Websites aren't that complicated, but copywriting is. If you have a website, you probably think it's fine. Maybe you look at your competitors and you think their website is not that much different from mine. You may say some generic things that kind of describe what you do and then you have a lead capture form or your phone number for people to reach out to you and then you just call it a day.
But you're missing a huge area where you could be converting customers by telling the story of why you are the best at what you do and why you are better than your competitors and how not working with you is going to cause problems for your prospective client. And all that comes down to copywriting.
Just look at someone else's website. Does it actually say anything? It might have a bunch of fluffy words that say we're the best design or we do this or we do that, but does it really speak to the client? Does it really give them benefit statements where they walk away thinking, "Wow, I need to work with these people"? Probably not, and that's because these people aren't doing good copywriting about themselves.
As I said before, almost every professional I work with has a lot of trouble writing good copy about themselves. They likely do not like writing and on top of that they definitely do not like bragging about themselves in writing. It makes them feel weird and makes them feel like their colleagues and their friends and family, plus maybe their clients, will look down on them after they see them doing advertising and saying all these things about themselves.
And doing copywriting poorly can make your business look cheap and violate your brand values. The last thing you want to do after building up your business over all these years is to throw it away with some shock jock advertising campaign.
We all know there are some lines that any decent professional just won't cross. Even if the money is good.
It's kind of like those lawyers who have seemingly sold their soul to the devil and bombard you with ambulance chaser commercials every hour on the TV. They might make money, but they look rather sleazy in the process. Any high-end lawyer that works in the corporate world would be ashamed to have a commercial like they do.
But that's not to say that those commercials do not work. There's a reason those lawyers are paying for them. Even if they are cheesy, they stick in the customer's minds and when they have a problem they call those people.
What we need to do is figure out a way to figure out all the value that you bring to your customers and explain that value in a way that does not make you seem like a charlatan.
So any good web page starts with an interview of the professional where you really dive deep into questions about how do you provide value to your clients?
You should take it a step further and even ask: What problem would I have if I did not hire you and I hired somebody cheaper or I just neglected to do this service or I did it by myself?
You need to be able to tell a clear story of how going without you is literally going to be a problem for them.
And then from there you want to think of who your biggest competitor is and think of three reasons why a customer should choose you over them.
Once we have that information then all the messaging and everything can flow from there and we can create really good copy to sell your services and get you more leads.