Welcome to part 1 of my brand spanking new Copy Clinic series. These articles are aimed at you lot, with particular attention to the humble freelance web designer, but the techniques you'll learn will be invaluable whatever copy you need to write.
When it comes to web design, you lot are the mutts nuts, but I'm aware that there's a fair bit of uncertainty surrounding writing copy for your portfolio sites in particular. You may even think you're just not cut out to write anything.
But here you are, day after day, writing reams of really good stuff right here on this forum. I'm going to show you how to modify your skillz to help get more clicks on your HIRE ME buttons.
There are two really important things you can do to make your copy ten times better. Only two. Get them right, and your web copy will be transformed. I promise.
First up, you need to change your perspective. When you wrote your site, you probably thought you needed to write about your business? What you're good at, how you do things, and what you think is important in web design? So long as you carry on writing about yourself, you're going to risk alienating prospects. Why? Because they're not interested in reading about you!
Clients want to hear about themselves. You need to get inside their heads, and modify your message to suit their needs and expectations. Good news is, this is much easier than you think.
All you have to do is become your client.
A web design client generally wants the following:
- A web designer who answers the phone when it rings, takes time to listen, and replies in a friendly, helpful way.
- Someone who can steer their web project in an affordable and profitable direction.
- Someone who can justify their design choices, and explain them clearly.
- Someone who's not too proud to let the client stick their oar in (sorry clients)
- Someone who knows how to get clicks goddamnit
Every time you write 'clean web design', 'html5', 'responsive techniques' and 'custom wordpress code', you risk your prospects thinking so what?. They don't need to know technicalities, they need to know there's a high chance of success when they work with you.
So give them what they want. Stylish, sexy design? Good. Quick loading times? Excellent. Easy to get hold of, and quick to act? Brilliant. A return on their investment? BINGO.
BS Web Designs offer affordable and clean web design that excels in every way, and is coded to industry standards
Take the stress out of success with a custom-built, high-performance website designed for maximum return on investment
You see what else I did? I gave it personality. You know, that thing you have when you talk to people, that you throw out of the window as soon as you write something down.
This is the second important thing you need to know.
Forget what they taught you in school, and write how you talk. Ok, if you're all innit tho blud, and fo' shizzle fam you might want to tart it up a bit, but as a rule, copy only works if it reads as though someone is speaking it.
It doesn't matter whether you're marketing to the top or the bottom end of the market. People buy from people. So relax, step into your prospects' shoes, and be yourself, and watch your inbox fill up!
And that's a wrap!
What do you want to learn about in article #2?