Your About page is usually the second-most visited page on your site, after your home page. That means that people are more likely to click About, than they are to click on your services page, shop, testimonials, blog, or contact pages.

So we've got to shore up your copy and make sure your About page is in tip-top shape for all your visitors to see!

Great copywriting comes down to one thing.

There are hundreds of philosophies, theories, and formulas outlining the keys to writing that unlocks consumers pocketbooks. Hey, I write about a lot of them myself.

But today let’s scrape away all of those checklists and boil it down to the core. The one thing that makes for great copywriting.

Ok friends let's tackle this li'l debate today:

DIY-ing your website copy VS. outsourcing to a writer.

As you'd expect from a copywriter, I fully support outsourcing your website copy for a million reasons. But, there are also some good reasons to write your own:

ach week, the contestant challenges Bobby to making the contestant's signature dish, and usually, despite the chosen meal NOT being Bobby's specialty...he still wins.

What can small business owners learn from Bobby's habit of winning? Here are my three top lessons to apply to your website copy today:

Let's look at what small local businesses and online entrepreneurs can learn from these Warby Parker-style brands.

Adweek published a terrific overview this week that pulls four big ideas that all marketers can apply. It's worth reading the full article, but I wanted to focus on my favorite one here: "They believe the brand is bigger than the product."

This week HBR published an article on how consumers choose to buy products online. Ecommerce is a different ballgame from brick and mortar business for a few big reasons. One of them is that way fewer shoppers convert to purchasers online than in stores. And it makes sense.

When you write copy for your website, who are you really talking about? If you’re just talking about:

– Your business

– What services/products you sell

– Your team

– Your history

– Your values

…then you’re missing the most important piece – your customer.