how to master the 3 essential steps so you can book dreamy clients!
Hi, I'm Marisa, founder of Quill & Co. We work with doers and go-getters ready to do something truly ambitious so that they can stand out and find brand clarity.
I’ve noticed that one of the biggest hangups for my clients is writing sales copy for their website. And I totally get it, writing for or about yourself is hard. I am definitely not an authority on this subject, so I am thrilled about today’s guest blog post by Kayla Dean. I’ve admired Kayla’s writing style for a while now and I’m so excited that she’s sharing her insight on writing sales copy without sounding too salesy with us.
When you’re writing your website (first-time business owner or not!), the last thing you want to do is be salesy. That’s probably the #1 thing I hear from my clients. They always want me to write strong website copy that helps them convert clients but they definitely don’t want to come across as asking for a sale. Especially since, in the creative entrepreneur space, it’s always classy to give more than you sell. No matter what industry you’re in, you’ll find that this is a pretty good rule to help your online business thrive.
Without a doubt, core website pages like home, about, and services, are a great way to let your audience know you as a real person and see the personality behind your business. But you’re missing an opportunity on all your website pages if you make it all about you and don’t speak to your ideal client.
Stuck on how to make that happen? Here’s everything you need to know about writing sales copy without sounding salesy.
Before readers scroll down the page, they need to know who you are, what you offer, and why you’re unique. A clear value proposition is the name of the game when we’re talking about above the fold content.
Storybrand has a fantastic guide on writing a great homepage. Some main takeaways? Start with a header that clearly spells out your offering, frame your value proposition in a brief statement or bullet points, and make your client the hero of your copy by providing testimonials that show how you helped your clients make their dreams come true! These homepage headline formulas will also help you write a headline that gets clients interested without aggressively pushing a sale.
Above all, clients want to know that you’re taking care of them and that you genuinely care about their idea. Your site should talk about the experience because it welcomes people in and makes them feel like they’re already a part of your business simply by reading what you’re all about. Sure, you probably want to list out the features and benefits of your product and use them on the sales page. But make sure to spell out what clients are getting from you that makes your offering super worth their time.
Whether you include an Experience section within the sales page or simply weave it throughout, potential clients want to know what your offering is. The easiest way to sell without being salesy is to simply describe your experience and make your offering irresistible.
Another thing to keep in mind is create two calls to action on your homepage. One should ask for the sale, whether that’s asking clients to buy from your shop or book your services. The other one can offer a freebie or lead magnet for those who aren’t quite ready to book with you. That way, you’re just a click away when it’s the right time for prospective clients to work with you.
When you’re prepping to write about the experience, think long and hard about potential objections. Why might your potential clients click off the page? What are their genuine concerns and how can you show them that what you offer is worth their time? Often, my clients will tell me that client objections center around the investment they would have to make in their services, but this is not the sole objection you should focus on. Other objections may center around a lack of trust because of a past negative experience or a misunderstanding around what you offer. Clear these up by explaining the process simply and infusing the copy with their pain points. After all, speaking to your clients in their words is the best way to capture their attention.
If you’re having a hard time hacking the way your client talks about their pain point, ASK! Facebook groups can be a great place to find people who will take your survey. If you have an existing audience, tap into their collective knowledge to figure out what potential clients need to be reassured of when considering your offering.
While client testimonials are already great for showing clients that you’re up for the challenge and have what it takes to do the job, they are also a great source of inspiration. You may consider prominently featuring words of praise outside a testimonial section to not only make the client the hero of the copy but also demonstrate how the experience can be worth their time. Bonus points if the testimonial shows off your client’s results in a short, pithy statement!
Don’t let your sales copy stress you out! It’s an important part of your business, but the biggest thing to remember is that your copy should be fun and approachable. That way, potential clients feel they can access your brand and all your experience has to offer.
Need all the help you can get with writing your website copy? Head over to Kayla’s website or read one of my previous posts about how to write an “about me” page.