Trying to appeal to everyone actually ends up appealing to no one. You don’t stick in anyone’s mind as the expert in your field, and you blend in with all your other competitors…
If your website copy is underperforming and you’re not getting enough ideal client enquiries, it’s likely because you’re:
- Being general or vague about what you do in your messaging
- Scared to show who you really are so your writing lacks personality
- Underselling your awesomeness and not bigging yourself up enough
I get it.
It’s scary to think:
- What if you miss out on clients because you’re too specific?
- What if you don’t mention every service and someone goes elsewhere?
- What if you show your ‘weird’ side and they don’t like it?
What if, what if, what if…
Here’s the thing – these fears are 100% normal.
But what if I told you that being super specific, showcasing your real personality, and laying all your cards on the table could be the BEST business decision you make?
As a specialist website copywriter, let me explain why you should go all-in on being ‘you’ in your copy and stop being afraid to put people off.
5 reasons why it’s a GOOD thing if your messaging repels the wrong people
Here’s a scary truth: You want to put off people who aren’t a fit.
It saves you from projects you’ll hate and from burning out. Your brand isn’t for everyone – and that’s ok.
But if you still need more convincing, here are 5 key reasons why you shouldn’t be afraid to put people off…
1. Specific messaging attracts better clients
It might sound obvious, but generic messaging results in generic enquiries, meaning they might be potential customers, but they likely aren’t your ideal fit customers. They’ll also take more hand-holding and pre-qualifying to check they are people who can benefit from your business service.
On the other hand, when you use specific messaging, people feel “OMG, they’re talking to me!”. And when you get that right, they think, “Hell yeah, I need them in my life. Where do I sign up?”
Which one sounds better to you? Yeah, I thought so…
Is your current website copy costing you sales?
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2. Showing your personality builds trust and connection
If you’re a service-based business, people need to trust you on a personal level. When they connect with you on emotionally through your website messaging, you’re one step closer to gaining their trust.
Whereas if you’re generic or don’t show who you are, potential customers can’t gauge your personality and will take longer to trust you.
Your quirks, your values, your vibe – they are your superpower. They are not going to put people off (if they’re the right people, anyway). If you hide them, you blend in. If you show them, you stand out.
3. Sales calls become compatibility tests rather than a pitch
Do sales calls usually feel like you are convincing potential customers to buy from you?
Potential customers judge your brand before booking a call. With great website messaging, people understand what you do, how you can help them, and why you’re the right fit for them upfront.
Sales calls become less of a selling activity and more of a double-check for the right fit, as your website copy has already done the heavy lifting for you. Less active ‘selling’ on calls changes the dynamics of the conversation with potential clients, giving you more confidence and saving you time.
4. No more confusion around what you offer
Have you ever gotten halfway through a call only to realise the prospect isn’t even looking for what you offer?
It’s draining, time-consuming, and stops you focusing on the people you can help.
Tailored website messaging changes that. When you clearly lay out who you help, what you offer, and how you work, the right people instantly know you’re for them – and the wrong ones quietly move on.
Fewer wrong-fit enquiries. Fewer wasted calls. Way more time back for you and your business.
5. Save time (and headaches) by pre-qualifying leads
Are you sick of being asked the same questions by potential clients?
Instead, if your website messaging breaks down the process, including a potential timeline, the next steps, prices, and anything else people usually ask you, people self-select.
Well-positioned, specific website copy stops wasting energy trying to convince the wrong people, saving time in the sales process.
Think: fewer back-and-forth emails, faster yeses, and wayyy less energy drain.
Specific website messaging = better lead generation and sales
As you can see, when you have specific, customer-focused website copy, it:
- Showcases what you do and who for
- Explains what makes you different
- Answers common questions
- Builds trust and credibility
- Streamlines the buyer’s journey
- Pre-qualifies potential customers
- Persuades people to take action
…doing much of the hard work for you.
It’s scary to put yourself out there, but when you feel the fear and do it anyway, you build a stronger brand, attracting people who get you, value your work, and are excited to pay you.
The rewards are worth the temporary discomfort.
I’ll help you to embrace who you are, quirks and all, and show up with confidence
My favourite thing to do is to work with high-end service providers (such as coaches, creatives, and consultants) to bring out their unique voice, showcasing who they are in their website messaging so they can attract the right people while also putting off the wrong people.
Reach out if you want help finding the words to show up boldly. I offer done-for-you website copywriting services that bring your expertise and personality to life in a way your ideal clients will resonate with, so they think, “Hell yeah, let’s work with you”.
Get in touch to get the ball rolling and get website messaging that grows your business.
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Helping misunderstood creative business owners to capture their personality, connect with ideal clients, and sell themselves better.