How to Write Website Copy That *Actually* Sells (Without Sounding ‘Salesy’)
Alright friend, listen and listen good. I don’t care what you’ve learned about writing over the years.
Because writing *effective* website copy has a specific method of its own.
And I’m here to share that method with you.
But first… I have a question for you.
I want you to think of something you bought recently, or even years ago.
Maybe it was a new outfit. Or your morning iced coffee with a double shot of espresso. Or heck, even a whole a** house!
When you decided to go ahead and make that purchase (no matter how cheap or expensive it was). What ultimately convinced you to go ahead and pull out your wallet?
What thoughts were running through your head?
Was it the fact that your morning coffee was made from high-quality beans imported from Brazil? Or the fact that caffeine provides you with a temporary energy boost?
Or were you thinking that having your morning coffee from your favorite café would make your day that much better?
Or that the morning ritual of stopping to grab your coffee before work would put you in a better mood and make you feel more productive?
Likewise… when you decided to move forward with that *huge* decision of purchasing your first house (or even apartment), was it because you thought –
“Wow, this place has great sturdy walls, the foundation is perfection, and it’s got everything necessary for it to be livable.”
Or was it because you could envision yourself and/or your family living it in?
You could see your future in this house and how it was so much better than your current situation?
You could envision yourself waking up every morning and making breakfast in the beautiful kitchen with that gorgeous island you’ve always wanted?
The point I’m trying to make here is that people don’t buy things based off logic… they buy things based off emotion!
See where I’m going with this?
Now of course, the logical aspects still matter when it comes to buying something, but that typically isn’t what convinces us to buy it.
Also, the emotion that convinces us isn’t necessarily illogical.
It’s just how our brains work!
Emotion is one of the strongest motivating factors for almost everything.
Emotion can literally make us buy something that we don’t even need. Or something that’s stupid expensive.
That’s how powerful it is!
But obviously, I know your offer *is* very valuable.
You just want website copy that proves it.
You want your website copy to effortlessly sell without the ick of sounding like a salesperson.
You want it to convince your dream clients that they NEED what you have to offer… not from your competitor… but from YOU.
So, with all that in mind, what are the steps to making sure your website copy does all that?
Well…
Step #1 - Make Sure it’s Obvious Who You Are and What You Offer.
Your target audience has concluded that they’re in need of your services or products.
So now they’re searching the web to find the best of the best for their needs.
They’re not interested in messing around.
They’re busy.
They want convenience.
And they want to find the answers to their problems fast.
Because would you believe me if I told you us humans only have an attention span of 8.25 seconds?
It’s true, so it’s important (actually, it’s crucial) that you capture their attention fast.
As soon as someone lands on your site, it should be painfully obvious who you are and what you offer.
So, your target audience knows they’re in the right place.
This should be made obvious by the H1 tag (Heading 1) on your websites ‘Home’ page.
For example, the first thing you see when arriving on *my* ‘Home’ page is-
“Your go-to website copywriter for creatives”
And then it follows with this -
“You broke free from the ‘claws of the corporate world’ to follow your passion. Now all you need is conversational, SEO-optimized website copy, designed to make you stand out, attract your dream clients, and sell (without the sleaziness of sounding ‘salesy’)”
It needs to be THAT obvious and straight forward. For your audience and for SEO!
It’s not the place or time to get overly creative and clever with something witty like –
“Words have power, use them wisely”
Yeah… that literally used to be my old ‘Home’ page heading on my website when I first became a copywriter and didn’t know what the hell I was doing.
Now I look back and laugh at that.
If someone landed on my site, they wouldn’t know who I am or what I’m selling. They would have to continue scrolling to find out.
Which is annoying and inconvenient for them.
It’s part of your first impression. And it can influence the emotion of your audience right off the bat.
So please don’t make that mistake I’ve seen many people (including my old self) do!
Got it!?
Okay, next.
Step #2 - Connect With the Pain, Problems, and Current Situation Your Target Audience is Experiencing.
Your target audience needs to know first and foremost that you –
Get them.
See them.
And empathize with them.
When writing your website copy, speak to their current situation and mental state (in a conversational type of way).
Show you understand what they’re currently struggling with and how it makes them feel.
For example, say you’re an online business couch. To make your target audience emotionally resonate and feel that you get them, you might want to say something along these lines -
“You’ve worked hard to build your dream business. And you couldn’t be prouder. But lately, you’ve been feeling stuck. You’re ready for growth. You want to take on more clients, make more sales, and maybe even add some people to your team. But the question of “where the hell do I even start??” feels too overwhelming. Plus, you don’t have time to play trial and error. But the thought of leaving your business at ‘good enough’, isn’t an option for you.”
Sum up their current situation and how they’re feeling in a nutshell. Don’t ever start by listing off facts about why your services are valuable and why they need them.
You *need* to emotionally engage them (like a good story, where they’re the main character).
You want them to emotionally resonate with this. You want them to know for a fact they’re in the right place. As well as a safe place with someone who gets them.
So, you’ve got their attention, now you’ve got to keep it!
Step #3 - Communicate Why Your Offer is the Perfect Solution for Their Problems.
You already know the value of your offer. But you’ve got to properly communicate that value to your audience. In a way that goes far beyond facts.
How? Well, you’ve already demonstrated that you get them and their current situation.
Now you’ve got to convince them that your offer will bring about the future they want. It will help them achieve their goals. And be the solution to their current problems.
Afterall, you clearly get what they’re going through and what they want right? So you must also know the perfect solution for someone like them, double right?
Let’s piggyback off the last example with the online business coach.
You could say something along these lines -
“When you decide to hire a professional online business coach (one whose been in your shoes), you can stop doing it all alone! Stop stressing and guessing as you go. And finally know with confidence what to do and what not to do without wearing yourself thin. Because when you have a custom, step by step, bulletproof method to follow, failing isn’t an option and success is inevitable.”
With this, you’re making them emotionally resonate with what they already know they want. You’re speaking their language.
You’re not only proving that you get them, but that you’ve got them!
Step #4 - Show What Sets You Apart from Your Competition and Why They Should Choose *You*.
So, you’ve shown your audience how much you get them and their current situation.
You’ve also shown that you understand what they want, and that you’ve got the perfect solution to make it happen.
Now, it’s time to show them why they should choose *you* over your competitors.
You need to communicate -
What makes you different.
What makes you stand out from the rest.
What makes you a perfect match for them.
Give them a taste of the *real* you. Your personality. Your unique approach and values. Things that set you apart.
So, if you’re that same online business coach, here’s an example of how you can infuse that into your website copy. And how you can make your target audience emotionally resonate with you and trust you.
“Let’s get real. Life isn’t always sunshine and rainbows, even when you’re following your dreams. Burnout is all too real. Second guessing yourself is a daily occurrence. And financial anxiety is a killer. I’ve been there myself; I get it. That’s why I chose to become an online business coach in the first place. I’ve already made all the mistakes, played trial and error, and discovered the secrets to long-term success so you don’t have to. And now, I’m thrilled to not only help you achieve your goals, but to get to know you and your amazing business in the process!”
Get it? In one paragraph you can show off what makes you human, what you value, what your personality is like, and what working with you will be like.
Quick tip; The mini ‘About’ section on your websites “Home” page could be a great spot for something like this! Something to keep in mind.
Listen, in today’s world (in your niche alone) there are millions of competitors out there eager to come out on top. And while not all competition is good competition, it’s more important than ever to stand out and show what sets you apart.
Because let’s say your dream client comes across someone else who offers exactly what you do. And maybe on paper, they even appear to be the better option to go with.
But your dream client likes you more. Because they resonate more with your personality and vibe. So, for that reason alone your dream client decides to move forward with you.
Your dream clients want to work with someone who is good at what they do, who gets them, who has the solution to their problems, and someone they’re going to enjoy working with!
So, show them that you check all those boxes and then some!
‘How to Write Website Copy That *Actually* Sell (Without Sounding ‘Salesy’) Final thoughts.
Emotion and storytelling is key. And your website copy needs to communicate the following (in this exact order).
Who you are and what you’re selling.
That you understand your target audience and empathize with their current situation.
That you understand what they want/need and what they want their future to look like.
That you have the exact solution they’re looking for to achieve their goals.
Why you’re the perfect match for them and why you’re different from your competitors.
Understand this. People are selfish. And I don’t mean that in a negative way. It’s how we all are in these kinds of situations.
When a potential client/customer lands on your website copy, all they care about in that moment is what you can do for them and how you make them feel (even if it’s subconscious).
And think about it…
Have you ever landed on someone’s website and found yourself chuckling or nodding along? The vibes feel good, and you click with them?
And then on the flipside. Have you ever felt turned off, bored, or even got the ick when reading through someone’s website copy?
I know I’ve experienced both many times. Feelings are powerful and play a huge role in decision making for all of us.
Also friend, here’s something good to take note of.
When you’re writing your website copy, you should think of it like you’re writing a story.
A story with your target audience as the main character.
For example, here’s the outline…
Beginning – Who they are. What their life is like before you. What their current struggles/problems are. What they fear will happen if they don’t solve their current problems.
Middle – What they want. Who they want to be. What kind of future they’re dreaming of. What/who they’re looking for to come along and help them.
End – The solution to their problems (you) swoops in to save the day. You’re a perfect match for them. You stand out in their eyes. Everyone else falls short in comparison to you. It’s a match made in heaven!
The End!
And if you don't already know me...
Hi, I'm Christa! A freelance website copywriter who specializes in writing copy for creatives and small business owners. So, if you're looking to grow your business and attract your dream clients (beyond word of mouth and cold pitching) then I’m the copywriting companion you need friend! Feel free to visit my website and learn more about me and what I offer.
Or you can simply check these out as well…
My blog - If you liked this article, you’ll find more just like it on my blog page, dive into topics like SEO, copywriting, blogging, and more.
My services - Feel free to snoop. I specialize in writing copy for websites and content for blogs. But I'm always open to client requests as well.
And for my fellow writers out there who are also interested in becoming a copywriter, view the article I wrote about the amazing, in-depth copywriting course I took that kick started my career as a copywriter (you can thank me later, well… only if ya want).