Personality-Packed Website Copy
Pretty soon, even your coldest leads will be whipping out their credit cards
Warning: This copy will likely result in abnormally low bounce rates, long time on page and through-the-roof conversions
One of the biggest problems with SaaS websites?
All the copy sounds the same:
“All-in-one solution”
“Scale your business”
“Save time and money” (ugh, the worst)
So your visitors exit out of your site, either out of boredom or confusion (aka not knowing what your product is and how you can help).
It’s frustrating because you KNOW that you’ve got an awesome product with a strong product/market fit. But your copy just doesn’t do it justice — and that’s costing you sales.
Part of the problem is that you and your team are too close to your product. You know it too well. So you end up using fancy jargon and generic phrasing that makes perfect sense to you — but confuses the heck out of your prospects (thank you, Curse of Knowledge!).
The other problem?
You’re not a copywriter. Sure, you can sling a few words together. But if you want your prospects to choose YOUR product over competitors, then you need *way* more than copy that just “sounds good.”
And that’s where I come in…
Captivate your website visitors from the get-go
With copy that:
is rooted in data, formulas and psychology (because this ain’t a darts game)
crystallizes your message (so your prospects don’t have to guess for a single second what you do and how you can help them)
is sTiCky (so your readers will remember your story and brand loooooong after they’ve left your site)
speaks to your prospects’ internal problems (the deep-seated fears and frustrations that keep them up until 3:15AM)
responds to their objections and hesitations (so buying will be a no-brainer)
speaks the language of your ideal customers (so they feel like they’re talking to an old friend, not a salesperson)
uses an intentional messaging structure (that answers the questions your readers have as they’re scrolling down the page)
seduces your readers (but not in a gross bro marketer kinda way)
Ready to create a website that checks all those boxes?
"YES! But first...tell me what I *get* if we work together."
Great question!
A (helluva) lot. We’re talking…
(Bucketloads of) research
Before writing a single word of copy, I’ll put on my Sherlock Holmes hat and research until my brain hurts.
Kick-off call
We’ll kick things off with a Zoom call, where we’ll go over your project and ideal outcomes.
Customer survey
I’ll send out a survey to your customers so we can find out aaaalllll about them.
3-5 customer interviews
I’ll interrogate interview your customers to find out their deepest motivations, hesitations and pain points. I’ll also jot down the words they use and the way they speak, so I can later craft copy that speaks directly to THEM.
Interviews with team members
I’d also like to interview several key members of your team (like your sales manager, product marketing manager and customer success manager). To get a multitude of perspectives on your product and audience.
User testing
This’ll help us find out what complete strangers (like your ideal customer) think of your website and messaging.
Data mining
I’ll dig through all the data you can provide me with (chat transcripts, heatmaps, customer support requests…you name it).
Review & forum mining
I’ll hunt for reviews that your ideal customers have left for similar products. And browse through forums and groups they’re in to get a feel for their day-to-day struggles and aspirations.
Competitor analysis
This is where I do a lil’ spying on your competitors to find out what they’re doing right and what you can do even *better*.
Review of sales and demo call recordings
This will help me paint a more complete picture of your ideal customer.
Research synthesis report
Wayyyy more exciting than that report you did for your 11th grade AP History class, this baby pulls together all the main takeaways from the research I’ve done. So you know exactly what’s going through your customers’ minds before, during and after their purchase decision.
(come to think of it…*truckloads* of research is prolly a little more accurate)
Go-to Brand Messaging Guide (aka the ULTIMATE time-saver)
Get a comprehensive PDF guide that’ll help you ensure a consistent voice across all touchpoints.
Sooo let’s say you hire a content writer down the road. You can hand this guide off to them so they know right off the bat everything they need to know about your brand and voice. And *you* don’t have to waste hours getting them up to speed.
Includes things like…
Brand pillars (and proof)
Unique selling proposition
Brand story (based on the Storybrand framework)
Taglines
And much more
One client’s reaction to the last messaging guide I created? “Wow, you’re good at this…you’re able to put into words what we’ve never been able to.”
These lovely peeps were pretty impressed too…
K, where was I? Oh right. You’ll also get…
Conversion website copy
Think: High-converting copy that turns passive onlookers into hungry buyers.
Design direction & wireframes
I’ll hand over a site map and wireframes (so your designers won’t have to guess what copy goes where on the page). I’ll also collaborate with your designer and provide any guidance as needed.
Two rounds of revisions
Got a change…or two…or 50…you’d like me to make?
No prob. I provide two rounds of revisions up until the copy goes live on the website (but good news: most of my clients don’t have many changes to make).
"...you've added so much character to my old, boring copy."
