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Writing website copy that truly connects with your audience can feel overwhelming, but it doesn’t have to be. In this episode of the Take Your Shot podcast, I chat with Kayla Dean, a website copywriter and brand messaging strategist who works with wedding professionals and creatives. We dive deep into the art of crafting website copy that converts, common mistakes to avoid, and practical tips to help you write copy that resonates with your ideal clients.
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Why Good Website Copy Matters
Your website copy isn’t just about filling space with words; it’s about communicating your brand’s message clearly and driving action. Kayla explains that effective website copy goes beyond basic text and involves a strategic approach that connects with your audience and encourages them to take the next step, whether that’s booking a service, making a purchase, or inquiring for more information.
Common Mistakes in Website Copy
Kayla shares some common mistakes creatives make when writing website copy:
- Sounding the Same as Everyone Else: Many photographers and service providers fall into the trap of using overused phrases like “authentic and candid.” To stand out, dig deeper into what makes your business unique and what clients love about working with you.
- Boring Headlines: Headlines need to grab attention. Don’t waste valuable space with generic phrases—use this area to highlight something that resonates with your audience.
- Long Inquiry Forms: Lengthy forms can reduce conversions. If inquiries are slow, consider shortening the form to make it easier for people to reach out.
The Power of Strategic Website Copy
Kayla explains that strategic copy is conversion-driven, meaning it’s written with the intention of getting website visitors to take a specific action. It’s not just about having words on the page but ensuring those words guide the reader toward booking, inquiring, or purchasing. A good copywriter will incorporate elements such as SEO, brand messaging, and conversion techniques to make sure your website is working effectively for your business.
Practical Tips for Writing Copy That Converts
- Start with Testimonials: Kayla recommends beginning by looking at your testimonials. What are clients consistently saying about you? Use this feedback to identify what to emphasize on your website.
- Focus on Your Ideal Client’s Journey: Guide potential clients through the process of learning about your services. Encourage them to visit your services or experience page before sending them to your contact form. This allows them to get a better understanding of who you are and what you offer.
- Don’t Be Afraid to Sell: Your website is there to help convert visitors into clients. Be confident in showcasing what sets you apart and why people should work with you.
- Track User Behavior: Tools like Google Analytics can help you understand how visitors are navigating your site, where they’re dropping off, and how you can adjust your copy to better guide them through the process.
- Use SEO Intelligently: While SEO is essential, don’t make it the focal point of your headlines. Keywords like “destination wedding photographer” can be included without dominating the main message.
DIY or Hire a Copywriter?
Kayla discusses the pros and cons of writing copy yourself versus hiring a professional. If you prefer complete control over your content, DIYing may be the way to go. However, if you find writing challenging or want an outside perspective, a professional copywriter can bring a fresh approach and strategic insights to make your copy more effective.
The Role of AI in Copywriting
The rise of AI tools like ChatGPT has made it easier to get started with writing, but Kayla advises caution. While AI can help with initial drafts or brainstorming, it often produces generic and repetitive content that lacks a personalized touch. If you use AI, make sure to thoroughly edit and infuse your unique voice into the final copy.
Final Thoughts
Website copy is more than just words—it’s your chance to make a meaningful first impression. Whether you’re DIYing or hiring a copywriter, make sure to highlight what makes you different and guide your audience through a journey that leads to action. Effective copywriting is an investment that pays off by bringing more inquiries and higher-quality leads.
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