- in Blog
You’re clear on your brand message.
You know you do meaningful work.
Now it’s time to put pen to paper & finally write your web copy so that you can attract all those dreamy clients you’ve been hearing so much about.
But before we do that, I need to do some myth busting.
Because I don’t want you to start writing your web copy with a bunch of outdated ideas about what “good, client-attracting web copy” really looks like.
Here are 6 myths (that you probably believe) that will totally tank your website success.
1. The more people you can appeal to, the better
Your customer isn’t “everyone”. Marketing to everyone is like quicksand for your business.
Being everything to everyone is a surefire way to make sure you mean nothing to no one.
In fact, the opposite is true. Paradoxically, the more narrow & targeted you can be, the more money you will make.
(Need to get to know your dream client better? Read this.)
Writing your web copy as if it’ll get read by just one person tends to get this kind of reaction from dozens of different people: “omg, it’s like you wrote that sales page just for me!”
@@Your website doesn’t need to appeal to everyone.@@ Your website should appeal to those dreamy customers that make your biz a joy to run – the clients that are also a joy to serve.
2. Your website is all about you
Here’s a truth bomb for you: your clients don’t care about you.
They care about what you can do for them. They’re reading your web copy through a lens of “What’s in it for me?”
You’re a secondary consideration. Yes, they want to feel genuinely connected to you. But that comes after they realise how your work will benefit them.
One way to screw up your website is to talk about yourself far more than you talk about your dream client. No one wants to give that person money; we just want them to go away.
We only want to work with people that understand us.
So you need to be constantly reminding your dream clients on every single page that you understand what they’re struggling with & you’re primed to help them. You need to make it ALL about them.
3. Design is more important than copy
If design was truly more important than copy, we would see image-only website raking in the cash as they convert website visitors into clients.
But we don’t see that.
The thing that persuades us to buy is the words. A professional design is an excellent boost, but it’s not enough on it’s own.
Copywriting = persuasion & sales
Web design = branding
4. Sexy sells
There’s a big trend in the women entrepreneurship space these days to want “sexy web copy.” If I had a dollar for every time someone said, “we need to jazz this up a bit” …
Wrong. This is one of the rare times when sexy doesn’t sell.
Clarity is what sells.
@@Clients love clarity.@@
@@People don’t buy what they don’t understand.@@
“Sexy” language can often obstruct the clarity of your message, which means it’s costing you sales.
That’s not to say that if you have a brash or sexy brand that you can’t use sexy language. It means that you need to make sure you’re creating a message that’s crystal clear, with a side serving of sexy.
Clarity trumps everything else.
Want to say you “ invoke the backbone of evolutionary women”? Don’t do it. People won’t know what that means.
With everything you write, ask yourself: will my dream clients understand what I’m trying to say here?
If the answer is no, scratch it and try again.
5. Nobody reads long sales pages
About 80-90% of my clients comment on how my sales page helped them realise I was the right person to hire. And I write loooong sales pages for myself.
The reason they love these long sales pages is something I’ve already mentioned: clients love clarity.
They love knowing:
exactly why they need to work with me right now
exactly what they’ll get for their investment
exactly what will happen after they sign up
exactly how I’ve helped other people, like them, in the past
exactly how working with me will benefit them & improve their business.
A short sales page can’t give them that kind of clarity. The more precise & detailed your copy is, the more credible you will be in your dream client’s eyes.
So the answer to the question “who actually reads long sales pages anyway” is: THE BUYERS.
If that’s true, how long should your sales page be?
Long enough to persuade people to hire you.
That means getting crystal clear about everything they want to know & giving it to them on your sales page, even if it gets longer than you’d typically like.
The length is far less important than the clarity you can provide in your web copy.
6. You should write in the third person
Groan. This is one of my pet peeves. It’s some of the worst copywriting advice I’ve ever heard.
Your dream clients aren’t going to leap at the chance to work with you if you talk in the third person because it distances you from them.
The third-person uses an objective narrator who tells the story without describing your thoughts, opinions, or feelings. It sounds like the story is happening to a distant, far-away person.
It’s very hard for your readers to feel a connection to you if you put a narrator in between you & them. It means that they can’t get a sense of who you are as a person, so they can’t get to know, like & trust you (which makes is infinitely harder to hire you).
And if your audience can’t get to know the real you through your website, then you’ll have a much harder time attracting the right clients for you.
If you hope to write copy that closes a sale, authenticity is the only way to go. That means: first person all the way.
In print, we’ve known for years that the more conversational you can be in your pitch, the more effective your writing becomes. And it’s true online too.
So ditch all the corporate strategies that you’ve been taught & just talk like a normal person. Then, you’ll attract people that want to work with you because you’re you.
What your web copy really needs to do for you
All sales copy (meaning the kind of web copy that actually gets you clients, which is what this course is all about) needs to:
build your know, like & trust factor
explain the value of your work
explain who your work is best for
break down objections that stop people from buying from you
make it easy to hire you
make it clear that you’re a very low risk choice.