8 simple ways to improve your website copy in 2023

15 seconds. That’s all you’ve got to wow your website visitor and make them stay. That means that if you’re not capturing your dream client’s attention in an instant, you’re going to miss out on them.

How can you make them stay? Well, it takes more than a few pretty pictures and great website design. It takes words. And not just any words. Words that captivate, connect and convert.

In this post, I’m sharing a few of my favourite website copywriting tips. Try them out for yourself and give your website copy a refresh today!

Know your dream client

This may seem like an obvious first point but there’s a twist. Most marketers will tell you to observe your dream client so that you can answer a few generic questions about them. But that simply won’t cut it when it comes to copywriting. If you want to right words that sell, you need to get inside your dream client’s head. And the only way you’re going to do that is by talking to them. Yes, talking to them! Pick up the phone, jump on Zoom or start voice messaging potential dream clients in the DMs to understand them better. Find out what their deepest desires and their biggest pain points are and make a note of them. This will come in handy when it comes time to write.

Position yourself as an expert

If you’re an entrepreneur or business owner of any kind, then you’re an expert. You know something about your industry that someone else doesn’t. So it’s time to stop hiding your brilliance and let it be seen. Position yourself as an expert throughout your website. The best place to start is with your about page. Check out this blog post on how to write your about page to get started. You can also weave in your expertise by writing with confidence. Ditch fluffy phrases like “I think” and “I might” and switch them out for strong phrases like “I know”, “it is”. By positioning yourself as an expert, you’ll attract dream clients who respect you and pay you what you’re worth.

Showcase your unique flavour

It’s not enough to position yourself as an expert. You need to take this one step further and position yourself as the number one expert for your dream client. How do you do this? By infusing your personality, of course! You know, the thing that makes you… you? You might wonder “what makes me so special?” “Why would someone choose to work with me over my competition?” And the truth is, it’s your personality that will cut through the noise. Everyone is attracted to someone, and there are people out there who are looking for someone just like you. So start being you! If you’re sarcastic, weave sarcasm into your writing. If you’re obsessed with The Office, put references to the show in your messaging. If you have an adorable office dog (mine’s a miniature dachshund and she’s the best!), write about it! By weaving in your personality, you’ll create a more human brand, which will make your dream client trust you.

Have a goal for every page

Give your copywriting a purpose by having a clear outcome for every single page. Ask yourself, “What action do I want my dream client to take?” This might be something like booking a discovery call with you, downloading your freebie, signing up for your masterclass, or DMing you on Instagram. Whatever it is, make sure you write your website copy around this goal.

Include strong calls to action

What’s copywriting without sales? Absolutely pointless! Just like you need to have a goal for each page of your website, you also need to include strong calls to action throughout each page. Your dream clients won’t often take action unless you tell them to. Do you want people to book a discovery call with you? Provide a button that clearly tells them how to do this. Do you want people to purchase your eBook? Tell them about it and invite them to “buy it now’“.

Make it memorable

Vanilla ice cream is oh so boring. Make your brand the choc chip cookie dough choice for your dream clients by making it memorable. Here are a few ways to do this:

• Use brand identifiers. Are there a few things that make you… you? Talk about them over and over again. This could be something as simple as margaritas, Taco Tuesday and your golden retriever Coco. This will help you instantly connect with your dream client. (Remember the human factor? It matters!).
• Write how you speak. When it comes to copywriting, people often spend hours and hours tapping away at the keyboard only to realise that they’ve written something that doesn’t sound like them at all. Ditch the cliché industry phrases, stop copying and pasting from your competition’s website and write how you speak! Once you’ve written your copy, run it through this filter: “Would I speak like this to a friend?”
• Tell stories! Keep your prospect’s attention by telling captivating stories. You could share something funny, sentimental or even a lesson you’ve learned. Just be sure to make it relatable to your dream client.

Edit, edit, and edit again!

It’s OK if your website copy isn’t in tip-top shape after a few hours. Copywriting is a process and it is going to take some time to master. Remember, practice makes perfect! Write a draft of your website copy and then go back and look at it another day with a fresh pair of eyes. It’s amazing what some sleep and a good cuppa coffee will do!

Let a pro show you how

Let’s face it. We can’t all be experts at everything. So if you want to save yourself a whole lot of time, frustration and a huge headache, let a copywriting expert take the lead. In my Ultimate Website Copywriting Checklist, I’ll give you the inside scoop on everything you need to include on your Home Page, About Page, and Services Page to drive connection and conversion.

Download The Ultimate Website Copywriting Checklist here >>

I hope these copywriting tips have inspired you to give your website the refresh it needs, so you can attract your dream clients. If you enjoyed this article, comment below and tell me what your biggest takeaway was.

Xo,
Elise