Copyright 2005 Donna Payne
Here’s single most important part of your website: YOUR WEB COPY! And remember: Your website isn’t about YOU, it’s about THEM!
Again, it's NOT about you, it's about THEM!
*Note: May I add, this is an area where most of my clients get stuck…If you find yourself at a total loss when it comes to writing, please let me know. ______________________________________________
Write/gather/compile; prepare copy for your main pages:
• Answer questions. Frequently asked questions woven into your copy will give your visitor confidence in you because you answered their concerns right away. Think of questions you’ve been asked and document them providing most detailed and complete answer you can. This will save you lots of time in future.
• Focus on ~pain~ your prospect is experiencing. Your client is looking for someone to take away their pain or help solve their problem. What’s bugging them? What keeps them up at night? Why are they looking for you? If you don’t get in touch with your prospect’s emotions they are not going to connect with you, or hire you. Give a positive outcome for each pain they have.
• Your copy needs to be as specific and clear as possible to kind of client you want to attract. Why? TO WEED OUT THE WRONG TYPE OF CLIENTS, that’s why! (what an amazing idea... eliminate tire kickers immediately!) Why waste your valuable time on a comp session with a ambitious college grad who wants a career coach when you're a parenting coach? If parents with potty training issues are who you seek... make your home page’s message crystal clear, prospects will determine right away if you are right for them before they contact you.
• Remember to be personable and approachable. Even go as far as to write down 10 characteristics of your perfect client and make up a fictitious individual who has all these characteristics and write your copy as if that person were sitting right next to you.
Your prospects want to learn more, and be closer to you. They will love reading about your human side. People do business with folks they like as your business is built on relationships!