
Children = Formal
Kids = Casual
Kiddos = Casual but fun and friendly
Little ones = Sweet, endearing + could be formal or casual depending on context
Your brand pillars (and your personality) will help determine the undertones you want your website copy and messaging to have.
At Ochre & Beige, our brand pillars are Strategy, Empathy, Creativity, and Empowerment. When I write these blog posts for you, I use language and phrases that show you I understand your challenges and goals as a business owner in this industry. That’s not an accident. And I really do understand.
Now you choose. What words will speak most loudly to your clients? Which words can be seen as major benefits to their unique problems? (Downloadable workbook below!)
Word Branding: Generic vs. Specificity
When it comes to word choice, especially when speaking to your target client, specificity is your friend. Specificity is the difference between…
…that special wine fridge.
…that special refrigerator for your Chardonnay.
…that special refrigerator for your collection of Napa Valley whites.
The reader just went from wanting a wine fridge, to loving Cabernet, to actually collecting wines from their region. See the difference? This is why knowing your ideal client is SO important.
NOTE: Not everyone collects wine, of course. You should also choose your words based on what your target client likes and the types of homes/lifestyles you design.
Word Branding: Placement Matters
This tip is a subtle trick of the trade that I like to call weighting your sentences. You see, when the human brain reads a sentence (especially if we’re in the 99% who skim), we’re most likely to remember what we read at the END. Interesting, right?
We can use this this nugget of human psychology to our advantage… to more effectively create the brand and tone you want — you guessed it – you should put your most important, brand-savvy words at the end of a sentence.
For a brand focused on the feeling of home...
OKAY: You’ve just moved into your dream house — quaint shutters, spacious kitchen, stone fireplace — but it doesn’t feel like home yet.
BETTER: You’ve just moved into your dream house — quaint shutters, spacious kitchen, stone fireplace — but it still doesn’t feel like home.
For a brand focused on inspiring someone’s best life…
NOT SO GOOD: A beautiful home is more than walls and furniture — it’s inspiration for the life you’ve always dreamed of.
BETTER: A beautiful home is more than walls and furniture — it’s inspiration for the life you’ve always dreamed of living.
For a brand focused on restful spaces…
OKAY: After a long workday and a house full of kids, you want a home that will relax, restore, and support you.
BETTER: After a long workday and a house full of kids, you want a home that restores you and inspires deep relaxation.
Now, It’s Your Turn!
Okay, now it’s your turn. Download our printable Strategic Brand Messaging Workbook below to start putting some intentional thought behind your copy.
Or, hire us to write your website copy and/or create a brand messaging strategy. (We get soooo nerdy for this stuff. Seriously.)
Good luck + see you next week!