how to start writing your website copy when you're stuck
You’re staring down the task of writing your entire your website.
Whether you’re starting from nothing but a brand new domain name and a notebook full of ideas or you have your website copy written already and you need to start fresh, there’s one simple way to approach writing your website copy.
Write your website copy one page at a time.
Maybe you’re thinking, “DUH, Jacq I know this, so where in the name of salty chocolate do I start?”
Start writing your website with where the dollars come in.
This means, write your sales page first then hit publish.
Then, think about what a potential client will want to know after reading your sales page. This is probably your About Page or a short bio. Once a potential customer or client reads your sales page, they could be wondering, “who made this thing and why should I buy from them?” This is when they’ll click to your About Page or bio and learn more about you.
If you’re spinning in circles and trying to write or rewrite your entire website all at once, here it is again…
Start with where the dollars come in and work backward from there.
This means you will not start with:
Writing your landing page
Creating an opt-in or freebie
Writing your Contact Page
Compiling images for your media or speaking page
Writing an email autoresponder
Writing your social media bios
Writing your 404 page
Coming up with a witty tagline
By starting with your sales copy, you’ll need to get really clear on who you’re speaking to, and who you’re selling to.
When you’re using sales language on your website, you’ll be focusing intently on the actual words that your client’s use and connecting directly with them through those exact words.
You’ll do this because when potential buyers read your website and hear their problems described in the same words that they use, they feel seen, heard, and understood.
This is the secret to a sales page that makes customers whisper, “How are they in my head?”
And here’s a sample outline for how to write your sales page.
1. PROBLEMS FROM HELL
How does your reader describe the problem they’re having RIGHT NOW at the point they’re ready to find help?
What are they complaining about right now to their friends or business besties?
What words are they Googling to find the answer?
What have they already (unsuccessfully) tried?
How does this problem make them feel?
What’s the snowball effect of this problem? What other areas of their lives are affected?
2. ANSWERS FROM ABOVE
You’ve connected with your prospect about the problem they’re experiencing in their words. Now, imagine you’ve taken their problem away.
How does their life look without this predicament?
How are they feeling now that the pain is gone?
Why are they excited now?
How does their life look now?
What can they finally do now that this problem isn’t bothering them anymore?
3. INTRODUCE YOURSELF AS THE EXPERT
Keep it short and relevant to how you solve their problem.
Why do they need to listen to you?
Have you been in their shoes?
Who are the kinds of people that get results from working with you?
4. BENEFITS OF BUYING
Now that you’ve connected with them on where they are right now, described their issue in detail, and told them what their life could look like when you swoop in with the answer to their problem, now it’s time to tell them about all the awesome stuff they’ll get.
What’s in it for them? Keep asking, “so what?”
What do they get?
What tactical elements do they receive when they buy? A workbook, 12 videos, 30 minutes on the phone?
How will their lives be enriched?
What will they be able to do with this new benefit?
Tell them the price, make it super clear.
6. TELL THEM HOW TO BUY LIKE THEY’RE 5-YEARS-OLD
Even if there are neon BUY NOW buttons on your sales page, tell them how to buy and what they can expect when they do buy. Here’s an example:
Step 1: Click the neon BUY NOW button below
Step 2: Enter your information and make your payment
Step 3: This amazing product will land in your inbox right away and you can start immediately. MMM kay???
And once your sales page is complete, you’ll put it on your website and cross one item off your website writing to-do list.
Then, while you keep following the flow of dollars, if you have a second sales page to create, then write that one, and then move onto writing all the other pages of your website like your About Page or Landing Page.
When it comes to crafting sales pages that sell, I often see Write Like a MOFO members get stuck because they can’t find the right words to describe what they sell or they think they need to use icky and slimy sales tactics.
If you need some help writing a sales page that does its job—sells we can do that together here!