6 Questions For Writing Website Copy that Connects, Resonates & Converts

Your website can be the most comprehensive “inventory” of what your business is about. It can be catalyst to crafting how you present your vision, values, convictions and superpowers to the world.
If you go through the process of designing your website with discipline and disce
ment, you’d be surprised by how much clarity you can gain about the driving force behind your business and how you can effectively communicate it to the right people.
Here’s the first thing to know:
Before your copy can pull the heartstrings of your audience, it has to resonate with YOU. It has to pull your heartstrings.
It’s not just about checking off a list of website copy components. It’s certainly not about blindly following some templates just because you spent $97 on it.
A website with no soul, no POV and no personality won’t elicit actions and create the connection & resonance that lead to conversion.
Wonder why your website copy isn’t working?
I’m sure you’ve done the research, got the checklists, checked off the “must-have” components and installed the bell and whistles.
However, if you’re scratching you head and wondering why the heck is your website still not delivering results as expected, here’re a few questions to chew on:
• Is your navigation showing the hierarchy that reflects your business and visitors’ priority?
• Is your tone and voice consistent throughout your website? Do they reflect your personality – the traits that are relevant to, connect with and inspire your audience?
• Does your homepage reflect your business’s priority? E.g. if your want to grow your list/a bigger platform, yet the first thing people see on your homepage is not some sort of lead capture, your homepage is not supporting your goal.
• Does your About page tell your story in a way that connects with your ideal clients at the “identity” and “beliefs” level? Is your story told in a way that is relevant to your readers, answering the questions, “Who are you? What do you do? Why should I listen to you?”
• Are your sales pages covering these 10 elements that make your copy go beyond “benefits and features” and tap into the deeper psychology of engagement and purchasing?
• At the end of the day, sales and marketing is about one human being at one end, communication with another human being at the other end. Trust is the foundation of conversion.
Are you building trust with your audience by being YOU? People can smell fake and BS from miles away – don’t insult your audience’s intelligence.