How to Write Website Copy That Doesn’t Suck (and Actually Gets Read)

Research is crucial for understanding your audience. Entrepreneur.com states that you should never assume anything when it comes to your target audience.

Here are five ideas to help you research your audience and gather valuable insights about them. If you don’t have any customers yet, don’t worry, I’ve got your back.

• Surveys and Questionnaires: Create surveys or questionnaires to collect information directly from your existing customers or target audience. You can use online survey platforms, email, or even in-person interviews to gather their opinions, preferences, and challenges.
• Social Media: Monitor social media platforms to find out what your target audience is talking about, what problems they’re facing, and what kind of content they engage with. Join relevant groups, follow hashtags, and pay attention to comments and discussions to learn more about their interests and concerns.
• Online Forums and Communities: Visit online forums, discussion boards, or communities where your target audience hangs out. Observe the topics they discuss and the questions they ask. This will help you understand their needs, pain points, and the language they use.
• Competitor Analysis: Look at your competitors’ marketing materials, blog posts, and social media activity to see how they’re addressing the needs of the audience you’re targeting. This can give you insights into what’s working, as well as potential gaps you can fill with your content and offerings.
• Google Analytics and Other Analytics Tools: Use tools like Google Analytics to collect demographic and behavioral data about your website visitors. This information can help you identify trends, patterns, and preferences within your audience.

By using these research methods, you’ll be able to gather valuable information about your target audience, helping you create content and marketing materials that truly resonate with them.

Even without existing customers, you can still gather valuable information about your target audience. Here are a few strategies to help you with your research:

• Market Research: Conduct general market research on your industry and target audience. Look for studies, reports, and articles related to your niche. This will provide you with valuable insights into the demographics, preferences, and behaviors of your target audience.
• Competitor Analysis: As mentioned earlier, analyzing your competitors can offer valuable insights. By understanding their marketing strategies and observing how their audience engages with them, you can identify opportunities and learn what works well in your industry.
• Industry Events and Conferences: Attend industry events, conferences, or webinars to network with others in your field and gather insights about your target audience. Engage in conversations, listen to presentations, and observe trends and challenges being discussed.
• Social Listening: Use social media monitoring tools or manual searching to find relevant conversations and discussions happening online, even if they aren’t directly related to your brand. I’ve done this on YouTube by reading comments on videos for the niche I’m researching. This can help you identify common pain points, preferences, and questions your target audience may have.
• Conduct Interviews: Reach out to individuals who fit your target audience profile and request informational interviews. Ask them about their needs, preferences, and challenges related to your niche. You can find these individuals through social media, industry events, or personal connections.

By employing these strategies, you can gather useful information about your target audience even without an existing customer base. This research will help you create content and marketing materials that resonate with your potential customers from the get-go.

• Customer Interviews: The dog trainer can reach out to her existing clients and request one-on-one interviews or casual conversations. During these interactions, she can ask about their experiences with her training sessions, their specific challenges, and any suggestions they have for improvement. This can provide valuable insights into her customers’ needs and help her tailor her services and marketing materials more effectively.
• Online Surveys: The dog trainer can create a short online survey and share it with her current customers, asking for their feedback on her services, their preferences, and any pain points they encountered. She can incentivize participation by offering a discount or a free training session for completing the survey. This will allow her to collect quantitative data that she can use to make informed decisions about her business.
• Social Media Engagement: The dog trainer can use her social media profiles to engage with her audience, asking questions and encouraging discussions around topics related to dog training, especially for older adopted dogs. By monitoring these conversations, she can identify trends, preferences, and concerns that her target audience has, which can help her refine her marketing messages and service offerings.

By using these research methods, the dog trainer can learn more about her target audience and their needs, even with a small customer base. This information will enable her to create content and marketing materials that resonate with her audience and attract new clients.

• Competitor Analysis: The dog trainer can study her competitors’ marketing materials, customer reviews, and social media activity to understand how they address the needs of their audience. This can help her identify potential gaps in the market, what works well in the industry, and what to avoid, allowing her to develop a unique value proposition for her services.
• Join Online Communities: The dog trainer can join online forums, social media groups, and discussion boards related to dog training and pet adoption. By participating in these communities, she can observe the concerns, preferences, and questions that her target audience has. This will help her better understand their needs and expectations, as well as the language they use when discussing dog training topics.
• Collaborate with Non-Competitive Dog Services: The dog trainer can establish connections with non-competitive dog services, such as groomers and pet stores, by talking to owners or managers. She can also listen to their customers’ conversations and concerns related to dog training and care. Additionally, she might consider hosting a meet and greet event at these establishments where people can ask her questions and learn more about her training services. This approach can provide valuable insights into her target audience and create opportunities for collaboration and referrals.

By employing these research methods, the dog trainer can gather valuable information about her target audience and their needs even before she has any customers. This knowledge will help her create content and marketing materials that effectively resonate with her potential clients from the very beginning.

1. If you were a developer of medical equipment and your ideal customer was a medical technician, using industry jargon would be fitting. Since medical technicians are well-versed in the technical language of their field, they would understand the terms and concepts you mention.
2. If you were a software engineer writing content for other software engineers, using industry-specific terms and concepts would be appropriate. Your audience would have the background knowledge to comprehend the jargon, making it an efficient way to convey information.

Proofreadnow.com has a great article with even more comparisons of industry jargon that’s acceptable based on the industy including dos and don’ts.

Now, let’s consider our dog trainer scenario with and without industry jargon:

With Industry Jargon: “As an experienced dog trainer, I utilizes positive reinforcement techniques, such as operant conditioning and counterconditioning, to improve your older adopted dog’s behavior and obedience. Our training sessions will focus on desensitizing your dog to specific triggers, and we’ll work on establishing a strong recall command.”

Without Industry Jargon: “As your friendly dog trainer, I use reward-based methods to help your older adopted dog learn good behavior and obedience. We’ll gently help your dog get used to things that might scare them and teach them to come back to you when called, no matter what’s happening around them.”

In the case of the dog trainer, using simple, everyday language is more effective for reaching a broader audience, as it’s easier to understand and more relatable for dog owners who may not be familiar with technical training terms.

Empathy is the ability to understand and share the feelings of others. When writing for your ideal customer, put yourself in their shoes and consider their perspective. This will help you create content that is both relatable and engaging.

Here’s an example of how our dog trainer can write with empathy, considering the perspective of a dog owner with an older dog that’s terrified of thunderstorms:

“As a loving dog owner, you’ve welcomed an older adopted dog into your home, providing them with a second chance at a happy life. But when thunderstorms roll in, you can’t help but feel heartbroken watching your furry friend trembling in fear, desperately seeking a place to hide from the loud, unpredictable noises. We understand how distressing it can be to see your beloved pet so terrified, and that’s why we’re here to help. Our specialized training techniques are designed to gently guide your older dog through the process of overcoming their fear of thunderstorms, ensuring they feel safe and secure even during the most intense storms. With our support, you and your canine companion can enjoy a calm, stress-free home environment, no matter the weather outside.”

In this example, the dog trainer acknowledges the emotions and concerns of the dog owner and demonstrates understanding of their situation. By expressing empathy, the trainer creates a connection with the reader, making their content more relatable and engaging.

Now here’s the same message written without empathy for comparison:

“Older adopted dogs can often develop a fear of thunderstorms due to loud and unpredictable noises. This issue can cause the dog to tremble, hide, and become anxious during storms. Our dog training services offer techniques to address this issue in older dogs. We use specialized training methods to help them overcome their fear of thunderstorms, so they can remain calm during storms. With our training, you’ll have a well-behaved dog regardless of the weather conditions.”

In this version, the message focuses on the problem and solution but lacks the emotional connection and understanding found in the empathetic version. It provides information but may not be as engaging or relatable for the dog owner.

Using an active voice and informal tone will make your writing more engaging and conversational. Active voice emphasizes the subject performing the action, making your writing more direct and dynamic. An informal tone is friendlier and easier to read, helping you connect with your audience on a personal level.

“Hey there, Sarah! I just wanted to share how excited I am about our first meet and greet session with you and your sweet older dog, Max. It’s going to be a fantastic opportunity for us to get to know each other, and I can’t wait to learn more about Max’s unique personality and needs. Together, we’ll explore his strengths, identify any challenges he might be facing, and start working on a personalized training plan that’ll help him become the happiest, most well-behaved pup he can be. So grab Max’s leash, and let’s get this fun journey started!”

In this example, the message uses an active voice and an informal tone to create a friendly, engaging, and conversational atmosphere. The writer expresses enthusiasm and focuses on the actions they’ll take together, making the content more dynamic and relatable for the reader.

“Hello, Sarah. A meet and greet session with you and your older adopted dog, Max, has been scheduled. This session is designed for getting to know each other, and the unique personality and needs of Max will be observed. It is during this session that strengths will be explored, challenges will be identified, and the development of a personalized training plan will be initiated to improve Max’s behavior. Please ensure that Max’s leash is brought for the session.”

In this example, the message uses a passive voice, which makes the writing less engaging and conversational compared to the active voice. The focus is shifted from the subject performing the action to the action itself, giving the content a more formal and distant tone.

Addressing your ideal customer’s pain points is crucial for creating content that resonates with them. Identify their challenges and offer solutions through your product or service. This not only demonstrates your understanding of their needs but also positions your offering as the answer to their problems.

A popular copywriting framework for this is the PAS framework. PAS stands for Problem, Agitate, and Solution. It’s a useful framework that helps you write persuasive content. Here’s how it works:

1. Problem: Start by identifying the issue your audience is facing. This shows you understand their struggles and can empathize with them. For example, let’s say you’re writing about a fitness app. The problem could be “losing weight is tough and can be frustrating.”
2. Agitate: Next, dig deeper into the problem to make it more relatable and urgent. Highlight the pain points and evoke emotions, so your audience really feels the need to solve the issue. Sticking with our fitness app example, you could say, “Fad diets and confusing workouts leave you exhausted, with no lasting results.”
3. Solution: Finally, present your product or service as the solution to the problem. Explain how it addresses the issue and makes your audience’s life better. With our fitness app, you’d say, “Our easy-to-use app offers personalized workouts and meal plans, so you can finally lose weight and keep it off for good.”

Problem: “Are you struggling with your older adopted dog’s disobedience, feeling like you’ve tried everything but nothing seems to work? You’re not alone. Many pet parents face the same challenge with their older adopted dogs.”

Agitate: “It can be incredibly frustrating and disheartening when your furry friend doesn’t listen to your commands. You might worry about their safety, feel embarrassed in public, or even question your ability to provide them with the guidance they need.”

Solve: “Fortunately, our specialized dog obedience training program is here to help. Designed specifically for older adopted dogs, our program uses gentle, effective techniques that work with your dog’s unique needs and abilities. We’ll guide you and your canine companion through the process, step by step, transforming disobedience into well-behaved bliss. No more frustration, no more embarrassment—just a happy, obedient dog who’s eager to please.”

In this example, the dog trainer first identifies the problem (disobedient older adopted dog), agitates it by emphasizing the emotional aspect (frustration, embarrassment), and then presents their service as the solution to the problem.

Storytelling is a powerful technique that can make your writing more engaging and relatable. Share real-life stories, case studies, or anecdotes that highlight the benefits of your product or service. This helps your audience envision how your offering can positively impact their lives.

Here is how Sam, our dog trainer can use powerful emotions in storytelling. If you are a dog owner, you’ll connect with this story.

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Can you see how impactful storytelling is. BTW, this is a true story…Harley was the dog we adopted before Mia.

Using rhetorical questions and analogies can help your writing become more conversational and thought-provoking. Rhetorical questions encourage your audience to think about the topic at hand, while analogies help them better understand complex concepts by drawing parallels to familiar situations.

Let’s see an example for our dog trainer:

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Have you ever felt like training an older adopted dog is like trying to teach an old dog new tricks? You’re not alone! Many people believe that older dogs can’t be trained, but that’s simply not true.

Think of it like learning to play a musical instrument. Sure, it might be easier for kids to pick up the guitar and learn to play, but that doesn’t mean adults can’t become skilled musicians too. It just takes a little more patience, understanding, and the right approach.

So, why should it be any different for older adopted dogs? With the right training techniques, a little patience, and a lot of love, your senior dog can learn new behaviors and become a well-mannered companion. Are you ready to transform your older dog’s behavior and unleash their full potential?

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In this example, a rhetorical question (“Have you ever felt like training an older adopted dog is like trying to teach an old dog new tricks?”) is used to engage the reader and encourage them to reflect on their own experiences. The analogy of learning a musical instrument helps readers understand the concept that older dogs can still be trained, just like adults can learn to play a musical instrument.

Being transparent and authentic in your writing will help you establish trust with your ideal customer. Be honest about the capabilities of your product or service, and don’t be afraid to admit its limitations. Your audience will appreciate your honesty and be more likely to trust your recommendations.

When you’re open and honest with your ideal customer, it doesn’t have to come across in a negative way. Let’s see how Sam showed her limitations, but we put a positive spin on it. She didn’t have the expertise for this specific dog and she didn’t feel safe.

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One day, I received a call from a local shelter about an older dog who had sadly been through a lot of abuse. Eager to help, I met with the dog to assess the situation and determine the best course of action.

After spending some time with the dog, it became clear to me that this was a unique case. Despite my expertise in training older adopted dogs, I knew that this particular dog needed specialized care beyond my capabilities. Instead of insisting on trying to train the dog myself, I chose to be honest and about the situation. I no longer felt safe.

I recommended the shelter consult with a dog psychologist and trainer who specializes in working with abused dogs. By putting the dog’s well-being first and acknowledging my own limitations, I earned the trust of the shelter and showed that I genuinely cared about the best outcome for the dog.

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Incorporating social proof and testimonials in your writing can boost your credibility and persuade your ideal customer to take action. Share positive reviews, customer success stories, and endorsements to demonstrate how your product or service has benefited others like them.

When it comes to social proof and testimonials, it’s essential to strike the right balance on your website and in emails. Overdoing it may come across as boasting, and due to the prevalence of fake testimonials, many people don’t place as much value on them as they used to. Ensuring authenticity and moderation in showcasing social proof can help you maintain credibility and trust with your audience.

Here are some examples of what you can call various sections on your website that can be used as testimonials, but can be written in different ways.

• Client Stories
• Success Stories
• Customer Reviews
• Happy Clients
• Praise from Clients
• Feedback Corner
• Our Clients Speak
• Voices of Our Clients

Although this article doesn’t delve into the intricacies of search engine optimization (SEO), it’s worth noting that some of the tips mentioned here will have an impact on how you write blog posts and your website copy.

Tech Talk: SEO is crucial for reaching your ideal customer online. To optimize your content, use relevant keywords, meta tags, and internal links, which will improve its visibility on search engines. This helps attract more of your target audience and increases the likelihood of them engaging with your writing.

It’s important to remember that any copy written for a website should be crafted primarily for the human readers, not just for search engines. While incorporating questions and keywords into the copy is beneficial, the content must be easily understood and relatable to the reader first and foremost.

Though a detailed discussion of SEO is beyond the scope of this article, it’s an essential consideration if you plan on starting a blog on your website.

When it comes to improving your writing for your ideal customer, focusing on the structure and organization of your content is crucial. By making your writing easy to read and understand, you can keep your audience engaged and interested in what you have to say. Here are a few tips to help you achieve this:

• Use headings and subheadings: Break up your content into sections using headings and subheadings to make it more digestible. This allows readers to quickly scan your writing and find the information they’re looking for.
• Utilize bullet points and numbered lists: When presenting lists or key points, use bullet points or numbered lists to make the information stand out and easier to read.
• Keep paragraphs short and focused: Avoid long, dense paragraphs that can be overwhelming for the reader. Instead, aim for shorter paragraphs that focus on a single idea or point.

By incorporating these elements into your writing, you’ll make your content more reader-friendly and appealing to your ideal customer, even if writing isn’t your strongest skill.

Keeping an eye on how well your content performs can help you figure out if it’s working well for your ideal customer. By looking at specific metrics, you can see what’s working and what might need some changes. Here are a few examples of how you can use these metrics to improve your writing (a bit more tech talk):

• Page views: If you notice that certain pages or blog posts on your website are getting a lot of views, that’s a sign that the topic or headline is interesting to your audience. You might want to write more content on similar subjects or use similar headlines to grab their attention.
• Time on page: If people are spending a good amount of time on a particular page, it could mean they find the content valuable and engaging. On the other hand, if the average time on page is very low, your content might be too complicated, or not appealing enough. In that case, consider simplifying your writing or making it more relatable and interesting.
• Conversion rates: Let’s say you have a page that encourages visitors to sign up for a newsletter or purchase a product. If you see a high conversion rate, it means your writing is persuasive and effectively addressing the needs of your ideal customer. If the conversion rate is low, you might need to rework your copy to better connect with your audience and clearly explain the benefits of your offer.

While metrics can be helpful in identifying areas for improvement, it’s also important to trust your instincts and listen to feedback from your customers. Sometimes, the best way to determine the quality of your copy is by simply asking your audience what they think and making adjustments based on their input.

If you’re looking to improve your writing skills, there are plenty of ways to do so! Here are some tips to help you along your writing journey:

• Write in a journal: Regularly writing in a journal can help you develop your writing skills and style. It’s a great way to practice and experiment with different writing techniques.
• Analyze marketing copy: Look at successful marketing campaigns and pay attention to how they’ve crafted their messages. This can give you valuable insights into effective writing strategies and styles.
• Study competitor websites: Take a look at what your competitors are doing and analyze their copy. Learn from their successes and mistakes to improve your own writing.
• Find inspiration: When you come across a piece of writing that you really like, take some time to analyze it. What makes it engaging? How does it convey its message? Use these insights to inform your own writing.
• Keep practicing: The more you write, the better you’ll become. Make writing a regular part of your routine, and don’t be afraid to try new techniques or styles.
• Take copywriting courses: Enroll in copywriting courses, either online or in-person, to learn from experienced professionals and develop your writing skills further.
• Read copywriting books: There are many excellent books on copywriting that can provide valuable insights and tips. Some popular choices include “The Copywriter’s Handbook” by Robert W. Bly and “Everybody Writes” by Ann Handley.
• Consider outsourcing: If you find that writing isn’t your strong suit or you simply don’t enjoy the process, think about hiring a professional copywriter to help you create compelling content. This can save you time and ensure your copy is top-notch.
  
  If you feel like you’re at this stage, don’t hesitate to reach out to me. I’d be more than happy to chat with you about what you’re struggling with and help you work through it. My goal is to provide valuable support and guidance, so you can make the best decision for your business.

Remember, improving your writing takes time and practice, so be patient with yourself and keep working at it!