Copywriting means words that sell. These words should address your audience in a way that resonates with them so deeply that doing business with you is a no brainer. Having a solid website copywriting strategy can be the difference between landing the sale and confusing your customer to the point of no return.
Clear, consistent, honest messaging is the key when it comes to conveying who you are as a business and how you can help make lives better, easier, and more enjoyable for those who purchase from you.
Here are three actionable tips for improving the copy on your website:
1. DEFINE YOUR TARGET AUDIENCE AND ADDRESS THEM IN ALL YOUR MESSAGING.
The old saying goes “If you are trying to sell to everyone, you are selling to no one.” So many businesses owners are weary to define their target audience out of fear that they are limiting their customer base and will turn away profit. While this is understandable, it’s not true and it could be doing more harm than good. Trying to appeal to everyone will make your marketing messages unfocused and confusing, ultimately driving customers away. It’s always better to have an ideal client in mind when writing all promotional material. Consider asking yourself these questions about them:
Where do they live? How old are they? What problem are they struggling with and how can you help? How would you describe their personality? What words or phrases do they use to talk about the problem they're having?
By answering these questions you start to uncover who your true ideal target audience is. These are the people who you want to work with, who value your services, and are willing to compensate you financially for your skills and knowledge.
2. DESCRIBE YOUR CUSTOMERS' PROBLEM...AND YOUR SOLUTION
What is your customer struggling with and how can you help? If you’re a business coach, your client may be struggling with generating consistent revenue. Describing the things that your client is struggling with on an emotional level is a great sales tactic. For example, a business coach might write “Are you tired of not knowing where your next paycheck is coming from?” or “Are you feeling frazzled by all you have to juggle as a new business owner?” Then offer solutions: “Because my coaching program is geared towards helping creative business owners generate consistent, predictable income without the stress and overwhelm.” See where we’re going here? People aren’t going to buy from you if you don’t paint a crystal clear picture for them as to how you solve their problems, ease their nerves, and make their lives better.
3. WRITE A CATCHY, BIZ ONE-LINER
Trio’s one liner is this: “The internet is chaotic and overwhelming, let’s create a brand and website that aren’t.” This is simply, catchy and explains right away how I help small businesses. I take business owners from frazzled, overwhelmed, and embarrassed to clear, confident, and focused by means of creative branding. A great place for your one-liner is at the top of the homepage of your website. It’s short and attention grabbing which makes this placement particularly effective. Coming up with a one-liner takes time, but once you have one you can use it throughout marketing and promotional material to reinforce your business’ unique positioning and offers.