- Emily Hopper
How to Write Website Copy that Attracts Customers and Grows Your Business
Updated: Dec 15, 2021
Looking for a way to grow your business that is simple, effective and less expensive than hiring a full-on marketing agency?
Maybe you’re wanting to build your own website, looking to hire someone to do it, or just starting to form the ideas behind your brand. Many companies spend money on marketing without spending time on clarifying their message first.
Don’t let this be you!
Words are what convert. People buy products only after they’ve read something that makes them want to do so.
So, how can you write words that convert customers and grows your business?
Keep reading and you’ll learn how you can turn your browsers into buyers all with the right words.
Are You Doing These 3 Things on Your Website?
1. Create a 3 Step Plan!
Customers don’t move into confusion, they move into clarity. Clarity is king when it comes to website writing and a 3 step action plan is queen. Make sure that your website clearly tells customers how to do business with you and better yet, make it so easy for them to follow by outlining it in 3 simple steps. 1. Book a Call, 2. Create a Plan, 3. Get a Website that Shines!
2. Call Your Customer to Action!
You won’t make a sale if you don’t ask for it! The more obvious it is around what you’re asking for, the more inclined a customer will be to purchase your product or service. Be super clear and direct with your call to action and give customers something they can clearly accept or reject.
Don’t try to distract them by having a vague call to action or too many indirect calls to action- that’s confusing and you don’t want to confuse your customer.
Make your call to action button clearly identifiable and place it in the top right corner of your homepage and additional website pages (at minimum). Putting it in the center of your homepage banner and throughout your site is a great idea too.
3. Paint the Picture of Success!
If you are really in the business of helping people, then say it! Talk about the problem you help your customers solve and then lean into the outcome your customer desires. Why do they want to solve this problem? What will their life look like after you’ve helped them solve it? Paint the picture for them with words that are impactful, inspiring, and straightforward. Use visuals that makes it easy for them to visualize their own success. Include images of smiling, happy people enjoying your product or that are over the moon about your service. You want to make it as easy as possible for your customer to see themselves living the life they want, without the problem you solve.
How to Write Content that Attracts Your Audience
Your Customer is the Hero, Not You
When you write content for your business, brand, or website you want to make sure you are positioning your customer as the hero because you, your brand or your business is not the hero. Let me repeat that again… YOU ARE NOT THE HERO. You are the guide. And people aren’t looking for another hero, they are looking for a guide. Customers want to feel like you understand their story and that they have finally found the help they are looking for. They want to see that you are the answer to their problems and you are willing to walk them through to the other side. If you want to learn more about this proven concept, check out Building a StoryBrand by Donald Miller.
When you stop Talking About Your customers’ Problems, They Stop Listening
Sometimes businesses shy away from wanting to talk about the problem their customers have directly. Either because they don’t want to sound too negative or the problem they solve isn’t the most marketable and sexy thing to talk about. But if you stop talking about your customers problems, they lose interest. The problems and challenges your customers face are real (and, if they’re like most people), top of mind. Join the conversation they are having in their mind and let them know you can help solve it. This will keep your audience engaged, listening, and ready to buy what solves their problem.
Are you writing like Donald Miller?
Use the StoryBrand Framework
If you aren’t familiar with Donald Miller and his approach to building a brand through storytelling, then there is no better time than now to learn from the best. In his book, Building a StoryBrand, he teaches a 7 part framework that is designed to help companies craft clear and simple messaging that engages customers and grows their business. It has proved to help thousands of businesses make millions of dollars. All with the simple concept that the only way to engage your audience is to invite them into a story.
If you’re ready to write like Donald Miller, start by downloading the 5 Minute Marketing Makeover and see how you can write content that converts!
P.S. If you want to keep learning about writing content that attracts customers and grows your business, then subscribe to my emails! I promise, I only send things that add value to you and your biz :)