One Question
That’s all your website copy needs to answer the moment a visitor lands on your site.
When a visitor arrives, they have one immediate question:
“Is this for me?”
Your copy should answer this instantly, making it clear whether they’re in the right place.
Today, we’re learning Copy That Attracts and Converts Your Dream Customers: A Step-by-Step Guide for Business Owners.
Pull up a chair, settle in, get comfy, and let’s get started.
As a business, your website copy should do two things:
- Attract your dream clients.
- Repel those who aren’t the right fit.
But how do you do that?
Isn’t repelling people too extreme? Let me explain.
How to Answer “Is This for Me?”
The simplest way to help people understand if what you offer is right for them is to communicate three things clearly:
- What you do
- Who you serve
- What makes you different
Struggling with the “who” part because you don’t cater to just one industry?
Focus on what your ideal clients care about.
What are their shared goals, challenges, or values?
Instead of relying on broad labels, describe the traits or needs that unite the people you help.
This approach is often more relatable and impactful than sticking to a generic niche.
Once you’ve crafted your positioning statement, step back and ask:
Does this truly reflect my brand and connect with my audience?
Let’s Look at Two Hero Section Copy Examples
(The hero section is what visitors see immediately when they land on your site.)
Website A:
“We sell health and wellness supplements for women.”
This is great, but too broad.
Think about it, who exactly is this for?
A 25-year-old athlete? A 45-year-old dealing with hormonal imbalances?
Being too vague attracts people who may not be your dream clients.
If you dig deeper, you’ll find the sweet spot where you attract mostly your dream customers.
Let’s say you sell mostly health and wellness products for women with conditions like PCOS or endometriosis. Saying you sell health and wellness for “women” is too much of a blanket statement.
Instead, you could try:
“We create natural supplements for women with PCOS and endometriosis, offering targeted relief and wellness support through clean, science-backed formulas.”
Much better, right?
Why This Works:
- Clearly defines who it’s for → Women with PCOS and endometriosis.
- Highlights what makes the brand different → Clean, science-backed formulas.
- Addresses a specific pain point → Hormonal imbalances, targeted relief.
Now, Let’s See Another Example
Example: A Skincare Brand
Before:
“We make natural skincare for all skin types.”
This is way too broad.
Sensitive skin? Acne-prone? Anti-aging?
The message is unclear, which means fewer conversions.
After:
“Gentle, science-backed skincare designed for sensitive and eczema-prone skin. Say goodbye to irritation and hello to calm, healthy skin.”
Why This Works:
- Targets a specific audience → People with sensitive and eczema-prone skin.
- Highlights what makes it unique → Gentle, science-backed formulas.
- Speaks to a key pain point and solution → Irritation relief → Calm, healthy skin.
Another Example
Before:
“Handmade jewelry for every woman.”
Again, too broad. Who exactly is this for?
Brides? People who love statement pieces? Sentimental buyers?
After:
“Handcrafted heirloom jewelry for brides who want timeless, custom pieces to cherish forever.”
Why Is This Better?
- Specific audience → Brides.
- Clear purpose → Heirloom, timeless jewelry.
- Emotional appeal → Custom pieces to cherish forever.
Evaluate Your Own Website
Take a moment to evaluate the message above the fold on your website’s homepage (the part visible before scrolling).
Is it truly speaking to your dream clients?
It’s tempting to try to appeal to everyone, but don’t fall for that trap.
P.S. Did this make you realize your website copy could use some work?
If so, would you like some help? Start by booking a free consultation, and let’s create copy that attracts your ideal customers!
