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Your DREAM client is a busy gal (or guy). She’s fast and furious when she’s searching online for tips, advice, and info. You have about 7 seconds or less to grab her attention to convince her to stay on your site, rather than click away to never to be in front of her again.
What this really means is you have to show up and show up in a BIG way when you write your copy. It has to be so FAB that she can’t wait to start clicking around to see what else you have on your site.
Fortunately, there is a recipe you can use as a guideline to accomplish your goal. AND, as a BONUS, it works for EVERY. SINGLE. PAGE. OF. YOUR. SITE.
#1 Attention-Grabbing Headline
It all starts with an attention-grabbing headline or lead-in. On some websites, you’ll see one to three questions as the first item on the home page. The goal of the question or questions is to get the reader to answer yes to the questions and then read on to find out more or to get the answers to the problem that the question poses.
Other websites have a headline, which may be a statement, such as “Cut your wedding budget by 25%, without sacrificing your dreams, with one little step.”
Another great option is to state a problem or a challenge that your DREAM clients face. Then, follow it up with a sub-headline or sentence that shows how you, your product, or service resolves the problem or helps them overcome the challenge.
Whichever headline option it is you choose, all of your pages should contain a headline that grabs the attention of the visitor and keeps them on the page to see what the rest of it has to say.
#2 Create a Need or Desire
When you are writing website copy, you are a storyteller or a picture painter. You need to write it a way that draws the visitor into a situation they identify with, so that you can then convince them that they need the product or service you are offering.
When you tell the story the right way, you create a need or a desire for what you are selling with compelling copy that convinces the visitor to become a client.
Once you create a need or desire for your help, then it is time to really lay out the deets. You really have to spell out the benefits for the wedding couples. Brides and grooms (even the DREAMIEST of DREAM clients) are selfish. All they want to know is “What’s in it for them (WIIFT)?”
Avoid listing a feature. Focus on how it benefits them.
Feature: Our Day of Wedding Coordination Package offers a wedding coordinator for seven hours on your special day.
Benefit: You’re busy getting ready for your big debut down the aisle. Leave the logistics to us! We’ll take care of everything from setup to cleanup, so you can enjoy your day without a care in the world.
#4 Sprinkle in Some Street Creds
In a similar genre as the WIIFT, sprinkle in some street creds. What I mean by this is tell them WHY they should listen to what you have to say or BUY what you are selling. Do it in a way, however, that is still all about them and less about you.
Rather than saying, “I have 18 years of experience planning weddings,” say, “I have 18 years of experience helping brides turn the weddings they’ve dreamed of as a little girl into a reality.”
You get the idea.
#5 Tell Them What to Do Next
Every single page of your website, without exception, should contain a call to action. The call to action is one of the most important items on each page of your site. This is the statement that tells visitors when they reach the end of the page what it is that they have to do next.
Of course, you want them to hire you or buy a product from you!
Call to action statements can be worded in various ways, but typically, it tells the visitor to call, click, buy, email, visit, or to take another action to get the product or service that they now need or want.
Usually, a call to action is at the end of the page. It’s also acceptable to sprinkle some call to actions throughout the page (especially if the page is long).
Stick a Fork in It, It’s Done
When you write copy for each page of your website, write it so that it makes sense. Be very clear so the visitor understands what your business or site offers them. Draw them in with an attention-grabbing headline, use a story to draw them in to create a need or desire for what you have to offer, and then tell them what to do to get it.
It’s not brain surgery, but it is a recipe, and one that works when you have ALL the right ingredients.
I’m Kristie Lorette McCauley. I have a word addiction and I’m not afraid to use it (or admit it).
In my past life, I was a certified wedding planner. In my current life, I am the wedding planner content + copy writer.
I use my writing + wedding planning experience to turn your thoughts into words that land you DREAM brides + grooms + book your calendar solid.