Copywriting is the art of Writing to entice your customers to buy from you.
It is quite an Art form, and one that takes practice. It's something i've sent myself on several courses to learn about in the past, and i've paid professionals to do some writing for me at times when I needed to get it right, because i've needed fast results. I'm always learning.
The first thing to learn about writing for your website is :-
You don't want to be writing about You. You need to be telling your customer what buying your product will do for them. Here are some great examples of this
Not - We’ll send you food, - “it’s like having an allotment without the digging”
M&S before Christmas - not We’re open until Christmas Eve, - “It’s not too late for you to find a gift”
The Brand Stylist - who taught me a lot of tricks about marketing and copywriting.
Often, the home page of a website look something like this (this one was just a random pick from typing in the keyword Accountant and my local town!)
Wee - ing all over the internet
This is known (by me) as Wee-ing all over the internet.
We do this, We do that, We are so wonderful you must use us.
Admittedly Accountants have a lot harder job to sell their services in a more interesting way than we do with our flowers, However they could still entice their customers more by their writing.
Here's how i'd rewrite the first paragraph (no i'm no expert at accountancy so i may have changed the context)
““If you need someone with specialist tax skills, and the proven commercial experience to be better than compliant so you never have to worry about HMRC coming knocking on your door, then you are in the right place to find out information that can keep you safe.””
Now it's not about the Accountants, it's about the client. You're complimenting them that they've found the right place to solve their problems, that working with you is a good idea. The same key words have been used, but they've been turned around in the customers favour.
Generally you need to use words that represent the customers (You, your ) 3 times as often as words that represent your business (I, We, Our) to ensure you are getting a good balance that will entice the customer in.
The resource sheet has an "Imaginary" flower farm details where they've Wee'd everywhere. Have a go at rewriting it.