I’m a strong believer that your website should be your 24/7 salesperson. The words on your business website need to be working as hard as you do to build connection & inspire conversion. But, actually understanding the strategy and knowing how to craft copy that sells is a whole new battle. Thankfully, your friendly, neighbourhood conversion copywriter (hi) is here to tell you what goes into copy that sells.

Mindset shifts

I know what it’s like to fear being ‘salesy’. Trust me. But the purpose of great copy is to sell without becoming an over-enthusiastic car salesman.

Your Home page, About Page, Services page, and all other pages (even your blog!) need to work together to position your offer, establish credibility, and engage your ideal customer.

And honestly, writing conversion-friendly sales copy isn’t easy. It requires time, strategy, and a lot of research. Seriously, I spend more time researching than I do writing for my website copy clients! But, it’s the BEST investment you’ll make in your business.

A platform dedicated to selling me and my services all day, every day? Sign me up!

Your sales copy should feel like an authentic conversation between you and your ideal client where you’re engaging, educating, and persuading them. No creepy car salesman here, thank you. Having a great website working for you means you can steer clear of those outdated, cold sales techniques.

How to make sure your website copy sells your services

Unfortunately, when it comes to writing conversion-friendly copy, there isn’t a magic pill. There’s not one strategy that’s guaranteed to work with every client. And (no matter how hard you try) you can’t make people buy from you.

What you can do is use multiple techniques across your copy to address different types of buyers, their personalities & the situation they’re in.

Know your audience (but not in the way everyone says)

You’ve heard it one hundred times: “you need to understand your audience!) But what does that mean? Their age? Location? Industry?

Kind of, but not really.

Knowing their demographics and creating client personas is valuable. However, what’s more important is understanding where they are in their journey and what motivates them as human beings.

You need to know their pain points, motivations, and desires.

And you need to understand how aware they are of the solution to these things.

For example, a modern NYC couple is tearing their hair out as they drown in wedding planning tasks and daily to-do lists.
They know they need help.
They know they need a wedding planner
But they’re not sure what service they require.

Spending too much time focusing on why they need a wedding planner is a waste of time (& website space) because they already know this!

Educating them on how your services reduce stress and overwhelm and make the planning process simple and streamlined is a valuable use of space/time because you’re providing a direct solution to the problem they know they’re having.

If you think you understand your ideal client, I challenge you to get even deeper with this. Start implementing strategy so you know you’re speaking to their situation and honing in on the right parts.

Establish your USP

There are thousands of wedding pros & creative service providers providing your services. Being passionate and providing a high-quality service isn’t enough anymore. You need to understand what makes you different and leverage this.

Are you a multicultural wedding planner because of your experience planning and designing your wedding? And now you care about helping others do the same in an authentic, respectful and aligned way?

Your unique value proposition or selling point as a wedding planner here is your unique story.

Focus on one thing that makes you truly different and start marketing around this.

Focus on benefits & features

Every marketing wiz out there knows it’s the benefits that sell, not the features. You want your clients to know how your services feel. They care more about how you’re going to change their experience for the better and less about how you’ll do it. 

But, as a logical buyer myself, I believe there is immense value in exploring the features/deliverables/what some might call ‘boring stuff’.

Focus on the benefits but don’t skip over the features because you’ll be excluding a bunch of your potential clients by not including this information. Copy that sells includes features AND benefits.

Provide answers (to Qs & problems)

Once you’ve established your ideal client’s problems, you need to show how you provide a solution to them.

In the website copy example below, we highlighted how Nikki’s ideal client is feeling right now and followed up with how her services will limit these feelings and fulfill their desires.

Alongside providing answers to problems and current situations, you want to eliminate outstanding questions.

Questions = confusion

And if your ideal client is confused, they’re unlikely to trust you or ask these questions because they’ll be able to hop two tabs over and see a service provider who explains everything and doesn’t leave them wondering.

Try to answer all their questions in the body copy of your website. But, if there are areas you’re unable to address, use a FaQ to guarantee nothing is overlooked.

Be creative & tell stories

Storytelling is the easiest way to make connections and build relationships via your copy. Telling stories people can relate to or see themselves in helps them trust you and invest in what you’re talking about. 

For example, you could tell your audience you’ll help create the wedding or their dreams, or you could bring them in on the story:

I can’t promise you’ll wake up with a fairy godmother on your shoulder and Prince Charming looking over your bedside, but I can guarantee you’ll get the next closest thing. When we work together, I’ll be by your side, ready to answer any questions, set plans into motion, and listen to your pre-wedding woes (don’t worry, we all get them).
I’ll be holding your hand from now until the end of the aisle, where your one true love will be waiting for you in a venue so spectacular even a Disney Princess would be jealous.

Oh, and when the day is said and done? The magic doesn’t end– you’ll find me in the DMs chatting to you like a lifelong best friend. What do you say? Shall I grab my fairy dust?

Cut and dry copy isn’t going to cut it. You need to be creative if you want your copy to stand out & sell.

Provide evidence

This one is for those logical buyers who love to know everything and anything before investing (aka me). As well as providing clarity on features, you’ll want to give evidence that what you’re offering works.
For creative industries such as wedding planners, photographers, and event vendors, this won’t be statistics but testimonials.

If you’re offering a luxury fairytale wedding experience, you need testimonials from your previous brides saying that they felt like a princess.

If you’re selling a stress-free wedding planning service, you need testimonials from your previous clients saying that all they had to do was share their vision and arrive at the church on time.

You get it. You need to prove you can provide the solution to their problem.

Tell people what to do

Finally, you need to tell clients what to do. You’ve done the tough bit and written copy that sells your services. Now it’s time to capture the lead with an inquiry form. Add a clear call to action following your copy, so your ideal client knows how to book your services.

I told you there was no magic pill, didn’t I? Writing conversion-friendly website copy that sells your service isn’t easy. And it’s definitely not a ‘words on the page situation. It requires time, research, strategy, and a profound understanding of your business, brand, and ideal client.

The good news is you don’t *have* to do all this hard work solo. Whether you’re looking for a DFY service (so you don’t have to worry about a thing and know your website is working hard for you) or a done-with-you website audit, I can help. Visit the Cupid Copy enquiry form and ensure your copy is being the 24/7 salesperson you need.