Being a designer, I can obviously be biased when I say that design can be the be-all and end-all of business success. First impressions are 94% design-related (according to SWEOR statistics)

YES, you need to use the right colours to captivate your audience’s attention. YES, you need your design to be consistent and hella gorgeous! YES, you need it to attract new eyes and make them want to stop and stare.

But the only way you are going to generate a sale is through your words! Now, by no means am I a professional copywriter but I have my top 5 tips on how to write the best website copy that will convert your website visitors into paying customers. Because at the end of the day, that’s what we want!

 

Here are my 5 secrets to making copy sell!

 

 

1. Identify your ideal client and speak to them!

I know that I preach about ideal clients a lot! But it is so extremely important that you do the basic ground work of finding out everything you can about the person you want to help with your products/services.

Who are they? What do they like & dislike? Where do they spend their time? What do they value? What are their problems? How can you be the best person to help them? 

Once you have identified the one person you wish to help, the written content will become so much easier! Easier for you to write and easier for them to relate to.

For example you write: I know that the entrepreneurial journey is difficult and a rollercoaster ride. One minute you feel invincible and your productivity is hitting the roof. Other days you’re in your PJ’s all day binge watching that Netflix show for the third time and mindlessly scrolling through Instagram, feeling deflated watching everyone else’s amazing life! That is why I have created [x service] to help you feel supported on your journey. 

You want your content to make your ideal customer stop and be like ‘I can totally relate’ or ‘that’s 100% me’. 

Not only does this help them to relate with you, but it shows that you understand them and know how to help them best.

 “When you try to talk to everyone, you end up talking to no one.”

Also, use emotive language where you can. As you can see in my example, I used the words invincible and deflated. This gives them the feeling that you truly understand how they feel currently and it brings up those feelings that they want to change, and then you offer the solution. 

 

 

 

 

2. Ask questions to identify their problem and lead the prospect to the solution.

Another great technique to convert visitors into paying customers through your website copy is to ask them questions. Because by asking questions you can help persuade them to make a purchase because you are identifying their problems and leading them to a solution (your products/services)

The wise Zig Ziglar once said that “there is no way [the prospect] can be unhappy with you about the answers they give. Thus they are persuading themselves, therefore their action (buying) is much higher.”

For example: Are you a working-from-home mother struggling to find the time to do all of the business duties? Have you been feeling overwhelmed and unorganised? What if I told you that you could save time and money and continue doing what you do best? I can be your very own personal assistant and can take care of all of the mundane tasks to help your business thrive. 

Now, the key to this is being very specific with your ideal client’s problems and use the knowledge you curated in step 1 to make it more relatable. Your ideal client should have said YES to all the questions you asked and therefore felt understood and confident that you can help them with what you are offering.

 

 

3. Focus the attention on them.

The best way to sell to your ideal client is to make it all about them. How can you help them with their problem? How will this change their life? How will they feel after working with you?

Humans are quite selfish creatures and if they have a problem, they want to know how to change it. We don’t want to be looking through someone’s website copy and reading about how great they are.

It’s very easy to write an autobiography on your about page, stating your life and your experiences but try to replace every ‘I’ with ‘you.’ 

Instead of ‘I’m an ESFP, I love dogs and I studied this in University’
try ‘I can help you do this as I have a degree in this area and I think we would work great together’  

 

 

4. Skip the faff and clearly state what you do, who you help and how.

I already stated that humans are selfish, but we also have short attention spans – especially thanks to social media & the internet. So, if you want your ideal clients to actually read your website copy, you have to get straight to the point.

Have you ever been on a website for the first time which is full of written text and actually read through it all?

The answer is probably no! Especially because you are not emotionally invested in the person/business (because you don’t know them) or invested in the subject area.

People will NOT spend their time searching through your website for the information that they need. There’s a really scary statistic that users spend an average of 5.59 seconds looking at a website’s written content.*

 

*Statistics by SWEOR

 

 

5. Tell them how they can benefit from working with you.

The last tip I have for you today, is to create a vision for your ideal customer about what they can achieve after working with you. This is the time to tap into their deepest desires and show them how they can have that by working with you.

Obviously, don’t try to sell something that you can’t deliver. Don’t mention that they can then become the president or own that new Ferrari from taking your business course.

The key is knowing what they are experiencing & struggling with now, what they desire and creating a product/service that will help them get to where they want to be.

People buy services or courses as a shortcut to an outcome. It’s all about the transformation and what they want to have afterwards.

“People buy what they want to buy when they want to buy it – not what they need.”

 

 

 

I really hope this helps you write better website copy for your business, attract your ideal clients and turn them into paying customers! As always, if you have any other tips or would like to speak about your experience, I would love to hear from you. So comment away or send me a message.

 

 

 

 

 

 

 

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