Why does rewriting website copy feel like a gigantic burden?
We talk about our businesses every day. We write Instagram captions and LinkedIn posts and emails and proposals. We text really good jokes to our friends.
But for some people, writing website copy feels like carrying a big ol’ boulder up a hill.
It doesn’t have to be that way.
Updating your website copy doesn’t mean you have to change every word.
Some common gripes people will have about their website copy might be…
- Unclear
- Wiggly brand positioning
- It’s just a mess
- Not sure how to lay out information
- Doesn’t hold attention
- No sign-ups
- Not sure if it’s user friendly
- Not professional
- Too stuffy
- Doesn’t sound like me
- Doesn’t talk to my current clients
- Missing information about my newer services
- Doesn’t DO anything
- Makes me feel small when I share it
Great! Once we identify the issue, we can address it.
#1 – If it’s unclear, “a mess,” or the positioning is wobbly:
Take a good long look at your testimonials. There’s a ton of value you’re bringing to the table. Talk about that.
My old business coach (who isn’t coaching anymore, but hi Karlyn!) used to remind me of a three-legged stool: Believe in yourself. Believe in your service. Believe in your customer. Remember and embody that belief before a sales call or sitting down to write.
#2 – If it doesn’t feel good, or doesn’t feel like you:
It’s time to nail down your brand voice. A good first step is to think through how you want your reader to feel.
Let’s take two personal trainers for example. One is very gentle. One yells.
The gentle personal trainer wants readers to feel safe and supported, so they use lots of soft emotional language and explain things carefully.
The yelling personal trainer wants people to feel energized and activated. They might use shorter sentences and make more commands.
Gentle: “Join me for a journey toward your fittest self.”
Bossy: “Get in the gym. Work gets results.”
#3 – If you’re not getting the results you want (clicks, discovery calls, signups):
Let’s think of it from your reader’s perspective. It might be a big leap to go from learning about someone for the first time to booking a 30-minute call. (A free call is expensive in time and energy, after all.)
What will help them stay connected with you?
How can you make it easier for them?
Good news: You don’t have to do any of this alone.
We do it all together in Website Rewrite 101, a course and community for solo service providers. Check in with other people with the same questions. Get 1:1 feedback from an expert.
Check out the first few lessons for free, and let me know if you have any questions! Questions are my game.
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Kelley Gardiner is a website copywriter and facilitator. She helps you figure out how to make your website work.
