How to write high-converting website copy

From the moment a dream client lands on your website, the timer starts counting down. You literally have seven seconds to capture your dream client’s attention before they hit the X button and head on over to your competitor’s site. 

So how can you make your website a compelling place for dream clients to stick around? And most importantly, how can you create and write website copy that actually compels your dream clients to take action? 

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Well, there are seven steps that you can take to land dram clients on repeat with a high converting website…

1. Start with research

This is the most important part. And it’s not about dreaming up all the details of your ideal client or making observations. Doing research is about actually talking to your dream clients. 

You want to actually ask your dream clients about what they struggle with in regards to what you specialise in and any pain points they have. You then want them to reveal what they desire and any big questions they have for you as the expert. 

From there, you want to document your dream client’s actual words and start to use them in your website copywriting. Do this and you’ll have your dream clients wondering how you got inside their head and read their thoughts. All because you were intentional when you did your research. 

2. Speak to one person

I know it can be so tempting to speak to everyone with your website copy. And I get why, because you don’t want to leave anyone behind. You want to include all of the people. But there’s this great quote by Seth God, who says: 

“Everyone is not your customer, right?”

It’s that simple. Everyone is not your customer. I mean, you know that. So if everyone isn’t your customer, then why on earth are you trying to speak to everyone? Why are you trying to attract everyone? 

Instead, get really specific on who your dream client is and speak directly to that person. That is going to be powerful. For example, you might be a social media manager who works with business owners. But what kind of business owners do you work with? Do you work with new business owners, established entrepreneurs or six figure plus business owners? 

If you use language that is way too broad, your dream clients won’t even know you’re talking to them thats the thing. And that’s the problem. But when you get really specific and you speak to one identity where they are at right now, your dream client can identify themself in that. And that helps them to see whether they’re the right or wrong person for your offer, which is great because you want to bring in the right people and and filter out the wrong people. 

3. Communicate a clear transformation

The next thing is to communicate a clear transformation. Now we’ve all heard the old phrase, “people don’t buy facts and features”. But what people do buy is the transformation your offer can create for them.

For example, if you’re a wedding photographer people aren’t buying 10 hours of shooting time. They are buying memories that they’ll be able to show to their grandchildren. They’re buying the transformation that your photos can offer them. So you want to show your client how you can help them get from point A (where they’re at right now) to point B (where they want to be). 

You can communicate the transformation by creating a brand message statement that sits front and centre on your website. In this statement, you want to address the identity of your dream client, describe the transformation and then explain how you help them achieve the transformation. 

For example, my statement is:

I help female entrepreneurs become their number one choice for their dream clients with website copywriting, that converts. 

So think about the statement in terms of your own business and make sure you include all three aspects- the who, the what and the how. 

4. Have one goal per page

I know it can be so tempting to add all of the information you want to tell your ideal clients onto one website page, but hold yourself back! If you have all of the information on one page, you will only overwhelm your reader and that will most likely lead to them heading to a different website. 

What you want to do instead, is keep website visitors on your page by presenting information in a structured way. For example, if you are writing the copy for your services page, you should create one page for each service you offer within that page. And also include one strong call to action related to each specific service. This will help guide your dream client from website visitor to client. 

5. Use copywriting formulas

Now, when you last sat down to write the copy for your website, what did that process look like? Did you go to your Square Space or Showit site and start randomly editing things? Did you open a blank Google doc and just stare at the blinking cursor? Or did you find yourself taking sneak peeks of your competitor’s sites? Well, if you use a tried and true formula to write your copy, you won’t ever have to do any of those things again! 

If you’ve started with client research, there are many different types of formulas that you might use to write your copy. But typically, there will be a few points you should definitely address and include:

• you dream client’s pain points. What are they struggling with? What does their life currently look like (based off what they told you)?
• your dream client’s desires. What do they want their life to look like? What will life look like for them after they’ve experienced your offer?
• your unique method. What process does your client go through when they work with you? Before and during your offer.
• what your offer includes. What are the facts and the features?
• testimonials and social proof from happy customers and satisfied clients.
• a call to action. What does someone need to do next to work with you? How can they purchase your offer? Really spell out what the next step is so that it’s super clear.

This is by no means an exhaustive list, and what you include on a page will depend on exactly what type of website page it is, but these are definitely a few elements of your copy you will want to consider including.

6. Pack your copy with personality

You are made to stand out. It sounds cliche, but it’s true. And it’s time to have that confidence when it comes to writing your website copy.

You want your copy to be infused with all things you. Your personality, the words and phrases you use all the time and any imagery that people would associate with. You want your copy to be completely authentic, and will people will able to tell if it’s not.

And to make it easier to write your copy, you want to write a list of all these things before you start writing so that you don’t have to try and think of them on the spot. That way you will be able to filter your copy through your brand voice to ensure that it sounds like you.

7. Edit, edit and edit

Practice makes perfect. Yes, another cliche phrase. But oh my gosh, it’s so true.

Even the best copywriters thoroughly edit their work time and time again. So do not be surprised if your copy doesn’t flow on the first go. Simply shut down your computer, pour yourself a glass of wine and take another look at it tomorrow.

With that said, I really want you to know that you can be your own copywriter and write website copy that lands your dream clients on repeat, you just have to know the rules.

I’d love to hear your thoughts

Thanks for reading this post! I hope you found it valuable. As always, I’d love to hear your thoughts. Comment down below and let me know what you found most helpful or surprising about how to write high-converting website copy!