Part of being a business owner is writing effective website copy that speaks directly to your ideal client’s wants and needs. If you are wondering whether your website copy is effective or leaving your ideal client more confused and lost, look at your numbers. If your email list isn’t growing, or if your website traffic isn’t increasing and you’ve tested the same copy for a while, then friend, we have a huge problem. BUT, this problem can EASILY be corrected by tweaking and optimizing your website copy.
In this post, we’re focusing on giving your copywriting SEO that, “Wow, I need her!” factor and I’m sharing 4 reasons why your website copy isn’t pulling its weight, and what you can do to craft compelling messaging that speaks directly to your ideal client’s heart.
Effective Website Copy – Know Your Ideal Client
Knowing your target market and their specific struggles, desires, expectations, and wins is extremely valuable data that we use to infuse into our website copy so it emotionally connects with our ideal reader.
I remember when I thought I could skip the copywriting SEO step and just put call-to-actions everywhere on the page, and tell my audience everything about me and what I know. But your readers don’t come to know everything about you… They initially want to know WHAT you can do for them and HOW you can help them achieve their desired outcome.
Knowing this invaluable information validates them that you understand their problem because you can relate to them. Simply put, if your website copy isn’t communicating an emotional connection and relatability, it needs CCR and fast. (Copywriting Communication Recussitication)
If your website copy isn’t communicating emotional connection and relatability, it needs CCR and fast.
Improving Copywriting SEO for Sticky Website Copy
There are 4 ways that you can fix your copywriting and grow your website traffic and keep your readers attention.
1. Keywords aren’t niche-specific enough
Optimizing keywords inside of website copy and content is how we leverage organic growth. Keywords aren’t just used inside of blog content for SEO. It’s also important to use niche-specific keywords wherever you are wanting to draw traffic to – aka, convert your audience into clients & buyers!
If you want to see organic growth results, it’s super critical that keywords are niche-specific to YOUR audience, and that every piece of content is reflecting YOUR expertise. The content you are creating should also be aligned with what you are teaching your audience.
The Copywriting SEO Fix
Copywriting SEO and narrowing down on niche-specific words starts with searching for the highest competitive broad-niched keywords. For example, if you’re in the weight loss niche, you’d search for keywords that are popular and most likely competitive – like weight loss, exercise routines, meal plans, etc. You wouldn’t be talking about something unrelated like “mindset”, unless you can make that keyword about your expertise, like “weight loss mindset”.
Those highly competitive keywords you will end up using, but not as a Copywriting SEO strategy. For one, these higher competitive keywords gives you an idea of where to start, and you also would use these keywords on your website as blog categories to tell search engines what topics to categorize your content.
Suppose you know the most popular keyword-searched terms. In that case, you can start researching other niche-specific keywords or phrases related to those higher competitive keywords that are easy to rank for, like “how to lose weight from home”. That’s getting pretty specific. Or, weight loss as a sahm.
2. Not speaking your reader’s language
This is the #1 factor for persuasive website copy and actually knowing your reader beyond surface level. If you don’t understand the needs, desires, and struggles of your reader, your website copy is going to suffer.
Relating to your reader and explaining the problem and solution the way they would takes research. You HAVE to get to know your reader to reach them inside of your copy.
It takes talking to people that are YOUR audience and asking very specific questions about their wants, needs, and struggles. Based on that data, we use that information in our website copy to connect and relate with them.
To get very specific and direct answers, it takes writing targeted questions based on what services you offer, what solutions you are delivering inside of your content, and digital products you are providing. You don’t want to offer services and digital products without knowing for sure what your audience is needing specifically. The only way to know for sure about anything is to ask.
It takes talking to people that are YOUR audience and asking very specific questions about their wants, needs, and struggles. Based on that data, we use that information in our website copy to connect and relate with them.
3. Not providing a detail-specific enough outcome for their solution
While we’re only providing a small win inside of our content, it still needs to be specific. This doesn’t mean giving away the entire “HOW” so you have nothing else to offer beyond free content.
It means being specific as to the steps you are listing out. You want to make certain that you are answering the “what” and “how” and list the problem, explain it “WHAT” the problem is, and the “HOW” to SOLVE the problem you just explained. It’s connecting what “what” to the “how”.
It’s really up to you how in-depth you want to go with the “how” part, just make sure you are expanding on your points in specific detail. There’s nothing worse than copy fluff that doesn’t answer someone’s question.
4. You have mixed content (unrelated pieces of content that doesn’t relate to your expertise)
Here’s some tough love and I had to learn this the hard way – You’re going to confuse your audience and what could be worse? Confusing search engines enough to not understand your content, which could affect how you’re ranked.
Your job is to focus on ONE solution for the ONE problem you are good at solving. Having content about weight loss and task management for example are two completely different audiences. That’s going to hurt organic growth. Not help you.
The first thing you need to do is decide what you want to be known for if you’re not sure. The second thing is to go through the content you have and make sure it’s all relatable. If you have content that just doesn’t belong and you can’t edit it to make the topic relatable, delete it. If there is no way to use niche-specific keywords inside of the content, it’s not relatable enough.
The Takeaway for Better Website Copy and Copywriting SEO
You don’t have to be a professional copywriter to write effective website copy that emotionally relates to your ideal client. What it really comes down to is knowing your ideal client’s wants, needs, and desired outcomes – like BF status. Copywriting SEO includes infusing niche-specific keywords for website copy optimization. This also helps to focus on organic traffic growth, which is also crucial for your business growth. Researching your target market is the #1 key to knowing your ideal client deeper.
If you need help using more niche-specific keywords and want to optimize your website copy, grab a 20-minute unstuck session with me here. I will personally research your niche-specific keywords with you and audit a page on your website and show you how you can improve your copy.
Hey there skimmer
Wanna listen instead of read? Listen to episode 22 // Copywriting SEO Matters: 4 Biggest Reasons Your Website Copy Isn’t Working & How to Fix It.
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