Coaching a client last week, I was reminded of a trap it's
very easy to fall into when it comes to writing copy for
your website. It's that old re-inventing the wheel thing.
You can talk to people about what you do, but when it comes
to writing it down, you lose the words. What I want to know
is... who said you need to find different words in the
first place?
Yes, writing website copy can be daunting. And the
challenge is very often one of how to condense everything
you want to say into bite-sized chunks. Most coaches,
though, have already worked on this when you've crafted,
practised and polished your elevator speech. So even if it
doesn't feel like it, you do actually have a head start!
Let's take a quick look at what needs to go on your home
page. You'll probably spot rather a lot of similarities to
your trusty elevator speech...
** The important basics of your home page copy
First of all, you need to make it clear who you work with -
who falls into your target market. If you work with single
mothers, for example, say it up front. That way the website
visitors who fall into your target market will be attracted
to read more. Those who don't fit will move on elsewhere.
And that's just fine.
The second really important piece of content for your home
page is a brief description of the results that you
deliver. These are, of course, precisely the results that
your potential future clients are looking for. By being
clear and concise again, you will catch the eye of
potential future clients and encourage them to read more.
Others who don't fit the bill will just surf on by. And
that, again, is just fine.
The other vital piece of the jigsaw is your sign-up box
where you ask visitors to leave you their name and contact
details. However interested they are in what you offer, if
you don't capture these details from them, they may as well
have surfed on by. And that really isn't fine at all!
** Strangely enough, it's not about you!
So many coaches get all hung up about 'selling themselves'.
But you know what? You don't actually have to do that. What
sells best is copy that's about the client, not about you.
Follow the guidelines above and you'll have a statement
that says something like:
'Coaching for single mums who want to earn a living working
from home' Or:
'Are you a corporate professional looking for a way out? We
specialise in helping you to step off the treadmill, take
control of your life and plan a new future.' Or:
'I work with artists and writers to make creative output a
practical and financially viable reality.'
Take your basic elevator speech and you'll probably find
that it follows a similar formula. The temptaion is always
to add in a huge chunk about HOW you achieve the results.
You know, all that stuff about coaching!
But remember that - before all else - your website visitors
want to know whether you work with people like them.
They're not that interested in how you do it. Later on,
maybe, yes. But not at the point where you're making your
first impression and they're weighing up, at the speed of
light, whether to hang around on your website or not.
So begin with your ideal client in mind and write your home
page just for them. Imagine they are standing in front of
you and you are answering their questions. Tell them
exactly what they want to know and do your best to avoid
coaching terminology. Keep the sentences short, use
relevant sub headings and bullet points and before you know
it... hey presto! A clear, concise, relevant and
client-attracting home page of your very own.
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