When it comes to your website copy, my best piece of advice is this: make sure it is actually working for you.
What does that mean? Make sure it is doing the job it’s supposed to be doing: drawing in your ideal clients, warming them up into hot leads, and then converting them into actual clients and customers.
Your website copy is the pinnacle of your online presence and brand identity – it is what expresses who you are, what you do and who for.
It is what lays out your process, your methods, your way of working.
It is what exhibits your USP, your why, the transformation that you (and only you) can bring your ideal clients.
It is what enables you to cut through the noise and speak directly to your ideal client, using words that resonate with them, words that persuade them why they need you.
So to have it not working for you? *Cue the panic*
By reviewing, refining and optimising it – yourself.
There are a five different aspects you want to be looking at when you are reviewing your website copy.
This is the most important thing you have to be aware of in your business, in terms of your copy but also in terms of your entire branding and business strategy. Are you actually speaking to your ideal client? Do you know who this person is? Do you know what they need to hear from you?
Your copy needs to be hooking people in, agitating their problem and serving up your solution as THE solution to that problem. If your headlines are lacklustre and your body copy a bit meh, then you’ll see the results of this in your conversion rate and Stripe account balance. Make sure these elements are written in a way that work for you not against you.
For aspects 3–5? Listen to Episode 36 of The Copy Coach podcast where I dive into this topic and the aspects you need to be focusing on to review, refine and optimise your own website copy. Get to it here (or p.s. you can also search ‘copy coach podcast’ on Apple, Spotify, Stitcher, Google podcasts…and even Amazon Alexa!).
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The Copy Atelier is a boutique copywriting and marketing agency for business owners and CEOs that specializes in pairing conversion copywriting with high-impact strategy for maximum results. Based in Edinburgh, Scotland, and available worldwide.
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