Company overviews, practice pages, biographies, and testimonials, written and structured to hold attention and earn trust.
A website is more than an online business card. It’s an essential platform to demonstrate your expertise. So schedule a call with Virtuoso’s Topical Authority team to begin building a new foundation for your company.
Virtuoso’s website copywriting services include:
The average visitor spends just 54 seconds on a webpage, and they only read half of the page. Consider the following:
And the little things matter: For example, a study of 5,000 internet users discovered that nine out of 10 visitors leave websites that have grammatical errors or misspellings.
That’s the bad news. But there is a lot of good news, too:
One common challenge for experts is knowing how much information to include. You want people to understand the issues without feeling overwhelmed.
The research shows that clear, straightforward copy is more effective for your website. Simpler copy is more likely to hold someone’s attention, and it’s more likely to yield paying customers—514% more likely—than complex language.
Great headlines are also crucial. Making sure that they say exactly what you want and need it to say can increase conversions more than 300%. One company added just one new word to a webpage headline and saw a 90% increase in its sales.
All of this matters. If you can get someone to keep reading three-fourths of that page, rather than just half, then they’re three times more likely to convert.
Calls to action work.
Adding a call to action can increase business. And having two calls to action is more effective than having just one. This isn’t simply repeating the same CTA on the page. It’s giving someone an option on how they respond—perhaps they can choose between calling now or signing up for your newsletter? People appreciate a choice of how they respond.
However, this isn’t a case of more being better. The more CTAs you have, the less effective they become. Two is the sweet spot.
When Virtuoso is writing website copy, our team isn’t just considering the words. We also plan the look—how the text appears on the page. Because design and message placement and design are just as essential as the actual text.
For example, people are more likely to read headlines and skip the following content.
Moving a CTA up to the top half of your site can increase conversion by 42%. And the color, size, and position of a CTA button can also change conversion rates.
Again, simple is better: Limiting a lead magnet form to a few lines doubles the likelihood that someone will complete that form.
You need basic information on your homepage. But you need more. Much more.
Practice pages divide up your business and explain its various parts. These deep dives then allow you to explore every aspect of your work and why it’s valuable.
Micro-topics also pull in the reader searching for an answer to a precise question who doesn’t have the time to review larger documentation to find it.
Locally-focused pages are vitally important.
First, location-specific pages prove the depth of your expertise on a topic. In local pages, you show that you aren’t just limited to general principles. Instead, you can apply your knowledge and experience to a particular locale and community. You understand their interests, and you know the issues that these people face.
Second, and more practically speaking, location-based pages receive higher ratings in search engines. People commonly include a location in search terms to make sure they’re reaching someone nearby. And even if they don’t, search engines may still prioritize local pages in responses.
Yet another bonus to location-based content is that people are more engaged by personalized copy—when it’s tailored to their needs. And research shows that providing someone with local information counts as giving someone a more personalized experience.
Testimonials can be powerful tools to build your credibility and authority. It’s important to showcase them—literally front and center—on your website. And it’s equally necessary to choose the right testimonials, ones that support your goals.
Studies show that testimonials do matter. People trust customer reviews because they are an extended version of word-of-mouth. Testimonials validate your own claims and reassure people that you deliver on your promises.
Testimonials also have broader benefits: They increase client loyalty. They show that you appreciate your clients and work hard to give them a good experience. They help build your brand, as customers see who else is using your goods or services. Testimonials also show your values when you highlight responses that you decide are good, representative examples of your work.
People use “About Us” and biography pages to list their experience. They explain how you became the virtuoso that you are. But the About Us and biography pages can also be hidden market draws—even filled with keywords and SEO magic.
Biographies build trust and credibility, as they detail your experience. They may reveal that clients have shared backgrounds with your team.
They give readers more information about your business, your services, and your capabilities by explaining who does what and why they got there.
And biographies can even boost your SEO: Potential customers may be brought to your site because of keywords they’ve searched for that appear in a biography rather than a homepage.
While others may think of website copy in isolation, Virtuoso connects it to a Topical Authority strategy—a holistic view of the content you need to achieve your business goals.
To get started, contact Virtuoso’s Topical Authority team.