5 Pieces of Website Copy You Need to Attract Your Ideal Client
Hiiii – Cheyenne here 👋 & I am soo excited Lauren invited me to guest write this week’s newsletter.
Let’s get to know each other super quick: I've spent the last 5+ years sitting in head of marketing & content seats and writing killer copy, building evergreen funnels, and leading marketing for some of the world's most magnetic, creator-led brands.
(Think: bossbabe & The Two Percent, StoryBrand & Business Made Simple, etc.)
Lauren and I have gotten to work together on some pretty epic websites / sales pages together + there’s always a question of: whether you should work with a copywriter on your website OR write it on your own…
Personally, I lean towards working with a copywriter for 3 reasons…
1 – It’s really freaking hard to talk about what you do when you’re that close to it
2 – If you’re not a marketer, it’s not intuitive to write like a marketer and structure your website copy in a way that makes sense to customers
3 – Your ROI on time is (almost always) better spent working in or on your business than writing copy – see 1 + 2 above
BUT if you are the type of person that wants to “take a stab at it” – I’ve outlined 5 sections of your website copy with mad-libs style templates to help you write your own copy…
…OR end up staring at a blank screen for long enough that you decide to work with a copywriter instead.
Let’s get into it —
I believe there are just 5 core messages you need on your website. Let’s get into it…
Your “HERO” Section
The average person only spends 52 seconds on your site. Your “HERO” section is the first impression of your website and – above all else – needs to be clear.
Your “HERO” section refers to what loads on your website before anyone even scrolls down. It’s that first section of words and images, and it needs to be SUPER clear.
My favorite tool for writing your “HERO” section is to use StoryBrand’s tool: The Grunt Test. Your copy needs to be able to answer…
What is your offer?
How does it make my life better?
How do I buy it?
When your ideal client can understand those things in 60 seconds or less, they’ll quickly decide if they’re in the right place or not and take action accordingly.
Here’s your ”‘HERO” section MadLibs guide…
Offer Name
Learn Exactly How To [Achieve Result / Become Aspiration ]
[Program Name] is a [Program Type] designed to help you [Achieve Result] in [This Time Period] – without [Common Problem / Challenge ]
Your “VALUE STACK” Section
The Latin phrase “Omne trium perfectum,” meaning the rule of three, states that groups of three are not only more impactful, but also easier for the brain to remember.
It’s why we remember phrases like “Stop, Drop & Roll” or “Live, Laugh, Love”. 😉
I know…whatever process you walk your clients through is likely detailed & complex – but as Albert Einstein said, “Everything should be made as simple as possible, but no simpler.”
But how can you simplify your process down into just 3 steps that are extremely value-based and make working with you feel sooo easy for your ideal client so you can limit the barrier for entry and be in your offer easily?
Step 1 should be “Get Access To [Whatever Your Offer Is]”
Step 2 is about how your ideal client is changing by working with you “Transform / Learn / Grow into [Desired State]”
Step 3 is about who your ideal client is becoming or the outcome they are achieving. By working with you, how are they becoming their best self or achieving their goal?
Your “PROBLEM” Section
People buy solutions to painful problems. If you’re not talking about the problem you solve, you’re missing out on sales. Period.
The StoryBrand formula teaches that there are 3 types of problems…
External – The problem your ideal client is experiencing on the outside
Internal – How that problem makes your ideal client feel
Philosophical – Why it’s just plain wrong that your ideal client is facing that problem
When you can repeat back to your ideal client what the problem is that they’re facing – across 3 different levels – they’ll feel known and understood and know your offer is right for them.
First, take a moment to jot down your problems. Then, write your problems out in a “PROBLEM” section of your website.
Here’s your ”PROBLEM” section MadLibs guide…
You want to [Achieve Result]…but right now –[You’re Experiencing This Problem].
The problem is – when this happens, most [Persona] end up [Doing this thing that’s not helpful].
In [Offer], we believe [Transformative Belief]
SO IF YOU ARE..
A [Persona] who wants to [Achieve Result Without Frustration]
A [Persona] who wants to [Achieve Result Without Frustration]
A [Persona] who wants to [Achieve Result Without Frustration]
A [Persona] who wants to [Achieve Result Without Frustration]
You’re in the right place!
Your “OFFER” Section
Now that you’ve talked about the problem you get to be the solution. How does your offer solve the very problem they’re experiencing – and why are YOU the right person to solve it?
Your “OFFER” section is going to include a lot of sections. Here’s a quick overview…
Re-Introduce Your Offer
Introduce Why You’re The Right Person To Solve This Problem
Share What’s Included
Talk About “Bonuses”
Give A Clear Stack & Close Of Value
We’re going to start putting some sections together, now. Here’s how to write about your “OFFER” on your website…
Quickly Jot Down Your…
Problem: [Customer's Problem]
Solution: [Your Solution]
Result: [Successful Outcome]
Now, Let’s Dive Deeper…
Customer's Problem: What problem does your customer face?
"struggling with"
"finding it difficult to"
"frustrated by"
Your Solution: How does your product/service solve their problem?
"we offer"
"our [product/service]"
"we provide"
Successful Outcome: What positive result will the customer achieve after using your solution?
"so they can"
"allowing them to"
"helping them to"
Let’s put it all together…
Are you [Customer's Problem]? At [Your Company], we [Your Solution], so you can [Successful Outcome] – without [Common Obstacles].
Examples:
Are you struggling with generating consistent leads? We offer comprehensive marketing strategies, so you can grow your business with ease.
Finding it difficult to balance work and family life? Our parenting course provides practical tips and strategies, allowing you to enjoy more quality time with your loved ones.
Frustrated by the complexities of eCommerce? We provide a step-by-step roadmap for strategic growth, helping you boost your revenue and streamline your operations.
Your “SUCCESS” Section
Your customer wants to understand how your offer can help them get success and avoid pain. In this section, you’ll share evidence that you’re the right person to help them achieve their goals.
What To Include In Your SUCCESS Section
Testimonials of people “just like them” who have achieved results working with you << this helps them see themselves working with you
Hint: use this template – “I went from X to Y in Z timeframe using what I learned in PROGRAM”
Showcase authority through logos, expertise, certifications, schooling, etc.
List out the tangible benefits of your offer in a bullet list
Reiterate why they deserve this
Here’s your ”SUCCESS” section MadLibs guide…
You Shouldn’t Have To [Philosophical Problem]
Too many [Personas] try to [Go About This The Wrong Way] which leads to [Bigger Problem].
What if you could [Achieve Results The Right Way]? Without [All These Frustrations]
That's The Reality With [Program].
You don’t have [Do This The Wrong Way]. Join [Program] today for [a proven approach tailored specifically for persona like you].
We're here to support you every step of the way, and we're confident we can help you achieve the results you deserve.
Okay! So those are the 5 pieces of copy you need to attract your community to your business.
Oh, and to be super clear – these are 5 sections you need on your site – but there are going to be lots of sub-sections – so start here, then build from there.
Take a stab at writing these sections, and if you have any questions – shoot me a DM over @copygirl.co – I’d love to connect with you!!
If You Want Help With Your Funnel, Here's How We Can Work Together...
Your sales page + website are just one small part of your whole marketing funnel, so if you want to work together on copy OR chat through your marketing as a whole, I’d love to work with you…
1️⃣ Schedule A Call To Work With Me 1:1
If you'd like to work with me 1:1 to write your copy or build your funnel, I'd love to chat. Simply click here to schedule a call!
2️⃣ Join The Funnel Method
Join the Beta launch of my signature program, The Funnel Method: A 10-week group coaching program with copywriting template packs designed to help you write and launch your evergreen funnel so you can finally start generating sales consistently and get off the live launch hamster wheel.
I recorded this loom walking you through the whole thing. Take a peek + let me know if you have any questions. We've got a GREAT group so far and I'd love to have you in it.
As a subscriber, you get $100 off with code “THREE-HELLOS” at checkout.
