Have you ever tried to write your own story or bio? It can be daunting, even for those who know themselves well.
The same goes for your business. Chances are, you’ve invested time, money, and sweat equity into building a high-performing brand with a top-notch customer experience. You nail it at networking events, and your customers leave stellar reviews.
So why isn’t your website converting? Could it be that your well-intentioned bootstrapped DIY copy is actually hurting more than it’s helping?
Yes. And here’s why.
It’s easy to assume that an eye-catching web design is enough to attract, engage, and entice. But without intentional, story-driven copy to match the sophistication of your visuals, you’re left with a beautifully wrapped empty box.
“Beauty Without Substance”
If you’re aiming to reach high-paying clients who return and refer, looks just aren’t enough. If your website copy doesn’t speak to the true needs, values, and interests of these modern decision-makers, a flashy video header or branded photography just isn’t enough to convert.
Review your analytics (you do have analytics set up, right? …right??) and see what pages have your highest bounce rate. There’s a hint on where your copy is failing most (in most cases).
And it’s not just about sales, or where you might have errors in your copy; it’s about strategic storytelling, clarity, and relatability. You want your customer to feel recognized, understood, valued, and cared about. Your sales pages shouldn’t be pushy, but should convert through authentic motivators.
Besides sounding too… scholarly, DIY copy often misses:
- A clear brand voice resonates with your target audience and remains consistent throughout your website
- Strategic messaging that provides value by guiding visitors through your site directly to what they need
- A proven understanding of your customer’s core desires and how to ensure they’re met
- Authentic storytelling: DIY copy tends to sound generic, bland, or worse, like an infomercial from the ’90s (“But wait, there’s more!” “Stay tuned!” You get the gist.)
Here’s what to do instead.
The Fix: Strategic Storytelling
You’ve grown too big to DIY. It’s time to outsource your marketing.
Copywriting isn’t just about filling a page and hoping it appeals to the Google Gods. It’s about finding the distinctive traits about your brand, creating strategy around how they can best serve your ideal customer, and then crafting copy that shapes that relationship through perception, narrative, entertainment, and yes, SEO keywords and phrases naturally woven into the tapestry.
The Signature Site Package is my solution to this alllll-too-common problem.
It includes:
Five Pages of Content
Why five? Five pages covers your basics — typically your About, Contact, Services, FAQ, and Home pages.
Brand Research and Business Interview
After a discovery call to learn everything about your brand and audience, we’ll refine your brand voice, archetype, and personality to create the ideal tone.
Customer Persona
A customer persona brings your ideal client to life. This useful tool helps you stay on track when creating future content, ensuring that all messaging is targeted toward your ideal audience.
Brand Style Guide
You’ll receive a personalized brand style guide highlighting your brand’s tone, words/phrases to use and avoid, and a grammar cheat-sheet to ensure future communications are on-point if you choose to make any future DIY updates.
Exit Interview
This gives us one last opportunity to review your new content, tips for keeping your future communications on-brand, and more.
BONUS: Free Initial Website Checkup
Every package also comes with the option of a Website RX evaluation, which includes an overall site checkup to review the health of your site and any areas of opportunity to enhance your content.
Let’s get your website working for you, not causing you more work.
Melissa Esposito Writes 