Your website isn't about you
You heard it right!
Your website copy isn't about you.
I know, I know - you spend hours developing, crafting and maintaining the perfect website and the perfect copy to go along with it. But the whole reason you made it in the first place was to engage with potential clients! Right?
So doesn't it make sense that your web copy should be about them?
Many businesses design their website as an 'online business card', but think of it more like you're meeting someone for the first time. No one likes it when they talk only about themselves.
The purpose of your business is to provide what your clients need. They're gonna be thinking "does this business understand me? Why should I choose this business over others?"
In order to make sure your website copy talks to potential clients, and not just about yourself, think about these three things:
Do you understand your clients problems?
How can you solve these problems?
How can you solve them better than another business?
These are the basics in writing any sort of marketing material. If clients feel understood, know that you can give them exactly what they need and can see what happens when they work with you - odds are, they're more likely to stick around, find out more or take action. Which is what you want! Right?
So - how can you communicate this effectively?
First, you need to show you understand your clients problems.
Who are your clients? The more specific you can be - the better! How do they talk? And are you using their language? The more relatable you can be, the better!
Tap into their emotions - do they feel unattractive, overwhelmed, tired or unhealthy? Do they want to be financially secure, desirable or happy? Now - this isn't used to be manipulative, but to show your clients that you really do know how they feel, what they're going through, what they desire, want or need.
Now that you've got that down - show them how you can solve these problems.
Explain exactly how you, your products or your services can 'fill the gap' and improve their lives. This is such an important aspect of your copy! How can your business change their lives?
Your clients care about themselves - just like you when you're a customer! Like, I only buy things that will benefit me. So it's your job to let them know how your stuff can benefit them!
Next, show them how your business can solve their issues better than anyone else!
This is the practical part of your copy, where you show clients exactly what they'll get when working with you. It's where you explain the fine print - the cost, the details, the process, what to expect, what they need to do and so on. This helps ease them towards the sale by letting clients know exactly what they're getting into.
