Irresistible web copy attracts potential clients and can turn your website into a list building machine. If you’re not getting the results you want from your website, read on for some of my best tips on what to write on your web pages.
Whether you are new at coaching or have had a business for years, I know you have tons of information you want to share with people to help transform their lives.
With so much information at your fingertips, how do you know what to put on your website? What information do you include on which web pages? And what information do you leave out?
This article will give you great tips on what to write on every web page in order to attract your ideal client – and how to get them to take action.
Tip #1 – Keep It Simple
This means keep your website short and to the point. People are busy. When they first get to your site, they want the Cliffs Notes version not the doctorate dissertation. So save the long web copy for things like sales letter pages, not your About Page.
Keep the content clean and free of clutter. Leave white space between areas of content. Model the layout after the inside of a magazine (without the ads), rather than like a book.
A magazine has information in blocks with white space around it, background colors, graphic images, and sometimes borders. A book’s page usually has just paragraphs of text.
Tip #2 – Present One Clear Message
Let’s keep it simple. First, decide what your purpose is for each page on your website. You’ll want to present one main message for each webpage based on that purpose.
So the purpose of your Landing Page may be to get them on your list. The purpose of your Services Page will be to tell them about your services. You get the idea.
Second, you’ll create a clear message that says, “Here’s what I got and here’s what it will do for you.” This starts with your headline and subheadlines at the top of the page.
So if the main purpose of your landing page is to get them on your list, you’ll have an irresistible free offer to give them in exchange for their name and email address. The main message will include: who the free offer is for and what it will do for them (or how they will benefit).
Here are some great headline examples from some of my clients’ sites:
- “Discover 2 Time-saving, Simple, Cutting-edge Secrets that Flatten Your Belly and Multiply Your Energy So That You Can Quickly Fire Up Your Fitness, Vitality, Shape, and Confidence!” – www.lanimuelrath.com
- “Your Child Has a Learning Disability – Now What?” – www.sc4ld.com
The rest of your web copy will support the purpose and main message for that page. This is where you write about what you have to offer, who it will benefit, and what it will do for them. You may include stories, factual data, testimonials, pictures, videos, etc.
You may have some secondary messages on the page. But for best results, make sure those other messages don’t compete for attention with your main message.
Tip #3 – Include a Clear Call to Action
What do you want them to do on that particular page? What action do you want them to take? If it’s your landing page, the action may be that you want them to fill in the web form so they can get your free offer. If it’s your services page, the action may be that you want them to call you for a consultation.
Whatever the action is, make sure that it is clearly and prominently stated. And only include one main call to action, such as “Enter your name and email address below,” “Click Here,” or “Call 1-888-123-4321 for your free strategy session.”
Obviously, most of your pages will have several other calls to action, such as navigation they can click on or opt-in boxes. But the key to getting people to take action is to make one call to action stand out above all other options. That’s why sales letters have such prominent graphic buttons to “buy now” spread throughout the web copy.
Tip #4 – Use Their Words and Phrases
Here’s the key to creating irresistible web copy. Follow all of the tips above. But use the same words and phrases that your ideal clients use. Then add in attention grabbing words throughout your web copy – words like “secret,” “boost,” “discover,” “cutting-edge,” “quick,” or “simple.”
For instance, instead of saying “work on your stomach muscles,” my client Lani Muelrath writes, “7 Seconds to a Flat Belly: Back into Your Favorite Jeans in No Time Flat!”
If your site is getting mediocre results – or worse, no results – go over each of your main webpages and decide how you can implement each of the tips above.
Is your site cluttered? Is your navigation easy to understand and use? Are you asking them to do too many things on one web page? Are you just giving them information or are you giving them information with a clear call to action?
Does your headline and/or subheadline clearly identify what you have to offer, who it’s for, and how it can help them? Are you using words and phrases that will grab their attention?
One last thing. All the content on a web page needs to support the main message and call to action. If it doesn’t, you may want to leave it out. It’s just a distraction and probably not needed.
Now doesn’t that make writing irresistible web copy a whole lot easier?