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TOC #89: Do your leads want to stay for dinner?
(September 6, 2022) How to get your website readers to care about your content enough to stay on your site.
My mom is proving to be really good content for my emails lately. I've got another Gail-inspired anecdote for you.
A few weeks ago, on a neighborhood stroll that I bullied her into, we were chatting about funny childhood stories, laughing at all the ridiculous stuff I used to get into.
(Bucket-scootering down driveways, begging neighbors for Gushers until they went to the store and bought them for me...)
And then she brought up a story that made me literally cackle.
One of my neighbors (a couple years younger than me) used to walk around the block, ring random doorbells, and ask what they were having for dinner, until she found a good enough answer, invited herself in, and stayed.
My first thought? “Iconic.”
My second thought? “TOC.”
I couldn't *not* use this as an example; it's exactly what your potential new clients do when they shop around for someone to work with.
They walk around the virtual neighborhood, knock on the doors of your virtual home and your competitors', then decide to stay for dinner at whoever's house is serving the dinner they're in the mood for.
In other words, they scroll through Google search results and Pinterest recommendations and Instagram profiles, clicking on different profiles and websites, until they find the online service provider they want to reach out to about a collaboration—the one that intrigues them + fits their needs.
So… how do you make sure your leads want to stay for dinner?
If I'm being honest - the version of this newsletter you're reading right now is probably draft #728.
I went back and forth about what to include for hours, writing and re-writing, because there are so-freaking-many different ways to answer the question of “how do I make my leads want to stay for dinner?” - aka “how do I make people love my website, read my copy, feel like I'm the one they want to work with, and actually inquire?”
I thought about telling you how important design is, because without great design, no one will stick around to read your great copy.
I thought about discussing SEO with you, because no one will even make it to your site in the first place if you don't come up in search results.
I thought about giving you a website copy checklist, but I don't know how to do that without all of the context in the world (and, plus, I've already made an entire course about that—although I may or may not be working on something even more simple than that 😉).
And what I've landed on is…
A little game of show and tell.
You know by now that I'm a biiiig teach-by-example girlie, so, it only feels right.
(Either that, or it's the only way I really feel comfortable educating. But I digress.)
If you truly want to know how I'd respond to the question of “how do I keep people reading, then inspire them to inquire?” the best answers I have are hidden in the pages of my portfolio.
Here's a homepage that acts as a roadmap, giving the readers a chance to explore all facets of the website, based on what they most want to learn more about.
And here's another one.
And another one.
And another one.
Here's a Contact page that has all the necessary info a lead would want to know.
Here's a Resources page, curated to perfection.
And here's another one.
And I hope that answers the question. 😉
Buuuut just in case it doesn't—or if you just read all this and are thinking “wtf Sara I don't want to do work and see examples I just want to find out what to do so I can do it my freaking self, you b****"—I'm working on not one, but TWO different resources to help you write it.
The first, you already know about.
I've told you about it a million times—and, tbh, I may mention it a million more, considering it launches in just one month (!!!) and it's the most comprehensive website copywriting and content marketing course ever.
(Here's all the info, though, in case you haven't yet heard about Site Series™! 🥳 And, thiiiis time around, enrolling in the course *also* grants you access to 6 months of live Q&A calls, supplemental to the 6-module self-paced course you signed up for.)
And the second? She's essentially a mini version of the first… you know, for the people who don't want what I so professionally call ‘the whole ass thing.'
The Wicked Easy Web Copy Guide is on her way; there's only one final addition I need to finalize before she's ready to help you effortlessly write your site.
(It's essentially the website copywriting module of Site Series™, boiled down into an easily digestible collection of Google Docs—checklists, guides, templates—supported by one long training video, explaining how to implement the tips for your own copy and site.)
& if you send me a DM to let me know you want your writing your website copy to feel wicked easy, I'll give you access before anyone else, AND I'll review your copy for you when you finish it.
Sound like a plan? 😏
Hi, I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. Thanks for reading this edition of the Tuesday Table of Contents! If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:
Check out my services. I write website copy, sales pages, email sequences, blog posts, and brand messaging guides for entrepreneurs of all kinds! Maybe you’re my next favorite client. ;)
Read my blog. It’s home to everything from copywriting tips, to marketing education, to freelance advice, to portfolio-worthy projects… if you like this newsletter, you’ll love the blog. Here’s a quick roundup of my most popular posts.
Sign up for my web copy course. Actually, it’s not *only* about website copywriting—I also teach modules on copywriting basics, developing your target audience, search engine optimization, blogging, and email marketing.
Enlist me as your mentor. I have an entire in-depth blog post about my one-on-one consulting process for new and aspiring copywriters, if you’re interested in having a big-sis-style mentor to help you grow your freelance copywriting business & get results.
To get in touch with me directly, send me a DM or email email@example.com. Have a great day!