How to Write Better Copy for Web

OK how to write marketingcopy for copy for your site.This is Jack's question, right?Yes how to write marketingcopy for your site.What's the challenge right now?Well, we recentlylaunched a new website,and we feel itlooks pretty good.We had good complimentson it, but weit's not converting as well asour old site was converting.Oh, you broke it, we broke it.Yes, we broke itwith good design.This is the agency youwork for the Design Studio.Yes OK.So you broke it.So this may be a UX UI issue,not even a copy issue per se.And so before how?What's the metricfor conversion like?What are you trying toachieve with the site?The amount of leads thatcome in through the website?OK and what action wouldthe person have to take?So typically they would go tothe contact form or our chator newly applied chat botand start a conversationthrough one of those funnels.OK so you've implementeda new design,you've implemented newchat bot, and you'veare now not as manypeople are contacting youthrough the contact form.That's correct.OK are you lookinginto your analyticsto see if traffic has died down?Because sometimes we have atraffic has actually sustained.We were good in SEO orget on traffic lightson any issue for us?have you done your heat maps?We have started todo some heat maps.Yeah, we installedHR onto our websiteand it's kind of a mapping tool.So we've been observingit a little bit,trying to figure it out.Is there enough data yetto see where it's breakingor people were spendingtime looking at stuff?We're starting to geta picture and that'swhy we think it's copy related.So we have, likea lot of people,going toward getting attractedtowards certain sectionsthat we think are kind ofsaying the right thingsand there and then people areignoring other areas wherethe copy maybe is notworking in our mind.OK, so would it be horribleif you just changed copy backto the way it was?Great question.Kind of, yes, because wedon't feel like it representswho we are today compared to whowe were back then when we hadthat copy because we hadsome turnover in the agency,so we just left the company.So we're a newcompany and we're kindof planning a newflag piggybacking offthe last conversation.OK are you implying that?Well are you ableto do a split test?Use a B. I, wehaven't done that yet.That's probablysomething we should do.Yeah so here's whereI think you guysand you may very wellbe right about this,that the copy is the thing.But if I'm to do anydo due diligence here,I have to ask you allthese kinds of questions.So of course, one of the thingsis as I'm reading about bias.And I've sharedwith you guys someof bias, which is the tendencyto act on too little dataor to read the datavery specific way.So we've changed lots of things.We've changed the copy,we've changed the design,we may even change theway somebody navigatesthrough the site, we'veimplemented new technologies.It could be a numberof different things.Or it could also justbe that even though youhave the same traffic,people are notend up buying stateof mind this month.Maybe they're waiting tohear about jobs report.Who knows what they're doing?So what I would say is,I'm sorry, but yeah,this is usuallyour busiest monthand it's usually havea terrible month,but so what we usually do?Yeah and are most ofyour leads generatedthrough the contact form?Yes Wow.So this is your lifeblood then?Yes so at the risk ofsounding like your old companyand getting more leads?First assignment, like your newcompany and getting less leads.What would you guys do?Say, well, we standfor better in get.None of the above.You have to be in a space youcare about results, resultsfirst.OK, so what we would do iswe would leave everythingalone and split test theold copy versus the new copyand see what happens if it'snominal, then it's then it,then don't worry about it.And if it's major,then you're like, OK,so what part of this messagecan we unpack and process as?As something that reflectsour current cultureand our current vision anddirection as a company.I think usually likewhat's his name,Donald Miller story brand.Have you read his book?Not cover to cover,but some sections.OK, I've read most of it.I didn't finishthe last bit whenhe gets into the website,part that you're probablysupposed to read and write.And do you guys soundlike the mentor helpingthem to get through a problem,the desired state and thatthe flowchart that he has?No, and no, we Idon't think we do.I think that's a problem for us.Yeah, I think thatmight be the key.Yeah I think he's able tochop down the Joseph Campbellmodel of the hero'sjourney, the modern mythand break it down in ways thatyou can apply for websites.It's very specific to websites.So that might be worthrevisiting and lookingat some of the resources.If you bought the book,it gives you accessto the site that has the appfor you to plug-in some thingsand see if you cangenerate copy thatreally speaks to yourcustomers a little bit better.OK, we're looking at that.Yeah, I think that might be agood resource for you, Zach.There are too many variables forme just to throw it out therebecause I don't know.I mean, you could writethe best copy in the worldand have the best writer andstill get the exact same resultbecause we're not askinga lot of questionsand we're not speakingto our customers in a waythat they care.Let me ask you something what'sthe value prop for a prospect?Value proposition for usis in building, you know,building products and sitesthat really kind of workfor their business andgenerate the results they'relooking for.I see.I know you realizethe irony is, yes, youwant to help clientsbuild sites that convertand your site does not convert.Oh, I'm well aware of the site.Yes OK.We got to figure this thing out.Ok?Yes.I wish I had a better answerfor you where I'm like,Zach, it's a B andc, and you're doneand send the check in the mail.That kind of thing.I do not.I can only redirect youto maybe story, Brad.That's perfect.I was expecting ABC answer.I knew that's a complex one.I mean, if I could do that,I'm in the wrong business, too.So really, this callis not $100,000.Yeah, you get a surprisebill this month.