Does your website speak directly to your ideal client? Do the words resonate so deeply with their story that they feel compelled to take action?
When I write—be it an article like this, homepage copy, a client email, or any business-related content—I dedicate my focus to the business owner who will be reading my words. My goal is to inspire action, to make this professional feel supported and empowered to take the next logical step in building a thriving business. A business that not only serves them but also benefits their employees, customers, and the broader community.
The dirty little secret is to take the perspective of the reader when you’re writing and forget about how you think about your business.
Craft Website Copy That Actually Converts
Writing copy for your website can be a frustrating and overwhelming task when you’re not used to crafting marketing copy in general. I know I’ve spent plenty of hours staring at a blank screen or typing words for my homepage that I end up erasing because they’re boring. Yet, you know your business and customers’ needs better than anyone on the planet, so you’re the best person to know if the copy you wrote on your website speaks to your prospects. If you’re in the process of starting or updating content on your website and feel stuck because you don’t know if the words will resonate, here’s a way to overcome writer’s block.
Let Your Audience Shape Your Message
When you make the reader your sole focus, writing becomes simpler. Let their perspective guide your words, allowing the message to flow naturally and directly from their point of view.
Let your readers guide you. To better understand the needs of new and prospective clients, consider downloading this planning tool I call Test My Idea. It’s designed to help you explore key questions and uncover potential solutions for your audience. But don’t stop at simply listening to their answers – pay close attention to the words they choose and the context in which they use them. This deeper insight can shape
Imagine yourself as the chef of a four-star restaurant, crafting a website that acts as an enticing menu. Your homepage and links should whet visitors’ appetites, drawing them in for more. To serve your customers effectively, ask thoughtful questions: Who are they trying to reach? What makes their product stand out? How does it address their audience’s needs?
Take it a step further by involving them as consultants. Ask, “How can I improve my offerings to better align with your goals?” Encourage them to share insights: “Are there other industries that might benefit from what I provide?” By fostering this dialogue, you not only refine your services but also uncover new opportunities for growth.
Veteran copywriter Joanna Wiebe explains, “instead of writing your message, steal it. Steal it directly from your prospects.” She says her hack to get customer feedback when you don’t have anyone to ask is contained in her “Review Mining” strategy. Click here for Joanna’s post explaining the details.
Have Your Header Whet Their Appetites
Start with the navigation bar at the top of your website that provides links to other information.
It should have:
Your Logo: Go big, go bold with this brand recognition tool.
“About Us”: Tell the visitor your story and prove your credibility. A hint for the homepage: You should write in the first person. People want to hear directly from you, not necessarily a stogy users’ manual.
Links to Your Products: Include words and videos of them being used.
Login/sign up button: Make it very easy to find.
Magnifying glass icon: Help them find specifics.
Notification bar: Your opportunity to provide valuable information, like sales promotions they might be interested in. Be intentional about what you include. For example, if you occasionally speak at conferences, but speaking is not a service you sell as a part of your strategic plan, don’t have a link to speaking on your main navigation. Put that on a secondary menu somewhere else that people will find if that’s what they’re looking for.
Utility bar: Where you have company information like contacts, location and social media links.
Be judicious: You don’t want to put links at the top of the page that could distract your visitor from the ones you really want them to click on most. These include social icons. Of course, we all want more Facebook, Twitter, Instagram and YouTube followers. But unless that is your primary goal (which it may be for some), put the social icons in the footer and reserve the header links to higher converting actions.
Crafting a Compelling Homepage
Now that you have created your header, flesh it out with a homepage that draws readers to your links.
Be Impressive Because You Are: Homepage content is your chance to toot your horn (or whatever product or service you provide). It must support your main goals. The words and images you choose to describe your products and services on the homepage will resonate if they come directly from those you’re selling to.
Homepage goals include:
Building relationships with new prospects
- Having them join your email list
- Selling a product
- Vending a subscription
- Selling an online course
Keeping Their Interest
Your site should be:
Visually appealing: And consistent with your brand's style.
Informative and Concise: Share your story and highlight what defines you, including the big “why” and the pivotal moments that brought you to where you are today. If you have a founding team, include photos of each member along with a brief, engaging bio that showcases their unique contributions. Ask your team members to share something interesting about themselves and why they love the company. This can make reading the page informative and enjoyable. The people that may do business with you will appreciate meeting all of you.
Have Testimonials: On both the homepage and the About page. You never need a separate testimonials page; sprinkle them throughout the site.
Pollinated With Buzzwords: Employ words and phrases that are used throughout their industry, so you are speaking their language. This shows your company as an in-the-know expert in your field.
A Fearless Call to Action: The Call to Action is always a button at the top right-hand corner of the website. There can be buttons and links in other places that take you there as well; but this is prime real estate on a website where the eyes naturally navigate. When you figure out the primary goal of the homepage, you’ll want to make sure this button aligns with them.
Hardly Stagnant: Regularly review your website—ideally a few times a week—after engaging with customers or prospects. Pay close attention to your copy, assessing whether it needs updating to better reflect the language your audience uses when discussing your products or services. By actively listening to their words, you can let your customers effectively “write” your website for you. This not only creates more relatable content but also ensures visitors feel understood and welcomed when they explore your site.
That is precisely what they—and you—desire.
Belinda DiGiambattista is a serial entrepreneur, business coach, and outsourced financial controller and can be found at www.belindadi.com.
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