How to write your website so it sells more and sounds like you

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Admit it.

You do it too. (But don’t worry, we all do… even the “best” among us.)

Each time you decide to write new copy for your website… you don’t know where to start.

You have an idea of how amazing you want your new website copy to be, but when the time comes to put finger to keyboard and actually make it happen?

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Well, you’re a little uninspired.

So, to get inspiration, you open a new tab in your web browser and check out your competition. You find one site you like, bookmark it, and go looking for another competitor with cool copy you want to emulate until you get a nice collection to draw from.

And while you put your own “spin” on things, that’s exactly what you end up doing… “spinning” what’s already out there.

Sure, it works and it’s “good enough,” but it’s not stellar. It doesn’t have that feel that you’re dying for… and you’re not 100% sure it’s as memorable as you want it to be.

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It all just feels kind of… stiff.

You Want to Turn ‘Jargon’ to ‘Original & Fresh’

And the thing is, for getting a first draft out on paper, the process I describe above isn’t terrible. It helps you gather your thoughts, realize what you want to say and what you don’t want to say, and gives you clarity on how you want to stand out from the competition.

The important thing though, is to not stop after that first draft.

To get copy that’s truly memorable for your target audience… so that they remember your website DAYS after they left and can’t help but get in touch with you and buy from you, you’ve got to do something different.

And while there are a handful of different tactics I could teach you on how to do this, my number-on go-to, even for non-writers, is to go past the generic and get into the DETAILS of what you’re talking about. Like, get waaaaay more specific than you think you need to.

Why So Much Detail?

Because here’s the thing: when you stop making the same generic statements that everyone else in your niche is making over and over again, and you go deep into details, you can’t help but story-ify things a little bit.

And a brain on stories?

Based on the chemical and hormonal reactions that happen… it’s basically a brain on drugs. (Good drugs, mind you, not addictive ones that wreak havoc in people’s’ lives.)

To get technical-but-not-too-technical, simply seeing a word like “coffee” or “lavender” can cause the olfactory cortex (the smell part of your brain) to light up, even if you’re nowhere close enough to see or smell either of those things.

In short: stories get ATTENTION, and they get remembered. The brain itself can’t make that much of a distinction between a story it reads and what happens to the human whose head it resides in in real life.

Which is kind of fascinating.

It’s why history class was such a buzzkill for most of us in high school: Our teachers and textbooks wanted us to memorize FACTS about ALL THE THINGS, instead of telling us STORIES about what happened, so we could actually see what it was all relevant to us and care about learning it.

So… how do you do this?

It’s actually pretty simple.

Turn Industry Jargon into Interesting Copy: Step-by-Step

  1. Identify the piece (or pieces) of text on your website that don’t really do it for you. That are okay, but not exciting.

How to write your website so it sells more and sounds like you

For example, this is the kind of copy you’d expect to find on just about any graphic design website, right?

For the sake of example, let’s use the jargon in the first line: “Graphic Design full-service studio.”

  1. Type those pieces of text out in a blank document.

 

  1. Ask yourself: “Okay, so how does this phrase play out in real life?”
  2. Type it out IN DETAIL.

(Keep in mind, the first handful of things you write out may not make very good replacements for the jargon text, and that’s okay. Just keep brain-dumping, and you’ll get to the good stuff.)

  1. Plug new text back into your website.

Choose the new line of text you think would work best for your website, and replace the pre-existing jargon with it.

Wa la!

Do you see how that new line of text is suddenly way more memorable than what was there before?

It wasn’t hard, and when you can go through and do this for your entire website, you’ll stand out head and shoulders above the competition.

Try it For Yourself

Here’s what I want to challenge you to do right now:

Go to your website, and copy & paste the first line of jargon text you see.

Ask yourself how it plays out in real life, and brainstorm 5-10 new lines of text. Pick the best one, and use it to replace what’s currently on your website.

It seriously won’t take you more than 5-10 minutes.

And if you want to take things to the next level, I’ve got a 3-part email course with even more copywriting “tricks” you can use to sell more on your website.

You get one trick each day, and none of them take very long to implement. Sign up for it here.

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About Chelsea Baldwin

Chelsea Baldwin runs Copy Power, where she teaches how to reverse-engineer copywriting based on psychology to get your readers hooked on you forever. She wrote a free ebook that’ll help you keep your traffic from bouncing and get more leads and conversions on your site.

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Comments

  1. I think there is a further trick here. In short even the best copy written site in the world, wont generate leads if its not found on Google. For me its a really fine line to produce copy that sell, but have enough SEO to rank. So to me if you want to go pure ‘copy written’, then the only option is to funnel traffic via other methods than pure SEO.

    • YES! Copy is so important too. And you’re right – you have to get eyeballs on it somehow or it’s not going to do anything for you.

      But I don’t think good copy and decent SEO has to be an either / or thing, and you can have both. (In fact, a factor in search engine rankings now is how long people spend on your page after clicking through… which is an indication of the copy quality.)

  2. Thanks for the tips. Getting the tone and language right is quite difficult to reflect throughout a whole site, but this definitely helps.