If you think designing a website is hard, then you should try writing copy for it that converts and attracts the right people! So much goes into writing a website strategically, and a lot of it goes on behind the scenes. Did you know that most designers won’t start designing a website until the copy is complete? The two complement each other just like peanut butter and jelly. If you’re ready to build a strategic website sandwich with awesome design and amazing copy, then keep reading! 

Today on the blog, I’m going to talk about 6 things to keep in mind when writing your website copy so that you can attract and book more of your dream clients and make more sales with high converting words! You ready?! Let’s go!

1 | Keep it short and sweet

People have short attention spans these days. Keep paragraphs short and to the point so that people understand. And not only do people have short attention spans, but they are usually distracted. If they’re looking at your website on the go, then there is likely lots of noise and people around them. If they’re at home, they may have their family, friends, or even pets distracting them! Keep is simple enough that even someone who is distracted while reading the material on your website can retain information and recall what they read later on. 

Clearly state your main points in a way that is creative and highlight your unique selling position. People should be able to understand within the first few sentences they read who you are, what you do, and who your target audience is. Chances are that if someone doesn’t understand the purpose behind your business, they are going to move on instead of continuing to scroll. 

While it is nice to read websites with a personality, don’t trade wittiness for comprehension. A clever sentence can confuse readers instead of making the point you originally intended. Speak in a consistent brand tone, entertain readers, but keep the content easy to digest. Use the KISS principle - keep it simple, stupid. 

2 | Focus on results and value rather than deliverables

Position your offerings as the solution to the biggest struggles your ideal client is facing. There are a few ways you can focus on the deliverables, so here is a step-by-step breakdown of what’s needed…

• Draw awareness to the problem your ideal client is facing. Inform them of their struggles in a kind and tactful way. You don’t want to belittle them or tear down their self-esteem. There is already enough negativity in the world, we don’t want to add to it while selling a service that will help others. 
  

• Share your own story. Convince others that you understand their struggle and were in their shoes once. Make them feel as though they aren’t alone and instead need a bit of help to reach their goals. Inspire potential clients and empower them so that they know you can help them because you were once them. 

• Position yourself as the solution. Now that they know what they’re struggling with and can see you understand what they’re going through, tell the reader how your services are going to solve this problem. Sell the transformation, show them the results through testimonials, social proof, case studies, or your own experience. For the most part, women are emotional buyers who want to feel reassured and understood as they think about investing in themselves, their businesses, and the future. 
  

• Make the next step natural. Selling doesn’t need to feel icky and sleazy. After you’ve convinced your reader of your worth, don’t hesitate to pitch your services and tell them about the next step towards working together. Make sure that as you’re writing these sections you’re confident and believe the words you’re writing. Believe it or not, how you feel is going to come out in your writing. No matter how subtle it is, your ideal client may be able to feel the shift and withdraw into their shell subconsciously. Reread this section out loud to combat this unnaturalness to see if what you’ve written is something you would say to a human standing right in front of you. 

  
  

3 | Speak directly to your dream client

Write to one person. Pretend like your ideal client is standing right in front of you and you’re having a real conversation with them. To do this, you need to have a complete ICA (ideal client avatar) defined that tells you who exactly you’re trying to attract. To make this person come to life, answer these questions...

• Who would be the number 1 superfan of your business? 

• What are they like? 

• What do they want to hear that will convince them to buy? 

• What kind of language will resonate with them the most?

Do some research - look at some of your dream client’s comments in Facebook groups, or on their Insta profiles and take note of the language they use. Using their words is a copywriting and psychological secret used by industry leaders that gets people to buy. Nothing is stronger than something you’ve said yourself being repeated back to you when it comes to sales and marketing. Create a ‘copy word bank’ by listing out all the phrases/words you notice pop up regularly. Bonus points if you speak to some of them on a market research call!

4 | Add personality + don’t be too formal

Don’t pretend to be someone you’re not! Show your face and be yourself. That’s how you’re going to stand out and attract your people! Have someone you’re speaking comfortably around review your copy and ask them if it sounds like you and is something you would write.  

If your copy feels like it’s 2D and needs a bit more dimension, then revisit your brand voice. What emotions do you want to evoke? How do you want people to feel as they read your website copy? Once you have the answer to these questions, revisit your website copy and pick out the words that seem dull. Now, pull out the ol’ thesaurus and see what synonyms fit your brand voice a bit better. Here are some easy switches that may inspire you! 

• Instead of “testimonials” try “Word on the Street” or “What They’re Saying” 

• Replace “View my Services” with “How we can Work Together” or “Let’s Make Something Amazing”

• Instead of “follow along on Instagram” say “Let’s be Biz Besties!” or “Follow along on my Mini-Blog”
  

5 | Break up the text with headings, images and bullet points

Website copy gets the best results when it’s absorbed in bite-sized chunks. Large blocks of text are unattractive and your ideal client will struggle to stay focussed. Make it easy to consume by using different text sizes, fonts (only 1-3 though!), layouts, and images. Design and copy go hand in hand, so the person writing the text and the person building the site should work together to create a seamless experience that gives off a united vibe to attract and convert clients. 

Getting Started

Draw inspiration from others and keep an ongoing list of little things you want to include in your website copy. Did you know that here at Kurly Creative, I offer a complete web design experience that includes both copywriting and design?! Head on over to the services page to learn more about how I combine these two services to bring you the best website services ever!

Wait! I have something for you before you go! If you’re struggling to connect with your dream clients or unsure of what to put where on your website, I have a free anatomy of a dream client converting homepage guide that you can grab right now!

Did you like this post? Then pin it to Pinterest! 👇