Do you wish you had a website that brought in consistent inquiries each month?
Do you need a services page that consistently converts website visitors into clients without using sleazy selling techniques?
If the answer is YES! then keep this post handy because I’m sharing my top 7 copywriting prompts that can increase conversions on your sales page so that you’re booking more discovery calls, generating more leads, and filling up your schedule with the type of work and clients you love.
In This Post:
How Good Copywriting Increases Conversions
At the heart of it, copywriting is one way you can communicate with prospective clients. Through copywriting, clients get a feel for who you are and what you do.
Think about it…have you ever been to a website that has too much text or uses obscure business jargon? It can be painful to read! That’s why good copywriting can make all the difference in whether or not a website visitor will read through your content and take the steps you want them to take, like booking a consult call with you.
Your Website Copy Should:
- Be easy and enjoyable to read. That means less business lingo and more compelling storytelling.
- Capture your personality and value offer. Prospective clients need to get a feel for who you are while also envisioning the way your services can help them transform their business.
- Be clear and concise. Research shows it takes just 6 seconds to captivate someone’s interest. Cut the fluff and keep what’s essential.
- Be directive. Direct and consistent calls to action throughout your website make it clear how clients can work with you and what steps they should take next.
But I’m Not a Writer…
You don’t have to be a copywriter to be able to communicate who you are, what you do, and why someone should work with you. You probably do that every day anyways!
Think about it: you planned and created your business around solving a particular problem or underserved niche in the market. You could probably talk all day about what you do, why you do it, and how clients can benefit from it. You already know the struggles your clients face and exactly how your service or product will help them! Now it’s simply capturing that information and laying it out on a sales page that is visually appealing and emotionally compelling.
So fear not! You don’t have to be a talented wordsmith to connect with your ideal clients and increase conversions on your sales page.
What is a Website Conversion?
A conversion is when a website visitor takes a desired action on your website after viewing your content. That could be anything from signing up for your email list, making a purchase, or booking a call with you.
The key to increasing conversions is to have clear and compelling content that speaks to your ideal client and gives them a reason to take that desired action. What’s in for them? Why would they book a consult with you, purchase your product, or sign up for your email list? How will they benefit from that?
Deciding what action is the most important will help direct your content and copywriting.
Example: I want my website to generate more leads, so my call to action will be to book a free consult call. On this call, clients can ask me any questions, learn about my services and process, and see if this is the right fit for their needs.
7 Copywriting Prompts to Increase Conversions on Your Sales Page
Now, let’s get to the good stuff!
When responding to the copywriting prompts below, write your responses as if you were talking to ONE person. Imagine one client you would love to work with and write directly to them. Be as detailed and specific as possible.
Who are you wanting to attract?
Who is your ideal client? If you could describe them…
- What do they do?
- What are their stressors?
- What are the obstacles they face?
- What are their goals and motivations?
- How would they benefit from what you offer?
Talking about who your ideal client is and what they struggle with can help potential clients self-identify with the type of clients you help. It also demonstrates that you understand their struggles and have helped people like them before.
What does your ideal client struggle with?
Expressing empathy and being super clear on what your clients are struggling with shows potential clients that you understand where they’re coming from and that you’re uniquely equipped to help them with what they’re struggling with.
- Where are they now?
- Where do they want to be?
- What’s standing in their way?
- What frustrates them to no end?
- What problems are you helping to solve through what you offer?
Once they work with you, what will their life/business look like?
Here is where you’ll really want to paint the picture of how impactful working with you can be for their business. After they hire you, describe how their life with change.
- Will they have more time?
- A brand they can feel proud of?
- Skills they didn’t have before?
- Will their onboarding process be more streamlined?
- Are those pesky admin tasks now automated?
- Can they spend less time on repetitive details and more time on the bigger picture?
- Do they have an email list that now cultivates warm leads?
This is also a great place to share the real-life results that you’ve gotten for previous clients.
What makes your offer different from other offers similar to yours?
These days, there are plenty of choices when it comes to hiring a service provider. That’s why it’s important to highlight what makes you stand out from others in your industry.
- Who is this offer for?
- Why would they want it?
- How does it help them?
- What is the problem it’s solving for them?
- What are common questions your ideal client may have about this offer?
- What are the answers to those questions?
- What makes you unique?
- How are you different from others in your line of work?
The purpose of this prompt is to highlight how your offer will change/improve/streamline X, Y and Z your client’s business. Talk about the real-life benefits your clients will experience after working with you.
There are many branding offers out there, but what makes yours different from all those other branding designers out there?
What results can potential clients expect from you?
At the heart of it, clients want to know what’s in for them. How will working with you benefit them?
Get real specific here. The more detail you can paint, the more impact your copywriting will have.
- What are the major benefits that your customer gets from working with you?
- How have you helped similar clients in the past?
- What will they be able to do, learn, or achieve after they work with you?
What guarantee do you offer?
This section is essential for putting your reader’s mind at rest. How do you ensure results? Share about previous clients who have worked with you and been happy with the outcome.
What are common questions or reservations you’ve seen with clients?
I’ve often found that potential clients sometimes need a little bit of mindset coaching to feel brave enough to take that leap of investing in their business. And that’s totally normal! When someone is investing $$$ behind a big business decision, it’s natural to evaluate the offer and the return on investment they can expect. However, your clients aren’t in your line of work, so they likely don’t fully grasp the pros and cons of working with you over letting their dated website continue to make a bad impression on potential clientele.
- I can’t afford this right now.
- I’m too busy.
- Do I really need to spend money on something like this?
- I’ve spent money on something like this in the past, and it hasn’t worked. Why will it work this time?
- How much time is this going to take out of my week / add to my schedule?
Compelling copywriting doesn’t manipulate or take advantage of people’s pain points. It connects with your target audience and is transparent about what you do and how you can help them. Selling doesn’t have to be sleazy! In fact, sincere sales are what grow a healthy and robust business. When you feel good about the strategies you implement, that will come across authentically.
What to learn more?