By writing copy that cuts through the noise and attracts the right people.
This helps you avoid the exhausting struggle of trying to be all things to all people and laser in on those you should serve.
Your website must be more than eye candy. It should be the epicenter of your marketing.
And the best way to build an engaging site is to craft copy that will attract your ideal customer.
People want their problems solved and until your messaging vows to do so, they won’t notice you.
The needs of your ideal customers should drive your messaging.
And your copy has to clearly and concisely convey why you are uniquely qualified to help them.
So, how do you start?
1. Focus on your homepage copy
Ever heard the term “above the fold?”
Back in the day, when a newspaper hit the newsstand it had to stand out, so the headline of the day was featured above the fold.
This concept holds true today. The homepage copy a user first sees is your most important message.
Back in 2012 Google released the above the fold update. It targeted sites that were too “top-heavy” and lead to a bad user experience.
It’s still in effect today and the primary message from Google: We value user experience.
The above the fold section of your homepage needs engaging copy. Words that “promise” you are there to help solve your ideal customer’s problem.
This is why you need to focus on copy first, design second, and do the following…
Write copy to engage your ideal buyer by describing why you’re uniquely suited to fix their problem.
If you create the perfect message you stand out and become the clear choice.
How do you write prime copy?…
2. Define what triggers people to contact you.
Here are several examples:
A Couples Therapist
What pain motivates someone to contact a couples therapist?
A troubled relationship. A crisis point. A need to change.
A Plumbing, Heating, and Air company
What pain motivates someone (a slightly stressed homeowner) to contact a service store like Fort Collins Plumbing, Heating, and Air? The motivator could be any of the issues below…
a. My heat pump quit working.
b. The water pressure in my house just doesn’t seem strong enough.
c. My AC unit is over 20 years old.
There are three different reasons why someone might contact them. So, if our contractor understands more about their prospect’s journey and what triggers them to call, they’ll consider every stage in the customer journey to craft the right message.
Maybe they need a 24/7 support line. Or videos describing what to look for in aging AC units. Or to build in post-project surveys to better understand their customer’s needs.
They also need to create a strong above the fold message and you must do the same. Work to clearly understand your buyer’s intent and know the triggers that will get someone to contact you.
Understanding their triggers is your key to creating copy that works.
You now know what motivates someone to contact you. What do you do next?…
3. Talk with your customers
When I start a marketing project, I ask my client for a list of five or more customers.
I then call the customers and ask them a few key questions about their experience.
If they say something like “service is great,” I dig and ask them to get specific.
Then I dig some more to uncover extremely valuable intel detailing why this business is special.
It’s a simple process that yields amazing results.
Through interviews, I uncover talking points like the following…
“They always deliver on time.”
“Their team members are the most qualified and courteous in the industry!”
“Estimates are precise, every time. And they never go over.”
One of these messages could become a company’s primary brand message.
I use Zoom.us to call and record a conversation. I then transcribe it using rev.com.
Tools help but you don’t need them. Just take detailed notes during each call.
Copy from 3-5 interviews is invaluable. Trust me.
So, what’s next?…
4. Don’t forget your competition
Research your competitors and gather insights to further refine your copy.
Make a list of your top competitors. Also, search for businesses that are similar to yours but are not direct competitors.
Look for website copy that stands out. Bookmark the best.
Study online reviews. What are customers writing? Look for tidbits that will help you write engaging copy.
Companies often use their best copy in online ads. So when searching, look for ads and review the copy. I searched for “financial planner” and discovered several firms with quality copy.
What’s the next step?…
5. Write irresistible homepage copy
You’re focusing on your homepage.
You’ve defined the triggers.
You’ve talked with a few customers.
And through basic research, you have an additional list of copy that works.
Now, let’s take a look at how you can flesh out your above the fold copy.
To do so, I want to provide a few examples.
I’ll frame each message using the following formula. In the examples below I’m asking the business owner to…
a. Define the triggers
b. Clarify the problem
c. State the outcome
d. Invite them to act
Our Couples Therapist:
a. What triggers them to contact you? A troubled relationship. A crisis point. A need to change.
b. How will you help them (your expertise)? I help couples with relationship issues.
c. What is the outcome of working with you? Rediscover passion, commitment, and meaning in your relationship. Experience a life-transforming journey that leads to greater love, trust, and personal growth.
d. What should they do next (your call to action)? Let’s talk (discovery call).
Here’s the result of that exercise:
It’s time for your relationship to thrive.
Now is the time to heal pain, envision the relationship you desire and embrace transformation.
LET’S GET STARTED
Our Sporting Goods Store:
a. What triggers them to contact you? They need new sporting goods at a reasonable price.
b. How will you help them (your expertise)? For men aged 25-50, Creekside Sports is a sporting goods store that provides the lowest prices in the greater Fort Collins area.
c. What is the outcome of working with you? You’ll have the sporting goods you need and some extra money in your pocket.
d. What should they do next (Call to Action)? Find a store. Shop online.
Our Plumbing, Heating, and Air Company:
a. What triggers them to contact you? My heat pump quit working. My AC unit is over 20 years old.
b. How will you help them (your expertise)? Serving homeowners in Fort Collins, Loveland, and Greeley with plumbing, heating, and cooling services for over 20 years. We are the most trusted plumbing, heating, and AC repair company for homeowners in the greater Fort Collins area. This is because we only hire and train technicians that meet our high standards. Our company ethos is built on dependability, trust, and professionalism. We’ve streamlined our business to provide the absolute best service and the proof comes in the hundreds of positive reviews you’ll find online.
c. What is the outcome of working with you? We’ll keep your family comfortable.
d. What should they do next (Call to Action)? Request service.
Here’s an example of how that might turn out. I’ve highlighted Allen because of their spot-on messaging.
Keeping Your Family Comfortable
for 3 Generations
FINANCE YOUR PROJECT
What is the key to creating homepage copy that engages, converts, and sells?
It’s not rocket science. Simply take the time to work through steps 1-5 in order to create clear, engaging, and effective copy…
1. Focus on your homepage copy (because above the fold rules).
2. Clearly define what triggers people to contact you (triggers are key).
3. Call your customers (it might be the best thing you do today).
4. Conduct some basic research (and gather insights of gold).
5. Write the best above the fold copy you can (and outshine the competition).
If you want to call in a professional, get in touch.
If you want to do it on your own, get the workbook.
Get started, today!