I was recently invited by Jo and Lyndon—Podcast hosts of The Sustainable Creator to share my insights related to How to Write Conversational Website Copy as a part of their new 5-part website series. I highly recommend checking out the complete series if you’re currently in a stage of business where your website is in need of some TLC, but for now, I’m diving in on the main themes that I shared related to my 5-step approach to writing conversational copy.
When Is the Best Time to Update Your Website Copy?
[The Sustainable Creator 02:30]
Before we dive into our 5 step process to writing copy, we first discussed where does copy come into the equation when you are updating your brand/website and why it’s critical to know when to begin to even think about copy during the rebuilding process.
Web Design or Copy First?
OPTION 1: Web First, Copy Second
You have this beautifully designed website and new brand and now you have limited space to say what you need to say section to section.
This approach can be extremely limited because you only have the amount of space that was designed for you to communicate your offers, authority, and unique perspective.
OPTION 2: Copy First, Web Second
You have outlined all of the sections/topics that you want to communicate and have provided your designer a blank slate for how to piece the design together to bring your brand authority all together.
So, which option sounds like the best fit for your brand rebuild? Continue the conversation with us on Instagram and let us know your thoughts!
Why Your POV Is Actually Your Greatest Differentiator
[The Sustainable Creator 04:11]
In the episode, I discuss a few reasons why your point of view is your greatest differentiator, but what I want you know is that finding your differentiator is not about the words you use to stand out, it’s about being able to communicate your unique experiences, thoughts, and opinions to your audience in a way that feels relatable.
When you are relying on what your competitors are sharing in their content or copy and pasting what your AI bot knows about you to have a “take” on a matter, you are discrediting your own experiences, and quite frankly you’re devaluing what makes you so damn special.
The Intersection of Website Copy, SEO, and Personality
[The Sustainable Creator 05:33]
When most folks think about their website copy, SEO is at the top of the list as to why a website needs copy. Rightfully so, we need keywords so that Miss Google can identify the web page with a commonly searched topic. The nuance here is that if we are only writing copy for the sake of SEO, we are missing out on the opportunity to communicate why we’re the person for the job!
Your Audience Wants to Know More About the Human on the Other Side of the Screen
[The Sustainable Creator 10:30]
If you’re new here, hi, I’m a therapist turned copywriter and you can read more about why that’s actually a banger differentiator for me and an advantage for you in this post.
More importantly, you are asking your audience to share a vulnerable part of their life with you. I think Lyndon shared the perfect word to describe this intersection in the podcast: a crossroads.
When your audience is reaching out for your services, they are usually at a point in their life where they HAVE to make a decision.
Your copy has two jobs to do in this moment:
- Make your services really fucking clear why they are the solution
- Clearly communicate why you are the person for the job
And if I’m being really freaking honest right now, I see too many websites out there that are either doing #1 and not #2, or skipping the plot entirely with a website that acts as a landing pad for their inquiry from for social media inquires.
If you are going to have a website, at least make it work for you 24/7. And I know that narrative is so damn tired, but it’s true! You are investing so much into your brand, and web design, might as well have copy that actually communicates to your ideal client while they’re visiting!
Our 5-Step Process to Writing Conversational Website Copy
[The Sustainable Creator 13:55]
In the podcast, I breakdown the 5 steps that we utilize to help excavate the creatives brand authority, mission, personal experience, and personality.
Step 1: The Root
Why does your business exist, and what experiences have shaped the way you, as the creator works/shows up to your audience?
Step 2: The People
What is your audience thinking, feeling, fearing, and trying to figure out before they ever inquire with you? (I’m specifically wanting to get to that tension point when they finally say “I need help with this right now”)
Step 3: The Landscape
What is everyone else saying in your industry, and where has the industry become repetitive, overly polished, or disconnected from the actual solution that you’re solving/offering for your ideal clients?
Step 4: The Real Offer
What are we actually selling beyond photography, design, therapy, SEO, or whatever the service may be?
Step 5: The Path Forward
I’m looking at what specific job does each page have, and what should the reader understand, believe, or do next after they have landed on a specific page?
Learn more about our 5-step process in the episode here.
Connect with Jo & Lyndon
Jo and Lyndon are a Wife and Husband, left brain, right brain coaching duo who love to support creative business owners. They offer both 1:1 and group coaching support. I am a personal fan of their group program, Creative Maven Society.
How To Write Conversational Website Copy On The Sustainable Creator Podcast
We’re Kinfolk Creative—better known as the Visibility Duo.
One part strategy, one part storytelling, and a dash of “why didn’t I think of that?” We help business owners ditch the generic copy and finally show up online like they actually mean it.
If your website reads like a resume from 2014, your “About” page makes you cringe, or you’re just plain tired of yelling into the void—we’re your people.
We write words that sound like you, speak to them, and get clicks without the cringe.
