(Strategic) Site Copy That Converts

May 19, 2021

Website copywriting is not for the faint of heart. There’s a lot of pieces and factors to consider. For example, how do you write content that doesn’t sound like it was drafted by a stale saltine (boring)? Or like we’ll discuss today, how do you write strategic site copy that converts so you can book […]


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Website copywriting is not for the faint of heart. There’s a lot of pieces and factors to consider. For example, how do you write content that doesn’t sound like it was drafted by a stale saltine (boring)? Or like we’ll discuss today, how do you write strategic site copy that converts so you can book more clients?

Even if you’re not a professional writer, by the end of this blog, you should feel confident creating copy / tweaking the design for your site in a very intentional, strategic way. Leave your fears at the door and let’s do this.

Be Obviou(SEO) With Your Website Tagline

Think about the sheer quantity of options we have at our fingertips these days… Google comes with limitless possibilities and because of that, if finding something becomes difficult or even inconvenient, we’ll likely back out of the page and head back to search results.

If you do not make it abundantly clear who you are, what you do, and who you do it for within the first few seconds of someone landing on your page, they are likely not going to stick around! Take a quick second to open your home page and run through this checklist:

  • Is the service I provide obvious?
  • If you serve a specific geographic area (looking at you, photographers), is that location clear?
  • Are you connecting quickly to your ideal client by calling out who you serve?
    • Think beyond the obvious of just “moms” or “brides” and use specifics (like personality traits or styles) to make them think “whoa – I’m totally in the right place!”

So, make sure that somewhere near the top of your home page there is an SEO-friendly heading that tells your visitors they’re in the right place. For example, if you are a wedding photographer in Michigan, having a personality-packed line that included “Michigan Wedding Photographer” in it would be helpful.

Trust me, when it comes to websites, you can’t be too obvious. The same idea goes for your menu titles. This is not a place for cutesy words like “behind the lens.” Be direct and say “about” instead. No one should have to question where they’re headed when they click on your navigation menu.

Write Using Your Ideal Client’s Language

Which leads me to my next point… are you still using the copy that came with your template? (No judgments, but please know that your words have a huge impact on the types of clients you attract.) The person who made that template? They don’t know your ideal client. You do. So, for the love of all that is quirky, please infuse some of your personality and unique value back in the mix!

If you want to write copy like a pro, think about what language your clients use. And don’t guess… take the time to pour through past reviews, comments, messages, etc. until you can find common themes in what they say and how they say it.

For example, let’s say your ideal client says they feel “awkward in photos” because “they don’t know how to pose or where to look.” Don’t we all?! USE THOSE WORDS on your site so they feel seen. As great as it is to be concise, it’s also important to mimic their language so they feel like you understand. So don’t just say, “I’ve got your back.” Be clear. Say, “I’ll tell you exactly how to pose and where to look so you can avoid feeling awkward in your final photos.”

Don’t confuse using industry terminology with being an authority builder. If your ideal client has no idea what shutter speed is, don’t throw the term around. If you confuse them, you lose them.

See where I’m going with this? Seriously – the best exercise is going through old client emails and reviews. Write down phrases, themes, and words that many people have repeated and think about where you can include them most organically on your pages. You might even find a repeated struggle from past clients that sparks new ideas, products, or services.

Let Design Be Your Friend: Website Layout Examples

Ever see an IG caption that’s like a mile long and think, “nah… ain’t nobody got time for that?” Yeah, let’s not do that to your visitors. Instead, break it up with some metaphorical emojis and spaces…

If you’re long-winded like me, let design be your friend. Use a mix of big blocks of text broken up by smaller words and different fonts. This will help ease the visual strain of your reader and pull attention to important lines that provide context for that section.

strategic site copy that converts | Cassie Schmidt

Also avoid stretching text from one side of the screen to the other. This is actually much harder for the average eye to follow and will result in reader fatigue. (Yes, that’s a real thing.) Instead, use columns as they are more user-friendly and will appear to be less overwhelming.

Last but not least, break up large areas of text with images /graphics or fun featured areas when possible. All of these things together will help prevent your visitor from getting overwhelmed or burnt out reading through your site.

Kind of freaking out because you have zero time to learn web design and very limited creativity left after pouring into your clients? I highly recommend Tonic Site Shop. In fact, my website you’re looking at right now is using one of their templates. I’ve helped many clients convert their websites to Tonic templates with updated copy and SEO in just a matter of weeks. And every single time, they get a flood of ideal client inquiries in their inboxes!

Crush Your Website Call to Action Buttons

As you’re writing, ask yourself first, “what’s the goal of this page?” Or put differently, how do you want people to interact with your site? If you want them to take a virtual journey from page to page, using a strategic page layout and low-commitment CTAs is a great option.

Low-commitment CTAs are calls to action that keep people clicking, but without a big ask like submitting an inquiry. Instead, they could look like, “learn more about us here” or “dig into the details.” Your website is like a symphony with each page being an instrument. Let them work together.

Near the end of the journey or end of each page, add a bigger CTA with clear descriptions to usher people to the final goal of your site… an inquiry! Doing so after they’ve gotten a chance to explore your site means they’ve likely gotten a chance to sell themselves on your offer before they reach out. Don’t beat around the bush here. Make sure they know what they’re clicking on. Something like, “let’s chat,” “inquire here,” or even “schedule your consult” is direct, but clear!

Strategic Site Copy That Converts

If you click through my site, you’ll see these principles in action. I wanted to let my site do the heavy lifting for me with intentional design and strategic site copy that converts. Still feeling stuck? Head to my services page to find out how I can help or head over to Tonic’s Brand Cocktail Quiz to see which template might be right for you and save 15% using my code: creativebusinesscoach.

*This post contains affiliate links. These links help me create content like this by earning a small commission, while also providing you with discounts. I only share products I truly believe in and use myself.

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From an awkward teen with a camera in hand to a data-driven, family-first, mocktail-loving creative business coach... I've learned a lot in my 14 years of entrepreneurship & I can't wait to help you thrive!

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