The writing of website copy isn’t the first thing a copywriter does.
There are a few steps that need to be done before.
You might be wondering: It’s just copy. Why does it take so much time and effort?
Simple: I want to make sure that your website copy:
truly reflects your You-ness (personality, values, what makes you different from other experts),
speaks to your ideal clients, and
helps you bring in more readers and (qualified) leads.
This is why, before I write even a letter, I always ask my clients to fill out a detailed questionnaire and do an in-depth video call.
This helps me to get to know both them and their business. The more relevant info I collect, the better the website copy.
Here’s how that process looks like.
Understanding Your Unique Voice and Brand
Through our first video call and a 19-question questionnaire, I learn about the essence of your business—the values you hold, the tone you want to project, and the personality you want your brand to convey.
This makes it a lot easier for me to write non-generic website copy that positions you as the most logical choice for your ideal clients.
Identifying the Target Audience and Pain Points
Your copy can be smart, funny and even clear – but if it talks to the wrong people, it’s as useful as teaching a cat how to drive.
So how do we define who that audience is and what their true needs are?
That’s where the questionnaire and interview process comes in.
By asking the right (19) questions and getting to know you via a video call, I can get a clear picture of your ideal clients—their struggles, desires, and what motivates them to look for your services.
Armed with your knowledge of your audience and business, I can craft copy that speaks directly to their pain points and positions you as their obvious solution.
Clarifying Business Goals and Website Goals
Every solopreneur has specific goals for their website—whether it’s generating leads, increasing brand awareness, or booking more clients. Understanding your business objectives helps me ensure that the website copy aligns with your broader vision.
The interview(s) and questionnaire allow me to clarify what success looks like for you, which in turn influences the tone, style, and structure of the copy.
Uncovering What Makes You Different From Other Service Providers
What makes your business different from the competition? This is a key question that often gets overlooked. Through in-depth conversations, I can uncover the unique aspects of your business—your personal story, your distinctive approach, or the expertise that sets you apart.
These insights help me create copy that highlights your competitive edge and positions you as the go-to expert in your field. Whether it’s:
-your process,
-your outspoken personality,
-or your exceptional service,
your differentiators are a must in making your website stand out in a crowded market.
Ensuring Confidence and Trust in the Process
I bet you remember all those miscommunications that happen because either you or the other side didn’t bring up before.
By taking the time to understand your business, values, and goals, I ensure that you feel heard and understood throughout the entire process. This upfront work minimizes the risk of revisions later on and allows us to be aligned from the very beginning.
To wrap things up…
I hope this article made it easier to understand a copywriter’s role in writing your website.
We so much more than just filling in the blanks with catchy phrases and puns. In order to write copy that talks to the right people, we need to take a deep dive into our client’s business with conversations, questionnaires and through research.
That’s the place where we find the glowing pearl and bring it to light in your web copy. That pearl is a clear and compelling message that both reflects your business and speaks to people with whom you truly want to work with and eventually grow your business.
Ready to take the next step in growing your business?
Let’s talk and create copy that makes you excited to share your website with leads and clients.
