There are probably thousands of websites – probably tens of thousands – offering similar services or products to yours – all with web copy written in the hope of attracting new business. Whether or not you have competitors you probably think that you’re unique – and with good reason.

We are all unique – and, it doesn’t matter how many people do what you do – you’ll do it differently in some way. The challenge is letting people know what that unique aspect of your service is – and using the web copy on your site to convey that.

So how do you work out what exactly it is that people really like about you? The answer is simple and obvious – ask them! You may be surprised at the responses!

When you know what it is then use it! Use it in the web copy and use it in the headlines. This will make your web copy much more compelling – as long as you keep it focused on the reader.