Nah … me neither. Good news though. All those tedious activities are optional. If you make your website copy clearer and more compelling, you’ll get more enquiries from your dream clients and convert more sales.
Love cold calling? Can’t get enough networking? Adore writing proposals then getting ghosted?
WANT YOUR WEBSITE TO WORK HARDER? Read on …
SoundS good? Read on …
It’s super common for coaches and consultants to have sites that no longer reflect their practice. When that happens, you can start to feel a bit embarrassed about your site. That’s not much fun.
So many businesses have sites that don’t sell on their behalf. They don’t have helpful, detailed sales pages. Their content doesn't build connection or trust. If that sounds like your site, you may well be losing potential clients because your site's letting you down..
You’re amazing but your site’s letting you down
Your site’s outdated and doesn’t feel like you
Your site isn’t generating regular new business leads
IS THIS YOUR SITUATION?
or how about this?
You’re a high-performing coach or consultant
WHICHEVER STICKY SITCH YOU'RE IN, i CAN HELP YOU TRANSFORM YOUR SITE INTO AN ASSET THAT DRIVES SALES.
If you want to sell your services, you have to be able to talk about them confidently. If you only invest in one marketing activity, invest in your website copy because it will give you your biggest bang for buck. It doesn’t matter how lush your photos are or how slick your graphic design. If your messaging is unclear, potential clients won’t understand what you do, who you work with, or why they should choose you.
Your website messaging is one of your most important marketing tools. But is it delivering the goods?
“People say my site is really clear and easy to read. And I find if people have read my website before they talk to me, they know exactly what to expect in terms of my process, and my fees. I’m booked out six months in advance, all chunky coaching engagements with good businesses, and my revenue is up too. I’m making significantly more each month than I was the year before.”
— Ian Cartwright, Sales Coach & Author
“My website is a really accurate reflection of me and what I do.”
Powerful, persuasive website copy sells for you
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SEE THESE CHANGES in your BUSINESS
People visiting your site could be your ideal clients, but you’re not giving them the info they need to choose you. And because most people now make buying decisions before they get in touch with businesses, you’re leaving money on the table by missing out on sales.
A site that doesn’t sell for you is such a missed opportunity
Plus, you’re making your life unnecessarily difficult. If you love preparing proposals, following up, and being ghosted, don’t let me kink shame you. But you don’t have to do any of that. Put that info on your site. Let it sell for you.
DON'T LET DREAM CLIENTS WALK AWAY
Upgrade your website copy and convert more sales
it's time to MAKE YOUR SITE WORK HARDER
Don’t hire me if you want to sound safe and corporate. Formal writing sucks and it doesn’t help you sell. My goal is to create a casual, conversational site that sounds just like you and helps you stand out.
One of the main jobs your website has is building trust That means showing up as yourself, sharing your approach and your process and giving advice, along with plenty of proof you deliver the goods.
Detailed sales pages are vital because people want to do their research in their own time and reach out to you when they’re ready. We’ll dig deep into the info your clients need to buy from you.
Controversial. But it shouldn’t be. Potential clients want to know how much you cost. If you don’t share your fees, they’ll simply go to one of your competitors who does. Nobody wants a hard sell.
Here’s how your WEBsite will change
IT will sound like you
It will build trust
DETAILED SALES PAGES
CLEAR PRICES UPFRONT
"We've had a huge increase in traffic. Abley has also grown hugely in the last couple of years, from a small to a medium sized organisation. The website is our shop window, so it's important it reflects who we are and where we're going. And the new site makes our expertise really clear.”
— Mel Gurden, Marketing Manager, Abley
“Our new website has been amazing for Abley.”
If you’re keen for me to write your website, we’ll have an initial call to see if we get on. I also need to find out how many services you want to offer, what case studies you’d like to feature, and whether you need a content strategy to drive people to your site. Once I understand the scale of your project, I’ll send you a site map with a recommended structure, and confirm price. You'll see an indication of prices below.
How your website copy project will roll
Confirm project scope
Case study interviews
STEP one
STEP two
If you sell several services, I’ll start with a couple of sample pages to make sure I’m on the right track. Then I get stuck in and write your website for you. Your estimate includes one set of integrated edits. Once your copy is done, I hand it over to you or your web developer to upload.
Depending on the scope of your project, website copy typically takes between four-eight weeks. I usually have a four-six week wait list. Coaches, consultants, and consultancies also often work with me on a content strategy so they know how to attract people to their site.
Website copy creation
STEP four
We do two workshops.
Workshop 1. Package your offers
We dig deep into your services to gather all the info for your service sales pages. If you’ve a large site with more than two offers, we’ll need more than one workshop to unpack all the gold.
Workshop 2. Your stories & approach
This is where we work on the messaging that makes you stand out. What qualifies you to solve the problems you fix for your clients? What makes your approach different? What’s it like to work with you?
Website workshops
STEP Three
LET'S BREAK it DOWN
"It's had quite a profound effect. Our bounce rate has dropped dramatically because the copy speaks really strongly to our target market of learning designers and their pain points. Our message is resonating with them.”
— Tom Lee, Marketing Manager, Chameleon Creator
“We’re very happy with the copy Lizzie did for our website.”
Have high value offers that need to be packaged in a persuasive way.
THIS APPROACH is a good fit for you if you ...
Want your site to be a great read, as well as a powerful sales machine.
THIS IS WEB COPY FOR SOLO-PROS READY TO LEVEL UP
Appreciate sites that show personality and want your site to sound like you.
Are willing to invest time working with me to make your site great. I make it fun.
“I was introduced to Lizzie when I decided to revamp my website.”
“I asked Lizzie to do a rewrite of the content for me. She was joyful to work with and very quickly picked up the sense of me and what I needed my website to portray through words. Lizzie has exceptional writing skills and attention to detail. I would most certainly work with her again.”
Theresa Gattung dnzm, Entrepreneur & Author
what it’s like to work with me on website copy
“I came to Lizzie because I wanted website copy.”
“What I really needed was to look at my suite of offers, what was successful, and what was on brand. Lizzie was kind and candid about what didn’t deserve to be part of the mix. Something she does very well is create safe conversations. Suddenly things I didn't want to admit to myself became very clear.”
BELINDA THOMAS, LEADERSHIP DEVELOPMENT EXPERT
“Writing doesn't come naturally for me.”
"I’ve always fumbled my way through writing my web copy and stressed for days. Having Lizzie onboard was truly a weight off my shoulders. The whole process was like chatting to a best friend. Lizzie guided me through and got right down to the real me and how I wanted my brand to come across. I love the copy. It reflects me 100%. It’s personal, down to earth, and feedback has been really positive.”
JO GRAMS, REAL ESTATE AGENT
Your website copy FAQs answered
Why is it important for my site to sound conversational? My industry is quite formal, and I'm afraid people won't take me seriously if my site is too casual.
Many (most) of us have two voices. The first is our spoken voice. And for most people, this voice is informal, colloquial, friendly, and easy to understand. When people think about how we sound, they think about our spoken voice.
The second is our written voice. Unfortunately, for many people, this voice isn’t so engaging. Often, it’s stilted, formal, overly wordy, and tends to use 10 words when five would do.
Now it isn’t our fault that we have two voices.
If we were left to our own devices, we’d write the way we speak. And that would be fantastic. But that’s not the way the world works. Instead, we’re trained out of using our clear spoken style. At school we get taught to use big words and write proper like. At university we adopt academic writing tropes. Then we get hurled into the world of work and introduced to the abominations of formal report writing. It’s no bloody wonder our written voice gets confused.
To be clear, the more your writing mirrors your conversational, spoken voice the better.
This is for two reasons.
1. People prefer conversational writing. And no wonder, right? It’s easier to understand and more fun to read. Nobody ever said, "Gosh I wish this website was more formal." It doesn't matter how corporate and risk-averse your industry is, nobody wants to be bored by turgid, formal prose.
2. It helps you stand out. Formal writing is generic. A formally written website sounds just like every other piece of turgid corporate waffle out there. And that makes it very hard for you to establish a memorable brand. But your conversational voice is uniquely yours. We all have our pet phrases and verbal tics, and when you write conversationally, these come through on the page.
People I write web copy for often say to me, “Lizzie, I don’t know how you did it, but you made my website sound just like me.” And that’s because I use your own words and those little idiosyncrasies that characterise your particular conversational voice.
Maybe. It depends how modular your website design and content management system is, and how easy it is to add in new blocks of content.
Websites deliver better results if you get clear on your website structure, work out your content strategy so you know how you're going to drive people to your site, and write (or get someone to write) all your website content before you approach a website designer.
Your website is a sales tool. Content comes first because your content makes the sale. It doesn’t matter how beautiful a site is if it doesn’t give your clients the info they need to choose you.
A website designer’s job is to take your content and make it easy and enjoyable to navigate and read, as well as visually appealing. A good website designer will suggest ways to make your content even more engaging and persuasive with the layout and visual elements they recommend.
It’s a red flag if a website designer doesn’t ask for content before they start work on your site. This indicates they’re purely considering the visual aesthetics of your site, rather than thinking about how it will serve your customers and grow your business.
When I write website content, I use wireframes to show how the content should be organised on the page. Designers take their lead from me. I’m delighted to collaborate with experienced web designers who understand how to design sites to make sales, but I’m not your writer if you want someone to plug the gaps in a design with words. That’s a waste of your money and my time.
- Why your clients come to you.
- The problems they want you to solve.
- Why they choose you.
- What they value most about your service.
Then nope. We don’t need to do client interviews.
But if you’re shaky on any of those four points, then client interviews will give you so much more clarity on what makes you special.
Not only that, but you’ll gather valuable insights in your client’s own words that will help me make your website copy more powerful. The way your clients talk about your services will always be more compelling to prospective clients. You may also find your clients talk about the work you do in a different way to how you do. Client voice is a very powerful tool.
And of course, client interviews also do double duty because they’re a rich source of testimonials and case study content.
- Your clients want to know your fees.
- You get more qualified leads.
- Your conversion rate increases.
- You don’t waste time on bespoke quotes.
Reason 1 is enough. Not having pricing on your site is more than a barrier for potential clients. These days, it disqualifies you as an option. People can’t be bothered to email or call for a price anymore. That’s old school. In this digital age, we want instant gratification. If we’re comparing service providers, we want to benchmark prices and work out if we can afford them.
If you don’t have fees on your site, most people won’t get in touch to ask how much you cost. They’ll simply move on and find someone who does share their fees. If you’re not putting your prices on your website, you’re losing potential clients.
Clear pricing is also a sign of professionalism. It shows you've invested time defining their processes and know how long a service takes to deliver. Working with you is likely to be a smooth, easy process. Conversely, if a consultant doesn’t disclose prices that can ring alarm bells. People hate the hard sell.
Finally, putting your prices on your site makes your life a lot easier. I don’t know about you, but I find doing proposals a boring waste of time I could be spending eating cake. So, I put my process and fees here on my website, and send people here first when they ask about my services. If they like what they see, then we have a call so I can find out more about their project and to make sure we get on.
Gonna leave you with this thought. If your price is premium, be unashamedly premium. Put that premium price out there and be proud. Don’t make people fall in love with you, reach out to you, and realise they can’t afford you. That makes people feel bad and wastes everyone’s time.
It can help to understand the difference between the four key types of pages you find on most effective consultant’s websites because each performs a different role. Knowing the difference between these pages also helps you understand how long your copy should be.
I find it helpful to think of the four types of pages on a website in terms of rooms.
- Hallways.
- Sitting rooms.
- Market stalls.
- Laundries.
1. Hallways
Hallways are pages your clients pass through as they're looking for info relevant to them.
Hallway pages are homepages, service pages, and resource sections. These pages tell give your clients a range of options to choose from. It helps to see each option as a doorway in a hallway with its own alluring sign. Keep your copy focused and snappy.
2. Sitting rooms
Sitting rooms are pages clients visit, to sit and stay a while.
Sitting room content includes case studies, useful resources, and blog posts. This content adds value to your ideal client and establishes your expertise by answering their FAQs, solving their problems, and telling stories about how you helped people like them achieve their goals. This content is rich, detailed resources, often upwards of 1,500 words, where you go deep into a topic.
3. Market stalls
Market stalls are sales pages. We’re talking service pages or product pages where you make an offer. .
These pages show your ideal client that you get their challenges, and you have the perfect solution. They’re personal and persuasive. They also tend to be longer because a strong sales page covers a number of important topics.
4. Laundries
Laundries are pages people go to accomplish a task. We don’t hang around in laundries. We wash our undies, and we get out.
These are pages like contact pages, e-newsletter sign up pages, and any tools you’ve created to help your clients solve their problems, e.g., currency converters, price comparison tools, etc. Generally, copy on these pages is short and to the point. This doesn’t mean devoid of fun and character.
I write meta data as part of the work I do for you, but SEO is a super specialised area, so you need an expert to help you research keywords and develop an SEO strategy.
I collaborate with SEO experts to layer SEO keywords into the content I create, so I can refer you to SEO experts if you need that support.
If you've a question about website copy I haven't answered, drop me an email.
Got another question ?
I'd love to wrangle your website copy
After writing content for hundreds of websites, I know a thing or two about getting attention and making sales with words.
When I started this business, I hit six figures revenue in year two. I’ve an 84%+ close rate on qualified enquiries, and I never do cold calls – not because cold calls are bad, but because I don’t have to. I get more than enough business dropping into my inbox without having to look for sales.
My success is because I know how to create content that attracts the right people and grows trust. And I can write you a website that does the same for you.
hey there, I'm Lizzie
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