why your web copy needs some extra pizazz

As a freelance copywriter, I spend a loooooot of time looking at other people’s websites to see if there’s something I can help them with.

(It’s not just me, so you know. We all do it.)

And while I know that a lot of businesses and entrepreneurs focus heavily on their socials, leaning into trends, spending hours on making sure each shot is just right…

…all while completely forgetting to add life to their website.

So why is it that we put our lives and personalities on display on social media but think our website - the virtual lifeline to our business, by the way - is kind of like the back storage room where we just shove content to then forget about it?

My working theory is that social media is the virtual shiny object that’s hard to ignore and fun to replicate whereas the ROI on some damn good web copy is more of a long game, imo.

OR

There’s just a lot of ???? around what good web copy looks like and where to add personality to make it sparkle.

The thing about copy is that it’s harder to notice the good but the bad is like a car alarm that’s been going off for 3 hours in the middle of the night.

So what’s a biz to do?

#1 let’s talk about your about page and why it needs to get a f*cking life

No, I’m not saying we need to ditch About pages altogether, but rather, why you need to add life to the copy on the page.

Think about it this way.

Let’s pretend for a second that you make movies for a living and you’re gearing up for a big opening weekend for your summer blockbuster. Your movie has everything. Action. A-list actors. An awesome soundtrack. Romance. Comedy. The works.

Now let’s talk about your trailer. What if you were to show a highlight reel without an audio, music, or details about the movie itself. What if it lacked an origin story…

Your about page is your trailer. It’s where audiences get a sneak peek into who you are, what you offer, and why your unique products and qualifications make YOU the one person they’re going to hand their cash over to.

Just like a bad trailer can kill an opening weekend - a bad About page can turn a potential customer into a ghost.

(I’d also settle for saying an about page is like a blooper reel, but this analogy is a bit easier to follow).

There are so many ways to add life to an about page that I think a lot of business owners are too nervous to incorporate.

But here’s the thing. When you share an authentic side of who you, the business owner, is, you share what makes you human.

And, in the age of AI creeping into everything we do, buyers are craving a human element more and more.

So break out the picture of your first car you bought for $500 off Craigslist that eventually led to you opening your second-hand car dealership and talk about why you love finding a gem of a car that just needs a good new home.

Or share a punchy anecdote about how your mom never let you cut your hair until you were 11 (true story about me, btw) that made you enroll in beauty school as soon as you left high school (not something I did).

Whatever made you set on the path to start your business, I guarantee your audience wants to hear it.

Tip 2: Infuse your other pages with your personality

I don’t know who needs to hear this but your customers like you for you.

So if you are a big talker who loves to use a lot of slang when you text, add it to your product pages.

If you shy away from a lot of words and like to keep things straight and to the point - let’s try that.

Most importantly, stop using formal writing on a website. This ain’t the place for a dissertation on why you believe plumbing is the best and most versatile trade in the construction industry. No one’s going to read it.

Basically, say what you need to say, then say it with personality.

For instance, if you’re a photographer that sells really unique headshots as a service, don’t say ‘unique headshots for business, school, or social media…’ say instead: ‘headshots that take the bleh out of your day to day. I specialize in pulling out the unique in every client to create a portfolio of images that bring out the bold, beautiful, and bedazzling elements that make you sparkle.’

Tip 3: keep it dirty, quirky, and flirty

Nothing worse than a business owner who takes themself a little too seriously online. Owning a business is f*cking tough. Have some fun with it.

What your audience really doesn’t want to read is a paragraph on how frustrated you get that people don’t automatically refer to dentists as doctors.

Or how you hate it when clients flake out with less than 24 hours notice then go off on a tirade about how inconsiderate clients are the absolute worst.

(it might be true, but it’s not the time or place for an angsty blog/social post/YouTube video on the subject).

Because, friend, while it might feel good to get it off your chest, I guarantee you have a few people who hit unsubscribe and find someone else who’s doing exactly what you’re doing with less drama.

Instead, play with words, use some swears, and flirt with your audience. Think Timothée Chalamet in literally every movie he’s ever been in. F.L.I.R.T.

Basically, keep it casual and keep it fun.

the final tip: ditch the rulebook

Look, there’s a lot of do’s and don’ts when it comes to writing good quality content. But probably my favorite rule of all is to let go of every rule you know.

Grammar? Who cares! You’ve probably noticed that my grammar is all over the place. Long words. Dashes galore. Incomplete sentences. The best thing about good copy is that it spends more time paying attention human behavior than grammar rules. Basically, write like your audience would read. And as long as it sounds good, you’ll grab them.

SEO? Don’t sweat it! I kind of hate talking about SEO, tbh. I’ve worked in digital marketing long enough to know that it’s one of the hottest topics for business owners because they believe it’s the fool proof, quick way to secure new customers to their site. I hate to break it to you but there’s no magic button for building out SEO but rather it’s a systematic, time consuming strategy that takes time, hard work, and lots and lots of copy (hi, blog!).

Must have a blog? I mean, if you have time, yes! Here’s one that I’d be remiss to not mention. Blogging is a lifeline for a lot of businesses and a good way to improve SEO and drive new customers to your site. BUT, it’s not the only way, so if you don’t have the time or money to hire someone to write for you, then don’t sweat it. You need a strategy, but does that need to be it? Not necessarily right now. More on what to focus on in my last blog.

And lastly, should you hire a professional? Probably. Don’t roll your eyes at me just yet. The thing about copywriters like me is that of course I’m going to push my work. It’s literally what I do.

But, while I believe I can fix a leaky faucet the same way that I believe a plumber can write a few social posts for themself, it’s often better, less time consuming, and will address any long-term problems right away.

And there’s such a strategy involved in every page, email funnel, or digital ad that if you’re running in circles, it’s often best to hire a professional.

So, on that note, if you’re ready to kickstart your copy and bring new life into your site, send me a message.

I’m literally obsessed with every project I work on.

Okay, that’s it.

Bye!