Laura is a digital copywriter, and writing coach for micro-business owners, with more than 10 years experience in online marketing and communications.

She loves helping entrepreneurs connect with their audience using the words on their website, blog, social media and emails.

Here she tells us in her own words how we can improve our website copy to promote ourselves and our social media or digital marketing services.

Q1. How can we create copy that sells us and doesn’t sound like everyone else’s?

You’ve already written something you’re proud of. Content that sounds like you, but you on a really really good day. It may have been an email reply to a friend. It was most likely a social media post.  

You wrote it when you were happy, in flow, and enjoying in engaging with whoever was on the other side of it. Go find that piece of content. This is your touchstone piece. Come back to it whenever you need to write, so you can remember how you want to sound.

Q2. How can we work out our core messages to promote what we stand for and what we mean to our audience?

Write two lists:

  1. a) Things I want my audience to know about me
  2. b) Things my audience need to hear (before they’re willing to buy)

Your Core Messages are the overlap between those two lists.

Your Core Messages are likely to be some variation of: I am a credible expert because…..; I am a relatable likable human because….; I understand the problem/need you have right now….; This is the amazing outcome I am offering.

Q3. What are the key ingredients of a good homepage?

A clear statement of who you are and what you do to give instant reassurance that your website is worth their time and attention.

A clear call-to-action for the visitor to take the next logical step in your relationship, e.g. get in touch here, or download this freebie.

An invitation to dive deeper into your free content, e.g. titles and excerpts of your 5 most popular blog posts.

Q4. What are the key ingredients of a good about us page?

Honesty – Don’t say ‘we’ if you’re the only person in your business.

Your back story, to the extent that it’s relevant to the reader – what you do, why you do it, how you got here including training and experience.

Q5. What are your top tips for sales pages?

Don’t make the sales page work too hard. Use social media, emails, blogs, to warm the visitor up first. And for higher ticket items use a call to seal the deal.

Don’t go on and on about the pain points. Say just enough to show you understand their situation. You’re not trying to beat them into submission.

Use the FAQs to tackle the most common objections you think you will face, and to restate the most important information.

Q6. How can we make our blogs more successful?

Remember to interlink between new blog posts and old. Update old blog posts and change the published date. Any time you give away your knowledge for free (answering questions in person or via social media) write up your answer, turn it into a blog post.

Q7. What learnings can you share from running and growing your own online business as a working parent?

Some days I’m a great mum. Some days I have a tidy house and a home-cooked meal for dinner. Some days I totally nail it in my business. I don’t think all those things have ever happened on the same day. Pick one for the day and aim for balance over a week/month/year.

What’s next?

You can find out more about Laura’s courses here.

Has this inspired you to get writing and broken down a few of the barriers between you and that next blog post or email? Let us know in the comments and do let us know how you’re getting on in the free Facebook group!

Go With The Pro members have access to a content marketing course, packed with tips and practical guidance designed by Cathy Wassell.

And Clare McDonald makes sure members know how to make their blog look great on their websites and how to make it searchable on Google.  Check out our membership for social media managers.