TOC #214: You're gonna need to do better than that
(January 28, 2025) How To DO BETTER In Your Website Copy
On today's episode of men are the most disappointing species on earth, we have:
“Hey”
That’s it.
That's what somebody's crusty son thought was gonna get me to respond.
What he genuinely thought was a good enough opening for a potential suitor to be sending what he assumed (hoped?) was an interested party (me).
(Except, of course, it's not me, never was me, and is never going to be me.)
Let’s take a moment to unpack this.
This man, fully equipped with a smartphone, infinite ways to be charming, and the opportunity to make a memorable impression, chose that.
A single, lifeless “Hey”
So, naturally, I replied with:
Because, honestly, be so for real with me right now.
You REALLY think that's a good enough FIRST interaction?
If you're trying to impress someone — if you want the person on the other end of the screen to like you — you're gonna need to do better than that.
And before you say anything about my high standards, no.
I'm not giving the boring man a chance.
I need someone with PERSONALITY.
This shouldn't be a shock to you if you're a loyal reader, because I talk about this all the time:
Whether you’re trying to get a second date, a job, or, in the case of your website, a client, you’ve got to bring something to the table.
How To DO BETTER In Your Website Copy
When it comes to websites, so many people fall into the same trap that guy did.
They assume just showing up is enough to win someone over.
(It's not.)
Here's how to fix it 👇
First of all: don’t “Hey” your website visitors
The second someone lands on your site, they’re making a snap judgment:
Is this person legit?
Do I like their vibe?
Do I feel like they get me?
And yet, so many websites greet visitors with the online equivalent of a lifeless, fuckboy “Hey” — and they lose out on some cool ass dream clients because of it.
Your website isn't a billboard, it's a conversation.
People don’t connect with information — they connect with humans. They need that conversational copy to both sus you out AND understand what you're saying.
So, when you treat your website like a conversation (specifically, a conversation with a familiar friend you already have a rapport with), you'll notice a drastic increase in conversion.
Your site isn’t just there to tell people what you do. It’s there to make them feel something: understood, excited, relieved, seen.
It’s the start of a relationship, and relationships aren’t built on bland, generic intros.
You know I'm example QUEEEEN, so I'm gonna share a few sites with you in an effort to help you see what I mean about this whole ~conversational copy~ deal (I usually call it “sales focused storytelling” aka my signature method).
Instead of something generic like “About Me” - I kicked my client Peach's About page off with something we knew her ICA is looking for in an accountant:
Instead of “I'm a baby sleep expert” - I introduced my client Rachael as something we know her readers will appreciate (and agree with):
I used a similar strategy on Katie's About page, because we knew how much her audience would resonate with this:
See what I mean?
If Peach started off with “hey” - she wouldn't be one of the most successful CPAs in her industry.
If Rachael didn't specify that she's a “cry it out hater” - she'd be losing out on hundreds of thousands of moms who hate the idea of letting their babies cry for hours alone.
If Katie didn't reassure her readers that she's making Instagram fun again - no one would know why she's actually the best possible choice for developing and embodying Instagram strategy without being overwhelmed.
To see a zillion more examples and learn even MORE about conversational copy, sales-focused storytelling, and easy website copy swaps to make your site better, join Site Series® SPRINT!
Other ways to learn from me:
How To Make Your Copy Sound More Conversational
Five Episodes To Binge Now: Listen To My New Podcast!
How I'm Teaching My Affiliates To Make My Money For Me: A Complete Guide To Affiliate Marketing
If we haven’t had the chance to *virtually* meet yet, hi! I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:
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This just dropped from the heavens… I was about to rework my website this weekend. Thank you!