No one comes into this world knowing how to write a website.
It’s different than any type of writing you’ve ever done. Even if you’ve spent your whole life journaling, posting on social media, writing academic essays, or blogging, you’ll start writing your website copy—and stop.
But writing website copy is way easier if you lay a solid foundation first. With a little practice and a few solid tips, you’ll be well on your way to website copy that compels your ideal clients to fill out that inquiry form with flying fingers.
Here, we’ll look at three things you need to do before writing a word of copy.
Three ways to improve your website copy
Even amazing writers can struggle with writing their own website copy. But with some know-how, perseverance, and a little bit of prep work, you can absolutely write website copy on par with that of the professionals.
Let’s take this step by step:
1. Pin down your unique selling proposition (USP)
Are you special? Of course.
Is it easy for you to pin down why? Probably not.
For example, if you’re a wedding photographer, you may say, “Look, I shoot weddings. That’s what all of my competitors do, too.”
Still, you’ve got to find a unique selling proposition (USP)—that special sauce that differentiates your product, service, or brand from the rest of the pack. You’ll need to use this USP to inform your entire site, guiding the reader to choose you over all of the competition.
So, how do you find your USP?
Niche down.
One of the easiest ways to stand out—and become the go-to in your field—is to niche down. That’s why it’s the well-meaning advice you’ll hear over and over again from other professionals and business coaches.
Let’s stick with the wedding photographer example. You could specialize in beach weddings or elopements. (Note: you don’t have to niche down. I’m just saying it’s one way to differentiate yourself from the crowd—and find an angle in your copy.)
Get feedback from clients.
It’s crucial to determine what sets your skills or client experience apart. Ask your former clients why they chose you over the competition and what they loved most about working with you. Was it your attention to detail? Your proactive communication skills? By determining your strengths, you can play to them in your copy to attract more clients.
Lean into your vibe.
Sometimes your differentiating factor is simply your brand vibe. Clients may choose you over everyone else because you seem calm, confident, fun, bold, open-minded, or ultra-creative. Isolate that strand of your identity and lean into it, infusing your website copy with words and punctuation that ensures your site sticks in clients’ memories.
2. Keep a single audience in mind
When writing your website copy, keep a single audience in mind. Do not skip this step. (Do not pass go. Do not collect $200.)
If you keep your copy general to cast a wide net, you won’t catch any fish clients at all. You can’t sell someone exactly what they want/need if you don’t know who they are in the first place.
This one often gets some push-back, so let’s consider objections/exceptions.
Objection #1: But I’m a generalist! I write all the things for all the people!
That’s cool, but it’s not getting you out of some homework here. Brainstorm what all of those potential clients have in common. Say you’re a caricature artist. Your ideal client could be parents hosting a bat mitzvah or event managers for a corporation. Consider what benefits those clients want, and then think of the benefits of those benefits.
In either case, your client wants entertainment for a party. But what do they really want? To lift the energy in a room? To make guests smile? To make themselves look good?
Once you get down to the heart of what your ideal customer wants and motivations, you can craft copy that’s way more interesting and effective.
Objection #2: But I have different ideal clients for different services.
This is a super common—but totally manageable—concern. A web designer for instance, might offer a group coaching program for other designers in addition to their regular services for tech companies.
One workaround? Again, find commonalities between the two ideal clients and speak to their shared pain points. Another? Create separate pages on your website for each service you offer.
3. Make it all about them
It’s your website, but it’s about them, not you. (Even the About page. Sorry. 😬)
Leads come to your site with one main question, “Can this person help me? How?” (Shhh…I know that’s two questions.) They have a problem and want to know if you can provide a solution.
Every word of your site should resonate with your lead, moving them closer to clicking that ‘Inquire Now’ button.
So, how do you do that?
The secret is voice-of-customer (VOC) research. VOC is a website copywriter’s best friend, the kind you offer half of a heart necklace.
This is where you go down the rabbit hole, exploring everything there is to know about that one ideal customer you chose earlier. Slip right into their Louboutins, flip-flops, or steel-toed boots, and head exactly where they would—Reddit pages, YouTube channels, Facebook groups, and Amazon product reviews.
You’ll be amazed at what you can find out by truly listening to your customers: what they like, what they can’t stand, what motivates them, what personality traits stand out, and what worries them.
When you infuse your web copy with messaging straight from your VOC treasure trove, you’ll speak directly to your ideal client in a way that makes their heart skip a beat.
Get those website copy ducks in a row
By taking proactive, strategic action before ever writing a word of copy, your site will be easier to write—and you’ll position your offer as the solution your customer has been waiting for. All you’ve got to do is pin down your USP, determine your one true audience, and then make your copy all about them.
Another option? Outsource. If you’d rather stay in your zone of genius and leave the legwork to someone else, let’s connect! Click here to learn more about my website copywriting services.
