So the other day I had a meeting with the owner of a web design and development company who I may be working with on some upcoming writing projects.
Naturally, we got into a conversation about some of the unfortunate website mistakes we’ve seen over the years, on both the copywriting side and the design side – including our own.
Yes indeed, even the pros make mistakes and suffer web marketing fails.
For example, I remember back in the day when I was first getting started online. Those halcyon days when I actually believed that putting up a decent website, writing some basic copy, and doing a little bit of marketing each week was going to have new clients beating down my door, fairly busting a gut to work with me.
What actually happened?
Well, friend, they stayed away in droves, to quote the late film producer Samuel Goldwyn. (Well, ok, not completely in droves, I did get a few clients from that original website.)
But why so few? Why so many hours spent trying to be visible online to get merely mediocre results, despite doing everything I was told to attract clients through my website?
Turns out the problem was that my website copy was very “flackluster” (a new word I just made up on the spot to describe something that is both “flaccid” and “lackluster” at the same time, ha ha), and so it wasn’t doing me any favors in the client-getting and revenue-generating department.
And here’s the crazy part.
I knew exactly why I was getting these anemic results – I hadn’t figured out who my ideal clients were, or worked out what set me apart among others online who were providing similar services, and all this was reflected in my sad, generic, no-personality, underperforming web copy.
All of which lead to painfully average results.
Still, I dragged my feet for months to fix the problem.
I felt like I couldn’t step off the hamster wheel of blogging, social media posting and otherwise trying to be visible online for long enough to get clear on my ideal client avatar (ICA) and my unique selling proposition (USP), so I could write web copy that was actually compelling to my ideal clients.
Though I knew taking care of these two key things would start attracting more and better clients, and bigger paychecks, I resisted.
But finally, after too many months of craptacular results, and the looming fear that I’d have to go back to work for “the man” if I didn’t get this little challenge resolved, I decided I’d had enough and changed everything.
I got clear on exactly who my ideal clients were. I worked out what my “meaningful difference” in the marketplace was. I rewrote all my web copy, every last page of it, to be compelling, client-attractive and attention-getting to the people I most wanted to work with. I infused it with my personality, worldview and unique selling proposition.
And once I did that? Well that’s when things started to turn around fairly quickly.
I got more email subscribers almost instantly – from exactly the same amount of website traffic. I started getting client inquiries with email subject lines like “I want to work with you, please call me!” and “Photographer very interested in working with you,” sometimes several just like this in a single day.
I got more clients, and not just any clients, but clients who were ideal for me and who I absolutely loved working with. And I generated more income.
Again, I didn’t increase the traffic to my website to do this – I simply wrote better, more targeted, and more persuasive, personality-filled web copy that reflected my unique selling proposition and spoke directly to the kind of clients who were ideal for me.
Why, oh why hadn’t I done this sooner?
It pains me to think of all the wonderful clients, projects, and income I left on the table, simply because I wouldn’t slow down long enough to go off the grid for a couple of weeks to get my web copy in order.
But all’s well that ends well. And I needed to learn the lesson that not understanding my audience or my USP, coupled with the generic web copy that resulted, was never, ever going to bring in the kind of clients, projects and income I wanted.
So, what about you?
Is that where you are right now? Is your web copy “flackluster” and underperforming? Is it not doing its job?
(To be clear, if you’re in business, your website’s JOB is to get you consistent client and customer inquiries, new clients, and sales. If it’s not doing that, that’s a problem. A problem that must be fixed if you plan, like most of my clients do, to use your website as your main marketing vehicle.)
I’ve written about the importance of determining your target audience/ideal clients and working out your “meaningful difference” or unique selling proposition (USP) on the blog before. I even included free downloadable worksheets to help you get clear on these things so you can start getting more traction from your website.
You can check out those posts here:
Now, if you’d prefer some one-on-one guidance to help you get crystal clear on your target audience and “meaningful difference”/USP, and how to implement these things on your website for better business results, I make a few strategy sessions available each month specifically focused on these two critically-important-to-the-success-of-your business topics. If you’d like more details, simply email me at Kimberly [at] kimberlydhouston [dot] com, and I’ll send you the info.