Which of the following sounds most like your company website?
- a carnival barker
- a limp fish
- a fine mesh strainer
I certainly hope it’s not the limp fish.
Your website should help you draw more clients to your business.
But not just any clients.
Ideally, they will be the right clients.
And your site won’t do this by just shouting, hawking your services, or frantically tap dancing, showing all your dance moves.
It’s not about you
Sure, it’s great to showcase your experience. That will always be part of your site’s content.
But that’s not enough.
You need to really speak your target clients’ language.
But what will get them to pay attention?
While you may have thought it would be fine to make your website “me-focussed,” in fact, it should focus on your potential clients.
It’s about them
You don’t have to try to impress us with everything you know.
But you do need to show you understand where they’re coming from.
Consider why people buy. The moment they realize you are the solution to their problems they will want to start working with you.
But in order for your prospects to trust you, they need to first know that you understand their biggest challenges.
So how do you attract them?
Easy. Make them feel understood and heard. You know what they want, right? Show that you understand their problems.
Focus on their challenges
You do this by acknowledging their needs and goals. Here’s an example of what might appeal to an entrepreneur who needs more clients:
- Do you struggle to attract enough clients to your small business?
- Do you wish you could turn more prospects into paying clients?
- Do you worry about your financial stability?
When you put copy like this on your website, you essentially prescreen leads. Better yet, they prequalify themselves. And you can then position yourself as their problem solver. It’s a way of making a compelling invitation to your ideal clients so that they will reach out to you.
Of course, if your copy doesn’t speak to them, they’ll leave your site.
And that’s okay. They probably weren’t your target audience anyway.
But if the wording does resonate, your web copy has just worked like a fine mesh strainer—filtering out the less than ideal people to give you your best prospects.