The foundation of writing a website that converts is knowing your target audience, the benefit, and uniqueness of your offer, and how to write copy that captures your reader’s attention and then follows their emotional state.

This blog will focus on the correct flow of your web copy, but if you need help clarifying your target audience, check out this blog. I give you five questions everyone needs to answer about their target audience before they begin writing their website.

Now, have you ever been talking to someone about something that was heart-wrenching? Maybe it’s a business owner friend who’s confiding in you about the struggles of running a business, and she’s really nervous about the next few months to the point of questioning shutting it all down in the new year. Then all of a sudden someone else jumps into the conversation without reading the room? They start talking about what they were doing that weekend and proceed to talk for the next five minutes without even acknowledging that you were talking. 

How did that make you feel? It’s likely you were frustrated, and the entire time this new friend was talking you were trying to figure out how to politely tell them to stop talking because your OG friend is over there with tears streaming down their face. 

This is a similar situation to what happens when a potential client finds your website from a Google search, or social media, and the original info they got from the snippet they saw on Google or the Reel you posted on IG just doesn’t line up with your website. 

They may resonate with your original info, but then when they clicked on your website the emotional connection was completely off. 

On the ad or Reel, you were sophisticated, clear, and to the point about the benefit of your offer, but your website felt like you were having a one-sided conversation with a made-up version of your ideal customer. 

I know this might sound a little bizarre, and you might be rolling your eyes at me with this example, but the underlying message is true: if your website copy doesn’t match the emotional status of your potential client, then they aren’t going to keep reading. Period.

Let’s place you as the main character. If you’re a business owner looking to solve a problem, let’s use social media management as an example, what’s the first thing you’re looking to find? You want to find a social media management expert who is as excited about your business as you are and will take this large to-do list off your plate each month. 

Where do you go to find this person? Most likely you start with a Google search. 

The first person that catches your attention is saying what you’re thinking: “Social media expert that’s more passionate about your business doing well that I end up putting mine on the back burner because your success is my success” 

WHOA! It’s like they read your mind. But, wait, keep going! 

It reads: “Not only will your business grow, but you’ll have time back on your schedule to focus on your next launch instead of how you’ll market your next launch. Leave that up to me!”

Okay, this is getting creepy now, huh? 

Not really. It just means that they are a good marketer, and know their audience really well. They aren’t literally reading your mind, but they kind of are too. 

If the ad is saying what you’re thinking, then it means you are their ideal client. 

This is what you want every potential client to say when they read your website, see a Google search, AND when they hop on over to your social media. 

Now, it’s not your job to know how to do this alone (unless you’re a copywriter). Here’s my full Copywriting Website Checklist where I walk through the exact way I write my websites so they follow readers’ emotional state so you can write your website like an expert.

If you don’t want to do it just know….

It is my job to know how to write a website correctly, but I know not everyone can invest in a full website project (or need it) and that’s exactly why I created the Mini Copy Audit.

My Mini Copy Audit gets you 30 minutes of review time, a 10-minute recording with all of my high-level feedback that will help you focus on what needs to be fixed, and then keep on going! 

If you’re interested click here and I’ll send you all the info!