Utilise your headers

Your website headers are your opportunity to hook and engage your audience. Make sure you’re using this space wisely by including content that appeals to your ideal client’s emotions, piques their interest, or tells them something valuable.

Don’t use this space to introduce a topic with a title.

For example,

• My mission is to
• I value
• I’m the founder of

While it might seem logical to use these as headers and elaborate, you’re actually excluding skim readers and cutting out a large portion of your potential audience.

People don’t care about your values, mission, or role unless you give them a reason to — unless there’s something in them for them.

Rewrite your headers to ensure they’re informing and guiding your audience forward.

Add more persuasive words and phrases

Persuasion drives action, so make sure you’re constantly focused on persuading your audience of something or to do something.

E.g. Persuading them to take the next step with a compelling call to action.

Or persuading them that you’re their perfect match.

This blog post on ‘How to write persuasive content for your website’ will help you hone this skill.

Implement clear calls to actions

Call to actions guide your dream client to the next step (closer to your desired goal)— this can be to view another page of your website or to reach out and book with you.

While I consider myself a creative copywriter, clarity is always my priority. Confused people don’t buy. So if your call to action isn’t clear, you’re risking your potential client not taking action.

Stick with clear and direct call to actions such as:

• Book now
• Enquire now
• Register your interest
• View services
• Schedule a call

Add relevant and engaging stories

We’re naturally drawn to stories for their emotionality and reliability. If you can learn how to tell a good story and understand the stories your dream clients are interested in, marketing your business becomes fun and easy.

This post covers 5 essential brand stories to connect with and convert your dream clients/customers.

Use keywords and phrases

Search engine optimisation helps you reach new leads through Google. To do this, you need to include the keywords and phrases your dream clients use to search for their issues/desires in your website content.

For example, if you’re a wedding photographer in Cambridgeshire, your ideal client will search ‘wedding photographer Cambridgeshire’ and you want to ensure you come up with this search term.

To help you improve your search engine optimisation, I recommend using Uber Suggest, Keywords Everywhere, and the Google Search function.

Break up your paragraphs

Long, wordy paragraphs are difficult to read and unappealing to the eye. Break up your website content with line breaks, photographs, and interesting designs.

Add useful, high-quality links

High-quality links improve your SEO and serve your dream clients.

Use relevant links that add value to your audience’s experience.

For example, after reading this post, I recommend this one because it’s relevant to what we’ve been discussing and will expand your knowledge on improving your website content.

Answer your ideal client’s questions

You need to provide your dream client with all the information they need to make an informed and empowered decision.

Your website content needs to cover every question they have before they ask it. You can do this through your on-page content and a designated FAQ section.

I recommend including essential information in your website copy/content and highlighting additional information and commonly asked questions in your FAQ section.

Highlight what makes your brand unique

Knowing and highlighting what makes you unique is how you become a go-to option for your dream clients.

At Cupid, I like to focus on one uniqueness you can hone in on and become known for.

Adding this difference and showing how it’s an asset to your dream clients will set you apart and improve your brand memorability.

Develop and clarify your brand message