The biggest mistake I see on service providers’ and coaches’ websites isn’t the copy itself, but the structure.
Your website copy isn’t structured to sell.
This means that when your ideal client lands on your website, they’re not guided through the process of discovery, nurture, and conversion.
Instead, they’re left to navigate the platform themselves. Something *most* modern consumers won’t do. And so, will X off your site quicker than you can say “What are you looking for today?”
How to change this and start booking clients through your website?
➡️Reframe how you see your website.
Your website copy isn’t a bulletin board of information on how to work together. It’s an intentional and empathetic conversation where you’re solving your dream client’s problem.
This problem?
It might be…
- Struggling to plan their dream wedding as a busy professional juggling work and family responsibilities.
- Unable to convert clients through their content and lacking the time to experiment with strategies that work.
- Dealing with bad skin that won’t improve, no matter how much they spend on skincare products.
Feel like your ideal client doesn’t have a “problem”? Switch this around—what do they desire?
Consider: their problem, desire, what they’ve tried, what’s not worked, what’s holding them back, and the ongoing impact of this.
I want you to do something for me—
Imagine you enter a car showroom, the sales associate doesn’t just shout, “Do you want to buy this?!” and then point at the car in front of them (well, not the good ones, anyway…)
They greet you at the door, ask if you’d like a drink, and engage in conversation about what you need, your priorities, and potential anxieties or hesitations.
They get to know you to best solve your problem of struggling to find your ideal car.
Using this information, they’ll suggest the best-fit car and talk you through why it’s your perfect-match.
It’s the same for your website copy—you need to engage in conversation before inviting them into your offer.
What this looks like on your Services Page?
Steal this outline:
Page header
What do you do, what’s the transformation you provide?
Their current situation
Prove you understand this, the impact it’s having, and empathise with them
Motivate them with a solution
Share that you have the best solution to their problem, why this works, and what life will look like afterward
Services/list of offerings & booking call to action
Provide details on your offering
Custom process + booking call to action
Outline how easy it is for them to book
Client testimonials/statistics/affiliations as social proof
Back yourself with honest, reputable sources
Final reminder & booking call to action
Remind them what you can do for them and invite them into this future
Don’t be the icky, unsuccessful car salesman. Sell with integrity and understanding. Structure your website copy like a conversation you care about and want to be of service in—because you do!
Download my free website copy template. This outline covers your Home, About, and Services pages, and ensures your website content is structured to sell. Click here to download yours.
