Having a beautifully designed website captivates people but what will make them pay attention is your website copy, which is defined as the written content on your website1. What do you want to tell people about your business? What do you have to offer? All of these should be in your website copy and communicated in a way that resonates with the audiences you want to attract. Effective website copy helps you connect and relate to your market on a deeper, more personal, and meaningful level.
Interesting, engaging, and well-written website copy should go hand-in-hand with your website’s design. It is key to attracting audiences and converting them into clients. If they don’t see anything relevant to them in your website’s written content, chances are they’ll leave, even if your website looks stunning.
In this blog article, I’m going to tell you how to write website copy that will attract your dream clients to work with you.
1. Know exactly who your ideal client is and what their language is.
Imagine talking to your ideal client in front of you. Who is that person? What is her personality? What language does she use? How do you talk to her and sell her your business?
Once you identify who your ideal client is, you need to create a brand persona, which you would use in writing website copy. A brand persona is a character that represents your brand2 and is styled after your ideal client, including the type of language they use, their voice, and tone. You also need to use the types of words and phrases in your writing for them to really understand you. If your copy doesn’t speak to them, then they’ll find it hard to understand what you’re saying and be less interested in what you are offering. That’s why it’s important for you to write the way they talk.
2. Build a connection with your ideal client.
Build a connection with your dream clients by showing that you know and understand their pain points and that you know how to help them. Show them that their pain point is your “why”. By talking about something that is relatable, they will definitely listen.
3. Use clear and attractive adjectives in your titles or headlines.
It would be really great if you use clear and attractive adjectives that give your ideal clients an idea of what your brand is, your value proposition, and who you want to work with. Say, I use the words “stylish” and “brand” in my copy as these are the words that represent what I offer and resonate with my dream clients – stylish, chic, and feminine female entrepreneurs.
After all, people won’t work with entrepreneurs that only have good-looking websites. They want to work with entrepreneurs that can relate and understand them.
4. Use your voice to infuse personality in your copy.
Your ideal client should sense your personality in your copy. You should write your copy in the voice3 and tone that you usually use while talking. So, if you talk in a friendly way, then that should be reflected in your writing.
5. Focus on your results.
Your website copy should be less about you and more about your ideal clients. It should be effective enough to get in touch with you and excited to work with you.
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