THE BLOG

Guest Blog – Nicole from Pick of The Bunch Copy

Are your website words wooing your readers?

If there’s one thing to be said about having a business website, it’s that it’s THE platform to make more sales in your biz and let your brand-audience relationship blossom. And as the place where your connection with potential customers reaches the next level, it needs to make an impression.

But let me ask you: when you think of impactful websites that attract dreamy clients like bees to a flower, what comes to mind?

If you’re like most business owners, your first thought is probably how it’s going to look! (And take it from a copywriter, that’s not wrong!). Good design is integral to attracting the right people – if your website looks good, people are going to feel drawn to it!

But there’s more to a high-converting website than just brilliant design.

Your business words – AKA your copy! – need to be giving your ideal clients butterflies.

You see, copy and design go together like flowers and foliage. Both components are necessary for the full show-stopping bouquet, to evoke that powerful overarching feeling you want your readers to associate with your business.

At its heart, quality copy is about connecting the two most important people in your business — you and your ideal client. This means the words on your website – and beyond – are an incredibly important matchmaker! 

To write copy that attracts and converts dreamy ideal clients alongside the power of your design, you need to first establish who you’re speaking to and what your unique voice is. 

Ask yourself these two questions to define your brand voice and prove that you + your ideal client are a match made in heaven.

If the visual side of your brand was taken away, your brand voice is how your ideal clients still know it’s you they’re engaging with. And just as it’s important to keep your visual branding strategic and consistent, the same goes for your voice.

There are two questions you need to ask yourself before writing a single word, to get to the root of your brand voice:

Question one: Who are you speaking to?

You need to know a little more about your audience than just their age and occupation. If you want your audience to feel like you truly understand them and can help them get to where they’re going, you have to go a little further with your research.

You don’t have to know them down to how many sugars they take in their tea. But you do need to know…

• What are they looking for and what’s standing in their way?
• What is it that’s frustrating the living daylights out of them, and why do they feel like they can’t solve it themselves?
• What could happen if they took the step (investing in your offer!) to change things? (Get really specific here. Dig into how they’re feeling and how their day-to-day has been transformed!)
• WHO do they aspire to be, and how can you/ your offer help them to be that person?

Question two: What’s your brand’s personality?

Now it’s time to look inward. I know a lot of people tend to get the ick when talking about themselves, but to find your people, you have to know who YOU are!

So, if your brand were a person, how would you describe them? How would they greet you, if you were meeting them for coffee? Is there anything about them that stands out or surprises you?

That’s your brand’s personality!

Tip: it helps to also define your brand values at this stage. What matters to your business? What drives the way you do things? These are an important part of what makes you YOU.

Now that you’ve outlined who you’re speaking to and what makes your business human, you’ve got the tools you need to create a long-lasting connection between you and your ideal clients.

Let’s spin your research into website words destined to make an impact! 

Your 3 keys to writing powerful website copy

Connection

If you’ve worked through your ideal client persona and brand voice, this bit becomes a breeze – because you already understand your ideal clients’ thoughts, feelings, and frustrations.

Establishing a connection with your reader weeds out the people who aren’t aligned clients and ensures that the people who do read and feel lit up by your words are people you’d be over the moon to work with.

The bridge-builder here? Empathy!

Be clear about who you serve, the impact you want to have, and why – especially in your home and about page headlines.

Trust-building

This is the part that most people find trickiest — how do I convince people to trust me and buy from me without being pushy or manipulative?

And I get it! No one wants to feel like a sleazy salesperson – or someone being pushed into buying something. The purpose of your words is to connect the right offer to the right person – and it’s absolutely possible to do that whilst sticking to your values:

• Use your clients’ words! Pepper testimonials throughout your website.
• Dig into the benefits of your offer and get descriptive with how your ideal client’s life will be transformed by it when talking about your services.
• Reference facts and studies that back up your claims.

Calls to action

You’ve built the connection, trust, and the hype. Now you need to give your reader the next step!

This may sound like it should be an intuitive move for your reader, but the truth is most people need to be told exactly what to do after they’ve finished reading, with a call to action (or CTA).

CTAs should be sprinkled throughout your website, but make sure to think about your reader’s journey when you add them – what are your readers going to want to do next? What do they need to hear? Do they want to download your freebie, learn more about you, read a sales page, or enquire?

Be strategic about where you’re sending them, and make sure it’s relevant!

What next?

With your audience and voice research and your 3 copy keys, you’ve got yourself a pretty decent outline to put your best foot forward and get your readers to listen up and think “Oh my god, they get me!“

But the entire process can be a tad overwhelming, so I’d like to leave you with a few quickfire tips to help you make writing your copy breezier:

• Collect a bank of words that capture your brand, values, and personality to sprinkle throughout your copy and create memorability.
• Keep a note of everything you’ve written down about your brand, to reference back to for consistency and inspiration. This is also a great way to easily get new team members involved in your brand!

It’s best to avoid:

• Big blocks of text that look intimidating to read 
• Long and complicated sentences 
• Words that don’t serve a particular purpose

Remember: it’s not (all) about you; it’s about your reader’s journey and how you can help them.

If you have any copywriting questions as you map out your voice and draft your copy, feel free to pop me a message over on Instagram, and I’d be happy to help! 

Looking for butterfly-inducing copy that you don’t have to write? Browse the connection Copy Bouquets over on my website!