Staring at a blank page, knowing you need to write website copy because you’ve ignored it for so long, makes you wanna move to Nepal and live as a goat.
You want it to be so good it’ll make ideal clients open their wallets before clicking on that “book your call” CTA button.
But all you got are sentences that look like they’re written by Master Yoda.
Writer’s block is real, but there’s a way through.
Ahead, see 2 simple ways that’ll help you beat writer’s block and write website copy that motivates people to buy from you.
But first, let’s clarify one thing.
Don’t approach copywriting like creative writing
I feel solopreneurs get stuck when writing their own website because they approach it like a story or poem.
Unlike most creative writing, writing for your business needs strategic planning and setting a specific business goal. Also, the language doesn’t have to be beautiful, complicated or smart. It has to be as clear as a user manual (but not as boring!).
The goal isn’t to make visitors clap but to make them DO something that gets them closer to buy from you.
Prospects need to almost immediately know what services you offer, what makes you different from other sevice providers and what’s in it for them. If your language isn’t clear enough, they’ll get confused. And confused people don’t buy.
To gain clean-window level of clarity, you first need to do some prep-work.
Before you even think about writing a single word, take a step back and (if you didn’t already) set a solid foundation.
Ask yourself these key questions (write down the answers as well!):
- What is the goal of my website? How many pages will it have? How will I incorporate it into my marketing?
- What do I offer? What’s the price?
- Who is my ideal client? What makes them frustrated? Does my service truly solve their problems or gets them faster to their goals? What prevents them from buying? Can I address and solve those objections?
Once you have clear answers, you’ll have a much easier time writing content for your website. You’ll also raise the chances it will drive the right people to book that discovery call with you.
Now let’s get down to what I’ve promised in the headline 🙂
1. Outline the structure of your website copy
When you decide on a content structure for your website, it’s so much easier to write.
Depending on your business and your goals, figure out how many pages you want it to have.
Maybe you’re launching a course, so you’ll need just a landing page. Maybe you’ve got more services so you want to go with a multiple-page website.
But a basic website always has these pages:
🟠homepage
🟠about me/us
🟠services
🟠contact
If you want to build more authority and rank for keywords potential clients google when looking for your services, you can also add a blog section.
Designers, developers and copywriters will probably also add a Portfolio page so they can present their work without much talking (show, don’t tell!).
Each web page should have content that considers the potential client’s perspective.
So, think about what would you want to read on a website when looking for a service.
Let’s say you’re writing your homepage. Like a real home, it should highlight all the best and most important stuff that’ll make the visitor feel like they’ve arrived to the right place.
You’d want to know:
🟠what’s the service + who is it for
🟠who’s the service provider (credentials, experience, clients, etc.)
🟠how it will change your business or life for the better (a.k.a the benefits of your service)
🟠what makes this service different from similar ones
🟠what do previous clients think about the service (testimonials)
🟠how can you contact the service provider (in case you’re ready to buy)
Of course, you won’t just write down all of the answers and paste them onto your website.
The information should follow a logical flow.
- First, grab the visitor’s attention with a clear, benefit-driven headline (
- Introduce your business by explaining what you do in one sentence
- Highlight the key benefits of your service.
- Show social proof like testimonials or case studies.
- Share a few facts about what makes you the best choice for potential clients
- Finish off with a clear call-to-action (CTA) that leads visitors to the next step (“Book a Call” or “Sign Up for My Newsletter”).
I hope this’ll help you if not eliminate, then at least minimize the stress of coming up with content from scratch.
2. Use a Copywriting Formula
Another nice tool that can help you beat writer’s block are copywriting formulas. Professional copywriters rarely start from a blank page. Instead, they rely on proven copywriting formulas that structure the message in a way that makes the reader glued to the screen.
Here are two simple formulas to guide your writing:
PAS (Problem-Agitate-Solution)
Identify a problem your audience has, make them feel the pain of that problem (but not too much, we’re no marketing bros!), then offer your service as the solution.
Here’s how I can use it as a website copywriter:
Problem: Struggling to write website copy that converts?
Agitate: You’re wasting time, feeling stuck, and losing potential clients.
Solution: Save time and win new clients with copywriting formulas to create copy that sells—without the stress.
AIDA (Attention-Interest-Desire-Action)
Capture attention, build interest, create desire, and guide the reader toward taking action.
Let’s say you run a career coaching business:
- Attention: “Yes, it’s possible to find new clients without being online 24/7!”
- Interest: “You post on social media every day for more than 3 months, but still no DMs?”
- Desire: “What if I can show you how to attract premium clients without being chronically online.”
- Action: You’re in? Great! Book your 30 min intro call.”
But be careful. Copywriting formulas don’t help by themselves. They’re just a structure that makes it easier for you to write. They’re useless if you don’t deeply know your audience and how your service solves their issues. Also, don’t promise what you can’t fulfill.
Photo by Dan Counsell on Unsplash
