After studying hundreds of small business websites in my profession as a copywriter, you soon pick up a pattern in what makes websites fail.
Ultimately, it comes down to these 4 key reasons.
The good news? With a few small tweaks, these 4 faults can easily be changed, resulting in a clearer, more effective website that turns browsers into buyers, and viewers into leads.
As humans, we don’t buy products and services.
We buy experiences, feelings and solutions to our problems.
When a visitor lands on your website, they don’t want to know about you, your company and when you…
I first noticed this when I stepped into a McDonalds in Paris.
After a day of ordering the wrong coffee, receiving plenty of blank looks, not being able to read signs & generally feeling like an idiot because I couldn’t speak French… this Aussie suddenly felt at home.
Everything felt familiar.
I felt like I was back in Australia for a second.
The sounds were familiar.
The menu was familiar. I knew what I would get when I ordered. (No escargot here! 🐌 )
The colours on the walls were familiar.
That oil-drenched-food smell was familiar.
A friend of mine once asked his grandkids WHY they love McDonald's so much.
Their answer? “It’s fun”! 🙌
This is the perfect example of how *experiences sell*. 💸
McDonald's have effectively targeted their smallest customers — children — with the promise of a fun experience.
Think about it: Playgrounds, Party Rooms, a Free Toy in the Happy Meal Box — McDonald's restaurants are designed around creating ‘fun’ for children.
We’re in an Experience Economy. Your customers are hungry for (and happy to pay for) experiences.
This is why…
“5… 4…. 3…. 2…. 1”
This is the phrase Mel Robbins used to transform her life (and the lives of thousands of others.)
It’s so powerful that she wrote a book about it. Which I read.
But you don’t have to.
You can read this article.
We’re used to seeing action when we count down to one.
NASA count down to one to launch their rockets.
Parents count down to one to get their kids to behave.
So how does it work?
Simply put, you count down from 5 in your head, and when you reach one, you must MOVE…
When you signed up to become a business owner, you likely realised there’d be a lot of hats to wear.
You probably didn't realise you’d have to become a full-time copywriter too!
Writing words about your business is hard.
Writing words that work and appeal to your ideal customer is even harder.
Here’s 3 top tips to help you write words that work for your business:
As with any company selling any product or service, it’s important to define who you are trying to reach.
This will allow you to tailor your words to speak right to your ideal…