What is the difference between sitting through your Aunt Hilda’s vacation slideshow and taking a vacation yourself?
Well besides not being able to “unsee” your Aunt Hilda in that teeny weeny bikini – the answer is: Engagement.
When it’s your toes in the sand, suddenly everything becomes much more interesting.
The same goes for visitors to your website, they want to have their toes in the sand. They want to know you understand them and their specific needs – not look through a catalog of coaching packages and your credentials.
This is why it’s so important that you know who your ideal client is – and be able to speak to them in their language.
When you have a deep understanding of your ideal client, the challenges they are experiencing, what they’ve already tried to overcome those challenges (and why they may not have worked), it will be easier for you to position your services as the solution.
Why? Because you’re talking about them instead of talking about you.
They will recognize themselves in your copy, and see how deeply you understand them. The answers to the questions that are coming up as they read will be answered on the page. Instead of presenting your services like an ala cart menu, you can show your prospects how and why your approach works.
When you create a website that has this level of engagement, it’s almost like your prospects are having a conversation with you even though you’re not there.
By the time you actually speak with them, they’ve already made a decision to hire you.
So the next time you’re working on your website copy, make sure that you’re speaking to your prospects on their level and helping them envision the experience of working with you.
Because it’s much more fun to be engaged with your toes in the sand, than to look at photos of someone else having fun