When it comes to writing the copy for your own website, I won’t lie to you: this is a seriously labour-intensive task. Your website is essentially your own shop on the internet, so when people come in to look around, you’re going to want to make sure that not only is it looking its best, but the actual content within it (mostly, that’s words!) is really speaking to those who you’re trying to reach. 

Once you’re in for the long-haul of creating seriously compelling web copy, there are a few key elements that can help you to focus in on what matters, ensure your copy is aligned with your audience, and that it’s been written in a way that will actually get your message across. 

Today we’ll be looking at:

• Why defining your Ideal Client is the FIRST thing you should do, before you write a single word of copy
• An often-missed opportunity to resonate with your ideal client (hint: it’s on your about page)
• How people actually read web copy, and what that means for yours.

So, let’s dive in, shall we?

1. Clarity is Queen: Knowing Your Ideal Client Inside Out

When it comes to improving (or starting on!) your website, there’s one foundational step that trumps all others. Get this right, and everything else will flow so much more smoothly. Get it wrong, and you risk your message falling flat. That crucial first step? Gaining absolute clarity on who your ideal customer or client actually is.

It’s incredibly easy to fall into the trap of thinking our website is our personal stage, a place to narrate our life story and share every facet of ourselves. And while there’s an element of truth to wanting to build that personal connection, we must always view our website – and especially our copy – through the lens of our customer or client. We’re talking to them, and we want to maximise every opportunity to build that vital “know, like, and trust” factor.

So, how do we do this effectively? It starts with stopping the vagueness. It means resisting the urge to try and appeal to everyone – because when we attempt to be everything to everyone, we inevitably end up resonating with no one.

Therefore, the most important step when you begin auditing your website copy is to gain laser-sharp clarity on who your ideal client is, what they need to hear from you, and why what you do is directly relevant to their specific challenges and aspirations.

If you haven’t already developed a resource for navigating this ideal client deep dive – understanding who they are, what their lives are like, their hopes, their fears – now is the time. I haven’t reinvented the wheel here; there are countless excellent resources available. However, I do have a personal favourite that serves as a fantastic starting point for truly understanding your ideal client, so if you haven’t got a resource on this yet, my favourite comes from Tonic.

2. Your ‘About’ Page: It’s Not About You (and that’s a good thing)

The biggest mistake I see people making with their ‘About’ page is thinking it’s just an opportunity to share their life story with no real purpose behind it. While you will likely share aspects of your life and experience there, it’s crucial to understand its true function.

Think about the concept of selfish versus selfless content. Are you creating this page simply to share your personal journey, or are you offering something genuinely valuable to your audience – something they can see themselves in, something that begins to illuminate why you are the very person to guide them through whatever challenges they’re facing?

Bring this insightful awareness to your ‘About’ page. Yes, share your life. Yes, draw on your experience. But with every single detail, ask yourself: Is this relevant to my ideal client? Will this help them understand how I can help them?

Shift your perspective. Instead of viewing this page as solely about you and what you do, consider this: How can I strategically use this page to demonstrate to my ideal client that what I offer is directly relevant to their needs and that I genuinely understand the problems and pain points they are currently navigating?

So, your task is to head over to your ‘About’ page and ask yourself honestly: “Is this genuinely helpful to someone who isn’t me? Or is this just me sharing about myself for the sake of it?” Be prepared to give that page a good, hard look and update it accordingly.

3. The Harsh Truth: Nobody Will Read Your Entire Website

Here’s a cold, hard truth: nobody is reading your website. Not really. Even when you excitedly send the link to your mum, chances are she’s not devouring every single word. This might sound disheartening, but understanding this fundamental reality is key to writing effective website copy.

So, what does this harsh truth actually mean for your website content? It means you need to approach your website with a critical eye and ask yourself: Am I breaking up my copy into really easily digestible chunks? Because if people aren’t reading every word, they’re scanning. And with every single small chunk of text – whether it’s a paragraph or a heading – there needs to be something that acts like a dog whistle, speaking directly to the person you’re trying to reach. Something undeniably clear. Something truly concise. Something that grabs their eye.

Think about how you yourself browse websites. You likely skim headings, bold text, and bullet points, trying to quickly glean the essential information. Your ideal clients are doing the exact same thing. Therefore, you must chop up your website content into small, manageable chunks. Acknowledge the fact that most visitors won’t read every single word.

Your priority is to make it incredibly easy to read. Your messaging needs to be crystal clear, and anything you absolutely want your customer to see and understand needs to be visually prominent. That means bolding key phrases, using italics for emphasis, and strategically employing bigger headings and subheadings to break up large blocks of text. Don’t be afraid to repeat your core message in different ways throughout your pages to ensure it truly lands.

So, take a look at your website right now and ask yourself: Have I broken down this information into small enough chunks? Does every single piece of information I’m providing deliver a clear message? Is there a clear takeaway, a clear call to action, or a clear piece of information that someone could easily grasp if they were simply scanning through my website?

This is how people interact with websites. And it’s how you need to approach reviewing and updating your copy.

To Summarise:

Building a website that truly speaks to your ideal client can feel like a big task, but by focusing on these three key areas, you’ll be laying a solid foundation. Remember, it’s not about perfection from the outset, but about progress and a genuine desire to connect.

Embrace the process of understanding your audience deeply, sharing your story with their needs in mind, and making your content easily digestible.

You’ve got this – one thoughtful word at a time.