How to Write Website Copy That Attracts More ClientsFeb 11, 2022
Julie is a healer who incorporates many modalities into her work, including Yoga Therapy and Meditation Instruction.
Her website explains the power of these tools and even goes on to share how they can help her ideal client “live with vitality” and “reclaim their power”.
So why isn’t Julie attracting more clients?
The truth is, there are plenty of people out there right now who want the transformation only Julie can provide, but the problem is, she’s not communicating the results she can help her clients achieve in a way that inspires a “Hell yes! I need that!” when they land on her website.
What’s Julie to do?
Although this is a hypothetical example, it comes from helping hundreds of “Julies” over the years, learn how to communicate the results of their work in a way that their potential clients actually care about and will pay them for.
If Julie’s story lands close to home, keep reading because I’m about to share my top recommendations to help Julie attract more clients, make a bigger impact AND earn more money from her website, without changing anything about what she actually does.
Potential Clients Don’t Care So Much About Your Modalities
The first thing healers like Julie need to understand is that even though their modalities can be life changing, their potential clients aren’t as inherently excited about the modalities as they are.
So it’s Julie’s job to get her potential clients excited. This happens through positioning what she does to align with the outcome her potential client is seeking.
Imagine Julie’s ideal client searching Google to find her service … Do you think they’re typing phrases into the search bar like: “How to reclaim my power with yoga” or “How to use meditation to revitalize my energy?”... probably not.
They’re probably searching for something more specific (and simple) like: “How to prevent panic attacks”, “How to sleep better” or “Ways to lose weight without dieting”.
Your ideal clients are searching the internet for solutions to their specific problems, and they will only be able to find you when your website copy clearly communicates that you have the answer.
The tools you use to get them there are secondary.
Choosing a Specific Ideal Client Makes This a Million Times Easier
A common mistake I see women entrepreneurs make online is trying to build their messaging around what they do, while neglecting to address why their potential clients should care.
Sometimes, I review an Impact Tribe member’s website and they do a little better - they talk about the benefits of their work, saying things like, “this tool/method/course/program, etc. will help you …”
- Find your truth
- Step into your power
- Reclaim your health
… you get the idea … but the problem with these types of “benefits” is that they’re still quite general and don’t paint a clear or compelling picture that motivates your ideal client to work with you.
The above types of “benefits” are the result of not positioning your brand to attract a specific ideal client with a specific problem.
I get it, it can be scary to hone in on a specific ideal client because you risk turning others away. But when you do, not only does it make writing your website copy so much easier, it also helps the right people find you and see the value of paying you what you’re worth for your services.
For example, instead of falling flat with a statement like: “Use the power of meditation and yoga to rediscover your truth,” if Julie were to address the challenges and/or desires of a specific ideal client through her website copy, her communication would help them see why they actually need what she has to offer.
Let’s reposition the above statement to see how it could apply to different types of ideal clients:
- “Discover how daily meditation and yoga can help you triple your monthly income.” (Ideal Client: Entrepreneurs)
- “Learn how a daily meditation and yoga practice can help you stay calm with your kids, even when they’re throwing a tantrum.” (Ideal Client: Parents)
- “Find out how meditation and yoga could be KEY to increasing your race times.” (Ideal Client: Athletes)
It doesn’t matter which type of ideal client Julie chooses from the examples above because she still gets to teach people yoga and meditation (although I recommend she choose an ideal client that she has some experience with and would enjoy working with on a regular basis). But now the way she communicates about what she does will land so much more powerfully, which will make it easier for her ideal client to find her and want to work with her once they do.
The benefits go beyond attracting more clients from her website. With a clear understanding of who Julie helps and the problem she helps them overcome, she’ll also:
- Receive more referrals from colleagues who see her as a trusted resource.
- Get more podcast interviews from hosts who know their audience struggles with the problem she solves.
- Increase her social media followers because more people will resonate with her message.
- Book more speaking gigs because she’ll have an easier time finding conferences and events where her ideal clients are likely to be.
Now that you understand the benefits of applying what you do to a specific type of client, let’s dive deeper into how to communicate results that get their attention on your website.
How to Identify the Results Your Ideal Clients Want
To find out what your ideal clients are willing to pay for, you need to ask them and listen. Here are some ways you could do this:
- Schedule one-on-one interviews with your ideal clients.
- Join Facebook groups where they spend their time and pay attention to their discussion topics and questions.
- Send out a survey.
- Read Amazon reviews for books related to your niche to discover what your ideal clients have to say.
Once you know your ideal client’s most common challenges and desires, then you need to communicate how working with you can help them achieve what they’re looking for.
Types of Results
Results can be communicated in two ways – tangible, and emotional – and it’s important to include both of these in your website copy! If you want to see this broken down further, check out my free guide at this link!
Tangible results are measurable. For example, they have a clear time frame or numeric amount that can be clearly tracked or measured. These give your clients something concrete to base their decision to work with you on.
Tangible result examples:
- Lose 20 pounds
- Attract higher-paying clients
- Cut your sick days in half
- Create a website that triples your leads
Emotional results can be clearly felt and will make a huge impact on your client’s daily experience. These tap into your clients emotions and help inspire their decision to work with you.
Emotional result examples:
- Become confident in your parenting skills.
- Experience unwavering courage when you step on stage.
- Learn how to love your body, no matter how much you weigh.
- Feel proud next time you hand someone your business card.
How to write supercharged result sentences for your website
Sometimes bottom-lining your results in short sentences or bullets (like the above examples) is sufficient, but other times, especially when talking about results in relation to your modalities or tools, they need to be supercharged!
Here’s my supercharged result sentence formula:
[Verb] + [tangible or emotional result of working with you] + “so that” + [big pain point or desire your ideal clients are experiencing].
Example 1 (for a health coach’s website, whose ideal client is a weekend warrior):
“Recharge your energy so you can crush that 10K race that’s been on your bucket list for years!”
Example 2 (for a business coach’s website, whose ideal client is a new business owner):
“Triple your monthly income so you can stop worrying about having to find a “real job.”
Example 3 (for a relationship coach’s website, whose ideal clients are married couple’s on the brink of divorce):
“Learn how to communicate without arguing so you can save your marriage.”
Notice how each example above begins with a verb? Beginning your results sentences with a verb is KEY to communicating what gets to happen for your ideal clients when they work with you.
To save you the time, I’ve put together a list of 112 verbs you can use to kick off the transformational results you share on your website. Get it here.
So … Can I still talk about my tools and modalities, just a little?
Yes! In fact it’s important that your ideal clients understand how you’ll help them achieve the result they’re looking for. You just don’t want to lead with your tools and modalities and have that be the only thing you talk about on your website (which is the problem I see far too often).
The places on your website where it’s important to address your tools and modalities are on your about page and on your services pages.
But keep in mind:
Even when sharing about your tools and modalities, it’s important to paint a picture of how that tool or modality will benefit your ideal client (in terms of the results they say they want).
Using general outcomes, fancy jargon or explaining the science and history of what you do won’t help you attract more clients from your website. In fact, it will likely do the opposite.
Want to take this deeper? Join us in the Impact Tribe for coaching, courses and templates that walk you through exactly how to communicate the value of what you do, on your homepage, about page and program pages, so potential clients see your value and want to pay you for it!