Writing Compelling Copy for a Consulting Website

If your website visitors have to “figure out” what you do, they won’t. They’ll leave. I review websites for a living, and I can tell you exactly when someone will bounce: 7 seconds. That's the brutal window you have to convince a visitor they're in the right place before they hit the back button and disappear forever—potentially taking thousands in lost revenue with them. ➡️ The most common culprit? Ineffective copywriting that reads like a personal diary instead of a client conversion tool. You know the type: vague hero statements about "empowering transformation" without ever specifying WHO you help or WHAT problem you actually solve. Your ideal clients aren't playing detective. They're frantically searching for solutions to their specific problems, and if your copy doesn't immediately show that you understand their pain points, they'll find someone who does. Here's how to refine your website copy for more leads: 1️⃣ Scrap the clever-but-confusing headline and craft crystal-clear copy that directly addresses your target audience's biggest fear or challenge 2️⃣ Structure your copywriting to answer four critical questions within seconds: Who do you help? What problem do you solve? How do you solve it? What makes your approach different? 3️⃣ Write concise service descriptions with compelling copy that creates a frictionless path to booking a consultation Your website copy should work like your most enthusiastic sales rep—clearly communicating your value proposition, anticipating objections, and making the next step obvious. 💡 Take a fresh look at your copy through your visitors' eyes. Can someone understand exactly who you help and how within seconds? If not, your copywriting is asking too much of them—and they'll reward you by leaving. And if you want a Certified Conversion Copywriter to do it for you, just ask 👇 https://lnkd.in/eg5RBggR ✚ Follow Samantha Hawrylack, MBA for all things SEO, copywriting, email marketing, content marketing, and digital growth. I'm on a mission to help brands scale with data-driven marketing strategies that generate massive visibility and effortless sales while having lifestyle freedom.

The biggest mistake marketers make with website copy? It’s not a lack of clarity. It's not poor visuals. It’s not weak CTAs. It’s this: Your website copy is BORING! Because here’s the truth: People don’t have short attention spans. They have short patience for boring content. If your copy doesn’t engage, entertain, and hook them, they’re gone. I get it, we've all been there where the CEO wants more features listed. But here's what you can do to fix the website while keeping the CEO happy. 1️⃣ 𝐈𝐧𝐣𝐞𝐜𝐭 𝐬𝐨𝐦𝐞 𝐝𝐚𝐦𝐧 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐭𝐲 If your competitors could copy-paste your messaging, it’s too generic. If your copy sounds like it came from a corporate handbook, start over. – Write like a human, not a robot – Define your brand voice, then let it shine – Write something you'd be interested to read! 2️⃣ 𝐔𝐬𝐞 𝐰𝐨𝐫𝐝𝐬 𝐭𝐡𝐚𝐭 𝐩𝐨𝐩 Avoid the corporate jargon and buzzwords. Take all superlatives out. "Best, only, biggest, fastest..." you get it. "Our software is the easiest to use." → "Get set up in minutes—no PhD required." "Accelerate your growth with our platform." → "Turn website visitors into raving fans (and paying customers)." If your copy doesn’t sound engaging, it won’t be engaging. 3️⃣ 𝐄𝐯𝐨𝐤𝐞 𝐞𝐦𝐨𝐭𝐢𝐨𝐧 We all know tht people buy with emotion, then justify with logic. – Tap into relief, excitement, urgency, or curiosity. – Show them how their life changes when they use your product. – Make your audience feel understood 4️⃣ 𝐓𝐞𝐥𝐥 𝐚 𝐬𝐭𝐨𝐫𝐲 People don't remember bullet points, they remember stories. – Share real examples. – Show before and after stories (watch some infomercials, they're GREAT at this) – Turn product benefits into compelling narratives. Your website copy shouldn’t just inform—it should captivate because if people love reading it, they’ll stick around. And you'll build brand trust and affinity. #marketing #Copywriting #MarketingStrategy #WebsiteOptimization #B2BMarketing

Making this mistake in your website copy could be costing you in sales ⤵️ Writing like you're an expert. I know — it’s counterintuitive. When I designed a website for a leadership coach, she sent me a description of her services, but I had no idea what she was talking about. She was bringing years of expertise and industry knowledge to the table—along with a ton of industry jargon. But here’s the problem: potential clients don’t necessarily speak that language. And when they don’t understand what you’re saying, they tune out and bounce from your site. My job? To translate that expertise into easy-to-understand language that resonates with your ideal clients (and sells). And here’s why not being an expert in my clients’ fields is truly my unfair advantage: → I ask the questions your potential clients would ask. → I naturally avoid industry jargon (because I don’t know it!). → I focus on results, not features. → I turn complex ideas into clear, compelling messages. When you're too close to your own expertise, it’s easy to miss how your message lands for someone new. That’s where I come in. I start every project with a 90-minute Branding Roadmap interview where we: ✅ Dig deep into your expertise. ✅ Uncover what truly sets you apart. ✅ Identify your authentic voice. ✅ Map out how to reach your ideal clients. I always make sure website copy makes sense to ME (not an expert), before hitting publish. Sometimes you need an outsider's perspective to turn your expertise into messaging that connects. And to stop losing sales because your copy isn’t landing. I always say that it's really hard to read the label from inside the bottle. P.S. Ready for messaging that connects with your dream clients? Send me a DM, and let’s make it happen.

5 strategies for writing website copy that turns visitors into buyers. (without using ChatGPT) 1/ Copy with intention Writing great web copy means there is a solid strategy for the website. - Where are you directing visitors? - What's the goal? - What journey are you taking them on? Write with clear intent of the purpose and objective of the website. 2/ Use customers words Don't assume, be exact. One of the best things you can do is use the exact language your customer uses to describe their problem on your website. People choose words intentionally, you should do the same. If your customer tells you the problem they are experiencing with the leadership in their team is exhausting. Say exactly that. Don't use "tired" or "worn out" or "fatigued." Use "exhausted." 3/ Positioning your brand as the guide not the hero You are not the hero in your customer's story—they are. You are the guide that helps them. Write with this in mind. - What's in it for them? - Why should they care? - How does all your experience make their life better? This is how you convert visitors into customers. By understanding they everything you say and do on your website benefits them. 4/ Clear understanding of your ideal customer This should go without saying, but I've seen this mistake. If you don't know your ideal customer well enough you probably don't need a professional website. Go get more customers. Once you have a crystal clear understanding of your customer, you can speak to them in ways others can't. - Because you know their pain points - What success looks like for them - What they're afraid of Use all of this on your website. 5/ Less is more Remember, this is a website not a blog article. Most businesses put way too much copy on their website. Filling it with long paragraphs of text that no one is going to spend time reading. Make use of solid headings that describe the sections well and keep it brief. I would guess you can remove about half of the copy on your site right now. 6/ Formatting matters Nobody reads websites anymore. They skim them looking for the information that matters most to them. Here are some tips for formatting copy on your website. - Use bullet point lists - Use bold and italic text - Use headings and hierarchy - Line break paragraphs after 4-5 sentences Make the content on your website easy to skim. --- I hope that helps! Got a question about a piece of copy on your website? Leave a comment or DM me and I will take a look. P.S. Most websites create more confusion than clarity. I use brand messaging and websites to help small businesses grow. So they can attract more customers with a clear and consistent online presence.