How to make your homepage perform like a beast and catalyze conversions

What’s the point of having a website when nobody scrolls past your hero image?

If your value proposition doesn’t catch your prospect’s attention and fails to lead them past the following copy, you’re losing business faster than a falling plane.

Your homepage is the most important real estate online. Yet it is shabby, clunked, stuffed with words that don’t add any value to your prospects.

A bad homepage damages your reputation. It tarnishes your brand. It takes your business down.

Use these simple homepage copywriting techniques to snowball your sales and amplify your influence:

  1. Replace “I”, “We”, “Our”, “Ours” with “You”, “Your” and “Yours” to make your copy appealing to your prospects instead of tooting your own horn. Let the message on your website invite them already. Show them you’re here..solely..to serve them. Prove it to them that they are your priority and you’re nothing short of value.
  2. Make sure you state what you do – loud and clear. You could be a startup owner, creative entrepreneur, agency owner or an angel investor – whoever you are – Say it. Declare it. Announce it. But do it in a way that highlights the one biggest benefit you offer, the one big problem you solve for your prospects.
  3. Highlight the outcome of your product or service. You are in business for a reason. You work hard for that one purpose – to help your clients. But a majority of the homepages online barely scratch the surface of communicative marketing. Explain the outcome and let the message sink in. Let then relate, imagine, desire and own the outcome. Then, they’re ready to buy.
  4. Offer an incentive. A homepage without an incentive is a waste of your online real estate. It’s like flushing down your dollar bills aimlessly. You are letting all your hot leads slip away in a snap instead of seizing the opportunity to help them, to get registered in their minds and to stay right there.
  5. Show them what it’s like to work with you. Let them taste your work. At first, give immense value. And then give some more. This goes without saying. But did you know you can do that innovatively? For instance, inserting conversion metrics in your testimonials, including real stats from real people and getting to the nitty-gritty numbers make your prospects trust you more. It’s dear psychology at work! It’s like feeling safe to get treated by the same doctor who treated your uncle earlier rather than landing up in a certain Dr. Strange’s office.

Optimizing your homepage is easy. You just have to make sure you’re checking the above list.

Need help writing web copy? Contact now.

Why Empathetic Copywriting Converts Better Than Persuasive Copywriting

Persuasive writing only gets you so far. It’s like a click-bait headline. You love it at first and then you’ll hate the sender for cheating on you.

Whereas Empathetic Copywriting is all about connecting with your readers better. It’s about being in their shoes. It’s about sharing their excitement, understanding their pain, knowing their fears and empathizing with their frustrations.

If you can make your readers relive their emotions towards their pains or dreams by painting a picture, you have achieved empathy.

How to start connecting with your reader

To connect with your readers, you should first have understood them and should know them inside out. You should have the knowledge of the kind of people they are. If you can figure out the answers to the following questions, you will have a solid research material ready to write copy that converts beyond a doubt!

So the questions you should be asking are:

  1. What makes your audience sad?
  2. What makes them happy?
  3. What keeps them worried?
  4. What gets them excited?
  5. What are their priorities?
  6. What makes them feel threatened?
  7. What are their biggest challeneges right now?

Write for real people with real emotions. Because logic makes people think, it’s the underlying emotion that makes people act. And conversion copywriting is entitled to make your reader take action.

It’s not like there is not going to be any kind of persuasion in empathetic copywriting. It means that the element of persuasion will come from a point of genuine care and goodwill toward your clients.

And that’s why, writing with empathy is what attracts your best of clients.

How to write with empathy

The first step to marketing is sorted brand messaging.

As a business, your core brand messaging should identify with your audience. And at the same time, it should clearly reflect your biggest strengths to evoke instant connection and collaboration.

Your core brand messaging should proffer your image in such a way that it instills trust and confidence in your clients. The message should inspire your reader to keep thinking about the transformation.

This shows that you’re in business for one main reason – to complement your audience’s weak points by giving them the exact solution they’re looking for.

You’re here to free your audience from that big fat suffering that’s been hindering their growth and transformation.

Imagine how much your clients will agree with you if your brand messaging identifies and empathizes with them.

Imagine how much your clients will adore you when you’re creating content only with the intention of adding value first.

How to keep your audience thinking about what you said

Do you remember the history lesson you learned in grade 5?

Do you remember the movie you watched when you were 10?

The reason you don’t remember the story from the movie and not the history lesson is because you mirrored and experienced the emotions played in the movie. You have associated and empathized with the protagonist. Likewise, help your readers re-live their pains and frustrations through your copy. Help your readers to imagine a life without these pains and frustrations and then place the capability of your solution.

This creative process of empathizing with your audience is what brings sales online.

KIP: The 3-step formula to writing with empathy:

  1. Know your audience’s exact pain points

  2. Identify with their struggles and acknowledge that in your copy

  3. Promise them to end the struggle and bring growth and desired outcomes

Seal the gaps in your communication with empathetic copywriting

Empathy is when you make your reader feel heard, understood and important.

It is when you DON’T make them feel zoned out – they start relating to you.

It is when you DON’T make them feel like a faceless speck from the masses – they start valuing you.

It is when you make them feel understood – the chemistry of liking strikes.

So it all boils down to understanding your reader. Inside out.

Have you ever observed this – even in your relationships, listening and speaking out helps understand each other better than frowning and sulking?

When you synthesize your audience’s thoughts that they find difficult to express, you’re winning them.

When your audience feel understood, they take the first step toward trusting you and believing in what you have to say. This tells them that you know where they’re coming from – a point of stress and struggle – a point that YOU have surpassed – a point in place they want to be

Empathetic Copywriting works because it:

  • Doesn’t force/coax/pressurize/ your readers
  • Doesn’t come across as salesy
  • Doesn’t limit user personas to a set of demographic patterns but also cares about the audience’s tastes, traits, and behavior in as much.

Benefits of Empathetic Copywriting

Empathetic Copywriting:

  • Doesn’t repel your audience because you’re never giving them what they don’t want
  • Helps clarify instead of confusing the reader with unwanted information
  • Appeals to the person you’re writing for (imagine the horror of your reader not understanding you. Phew!)
  • Simplifies your brand messaging and content creation process (because you understand your audience better now)
  • Helps you lay a strong foundation for relationship marketing (which never fails when marketed to the right audience)

Marketing becomes less challenging with empathetic copywriting because you are aligning all of your content around your audience’s needs.

When you know how the reader feels and acknowledge that in your content, the reader acknowledges your empathy through – action, engagement, purchase.

Summary: How to write with empathy

  • First, understand your audience (their feelings, behavior, and thoughts)
  • Empathize and acknowledge (in your copy)
  • Propose your solution (the transformation you bring)

The above three steps don’t look anything like online sales from far far away isn’t it?

What do you do differently to empathize with your audience? Tell me in the comments.

Download this FREE guide to refer to Empathetic Copywriting offline.

How to identify your brand message and nail it like a boss

 

By the end of this blog, you’ll have learned:
1. How to write your USP
2. What is your unique angle
3. How to write your mission statement
4. How to write your vision statement
5. How to stand out from your competition

Your prime offer isn’t selling because you’re not communicating your brilliance.

How do you describe what you do in one powerful sentence?

It so happens sometimes – you either narrate a boringly lengthy story or you go blank, right?

Don’t worry. It has happened to the best of us.

This happens when you haven’t delved enough to understand your brand. 

Hang on and you’ll learn how to dissect your brand and come up with the core branding statements that help you rise above the noise and command premium prices.

How to write your USP

The purpose of your messaging strategy is to help you be differentiable so that your prospects pick you over your competition.

Many business owners find it difficult to come up with a compelling USP. This happens because they’re busy joining the race. They want to do what their competitors are doing instead of identifying their unique angle.

What is your unique angle?

You can identify your unique angle when you accept your strengths and weaknesses wholeheartedly and build from there.

What it means is, elevate your strengths and complement your weaknesses to build a powerful brand.

For example, if you’re good at strategizing growth but have no idea how to create content, you should focus on strategizing growth and let someone else take care of content. 

The goal is to become extremely and especially good at the ONE thing you love to do. That is your unique angle.

Now take your unique angle and create your USP.

The purpose of your USP is to build a reputation for your brand or reinforce your preexisting brand reputation.

The formula to writing your USP

Your USP describes the purpose, goals, and benefits of working with your company.

Your USP = Who you are + What you do + For whom + Why it is beneficial + How you do it

Let me dissect my own USP. 

I’m a copywriter and brand strategist for thriving businesses looking to amplify their influence by expressing their innovativeness.

Who you are + What you do = I’m a copywriter and brand strategist

For whom = For thriving businesses

Benefits = Amplify your influence

How you do it = By expressing your innovativeness

Your turn. Write down your USP with the above formula.

Done?

Let’s move on to writing your mission statement.

How to write your mission statement

Your mission statement describes how you put your USP into action. How you differentiate your work from the others. What is the core function that makes your business what it is, what is it that you actually do? Describe this in one sentence.

Let’s take Content Primer’s mission statement as an example.

Our mission is to help businesses/organizations communicate their ideas + express their innovativeness without the stress and struggle.  

Don’t overthink this one. Because your mission is the very reason you started your business. It’s your primary purpose. Write it down.

How to write your vision statement

How to write your vision statementHow is your vision statement different from your mission statement?

Your vision statement talks about your aspirations whereas your mission statement specifies what you do in the present and how you do it.

Your vision statement tells the reader WHERE you want to be, what inspired the founding of your company, and what’s the idea that sparked the realization and growth of your brand. Write it one sentence.

For example: 

Content Primer’s vision is to connect like-minded entrepreneurs who bring about their developmental ideas together to improvise world affairs.

Your turn. Write down your vision statement keeping your company’s place in the future in mind.

How to beat your competition – Carve your identity 

When you compete based on the value you are providing to your client/customer, price becomes irrelevant. At this point, you may not believe it because money is everything, right?

Not really.

I’ll tell you how and why you with a well-known example.

You subscribe for Amazon Kindle membership even though you barely read a book.

It’s all about the offer being presented.

How to stand out from your competition

Tell me this.

What is more valuable? 

  1. You get to read unlimited books for $10/month
  2. Buy a book for $5 each

What is more valuable? Obviously the first option right? If you’re a bookworm who gulps in 2 books per week, the first offer is a steal deal. Even if you want to read just three books per month, the offer is a no-brainer and your natural instinct is to go subscribe. 

Got my point?

Now, did you see how price became irrelevant? You chose the more valuable offer even though the unlimited subscription model is priced at thrice the average price. This is when price becomes just a number.

Increase the value of your package to create a juicy offer that sells itself. 

Creating irresistible offers that bundle up relevant products/services is a great way to differentiate yourself from the competition.

What’s one thing you bought because the offer was too good to be ignored? tell me in the comments. even better if you can share the link for the offer. If you need further help crafting the core statements that define your company’s identity, we’re happy to help you.

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