A reoccurring nightmare: you’re staring at your computer screen, way past your bedtime. You need to write copy for your website…but everything that comes out is unintelligible mumbo jumbo. Cue the panic. What is happening? You do speak the English language...don’t you?! Then why is this so hard? As a professional copywriter, I’ve written hundreds of websites for all kinds of businesses. The main thing I’ve learned from all this writing (and my fair share of panicking), is that great website copy is like baking a delicious cake. You need to start with a few key ingredients, in a specific order, or else it’s going to come out crappy. Here’s my three C’s of great copy - with some simple writing exercises to help get you started.

#1. Clear 

This is absolutely the most important part of writing great copy for your website. Before you begin, you need to get clear on the WHO, WHAT, and WHY of whatever it is you’re selling. Let’s break it down.

The WHO

No, I don’t mean the popular British Rock band with epic mustaches, I’m talking about your audience. Your ideal customers. Your PEOPLE! Your copy needs to speak to them, so the more you know about them, the better. What are their demographics and psychographics? What are they pulling their hair out about right now? What kind of language do they use? When writing copy, use their language! 

Quick writing exercise: 

Jot down details about who your people are. Now write down the language they use. This can be buzz words or things you hear from customers frequently. If you’re a product based business, look at product reviews from brands like yours.  

The WHAT

• What is the goal of your website? Common goals are to get website visitors to schedule a consultation, sign up for a mailing list, or sell a specific product or service. Having a clear goal in mind before you start writing your copy is key.  

• What are your products and services? It’s important to know the features and the benefits - and understand the difference between the two. Features are the nuts and bolts of your product or service. Benefits are how your product or service improves your people’s lives.

• What is your Value Proposition? A value proposition statement is a sentence or two that tells visitors to your website: what you do or sell and what makes it special. You want this “above the fold” on your website, so it’s the first thing people read. Here’s some examples of great value propositions. 

Quick writing exercise:

Think about your number one product or service. List the features in one column and the benefits in another. How does your product or service make your people's lives better?

The WHY

“People don’t buy what you do, they buy why you do it.” - Simon Sinek. 

This is your emotional connection to your work. It’s the reason you do what you do, aside from the money. It’s what sets you apart from others in your industry and makes you unique. Often, our why is personal and is connected to the way we grew up, struggles we’ve overcome, or profound experiences we’ve had. It’s what informs our mission, vision, and direction for our business. Great copy is written with your why in mind.

#2. Credible 

People buy from people they trust. In an online world, building credibility and trust with potential customers is crucial. Here’s a few ways to build credibility with your copy: 

Testimonials

If you don’t have any get some! Offer free samples or trial sessions to get some pronto. Testimonials with photos or video are the most trustworthy. Ask people to speak specifically about what life was like before and after using your product or service. You want them to be concise - 3-5 sentences at most. Creating a Google survey is any easy way to collect testimonials. Adding your business to Google Business or other sites which enable reviews is a must.

About Page/Bio

An authentic About Page and/or a Professional Bio builds trust with clients. Don’t be afraid to include things from your personal experience. Sharing about challenges or difficulties you’ve grown through is a way to build trust and connection. Your About Page is a good place to talk about your WHY. Aim to tell a story. Don’t just vomit up all your professional credentials.

Be true to you

Don’t try to pretend you’re someone you’re not. If you’re feisty, use some curse words in your copy! (I have a client who talks about helping entrepreneurs get their heads out of their ass...lol). If you’re funny, use some humor. Write in your voice. Don’t be afraid to get creative and lean into the most authentic version of yourself. 

Quick writing exercise: 

What could you share about yourself and your story that would help to build credibility with your audience? Jot down a few ideas. 

#3. Captivating

Truly great copy hooks the reader emotionally and draws them in. It makes them want to keep reading. It makes them want to buy what you’re selling! How to do you write copy like that? Here’s a few tips for writing more captivating copy.  

Speak in the first person

Address the reader directly using words like “you”. Use words like “I” to refer to yourself, or if you are part of a team, use “we”. 

Ask questions

Questions engage the reader and can activate their imagination. “Have you ever felt like…?” “Can you imagine a world where… ?” “What if you…?”

Use emotional language

Check out this list of emotion triggering words. 

Empathize

Identify and empathize with your audience. You aren’t perfect. You’ve been there but you’ve found a way out. Get off your pedestal. Be human. 

SPACE is your friend

Remember that most people are reading your copy on their smartphones. A wall of text makes people stop reading. Less is more. Break up text with subheadings, bullet points, and SPACE! You want your copy to be easily readable and scannable. 

P.S. Copywriter self-care - it’s important!  

Copywriter burnout is real. Even if you’re just a business owner trying to write your own copy. Staring at the screen for too long will turn your brain to mush and your writing to shit. (I could write an entire post on this topic alone!) Here’s a few things I do to help prevent writing burnout:

Use a timer & take breaks

I like to set a timer for 20 - 30 minute intervals. When the timer goes off, I stop writing, get up out of my chair, and take my eyes off the screen for 5 minutes. 

Get a pair of Blue blocker glasses

These will save your eyes! Available for $10 online.

Meditate

I like to meditate before I begin writing. Even if it’s just for 5 - 10 minutes, I sit, close my eyes and be quiet. I listen. I truly believe that my writing comes from a “higher source”. It’s not all me and my big bad brain cooking up ideas. Meditation connects me to this source. 

Fill your creative cup

Writing is a creative activity. You need to continue to refill your cup with fresh inspiration. Find what fills your cup and do it daily, or at the very least, weekly. For me, it’s an hour at the beach in the morning, taking trips to museums, reading, and naps. 

Need help writing kickass copy for your website or online course? Need a referral for an awesome website designer? Drop me a line and let’s chat.