Do you struggle to write website content that books your ideal clients?
Good website copy hooks the reader, keeps them reading, and ultimately compels them to take the next step, whether that’s make a call, fill in an application, or book a slot on your calendar.
That’s when your website becomes your best sales tool – and books clients for you.
When I work with clients, I use my 3S Framework: That’s strategy, story and style. Strategy helps determine what information goes on your website. It links your business goals with the information your website visitors want to see ahead of choosing to work with you.
Style is how we layout that information. For instance, what colours, font, and pictures to use.
Story is the jam in the sandwich. It’s the words and messages that stick everything together. Yum!
What If I Don’t Know What To Write?
If this is you, it’s so common.
Maybe it helps to know that you don’t have to use many words on your website. In fact, in this age of scrolling long blocks of text are a definite no-no. But that’s why it pays to make the words you do use really count for something.
I’ll show you how.
In this post, I’ll walk you through exercises that give your clear messaging and copy that hooks your website visitors and keep them reading.
These fun, storytelling strategies will give you website copy that delights, entertains, educates and most importantly books clients.
Step 1: Attract Good-Fit Clients By Defining Them
Before you write a single word, you need to know exactly who you’re writing for. This step is crucial, as it sets the foundation for all your copy decisions moving forward.
Most of my readers are ambitious interior designers with gorgeous portfolios and websites that haven’t quite kept up. (If that’s you: hello, you’re in the right place). I also love working with creative solopreneurs who pour their hearts and souls into their work. They’re passionate about their craft but often struggle with the business side of things – especially when it comes to marketing themselves online.
My website messaging speaks right to this person, with these needs. Yours should speak to the people you most want to work with too.
Action Item: Take a moment to visualize your ideal client. Who are they? What drives them? What keeps them up at night? The more specific you can be, the better.
Who are you speaking to in your website copy?
Now, take two minutes to write a quick paragraph describing your best‑fit person as if you’re telling me over a latte:
- What they do?
- What they want next?
- What trips them up or holds them back?
- What have they already tried?
For instance: “Ally and her husband bought a place in the country. They planned on doing their own design, but with two young kids and another on the way, Ally is exhausted spending every weekend at markets sourcing furniture, and feels way over her head. She wants a designer she can trust to manage it all, while she prepare for her new baby – and yes, that baby room needs a new look too.”
2‑minute exercise: Goals, Grit, Triggers
Now make three tiny lists about your top-fitting clients:
- Goals: Raise her kids in a beautiful location. Have room to grow. Walk into a beautifully designed home.
- Grit (frustrations): Has a good design eye, and would love to do it herself. No time. Out of energy.
- Triggers (why now): Baby number three is on the way. Create space they can evolve in. Make better use of space as the family grows.
Copy starter (paste this into your notes)
“I work with [who] who want [specific goal] but feel stuck with [specific barrier]. They’re ready for [clear next step].”
Step 2: Highlight How You Help
Now you know who your ideal client is, it’s time to articulate exactly how you help them. This is your value proposition – the unique benefit you bring to the table.
In my case, I help my clients book projects through their website. It’s simple, clear, and focused on a tangible outcome that almost all of my clients want. What’s your tangible outcome?
If you get stuck, one of the best ways is to think about the comments past clients say about you. Think about why they chose you, what you achieved, and the words they used to describe the results.
I guide my clients through a fun exercise that helps them articulate this. It’s called the Before/After Archway, and here’s how it works.
5‑minute exercise: Before/After Archway
Just fill the blanks here:
- Before: “Right now, my clients feel [state]. They are worried about [problem].”
- After: “After working together, my clients feel [state]. They see [result] and they feel [result] ”
- Archway: “We do it by [your process].” You can use a nnice graphic feature to illustrate your process too. To do this, try to narrow how you work in 3 clear stages – Consultation, Design, Reveal, for instance.
Here’s some more examples:
- Interior Designer: Consult → Construct → Complete.
- Coach: Call → Clarify → Control.
- Online store: Curate → Customise → Check-out.
Another framework my clients love is the The One Sentence Promise.
The One Sentence Promise
It works like this: “I help [who] get [outcome] through [method].”
For instance, mine would be: I help interior designers turn underwhelming websites into elevated brands that attract prestige clients, using my Strategy, Story, Style framework.
Pro Tip: Your value proposition should be concise and outcome-focused. Avoid jargon and do focus on the transformation you provide.
Step 3: Book Clients by Showing Them You ‘Get Them’
Now we get to show our clients that we understand them, like no other. In the Before/After Archway we took a quick look your client’s concerns. Now we are going to dive further into the hesitations and excuses they might use to deter a decision.
There’s no judgment on any potential client here. It’s human nature to go through that back and forth stage ahead of jumping into a decision. And if your product or service is high ticket, even more so. (Except the really dream clients who say yes, yes, yes, yesterday – I just need it done!).
By speaking to fears and objections we connect. Plus, answering them here on your website is good in three ways:
- You feel clear about your process
- Your clients can self-qualify, by busting objections as they move through your site
- You can refer potential clients who come to you through other routes, like referrals or Instagram.
Hesitations, objections, and concerns fall into a few main categories:
- False Beliefs: The misconceptions that might be holding your clients back. Many of my clients initially believe they need to be active on Instagram daily to get clients, but feel worn out. They aren’t seeing conversion there, and wished their website worked harder instead.
- Excuses: Why might clients decide to put off a decision? Why might they think, “Nice, just not now…?”
- Fears: What worries do your clients have? Timeline and cost are common for interior design clients, and it pays to address them. What else might be specific to your client beyond that?
Circling back to your client’s ideal solution gives you a way to address a concern but remind them of what they want to achieve ultimately.
- Dream Goals: What aspirations drive your clients? Many of my clients dream of earning enough to take school holidays off.
To Do: Brain‑dump 5–10 examples in each category (aim for about 40), then circle the top 2–3 you hear most often. These common concerns become headline fodder, bullet points, and FAQs in your website content.
What Is Your Client Really Thinking?
This Mirror Phrase exercise really dials into how your clients might describe themselves. All you do for each category is write one line your client would say in first-person. Use their wording as much as possible.
- Pain: “I’m tired of tire-kicker enquiries.”
- False belief: “I need perfect photos before I can launch a new website.”
- Fear: “If I raise my minimums, my enquiries will stop.”
- Dream: “I want projects that let me do my best work.”
Step 4: Putting It All Together: Write your website copy!
Websites that hook clients and keep them reading do four things on repeat: they promise to solve the client’s problem, answer their concerns, highlight their desires, and ask for a clear next step.
You’ve got the raw material—let’s place it on the page.
I’ll share examples about how to use the messages you’ve just created in four areas, through your homepage:
- Above the fold: With a promise that hooks
- Mid‑page: Using your Before/After Archway
- Lower page: Use testimonials to confront client concerns
- Footer: Create an invitation moment,
Start with your promise
The hero section on your homepage is the first thing a website visitor sees. It’s your prime real estate – and it needs instant curb appeal. Without it, potential clients feel lost and click right away from your site.
How do you snag that attention? Get specific. Too many websites open with a vague statement of work. Specificity sells—if your clients are city-based condo dwellers or countryside estate owners, say it. The more “seen” they feel, the faster they trust.
Use your Coffee Shop Test and Goals/Grit/Triggers to write a hero section that talks directly to your dream client. Experiment with a few options. See how specific you can get. Consider these examples:
- “Timeless country homes, designed for real life—from muddy boots to dinner parties.”
- “Light-filled, storage-smart interiors for busy city families.”
- “Elevated renovations for character homes—beauty, function, and a calm build.”
You can definitely use your One Sentence Promise in this section too.
Use your Transformation Story mid-page
This is where your Before/After Archway story shines. A great way to do this is to write up one of your projects with the background details. It can be a tiny transformation story, or link to a full case study.
Make it skimmable: what the client wanted, what stood in the way, what you did, what changed.
After your transformation story, you can underpin your ease and expertise by illustrating your process.
- Interior Designer: Consult → Construct → Complete.
- Coach: Call → Clarify → Control.
- Online furniture store: Curate → Customise → Check-out.
Use Testimonials to Confront Concerns
A clever way to confront your client’s hesitations is with testimonials. What better way to show them you understand them by having a past client tell them? Well chosen testimonials answer questions seamlessly.
Try to use testimonials that mimic the exact concerns your clients have, and show how you overcame them with a client that loved the results.
- Try pairing each testimonial with the concern it addresses: “Worried about timelines?” then the insert a quote.
- Keep each testimonials tight. 2–4 punchy lines beats a wall of praise for today’s website scrollers.
- Do try to include specifics: project type, scope, timeline, budget shift, or measurable outcome.
A note on vague testimonials: A quote that doesn’t show an outcome isn’t nearly as convincing. “Elle was amazing! So talented. Highly recommend,” feels flattering, but forgets to highlight my skills or process.
Here’s an example that addresses a client’s fears over timelines:
- Fear: “This will take forever and go off the rails.”
- Fear-beating testimonial: “Ivy mapped the process so clearly—with weekly milestones, who does what, and no surprises. We completed right on deadline, and all of our friends comment on the gorgeous furnishings. I still notice new details every day and love the thought and care Ivy went to.” — Aileen and Ken Johnson.
Restate Your Solution, Then Ask For An Action
This is your invitation moment! Call-to-action or CTA buttons asks your potential client to book a call, make an enquiry or even join your mailing list. Done well, they can really increase sign ups. Warm, specific, and hopeful works nicely to help a client feel great about taking the next step. They’ll come to you open and motivated.
The Mirror Phrases you created earlier are perfect for this:
- Artist: “Whether you’re tired of scrolling for ‘almost right’ artwork or you just wish someone would translate your vision into a piece with soul—here’s how my commission process works.”
- CTA: “Enquire About a Commission” or “Start Your Custom Artwork”
- Interior Designer: “Whether you’re tired of piecing a home together or you just wish someone would lead you from concept to install—here’s how we design for how you live.”
- CTA: “See Packages + Starting Rates” or “Book a Design Consultation.”
Pro tip for this section:
- Place your CTA button immediately after your mirror sentence. Repeat the same primary CTA you used in your hero section, to reinforce the pattern.
Why Do These Website Copywriting Tips Work?
By following this formula, you create website copy that resonates deeply with your ideal clients. It shows them that you understand their struggles, have the expertise to help, and can guide them towards their dreams.
When you have that connection, they are compelled to book with you rather than competitors.
Remember, writing effective website copy is not actually as much about you – it’s about your clients. Choose your words with their needs, desires, and concerns in mind.
Your dream clients are out there, waiting to discover you. With the right website copywriting, you’ll make it easy for them to find you and take that crucial first step towards working together.
Your next tiny steps (do these in 10–15 minutes):
- Update your homepage headline using your Coffee Shop Test paragraph.
- Add one tiny transformation story.
- Add pricing ranges, a clean 3‑step process, and one “Is this for me?” FAQ to your Services/Work page.
- Write your 10–12 word promise and send it to me at elle at ellekwan dot com! I’ll reply with one line of punch‑up, on the house.
Call in your own Creative Director
My Website Reviews are a sharp, focused 30-minute session where I diagnose what’s working on your website and where it feels flat. I’ll show you to align your brand with the level of your portfolio, with 2–3 specific recommendations you can put into action right away. Book your Website Review here.
