5 Vital Techniques to Catapult Your Copywriting to the Top, Capturing the Hearts and Minds of Potential Clients, and Send Your Business Skyrocketing...
When done correctly, copywriting lessens the time you spend marketing and cold calling.
It stops the never-ending hunt for clients dead in its tracks.
It costs 62% less than traditional marketing and generates nearly 3x as many leads.
But content without intention only leads to confusion and high bounce rates. You want Copywriting that Calls You Home.
As a health and wellness professional, you give your all to your clients. Not only in 1:1 sessions, but the hours spent customizing plans for each of your client’s unique psychologies and goals. Many of your clients come to you by word of mouth, giving you a warm glow of pride.
But balancing this passion of yours with the busy-work of maintaining and marketing your business feels like unnecessary torture.
If you don’t have the extra hours, energy, technical skills, or desire to write SEO-friendly business-growing content? It might be time to outsource.
Of course, I’m not bias-free. As a Self Help Copywriter specializing in heart-centered and community-growing copywriting, I love maximizing your web content's impact. I want to help you translate your life-changing value into blogs and web content that grow your business (without unnecessary headaches.)
But if it’s not the right time to outsource, don’t drop writing your own content too soon! Your ideas are perfect for your blog - they just need some shaping.
Writing stream-of-consciousness and hitting post does NOT a copywriter make, as fun as it may be.
So let's get started!
5 Essential Strategies to Create Copywriting that Calls You Home:
1. Do Your Research.
What do you know about your clients? With whom do you want to work? If you’re not currently working with your ideal clients, you need to figure out who you’re attracting, and what about your website’s attracting them. If you’re not reaching your target demographic, your content probably isn’t relevant to their interests.
So do your research. Send out surveys through email newsletters and social media posts. Instagram’s a great tool. Posting surveys and polls in your Insta stories is a fun and easy way to learn more about your audiences' shared values.
What’s their age range? Notice any patterns in the problems your clients come to you with? Is your audience more passionate about finding purpose and clarity in their lives? Moving up in their career and reducing burnout? Healing their inner child and growing their self worth?
Each audience will respond differently to the topics you choose to write about and the tone you use when writing. Every word’s an opportunity to show your ideal clients that you understand their problems and can help them find the solutions. Don’t waste them.
2. Identify Keywords & Phrases for SEO.
If you’ve ever dipped your toe into the frigid waters of digital marketing, you’ve heard of Search Engine Optimization.
If you haven’t, congrats on avoiding the migraines so far.
Essentially, Search Engine Optimization boils down to identifying keywords your ideal clients use when searching Google, then designing content that captures those searches.
That’s the boilerplate version. Now, are there a million more things that can compound the effects of high-quality SEO best practices? YES.
Sharing on appropriate channels, inbound marketing, guest posting, liking, commenting, and sharing from readers: all boost your relevance.
When you don’t use SEO best practices, your content may get seen. Just not by the audience already searching specific keywords in your niche who’s already one foot in the door.
Let's say your clients come to you for stress relief and productivity training. If your productivity content regularly comes up in search results for ‘healing your inner child’, you're losing out on your target audience who isn't using those keywords. And if someone interested in healing their inner child finds your articles on productivity instead? They’re outta there. Google penalizes websites when too many people bounce out too fast, so make sure your content’s relevant!
SEO Keywords are vital to getting your work in front of people who already want what you’re offering. Bonus? The more people find your work relevant, the more they like, share, and comment. Engagement tells Google you’re an authority in this niche. Google ranks you higher in those search results as a reward.
So what do you need to focus on?
1. Choosing Your Brand Keywords. What do you want your practice to be known for? Choose
and infuse these phrases throughout your website content.
2. Daily Research into Key Phrases to match search queries your target demographic’s
If you want to effortlessly generate leads - provide value. Incorporate SEO research into each blog post - it’s your #1 way to build consistent growth and capture more leads.
3. Provide Value.
You can make your work easier to spot; you can help it land in front of the right eyes - you can dress it in keywords to help Google sort your content for your niche.
But if you don’t offer life-changing value in your copy? You’re dunzo. But this doesn't mean giving away all your value. Luckily - that’s impossible.
Your skills, your teachings, your expertise - that’s not your value. YOU are the value in your business. Your energy, your perspective, your passionate heart and spirit - YOU are what makes your business unique.
So show up and start changing lives. People feel more inclined to invest their time and attention when you’ve already given them something that’s helped them.
When you consistently show up with trustworthy information that helps your readers? You grow your authority by walking the walk and build a genuine relationship with your readers.
The gift of reciprocity is a powerful tool - wield it wisely. DemandMetric reports that 78% of consumers feel an affinity and closeness to a brand using custom content. 86% of B2C prioritize content creation BECAUSE they understand the compounding, ROI-increasing effect of giving value.
This doesn’t mean writing an encyclopedia of self help - although you certainly can use that as a freebie lead generator or source of passive income.
Break down your knowledge into fun, bite-sized pieces of valuable information. Take your readers on a journey - show them you understand the specific problems they’re facing and what their lives look like after using your techniques.
Your readers don’t want cookie-cutter advice. They want solutions that address the very real problems in their lives. The more specific your value, the more connected and relevant you’ll be to prospective consumers.
4. Format for Easy Reading.
This is HUGE. Think back to a hectic day. One you poured your heart and soul into. You left feeling good, albeit tired. You get home, reheat some food from yesterday’s leftovers, and sit down to catch up on the latest...
How much time will you voluntarily dedicate to sifting through a disorganized giant block of text written in run-on sentences with no end (or purpose) in sight?
My biggest frustration as a copywriter for creative entrepreneurs and life coaches is watching you pour all of your heart-centered and passion-fueled energy into a blog post… and it goes completely unnoticed.
No - our attention spans haven’t decreased, and your ideas are important. There’s just so much content, we need to prioritize what we give time to. And no one wants to spend 30 minutes sorting through a meandering sentence with no clear intention.
Make it easy for your readers. They want immediate value and to feel like they have a real connection with you.
Use formatting to your advantage and add:
Bulleted or numbered lists
Bolding, Italicizing, Underlining
Announce your main points at the top so skimmers can jump ahead
Infuse quotes and statistics
Ask guiding questions in your headers (great spot for SEO phrases!)
Experiment to see what works best for your audience. Match your intention with your impact before diving into the writing. Knowing your destination clarifies the takeaway for your readers.
5. Call to Action.
Last but certainly not least - your Call to Action. In terms of importance, your CTA stands right next to providing value.
No - I’m not suggesting a “And If you click in the next three nanoseconds, you’ll get 50% off after buying your first package” sort of CTA.
Consumers experience icky sales tactics like these constantly. Surprise your readers by engaging authentically. Encourage and guide your consumers to their next steps without playing to FOMO or trying to trick them into perceiving a deal.
I recently came across a coaching website where its CEO briefly discussed how he despised sales techniques and promised NEVER to use them! That is, until he realized most of the people genuinely interested in his products were turning away, spurred on by the dreaded self-doubting “on the fence” syndrome.
When given a choice between the life and problems you know, and the expense and lack of concrete ROI of investing in a coach? Most buyers turn tail - they’re scared.
Great website copywriting doesn't just mean providing value and helping it float to the surface of your prospective client’s Google searches. Make sure your readers can visualize their lives after working with you and provide clear steps to follow.
If you don’t clearly state your desired next step, how will prospective readers know to take it? They’re not mind-readers. You’ve already developed a relationship with them - they want in! Make it fun and easy for them to follow through and take you up on your services.
There you have it! While just a preliminary list, it’ll get you on the right track to creating community-growing and lead-converting copywriting that calls you home.
I hope you’ve found inspiration and guidance in my writing. If you have any questions or success stories, share below!
Sound like a lot of work? Not sure you’ve got the time or energy? With 62% of companies outsourcing their content marketing, you’re not alone.
Copywriting is a full-time job. Let me share the load. Schedule your Free 30 Minute Discovery Call to optimize your web content, grow your community, boost your ROI, and save yourself time and energy.
In the meantime, here’s some reading to set your marketing mind on fire: