Do you struggle to write website content that books your ideal clients?
Good website content 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.
Here’s the 4-step formula I use to help businesses book projects through their websites.
Use these, and you’ll be writing website content that qualifies and books projects with clients you love to work with.
Step 1: Attract 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 content decisions moving forward.
For example, my ideal clients are creative service providers. These are individuals who pour their hearts and souls into their work, creating beauty and meaning in the world. They’re passionate about their craft but often struggle with the business side of things – especially when it comes to marketing themselves online.
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.
Step 2: Highlight How You Help
Once 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 my clients desperately want.
Pro Tip: Your value proposition should be concise and outcome-focused. Avoid jargon and focus on the transformation you provide.
Step 3: Book Clients by Showing Them You ‘Get Them’
Now comes the fun part – diving deep into your client’s psyche. This step is all about understanding their concerns, fears, and aspirations. By addressing these directly in your website content, you show your clients that you truly get them.
Think about the times you have served your ideal client. What did they tell you about why they chose to work with you? What did they hire you to help with?
Here’s a breakdown of four concerns to consider:
- Pain Points: What problems are your clients trying to solve? For my clients, a common pain point is having a website that does not generate enough leads.
- False Beliefs: What misconceptions might be holding your clients back? Many of my clients initially believe they need to be active on Instagram daily to succeed, but feel worn out. They haven’t
- Fears: What worries keep your clients up at night? A prevalent fear among my clientele is never landing the projects they truly want.
- Dream Goals: What aspirations drive your clients? Many of my clients dream of earning enough to take school holidays off.
To Do: Ideally you’ll want to think of between 5-10 examples for each concern – about 40 all together. Then narrow these to the most common you hear about again and again.
Step 4: Write your website content so that it speaks to each issue
With a deep understanding of your client’s concerns, it’s time to structure your website content to address each one head-on.
Here’s how I approach this:
- Promise to Solve the Problem: Make this the first thing visitors see on your homepage. It should be bold, clear, and compelling.
- Showcase Success Stories: Feature testimonials and case studies that demonstrate how you’ve solved similar problems for others. This builds trust and credibility.
- Confront False Beliefs: Use an introductory paragraph or FAQ section to address and dispel common misconceptions in your industry.
- Illustrate Your Process: Show how your services take clients from their current situation to their desired outcome. This helps potential clients visualize working with you.
Pro Tip: Use visuals, such as infographics or flowcharts, to make your process more engaging and easy to understand.
Putting It All Together: The Four-Point Formula for Writing Website Content that Books Clients You Love and Increases Sales
- Solve the Pain Point: Address your client’s most pressing problem right off the bat.
- Confront False Beliefs: Gently challenge and correct misconceptions that might be holding your clients back.
- Overcome Fears: Show how working with you can help overcome common worries and obstacles.
- Paint the Dream: Illustrate how your services can help clients achieve their ultimate goals.
By following this formula, you create website content 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 content is not 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 content, you’ll make it easy for them to find you and take that crucial first step towards working together.
