Do you secretly wish your potential clients would check out your social media channels instead of your website?
Are you a liiiitle embarrassed with your website copy and know it doesn’t convert but really have no idea where to start?!
Yup, don’t worry; you’re not alone; we have all been there!
In today’s blog, you will learn the exact process I take for my clients to create copy that converts. (enter sigh of relief)
You might be thinking:
Let’s get into it!
Just like any of your marketing, you must understand your customer and know what NEEDS to happen from the moment they land on your website so you can strategically craft copy and organize your content to build the like, know, and trust.
By doing this, you are setting off the attract and repel cycle. Did you know it takes someone like 8-9 times to see something before they actually pay attention? Let that sink in! Don’t be afraid to repeat your core messaging throughout your website or even social media platforms, repetition is a good thing; you want to be known for something.
Additionally, when you use keywords consistently in your content, Google will start to recognize you as an expert as you continuously hone in on a few major topics and provide valuable information to people’s questions. Google’s job is to help people find solutions FAST. If you do a good job of adding value and becoming a trusted resource, your website will naturally rank higher.
Another thing to note is that your website is not just an information dumping ground. It’s meant to connect with the right people who need what you have to offer. When you get super CLEAR on your messaging, that is where the magic happens. Clarity converts. You want to have a very clear brand statement that tells people exactly who you are, what you do, and who will benefit from it.
Action step: Map out your user experience. Be as specific as possible in identifying different important events from them landing on your site to taking your most desired action (Ex. make a purchase, fill out your contact form, etc.) throughout the site visit journey.
Great websites have an overall goal for the entire site, plus a goal for every single page. Remember, we live in a fast-moving world these days, and people will click off your website in a hot second if it is confusing in any way.
What action do you want them to take? Subscribe to your email list? Book a free call? Click that page (if you have 2 very distinct offers/audiences)?
I see so many businesses make the mistake of just dryly describing what they do instead of using compelling copy to move readers towards a specific goal or action. You’ve got to hold your customers’ hands and tell them exactly what to do!
As mentioned, your website is not just a place where you house #allthethings, but it’s important to give enough information to inspire action. Side note: keyword stuffing won’t do you any good either.
Your copy should only be as long as it needs to be. Here’s the hard truth: they don’t care about you (sorry); they don’t even care about your product. They care about themselves. Your job is to show them how you’re going to serve them and make their life better.
One of the best ways to ensure there is no disconnect between what you sell and what people actually need and want is through market research.
I love using the interactive features of Instagram Stories such as polls, question boxes, and quizzes to pair my content and offers to my audience’s struggles. By anticipating their questions and concerns in my copy, this helps build trust with my audience.
Action step: Create an outline and brain dump all the important points you want to mention in your copy. Think: what do they need to believe, understand, and learn to trust you?
Pro tip: Once you have an outline, WALK AWAY! You’ve made significant progress and I want you to take a break and come back to this with fresh eyes. That little exercise sometimes makes all the difference, trust me!
Start with the most important pieces first—headlines, value + benefit statements, ensuring them that they are in the right place. Fill in story and body copy to add dimension and reinforce those important and sticky headlines. Make sure you tell your own personal experiences, stories, quirks, etc. to make a unique impression.
Think: how do you want to make them feel after visiting your website?
Copy and design are like peanut butter and jelly. You want to make sure your copy is not just a block of text. Creating shorter sentences and line breaks mixed with bolded or italic text will capture people’s attention. More importantly, it makes the copy SKIMMABLE!
Like we chatted about earlier, your copy should only be as long as it needs to be. The best thing to remember is to use simple language and make it as clear as possible. We buy what we understand. No need to overcomplicate and use fancy words only people in your industry will understand.
If you want more help with nailing your brand messaging, download my free guide here and start converting in no time.
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