6 Things You Need to Know Before Revamping Your Kids/Family Brand Web Copy

In copywriting by saskiaLeave a Comment

Re-branding your business isn’t solely about creating more impact with your visual identity. An on-brand parent-attracting voice communicated through all your online communications is key. Before you write a word, here are 6 things you need to know to hook in ideal buyers who will snap up what you offer:

Decide on your ideal customer (in detail)

It’s amazing how many business owners I chat to who’ve yet to get super clear on who they’re selling to. If you want to take your brand to the next level, vague just isn’t good enough! Eek. Yes, you sell to parents – but we’re all different, aren’t we? It’s not just about uncovering the demographics of your parent buyers either (age, sex, location) it’s about getting to the nitty-gritty of the values they live by. What matters to them? What do they really want from life? What are their parenting philosophies? What do they strive for? What keeps them up at night?

With an in-depth understanding of who your target customer is, you’ll be bale to infuse every piece of web copy with language which gets to the heart of who they are and makes an instantaneous connection.

Get clear on your customer journey

With a clear understanding of who your customers are, it’s time to look closely at how they are going to interact with you. What journey do they need to go on to get to the end result: making a purchase.

Do you want them to find you on Instagram, hit your home page and then head straight to your contact page? Or are they like to visit a product page linked from Facebook and before heading to checkout? When you know what your customer journey is you can tailor your web copy and calls to actions to lead them towards your finish line.

Pinpoint your main copy objective

With your customer journey down, you’ll now know what your main objective is to get those purchases in. Depending on your products/services, your main objective could be:

  • Get customers to checkout
  • Get customers to sign-up to your mailing list
  • Get customers to get in touch directly
  • Get customers to join a community (Instagram/Facebook)

Again, with this decided you’ll be able to tailor your website copy to nudge and direct your customers to take the right action.

Figure out your web layout

A web copy revamp and website readjust come hand in hand. Every word on your website needs a purpose (whether it’s sharing your story and expressing your character, describing a product or giving direction) so you’ll need to plan your web pages with purpose too.

How can you keep your site navigation and web copy as intentional as possible? Check your current site structure over with your newly defined customer journey, and make notes of where you can adjust to be more efficient at getting customers from A to B.

Clarify who you are as a business

It’s obvious, right? You know who you are. You know what you stand for… You’ve been in business for a couple of years already and making it work! Well, from my experience, most businesses approaching a re-brand have incredible visions of how they want their business changes to look – but they haven’t got clear on what makes them truly special RIGHT NOW, hence their struggle to communicate and celebrate themselves in ways their ideal customers will lap up.

Don’t just clarify your product USP. Get as in-depth as you did with your audience research. What are your core values as a business? How do you relate to the needs and longing of your ideal customer? What are your customers already saying about you?

Most business owners are so busy creating, testing, dealing with orders etc. that business has become a bit ‘normal’. You forget what a difference you’re making with what you do. You forget your business is special. That not everyone has what you have or knows what you know, and how important it is to shout about it!

Plan your target search terms

Yawn, yawn, yawn. But SEO planning needs to be done! Before you write a word it’s crucial you get your geek on and investigate what search terms your business can capitalise on. Or, get someone else to do it for you who will also coach you through where to use your findings in your copy.

If you find yourself thinking “How do I even decide all these things?!” don’t fret – that’s my job! I can help translate muddled ideas into clear, concise brand messaging that will set you apart. Get in touch today to chat about working together on your web copy and skipping the head-scratching and overwhelm! Phew.

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