A Website Copywriter’s Guide to Choosing a Showit Template

A Website Copywriter’s Guide to Choosing a Showit Template 

As a copywriter, I get so much joy out of solving the puzzle of putting together a website’s copy. But I’m a nerd like that. 😆 What I don’t love, is seeing business owners struggle to write their copy and make it fit perfectly into the (pricey) Showit template they’ve just purchased. That’s the worst. 😭😭  

Because you see, in the world of website building, the rule of thumb is that copy actually comes before design. 

Meaning, you should always write a website’s copy (the words), before creating the design (the pretty layout). Unfortunately, this isn’t something that a lot of business owners realize before they dive in. When most people think of creating a website, their first instinct is to start working on the design.

The problem with this order of business is that when you design the layout first and THEN try to fit the words in, your message is sacrificed. You’re trying to squeeze what you need to say into the pre-designed spaces, and you’re limited to the sections available. 

This stifles your ability to create clear messaging that your audience understands and is moved by. 

So when it comes to choosing your website template, the most important thing you actually need to know is that you should write your copy first, and then begin looking for your template. 

I understand that this can be a hard concept to wrap your head around, especially when copywriting doesn’t come easily to you. So today I’m sharing a few tips to help you get started.  

And a note – though this post is geared toward choosing a Showit template specifically, the concepts here apply to any website template (Wix, Squarespace, etc.). The circles I run in tend to use Showit most frequently, but these tips are applicable no matter the platform!  

Start With the Site Structure 

In addition to writing the words on the pages, part of website copywriting is determining the site’s structure and layout. So as you start to plan out your copy, think about the overall structure that you’ll need for your business. 

Having this in place will help you choose the right template for you. As a service-based business, you’ll need:

• A Home Page – to welcome visitors to your site and direct them where they need to go 
• An About Page – to create a connection with the reader and help them to further understand why they should choose you over another service provider 
• A Services Page – to clearly convey each service that you offer and the details of each
• A Contact Page – to create an easy way for the reader to inquire with you 

This is the bare minimum. 

It’s also really important for SEO (Search Engine Optimization – aka how your site will get found on Google) to have a blog. So you might consider looking for a template with a blog page included as well. 

And, something I see a lot of business owners breeze past when template shopping is that you need to think about how your services will be displayed. 

Many templates come with a single services page with a few small boxes to display your services. But depending on the complexity of your offers, that space may not be enough! 

Are any of your services in-depth enough that they require their own page to fully describe the features and benefits? 

Would potential buyers need more details beyond what you can fit on a single services page to make a purchasing decision? 

If the answer to either of these questions is yes, then you likely need a template that has an option to expand your services to multiple pages. 

Showit templates are really customizable, but you’ll experience far fewer headaches if there are pages built into your template that can easily be turned into an individual service page rather than trying to build one from scratch. 

Do Your Research Before You Start Shopping 

There are 3 core things you need to have really solidified before you start looking for a website template. Knowing these things will help you choose the right template for your business, and also make the process of customizing it so much easier. 

#1 – Your Audience 

You’ve probably heard the phrase “Ideal Client Avatar” a few times by now, and though it may make you roll your eyes, it is actually very important to know exactly who you’re trying to reach. 

And no, I’m not talking about “Sofia – Shops at Sephora and earns $80-$100k per year.” While simple demographics are helpful to target, you also need to think about your ideal client’s preferences and buying behaviors. 

• What do they value? 
• How do they make purchasing decisions? 
• What language resonates with them? 
• What are they struggling with?
• What are their ultimate desires? 

This will help you create your overall messaging strategy, which you need to have in place way before you start working on the design of your site. 

#2 – Your Differentiators 

And speaking of your messaging strategy, your differentiators should be at the very foundation of said strategy. You need to get crystal clear on what makes you special and different from your competition – and talk about it all the time.

Take the time to think about this and put it down on paper, because you’re going to incorporate it all throughout your website copy.

#3 – Your Services 

As I mentioned earlier in this post, getting really clear on: 

What all of your offers are; 
What they include;
How much they cost; 
and who they’re right for; 

is really important to do before you look for a template. This will help you decide what type of structure is right for your services page(s). 

Pro-Tip – Research Your Competition, Too

But a word to the wise – don’t spend too much time looking at your competitors, because it’s really easy to get caught up in analysis paralysis here and you’ll likely be tempted to emulate what everyone else is doing.

What I really want you to focus on is making sure that none of your main competitors are using the same Showit template that you have your eye on. 

I see a lot of service providers use the same popular templates, and when you’re in the same industry, this makes it really hard to stand out.  

Finally, Don’t Focus Too Much on The Colors & Photos in The Showit Template 

Because remember, it can all be customized! You’re looking more for site structure and a template that has all the space you need for your copy. 

Writing your copy first makes this much easier to do. 😉

---

Website Copywriting Services 

If we haven’t met yet, hi! I’m Dianna, website copywriter for creatives. Here are some more ways I can help you: 

Subscribe to the Rise Newsletter – it’s a twice-a-month dose of vitamin D for your business. Lots of sunshine and copywriting tips to help you market your business with more ease. Click here to subscribe! 

Check out my services – I offer a range of website copywriting options for all investment levels. From Web Copy Audits for the DIYers to Full-Service Copywriting for the folks who just want it DONE. And if you’re just starting out, check out my FREE guide to writing better copy! 

Read more on the Blog – For tips on website copywriting, email marketing, blogging & SEO – it’s all there. Check it out here.     

Got questions? Reach out to me! Email me at hello@risecopyco.com or reach out through my contact form. 

Pin this for later!