You created the perfect offer for your ideal clients? Excellent start! But if they don’t understand its value, they still won’t invest in it.

That’s why you must get crystal clear on your service messaging and make it MAGNETIC for them.

So, I’ll show you exactly how to convey the value of your services successfully, including examples and frameworks to get you started.

Setting the right expectations when marketing your services

Before I show you how to articulate the value of your services, I want to make sure we’re on the same page.

I know you can’t wait to dive into it, but trust me: this will help you leave some common misconceptions behind and avoid costly mistakes (or disappointment).

A good service won’t sell itself. You need the right message

“Build it and they will come,” “A good product will sell itself”... This dangerous misconception circulates through different sayings, but the overall idea is the same: if your offer is good, you won’t need to put any effort into marketing it and selling it.

This could NOT be further from the truth!

It doesn’t matter how good your service is. You still have to:

• Market it regularly 

• Package it in a way that speaks to your audience

And that’s why your messaging is key. 

If your ideal clients don’t understand how this service can benefit them and why they should invest in it right freakin’ now, it won’t matter how skilled you are at delivering it: they’ll never find out because… they won’t take action.

So, keep reading to discover how to convey the value of your service successfully. 

Still, the best messaging and marketing won’t sell a bad service

Unfortunately, it goes both ways. 

Just like it’s hard to sell a good service if you haven’t got the right message, a strong message won’t save a bad service.

And by “bad” I don’t mean “low-quality” or anything like that! Simply “an offer that your audience doesn’t actually need or want right now.”

So, if you haven’t already done so, boost your chances of success by conducting some market research before launching your service and/or working on its messaging.

A common mistake: trying to sell the service itself

“But Giada, we’re literally here to talk about conveying the value of my service! What else should I sell?!”

I know. It sounds counterintuitive at first, but bear with me.

People don’t really buy a product or service: they buy a solution to their problem and/or they dream outcome.

For example, if you ever invested in a business coach, I doubt you were motivated by “Oh, I really want to find a programme with weekly sessions, a workbook, and Voxer access.” It was probably something along the lines of “Help, I’m stuck! I want to streamline my business so that I can go back to enjoying it but… I have no idea where to start.”

Whatever you’re selling, it’s the same with your offer!

Think of your service as the bridge that’ll take your ideal clients from their current pain point to their dream outcome. What they’re after isn’t the actual bridge: it’s the journey from A to B. 

So, don’t lead with the service itself, its features, and what’s included. Sell that overall transformation.

How to convey the value of your service with the right message

Now that you have a good idea of what to expect and what to avoid, let’s create a magnetic message to sell your service.

Clarify who this service is for

Hopefully, you created this offer with a specific client or segment in mind. If you didn’t, you might want to go back to the drawing board and get strategic. 

This is because, when we try to speak to everyone, our messaging ends up being so generic that it appeals to no one. Instead, specificity sells.

So, whenever someone reads or hears about your service, the goal is to make them think “This is for me!”

But how can you do that?

• Name your target audience – If you can do that explicitly (for example, “women founders”, “new freelancers”, “middle-aged homeowners”), it makes things even easier

• Create your messaging and marketing with them in mind – If there isn’t a clear category or name that you can use for them, it’s not the end of the world. But they should still recognise themselves when you mention their problem and current situation (more on that soon!). So, at this stage, just make sure you’re always speaking to this specific ideal client

For example, my 🧲Magnetic Message & Web Copy Makeover✨ is for service-based women entrepreneurs.

Identify the main problem that your service solves for them

Some people might have told you that pain point marketing is dead. That’s a lie!

Of course, I’d never recommend any dodgy bro-marketer tactics like shaming your audience or making them feel horrible about themselves.

But psychologically, solving our problem is what motivates us to take action. So, you MUST remind your audience of theirs. 

To do this ethically:

• Get clear on what that pain point is

• Articulate it in a way that resonates with them

• Meet them where they are right now

• Do it with empathy

• Show them you’re there to help them solve their pain point with your service

For example, my clients choose to invest in my 🧲Magnetic Message & Web Copy Makeover✨ because their website copy isn’t bringing them leads, and they struggle to attract clients who want to work with THEM and them only. So, as a result (and that’s the big pain point), they keep wasting a lot of time and energy to sell their services. 

Basically, this is the start of our metaphorical bridge. So, identify the main point that your ideal clients are experiencing. 

Identify the final outcome

After meeting your ideal clients where they’re at right now, you must show them how your service will change their situation. So, how will their reality look and feel like afterwards?

• Identify the main benefit and outcome of your service

• Make sure it creates a strong contrast against the initial pain point

Remember: be specific! Don’t make vague promises like “I’ll supercharge your business” (what does that even mean in practice?!)

For example, the outcome of my 🧲Magnetic Message & Web Copy Makeover✨ is that they’ll show up as THE go-to solution for their ideal clients and rely on website copy that attracts them and sells for them.

This is the second part of our bridge. So, identify your audience’s dream outcome.

If there’s anything else that sets it apart from similar services, include it

It’s almost time to bring these core messaging elements together. Almost! 

In some cases, this might be all you need to convey the value of your service. In some others, there might be additional elements that you can use to your advantage.

Some popular ones are:

• Do you do this within a set timeline (e.g. “in 7 days” or “in 5 weeks”)?

• Do you use a signature method (e.g. “with my proven Pics-that-Sell framework”)?

• Will your clients get to their dream outcome without having to go through a difficult or annoying step, perhaps something that most of your competitors force on them (e.g. “without having to give up your favourite food”)?

This won’t only help you convey the value of your service: it’ll set it apart from all your competitors.

For example, the 🧲Magnetic Message & Web Copy Makeover✨ takes my audience from “just another option in their niche” to “THE go-to solution for their ideal clients” in 3 weeks.

Package it all together, and sell that transformation 

Now, you have all your key messaging elements to convey the value of your service effectively. Ready to put these puzzle pieces together? 

Some things to keep in mind:

• You probably won’t get it right the first time – That’s totally normal! Keep brainstorming

• It’s handy to come up with a few different options – Depending on factors like wordcount and context, it might make more sense to use a shorter or longer message, a snappy tagline as opposed to the full one, and so on (for example, if I mention “for service-based women entrepreneurs in one of my headlines”, I won’t repeat it in my offer overview). The most important thing is to still keep your core messaging consistent

Some frameworks to get you started:

• (Type of service) to go from (pain point) to (dream outcome) in (timeline)

• Pain point, solution (= your service), dream outcome

• (Type of service) for (ideal client) looking to go from (pain point) to (dream outcome)

Here are some examples for my own, the 🧲Magnetic Message & Web Copy Makeover✨:

• “Go from ‘just another option in your niche’ to ‘THE go-to solution for your ideal clients’ in 3 weeks, and starts relying on website copy that attracts them and sells for you”

• “Stop wasting so much time and energy to sell your services. Become the go-to solution for your ideal clients in 3 weeks, and start relying on website copy that attracts them and sells for you! You’ll also get to follow your bespoke guide to amplify your magnetic messaging with your marketing and always come up with effective content ideas easily”

• “The brand messaging and website copywriting offer for service-based women entrepreneurs looking to go from ‘just another option in their niche’ to ‘THE go-to solution for their ideal clients’”

Keep your service messaging consistent

After brainstorming a few options and getting to your final one, KEEP. REPEATING IT. EVERYWHERE.

Your audience needs to see the same message multiple times to absorb it and take action.

So, if you don’t talk about it often enough or you keep changing it, you’re making things harder for them (and consequently, yourself).

Make your business and service messaging magnetic with my help

I hope this guide helped you craft a strong message to convey the value of your services.

When you’re so close to your business, though, I know it’s difficult to read the label from inside the jar (let alone write it).

So, if you’d rather do all this with the help of an expert… Hi! I’m Giada, the brand messaging strategist and copywriter for service-based women entrepreneurs.

With both my core offers, you'll get:

• Brand messaging to take you from “just another option in your niche” to “THE go-to solution for your ideal clients” 

• Bespoke messaging guide to easily create content that attracts them 

Plus:

• Website copy that actually sells for you – 🧲Magnetic Message & Web Copy Makeover✨

• Personalised plan to keep up with your marketing consistently – 🧲Magnetic Messaging & Marketing Strategy Day🧭

You already have the perfect services for your clients. Now, it’s time to package it in a way that attracts them and makes them think “It’s like she’s read my mind! This is exactly what I need right now.”

Found this helpful? Start receiving more advice and content prompts to make your brand messaging and marketing magnetic 🧲

More #crafty blog posts on this topic:

Struggling to convey the value of your services in a way that takes your dream audience from prospects to paying clients, shouting “Take my money RIGHT. NOW”?

I bet you’re actually incredible at what you do (otherwise, you wouldn’t have that many positive testimonials and referrals).

What’s actually working against you is prooooobably your marketing messaging.

But I’m not one for relying on guesswork. So, let’s look into it to find out for sure—and see how to ix it.

What is ‘messaging’ in marketing?

In marketing, messaging is the way you talk and write about your business and services and what you focus on the most (your messaging pillars).

It’s how you convey your value proposition, mission, story, and personality to your target audience and across all your marketing channels.

5 signs your messaging is working against you (and how to fix it)

Your messaging should help you attract your target audience, repel wrong-fit prospects, and position yourself as THE go-to solution in the eyes of your dream clients.

But if one (or more) of the following sounds a liiiiiiiiiittle too familiar?

Then it means your marketing messaging has been sabotaging you instead.

1. You can’t sum up what your business is about (not effectively, at least)

Be honest: if I were to bump into you right now, would you be able to impress me with an elevator pitch? Can you summarise your business and what makes you unique—in just a sentence or two?

If you’re now hiding behind your screen hoping you DON’T bump into me just yet, it means your messaging has been sabotaging your service-based business.

Because here’s the thing: 

How to fix this messaging problem:

Get clear on exactly:

• What you do – E.g. I’m a messaging consultant and brand copywriter (not a generic “copywriter” or “consultant”)

• Who for – If you’re trying to speak to everyone, you’ll connect with no one. Hopefully, you’ve already defined your target audience, but it’s also important to know how you should refer to them. E.g. I work with women solopreneurs and founders of service-based business, so I usually speak to “women entrepreneurs”

• How this benefits them – That’s what you must focus on to convey the value of your services! Not their features or what you care about. E.g. I make my clients’ messaging and marketing magnetic and turn them into THE go-to solution in the eyes of their dream audience.

And you must also package it in a way that sets you apart from everyone else.

You don’t want to be “just another option,” and it’s not about being “the best” either (I believe that, no matter how skilled we are, there’s more than ONE “best copywriter/web developer/interior designer/business coach, etc. EVER.”)

Instead, you must position yourself as “THE go-to solution in the eyes of a specific audience who’s experiencing a specific problem.”

For example, my core messaging is: 

“I’m the messaging consultant and brand copywriter for women entrepreneurs, taking them from ‘just another option in their niche’ to ‘THE go-to solution in the eyes of their dream clients.’ I’ll make your messaging and marketing magnetic so that you can attract your target audience, repel wrong-fit prospects, and sell your services more easily and effectively.”

And once you’ve done that? 

Do the same for each of your services or offers: exactly what it is, who for, how it’ll benefit them, and how it’s different from similar options.

2. You’re always changing your messaging

Do you find yourself tweaking your website copy and social media bios all the time? Do you refer to yourself as a ‘strategist’ today and a ‘consultant’ tomorrow?

Then that’s another sign that your messaging has been working against you: it’s not consistent.

You may (or may not) have heard of the rule of 7 in marketing. It says that your customers must see your brand at least 7 times before committing to a purchase. 

But nowadays, your audience is BOMBARDED with marketing messages. They see an average of 6,000-10,000 EVERY. SINGLE. DAY.

So, the rule of 7 keeps going up. In B2B, most people need a whopping 27 interactions before buying for you.

How to fix this messaging problem:

After getting clear on your core messaging, create a framework for your overall brand and each of your services.

And once you’ve done that? Refer to this messaging framework whenever you plan your marketing and content or write and talk about your business. 

That way, you’ll keep your messaging consistent all the time and make it easier for your audience to remember it.

3. Your messaging is aaaaaaaall about yourself

• “I’m passionate about helping…”

• “I’d love to get on a call with you…”

• “It’s my mission to…”

Do you often use these types of sentences in your messaging and marketing?

I get it: your business is your baby, and you are passionate about it. But unfortunately, that’s NOT what your dream clients need to see.

As mentioned before, they’re exposed to 6,000-10,000 marketing messages every day. 

How to fix this messaging problem:

From your website copy to your emails and social media posts: build your messaging around your dream clients and what THEY will gain from investing in your services.

NOT what you’re personally passionate about (sorry).

In fact, here’s a simple exercise you can start with: try to use “you” more often than you say “I”.

4. You’re attracting too many wrong-fit prospects and clients who treat you as “just another option in your niche”

Do you often get enquiries about services you don’t even offer? Or waste HOURS on calls with prospects who take up your time for free and then tell you “We’ve decided to go with a different person” or… downright ghost you?

Now, I’ll be completely honest: no matter how strategic you get with your messaging and pre-qualification process, there’ll always be some of these leads who slip through your system. 

(Some people just don’t read. Instead, they’d rather get in touch with a bunch of service providers or book random calls… and waste their time.) 

But they should be the exception to the rule, not a regular occurrence.

For example: years ago, I helped a web designer who kept attracting low-paying and difficult clients who clearly thought THEY could have done her job better than her… even though she was ridiculously skilled at building websites.

As soon as I looked at her messaging, I spotted ONE word that had been sabotaging her right from the start (because it was in the top section of her homepage and some of her social media bios).

She was targeting “time-poor entrepreneurs.” By focusing on “time-poor,” she was attracting that type of client: those who think they could easily do it themselves, they just hAvEn’T gOt TiMe.

So, one of the first things we did was swapping “time-poor” for “ambitious” to grab the attention of a different type of client: those who have big goals, want to scale their business, and are prepared to invest in the help of an expert to get there.

THAT’S the difference your messaging will make!

How to fix this messaging problem:

Remember that magnets don’t only attract: they repel, too.

So, make your messaging fully magnetic by building it around your dream clients but don’t be afraid to put off those who’d be a bad fit.

As a service provider, time is your most valuable asset. And so is your energy. You shouldn’t have to waste them talking to so many wrong-fit prospects.

And once you get strategic and hyper-specific with your messaging? You’ll start showing up as THE go-to solution in the eyes of your actual dream clients.

Bye bye, prospects who book a bunch of calls with your competitors, too. Hello, clients who want to work with YOU and you only. 

5. You’re spending a lot of time on your content and marketing but they don’t feel worth the effort

Do you waste hours sitting in front of a Google Doc, forcing yourself to pull new content ideas out of thin air—regularly? Do you feel like you’re starting from scratch every time you want to promote your services?

Then your messaging is clearly sabotaging your business. 

“But how is this related, Giada?”

If you don’t know how to do that or you’re not crystal clear on your messaging, then it’s costing you a lot of time, sales, and money.

How to fix this messaging problem:

It shouldn’t feel like you’re always starting from scratch every time. Your brand messaging and story should act as a compass.

So, use your messaging (from your new strategic wording to your messaging pillars) to inform all your marketing and content creation.

Messy messaging = messy marketing (and more difficult sales)

Did many of those signs sound familiar? Then, there you go. 

I bet there’s nothing wrong with your actual services, especially if most of your clients are super satisfied after investing in you.

What’s sabotaging you is your marketing messaging.

Because… the truth? 

Or they will, but you’ll need to work 10x harder to get there—and waste time and energy on too many wrong-fit prospects along the way.

So, think of your messaging as the foundation of your marketing. Clarify and fine-tune your messaging first and use it to guide everything else.

If you want it to grow your business sustainably and actually enjoy the ride, you must build your marketing on solid pillars—not on pillars of sand.

How I can make your messaging and marketing magnetic🧲

As you know by now, I’m Giada (hi!), the messaging consultant and brand copywriter for women entrepreneurs. 

I can take your from “just another option in your niche” to “THE go-to solution in the eyes of your dream clients” in two main ways:

🧲Magnetic Message & Web Copy Makeover✨

VIP offer combining messaging, consulting, and done-for-you website copy

Your website copy shouldn’t just ‘be there’. It should actively work for you 24/7—attracting your dream prospects, connecting with them, and turning them into paying clients.

Is yours NOT doing that consistently? Let’s fix it with the 🧲Magnetic Message & Web Copy Makeover✨.

You’ll also get my bespoke frameworks to keep your brand messaging and story consistent and guide all your marketing.

🧲Magnetic Messaging & Marketing Strategy Day🧭

Signature offer: premium 1:1 strategy day with additional support

Attracting your dream clients and promoting your service-based business shouldn’t be that time-consuming and… messy. 

During a strategy day, we’ll fine-tune your brand messaging and story with my proprietary frameworks, use them to guide aaaaaall your content creation, and streamline your marketing.

You’ll also get 2 additional weeks of 1:1 support (because I really want to see you succeed).

Ready to take your messaging from ‘messy’ to ‘magnetic’ and make your marketing easier and more effective?

More #crafty blog posts on this topic:

Your business website already has a sleek design that looks all profesh, but… what about the words that fill it? Are they effective and strategic, or do you need new website copy?

Here’s the thing:

your website copy should ACTIVELY bring you clients, make you money, and help your business grow.

Has it been doing all that for you? 

Mmh. If you’re not sure, let’s look at the most common reasons why you might need new website copy.

9 unignorable signs that you need new website copy for your business

From boring self-centred pages to strong SEO-deficiency, we’re about to find out exactly what’s been secretly conspiring against you.

1. A new client wouldn’t get a clear and compelling overview of your business before scrolling down

First impressions do matter.

In fact, only 2 out of 10 people will read beyond your headline.

That’s why the top copy on your home page is the most important section on your ENTIRE website!

Your above-the-fold website copy (=everything your visitors can see before scrolling down) must be clear, compelling, and strategic.

If it doesn’t grab your audience’s attention and give them a reason to scroll down? It’ll be all they’ll ever see!

They’ll leave your website—poof—and head to your competitors instead.

Your above-the-fold copy should consist of an attention-grabbing headline, some explainer text, and a call to action (or two).

Together, these elements must clarify:

1. Exactly what you do/what type of business you are

2. Who for 

3. How this benefits them

4. What they should do next

Unfortunately, many service providers rely on above-the-fold copy that’s incredibly vague, all about themselves, and full of buzzwords (e.g. “I’m passionate about being a coach” or “I provide cutting-edge business solutions”).

Feeling brave? Ask a friend (who doesn’t know much about your business and industry) to go to your homepage, look at it for less than ten seconds WITHOUT SCROLLING DOWN, and identify those 4 points.

If they can’t, you need new website copy, my friend.

For example, this homepage would clearly fail that test. I mean, what do they actually specialise in? And WHY should we scroll down and keep reading?!

Instead, here’s an example of some clear and compelling above-the-fold copy that I wrote for a lovely client:

See? As soon as you land on her website, you can tell:

1. Exactly what they do/what type of business it is – “Boutique web design agency, digital consultancy, and learning platform”

2. Who for – “Female high-flyers”—like them

3. How this benefits them – “Take off by starting your own business”, “propel it forward and higher up” and, overall, “fly their business to their dream destination”

4. What they should do next – “Find the right flight for you” (services page) or, if they’re not ready, subscribe to their newsletter to “learn from our free tips & in-flight magazines”

THAT’S the kind of vibe you should aim for on your website!

2. You say ‘I’ more often than you say ‘you’

This is one of the mistakes I see the most on service providers websites: extremely self-centred copy (often peppered with the same cliches and buzzwords their competitors are also using).

• “I’m delighted to announce that…”

• “I pride myself on…”

• “I’d love to hear from you…”

• “I’m passionate about providing…”

• “I live and breathe coaching…”

These kinds of sentences have become so common that… they no longer mean anything to your bored readers! They’re white noise.

Not only that but (truth bomb incoming) that’s just NOT what your audience actually cares about (#soz).

Don’t get me wrong: I KNOW this can be hard to accept as a service provider. After all, I’m sure you are passionate about what you do, and you could talk about it for hours.

But if you want to get actual clients through your website? Your copy must:

• Speak to them directly (using ‘you’… a lot!)

• Focus on what matters to them  

Which takes us to the next reason why you need website copy…

3. You’ve positioned yourself as the hero of your brand story

“But Giada! It’s MY business. Shouldn’t I be the hero?!”

Unfortunately, no.

Not if you want your copy to connect with your dream clients and sell, at least.

To grab their attention and keep them interested, you need to make THEM (=your target clients) the hero of your story. You? You’re the helpful guide who will help them reach their happy ending.

So, that’s the brand story that your website copy should spin:

• Connecting with (and stirring) the pain point that your target audience is experiencing right now

• Showing them you’re there to help (and why)

• Positioning YOU as the best possible solution

• Teasing how you’ll change their current situation

• Painting a picture of how this will make them feel

And the rest of your content should always keep this brand story consistent too, from your social media posts to your newsletters and so on.

So, if you are still the hero of your brand story, you need new website copy.

4. Nobody can find you on Google

The biggest portion of your target audience does NOT know you exist.

So, when they look for a solution to their current problem, they don’t type your brand name. They google relevant keywords. 

For example, some of my clients find me because they’re looking for ‘a website copywriter’ or ‘website copywriting services’.

Be brave, and let’s check if that’s the case for you.

• Go to your website analytics – Do most of your website visitors come from socials and direct links? And when it comes to Google… tumbleweed?

• Google the keywords that best describe your type of business – Can you see your website or… just your competitors?

Unfortunately, this means that the biggest portion of your target audience will never find YOU when they’re actively looking for your type of business. They’ll go straight to your competitors instead. 

This is usually because of one of the following problems:

• You never optimised your website copy for SEO keywords

• You did, but your old copywriter aimed for very competitive keywords – So, you never stood a chance against the biggest players in your industry

• You did, but those keywords didn’t match the actual search intent of your target audience – For example, most of the users googling ‘knitted clothes’ are interested in buying them. So, if you teach them how to knit these clothes themselves via workshops or online courses? Relying on that keyword would be extremely counterproductive

• Your website copy is way too short to get traction – Google doesn’t really like pages below 300 words. It classifies them as ‘thin content’ and makes it even harder for them to climb towards page 1

Now, let me be very clear: nobody can guarantee that your website will show up on Google’s first page.

But when you invest in SEO-friendly website copy (written with an actual strategy and all the right keywords)? 

You’re giving yourself the very BEST chances of attracting your audience through Google.

Seriously: imagine how many more clients you’d get if you started showing up right in front of them!

5. Your website copy is a huuuuuuuuuuuuge block of text

Does your homepage look like the opening of a Dickens’ novel? Have you been waffling about all the services you offer… without a single heading or section break in sight?

Then I’m afraid nobody (other than your most supportive friend) is going to read it.

Don't take it personally: people just haven’t got time! And they have a short attention span.

Your website copy must be easy to BOTH read and skim

No, NOT like this:

Think headings, shorter paragraphs, white space, bold text, bullet points, and so on. It should also work together with your web design—actively and strategically.

That’s why I always deliver my website copy with simple wireframes: to help you get the most out of it and pair it up with the right visual elements. 

Here’s an effective example of some easy-to-read copy that I wrote for a client:

Much easier to follow, right?

6. Your business has simply evolved, and your current website copy no longer reflects it

Let’s face it: if it was written when you started your business 3 years ago, you probably need new website copy.

Simply because… it’s no longer relevant! (Maybe that’s why you’re so reluctant to send people that way?)

Think of someone who’s only just found about you, whether that’s through social media, Google, or a different channel altogether. 

Your website copy should offer them a clear overview of your ENTIRE business: each of the services you offer (and which one is right for them at this stage), all the deets, how to get started, what they can expect from your lead magnet and newsletter, and so on.

So, if your website copy doesn’t do that (or if it mentions different services and details compared to what you share on social media)... it’s basically been sabotaging your sales.

7. Your competitors are standing out (and you’re NOT)

Ouch. It sucks to see your competitors get better results.

But that’s exactly why you need new website copy: to show your target audience that YOU are the one they should trust with their hard-earned money!

It doesn’t matter if you all work within the same industry or sell fairly similar products/services. The right messaging and website copy CAN position you as THE go-to solution in your dream clients’ eyes.

For example, here’s some website copy that I wrote for a client.

There are all kinds of business strategists out there, but I’ve positioned them as THE obvious choice for service-based founders looking for in-person strategy days:

Psst. When you show up as THE solution, you start attracting better clients, too.

Those who want to work with you and you only (NOT the prospects who book a bunch of discovery calls with 5 or 6 competitors—and then ghost you forever).

8. You’ve written your own website copy (or outsourced it to the cheapest writer)

Definitely one of the BIGGEST signs that you need new website copy for your business.

Unfortunately, many service providers seem to think they can write it all themselves (even if they’re too close to their business and… not copywriters). 

Or that it’s ok to outsource website copy to the cheapest writer on Fiverr. 

Or the friend of their neighbour’s cousin’s daughter because she’s good at English Literature.

But “crafting effective marketing copy” is NOT the same as “writing about your business” or “putting some pretty words together.”

Strategic website copy is about: 

• Clarifying your overall messaging

• Researching your audience and their language/voice

• Setting you apart from competitors

• Adding all the right SEO keywords

• Writing copy with readability and UX in mind

• Spinning your brand story strategically

• Including all the conversion elements needed to actually take someone from prospect to paying clients

And that’s why you need to invest in a professional copywriter.

Now, don’t get me wrong: we’ve all gotta start somewhere! Maybe that DIYed or cheap copy was all you could afford when you started out.

But if it’s been holding you back, that’s when you need new website copy.

9. Your current website copy hasn’t been bringing you clients

I guess this entire list boils down to this: has your website copy been attracting your audience and turning them into paying clients?

As in, do you get enough leads in your inbox that come directly from your website?

If you don’t, it means it’s not doing its job properly.

Your website copy should be working for you 24/7. And if it hasn’t been doing that, you’ve been playing a dangerous game.

It usually means you’ve been relying on:

• Referrals – Not only are they unpredictable: your clients might refer you to business owners who just aren’t the right fit for you (what a waste of time)

• Social media – These platforms are certainly useful, but YOU. DON’T. OWN. THEM. You could get banned (and trust me: I’ve seen it happen to so many people, both on LinkedIn and Instagram), lose your account, get hacked, or get restricted. And let’s not forget about their ever-changing algorithms: how many times have you already complained or felt frustrated because your reach has gone down and nobody is seeing your content?

You can’t control referrals, and you don’t own your social media profiles. Instead, your website is actually YOURS.

When it’s filled with strategic website copy, you can rely on it to:

• Direct more people to the other channel you own – Your newsletter

• Actively sell your services for you – Bringing you leads even when you’re taking some well-deserved time off

• Make you money – Not just “be there”

So, if your current words haven’t been doing all that for you, you need new website copy for your business.

SET YOURSELF UP FOR SUCCESS WITH new and strategic website copy

Enough with words that don’t help you attract new prospects and don’t convert them into clients!

Your brand DESERVES copy that works for you and turns your website into a lead-generating machine.

As a website copywriter and messaging consultant, I can fix this for you in two ways:

🧲Magnetic Message & Web Copy Makeover✨

This is actually oh-so-much more than ‘new copy!’

With my signature brand messaging and website copywriting offer, you’ll get my 5 Pillars of Magnetic Marketing:

🧲A clear and fine-tuned brand message – Let’s position you as THE go-to solution in your dream clients’ eyes

🧲A strategic brand story – Following a proven framework

🧲Powerful website copy that cuts through the noise, connects, and converts – Yes, even when you’re sleeping or on holiday

🧲All the right SEO keywords – Get the very best chances of attracting your audience when they’re looking for your type of business

🧲Bespoke guidelines and frameworks to keep your brand story and messaging consistent – Start amplifying them through the rest of your content, and always know what to focus on

Ready to become THE go-to solution in your dream clients’ eyes in 3 weeks?

Website copy audit

Still haven’t got the budget for strategic, done-for-you website copy?

In that case, the second best option is booking a website copy audit.

For a one-off investment, I’ll review up to 5 website pages and send you a checklist and actionable tips on exactly how you can take them from ‘meh’ to ‘heck yeah!’

If you recognised one (or more) of those signs and realised you need new website copy, don’t delay it. 

The sooner you get it fixed, the sooner you’ll start seeing the first results—showing up as THE go-to solution in your niche and finding new enquiries waiting for you in your inbox.

More #crafty blog posts on this topic:

Anyone can write website copy. But not everyone can craft strategic and effective copy that does more than just “be there.”

In fact, most business owners end up filling their website with words that don’t bring any results.

So, as a professional website copywriter, I’ll teach you how to write website copy that sells (step-by-step).

But first, let me show you what you’ve actually been missing out on so far.

What should your website copy do for you?

Your website copy should be your best salesperson: working in the background for you 24/7—no breaks or holidays allowed.

More specifically, it should:

• Position you as THE go-to solution in your dream client’s eyes

• Attract your audience organically on Google

• Repel the wrong-fit customers (unless you’re happy to spend hours running random discovery calls or waste money on refunds?)

• Connect with your target prospects

• Actively sell your services rather than just describing your business

• Bring you new leads regularly 

Has your current website copy not being doing all this? Or perhaps your website is new so you’re writing it for the first time and want to start with a bang?

Then, here’s how to write website copy that does aaaaaaaaaaaaall that for you.  

Step-by-step guide on how to write website copy for your business

Disclaimer: this isn’t something you’ll get to do in one go as you read this blog post.

So, bookmark it right now and come back to it as you work your way through these steps.

Done? Let’s start. 

1. Get clear on your brand messaging

Brand messaging is how you talk and write about your business, what you focus on the most, and how you convey your value proposition to your dream audience.

This must be consistent across all your marketing channels.

And specifically, as soon as they land on your website, your audience should understand:

• Exactly what you do

• Whether it’s for them

• How this will benefit them / why they should care

But they won’t be able to do that if YOU are not clear on that first.

So, start here, and keep brainstorming until you get to a clear overview.  

2. Research, research, research

I know you’re here to learn how to write web copy, but take it from a professional copywriter: writing is actually the smallest part of copywriting (ironic, considering it makes up over 60% of the actual word!).

The biggest? Research, planning, and strategy.

Now, you might be thinking “Well, it’s different for you, because you write for different clients every time: I already know my business!”

But trust me: starting to write your website copy without getting clear on the following points is a risky game—even if it’s your business. Why?

Because you’d end up relying on assumptions or what you’re remembering, which isn’t the whole picture. 

So, instead:

• Get clear on your target audience – Who exactly are they? Be as specific as possible: when you try to target eVeRyOnE, you end up connecting with no one

• What are their pain points? – If they’re looking for your types of services, it’s because they’re trying to solve a problem (or two)

• How does your business fix them or help them overcome them? – This should create a strong contrast against their current situation

• What are your audience’s most common objections? – Even if they’re looking for your types of services, your audience is still coming up with reasons not to part with their own money (more or less subconsciously). For example, these might be “I could just do it myself” or “Maybe I can worry about this in a few months”

• What are the most impressive results you’ve achieved? – Anyone can say “I’m good at what I do” or keep it vague like “I’ll take your business to the next level”, but what can that look like in practice?

• Reread your testimonials and feedback – What do your clients value the most? What words do they use? This is also part of your voice of customer research: you’ll want to use terms your audience is already familiar with, not buzzwords and complicated jargon

• Remember your calls, and go through your email exchanges – This will help you identify more pain points, objections, and common patterns

• Analyse your competitors – Look at their website copy (for example, did they bring up some points you hadn’t thought of?), testimonials, and reviews (are there any negative ones you can keep in mind to set your business apart?)

• Lurk where your audience is active – From your own social media posts to shared communities and forums like Reddit: what does your audience have to say when it comes to your industry and types of services? Once again, this step is also useful for voice of customer research 

3. Find your keywords

Learning how to write website copy that sells is a game-changer for your business. But if you don’t optimise it for SEO, who’s going to read it?

Sure, you can direct your existing audience to your website. But why exactly would you want to miss out on those who’re actively looking for your types of services on Google?

If you forget about them, they’ll find your competitors instead. Harsh but true.

Now, don’t get me wrong: nobody can guarantee that you’ll show up on Google’s first page. There are too many factors that influence those rankings, and you haven’t got any control over some of them.

But when you optimise your website copy for the keywords that your audience is searching, you’re giving yourself the very best chances—and why leave them to your competitors?

So:

• Use one of the best free or affordable keyword research tools (as a beginner, you can start with Google Keyword Planner)

• Look for your type of business, services, or products to find the best keywords to describe them: what are people actually searching for? (Psst: it might not be your first guess)

For example, some of my clients found me because they were looking for a “website copywriter”, a “copywriter for female entrepreneurs”, or “website copywriting services.”

BONUS TIP: you can’t just upload your new copy, never touch your website again, and hope it magically gains traction on Google! You must blog on it regularly, too. This will also allow you to target the biggest chunk of your audience: those who’re trying to find out more about their pain points and/or your industry but aren’t ready to invest just yet. A win-win!

4. Plan your website copy structure—and keep it simple

Maybe you’re building your website from scratch. Perhaps you already have one and are looking to replace its copy. Either way, make it or keep it as simple as possible. 

• Identify your main goals – What do you want your website copy to promote the most? For example, this could be selling your premium offer and getting more newsletter subscribers

• Plan the right website pages and an intuitive menu – You don’t want to overwhelm your audience with endless menu items! Otherwise, they won’t know what they should actually click next

Now, the latter really depends on your type of business, of course. However, a popular menu structure is:

• Home page

• About

• Services (overview)

• Pages for each individual service

• Contact

But you might benefit from additional pages like a portfolio, success stories, sustainability, etc. 

5. Write your website copy for your audience, NOT yourself

You’re here to learn how to write website copy that actually sells, right? Then, remember you’re not the one buying your offers: your audience is. 

So, you shouldn’t write your website copy in a way that strokes your ego, impresses your family, or matches your personal taste.

You must write it in a way that connects with your audience and gets them to take action. That’s all that matters! 

So, here are some mindset shifts and points to consider (and never lose sight of):

• Always write your website copy with your audience in mind – What do they need to know? Hint: NOT that “I’m passionate about what I do”

• Address them directly – In fact, try and use “you” more often than you say “I/we”

• Your audience is the hero of the story – Don’t make the mistake of positioning yourself as the hero! You’re the trusted guide who’ll help them achieve their happy ending (which is still pretty cool, isn’t it?)

• Focus on the benefits of your services, not their features – For example, Apple didn’t try to sell the first iPod by saying “5GB of storage”. They said “1,000 songs in your pocket” (I know that’s not as impressive today, but come on: this was all the way back in 2001!)

• Use the “so what?” test – When you write your website copy, put yourself in your dream client’s shoes and, after every paragraph, ask yourself: “So what? Why should I care?” If you can’t answer it, that section needs to be reworded or removed altogether

• Use your audience’s language – Refer to your voice of customer research when writing website copy for your business

• Spin your brand story – Storytelling in marketing leads to +30% conversions when used correctly! And that’s why your brand story must position your audience as the hero and show them the transformation you’ll bring about for them

Fine-tune your brand story with my FREE Storytell to Sell✨ workbook

6. Write a draft for each page

What you actually include and focus on will really depend on your unique business and goals. However, here’s a website copywriting plan that tends to work for most.

Home page

Use it to provide a clear overview of your business and to then direct your visitors to the right page or next step for them.

Some key sections:

• Above the fold (everything they see before scrolling down): this should clarify exactly what you do, who for, and how it benefits them, as well as offering your main calls to action

• Connecting with your audience’s pain points and presenting your business as the obvious solution

• Clear breakdown of your services with links to the relevant pages

• Short about section linking to the About page

• Newsletter or lead magnet section

About

This page should show your audience why they can trust you with their money—and why they should choose you.

So, you can cover:

• How your own experience and mission is relevant to your audience

• Why you’re the best possible person for it (e.g. experience, background, certifications, etc.)

And don’t treat it as a dead page: add a call to action at the end (for example, to head to your Services page)

Services

Build it as an overview of all your services to help your audience identify the right one for them at this stage:

• Have smaller sections for each of them

• Include direct calls to action

Individual service pages 

The aim here is to sell that service (duh)

• Offer a clear overview of that offer (much like your above-the-fold section on your home page, but focusing on this service alone: what it is, who it’s for, how it benefits them)

• Connect with your audience’s pain points

• Offer them a solution

• Remind them of why they should trust you

• Tackle their most common objections

• Clarify everything that's included (but try and focus on the benefits rather than features alone)

• Include plenty of social proof, like previous results or client testimonials

• Wrap it all up, and paint a picture of the final outcome

• End it with a strong call to action (but scatter a few more throughout the page)

Contact

Don’t just have a sad contact form without any kind of context!

• Remind your audience of why it’s important that they take action or give them a final nudge

• Clarify what happens next (for example, if they have to submit a form, you could mention that you’ll get back to them within 2 working days)

BONUS TIP: add social proof throughout your core pages too, starting from your Home

7. Optimise your new website copy for SEO

Remember those keywords I told you to look for? 

Whenever possible, every page should target a main one, but you can also use similar keywords to complement it and help your audience find you.

Try and use your keywords in:

• Titles and headings

• The first 100 words of your copy on that page

• A few times within the text

• Anchor text (the clickable words of a link)

• Image alt text

• Your meta description 

but only when it feels natural. Don’t force them! Nobody likes to read a robotic text.

You also need to use your headings hierarchically—which, in this case, is just a fancy way of saying “in the right order”.

Don’t skip this step, because wrong headings are one of the mistakes I encounter the most when I review website copy written by someone who isn’t a professional SEO copywriter!

• Have only one heading 1 per page (your title)

• Then, introduce the next core section with a heading 2 (e.g. “Has your graphic design been holding you back?”)

• If the following section is still very much related to that one, use a heading 3 (for example, “How your current graphic design is sabotaging your business”)

• If it covers a completely different point, then it should be a heading 2, meaning that it has same value as the previous one (e.g. “Here’s how we’ll change that”)

• And so on

Whatever you do, don’t ever use your headings to format your text and make a random sentence pop. Not to be dramatic, but that would DESTROY your SEO.

8. Edit your website copy, and make it easy to read

As they say, “kill your darlings.” Just because YOU like a specific word or sentence, it doesn’t mean you should keep it. 

So, while learning how to write website copy is key, I’d say that editing your first draft is just as important.

How to edit your website copy:

• Get straight to the point, and remove all the fluff (like “Welcome on my website”)

• Remember that the goal of each line is to get your audience to read the next 

• Still, most people will skim it (that’s where my readability tips will come into play soon)

• Clear > clever – Don’t say something vague like “I offer business solutions” just because it sounds fancy. What does that actually mean? Is it a consultancy service? Software? Be specific!

• Once again, remember the “so what?” test

• Read your website copy out loud (I promise it makes a huge difference!)

How to enhance its readability: 

• On each page, divide your website copy into sections with headings

• Use shorter paragraphs: nobody wants to read a huge block of text

• Use bullet points 

• Use bold (sparingly) to highlight your key concepts and make things even easier for anyone who’s skimming your website copy

9. Use your website copy to inform your design (NOT the other way around)

If you’re updating your existing web copy, don’t try and force your new text into your old sections.

And if you’re learning how to write website copy for a new website, plan its design around your structure and words.

This will allow you to highlight the most important sections and make the entire copy easy to read.

That’s why I always wireframe it before delivering it to my clients—to help them get the very best out of it.

Because here’s the truth: you can learn how to write copy for your website or hire the best copywriter… but if you then upload it as one block of text? Or mess up its design?

Your audience will struggle to read it—and they might easily give up.

So, make your website copy and design work together strategically.

10. Proofread your website copy again, even after you’ve uploaded it

I swear some typos only show up after you’ve hit “publish”!

So, read your website copy again and look for:

• Typos

• Repetitions (that’s why reading it out loud is key)

• Consistency in spelling and styling (e.g. whether or not you’re using the Oxford comma, ampersands or “and”, etc.)

You can also use proofreading tools like Grammarly. 

11. Refer to your website copy through the rest of your marketing and content 

Another common mistake I encounter when working with new clients?

Their website copy tells one story, their LinkedIn profile a different one, their Instagram is a separate thing altogether, and so on.

Nope, nope, NOPE. 

Your brand messaging and story should be consistent no matter where your audience is reading about your business.

Otherwise:

• They’ll get confused

• They’ll struggle to understand what your business is actually about

• They won’t remember it

• They won’t automatically think of you when they’re ready to invest

So, don’t ever lose sight of the brand messaging and story that you crafted when writing your website copy. In fact, you can (and should) even use the same wording in some cases. 

For example, the top section of your home page and your social media bios should be extremely similar.

Some website copy examples

It’s easier to learn how to write website copy when you see it in action.

So, here are some examples of the strategic copy that I’ve written for some clients after clarifying their brand messaging.

Key elements:

• what type of business this is (“boutique web design agency, digital consultancy, and learning platform”)

• who for (“female high-flyers”—like them)

• how it benefits them (“take off by starting your own business”, “propel it forward and higher up” and, overall,“fly their business to their dream destination”) and what they can expect, specifically (“website, tools, and resources”)

• what they should do next (“find the right flight for you” or, if they’re not ready to invest, subscribe to their newsletter to “learn from our free tips & in-flight magazines”)

And another snippet:

See? Written with an actual strategy, focused on their audience, and crystal clear.

How I can help you 1:1

I hope my guide on how to write your website copy was useful!

But yeah, I can’t deny that it’s A LOT of work. 

So, if you’d rather leave it to a professional instead of wasting weeks on trial and error, check out the 🧲Magnetic Message & Web Copy Makeover✨

With my brand messaging and website copywriting offer, you’ll get:

🧲A clear and fine-tuned brand message positioning you as THE go-to solution in your dream client’s eyes

🧲A strategic brand story woven around your target audience and following a proven framework

🧲Powerful website copy that cuts through the noise, connects, and converts… even when you’re sleeping or enjoying some well-deserved time off

🧲All the right SEO keywords to help your audience find you organically on Google when they’re looking for your type of business

🧲Bespoke guidelines and frameworks so that you can always keep your brand story and messaging consistent, amplifying them through your content

Ready to become THE go-to solution in your dream client’s eyes in 3 weeks?

More #crafty blog posts on this topic:

What if, instead of struggling to get leads and wow them with what you do, you could attract them organically? And by the time they get in touch with you, they’re already sold?

That’s the power of magnetic marketing—and specifically, my 5 pillars.

I’ll show you exactly what you need to focus on to implement them in your business.

Bu let’s start with a quick definition to make sure we’re on the same page.

What is magnetic marketing?

Magnetic marketing is a promotional strategy that focuses on attracting your dream audience organically—getting them to come to you rather than the other way around.

A few clarifications:

• I didn’t “invent” magnetic marketing. As a concept, it’s been part of this industry for decades. In fact, Dan Kennedy branded it all the way back in 1993

• Magnetic marketing doesn’t have to replace cold outreach or other outbound strategies (like paid ads). You can implement it alongside them. If they work well for you and your budget, I’d never tell you to scrap them. Personally, though? I hate them, especially cold calls—and that’s why I now rely on my 🧲5 Pillars of Magnetic Marketing🧲 alone

• Why 5 pillars? You’ll find all kinds of tactics and combinations out there. But based on my experience and the results I’ve achieved for my clients, these 5 pillars are what bring the best results—when used together

And if you’re wondering, “WHAT results can I expect from magnetic marketing?”, picture this:

• As you’re sipping your favourite morning brew, you turn on your laptop and find warm leads waiting for you in your inbox 

• You’re finding it easier to sell your services because your dream clients understand exactly how working with you will benefit them

• You can confidently explain why they should choose you over your competitors

• You’re finally showing up on Google and attracting your audience organically

• You no longer have all your marketing eggs in the unreliable social media basket

• From your newsletter to your social media posts, you’re writing content more easily because you’re clear on your brand message and story

• You’ve gone from "just another option" to "THE go-to solution in your dream clients’ eyes"

This is what happens when you integrate my 5 Pillars of Magnetic Marketing in your business! Let’s look at them individually.

Giada Nizzoli’s 🧲5 Pillars of Magnetic Marketing🧲

(That’s me, by the way!)

Here are the core tactics and elements to focus on to start attracting your dream clients.

1. A fine-tuned brand message

• You must always be able to summarise exactly what you do, who for, and how this benefits them (example of a brand message that I fine-tuned for a fabulous client of mine: “We’re a boutique web design agency, digital consultancy, and learning platform helping female high-flyers reach new heights online”)

• Make your brand messaging clear and specific: don’t fall for vague and fancy-sounding buzzwords that don’t actually mean much (e.g. say “premium Canva templates for your social media” if that’s what you sell. NOT “social media solutions”)

• Keep your core message consistent across all your marketing materials. Otherwise, if you keep changing your focus and wording, it’ll be harder for your dream audience to remember what your business is about

2. A strategic brand story

• Storytelling in marketing leads to a 30% increase in conversions!

• But no I’m not talking about your entire backstory. Weave your brand story around your audience by positioning them as the hero. You? You’re the helpful guide—the Fairy Godmother to their Cinderella, in other words

• Empathise with your audience’s pain point, show them why you're the best person to solve it, and make them feel the difference they'll experience once they invest in you

• Get a head-start over your competitors by grabbing my FREE Storytell to Sell✨ workbook for female entrepreneurs

3. Website copy that cuts through the noise, connects, and converts

• Your website copy shouldn’t describe your business: it should actively SELL for you 24/7!

• So, it must include all the right conversion copy elements to take your audience from prospects to paying clients

• Use it to spin your brand story and keep your message consistent: connect with your audience based on their current pain points, position yourself as the best possible solution for them, paint a picture of their happy ending, and give them a strong call to action

4. SEO

• The majority of your audience don’t know about you, but they are out there looking for a solution to their problem

• If you haven’t optimised your website copy for the right keywords, your dream clients will find your competitors instead

• For example, my clients don’t usually find me because they googled ‘Crafty Copy’ or ‘Giada Nizzoli’. They were looking for keywords like ‘copywriter for female entrepreneurs’ or ‘website copywriting services’. So, you should incorporate the most relevant keywords for your business into your website copy

Disclaimer: nobody can guarantee a 1st page ranking!

But SEO-friendly website copy does give you the best chances of showing up in front of your target audience—and why exactly would you want to leave them to your competitors?

And blogging on your website regularly? It gives you an SEO boost and helps you attract the 95% of your audience who’re not ready to buy (yet).

5. Content that amplifies your brand message and story

• Your conversion-focused website copy will do the heavy-lifting when it comes to people who were actively looking for your types of services—or who’re ready to buy, by now. But as teased before, 95% of your audience are NOT there yet! That’s where your magnetic marketing content comes into play

• Depending on your strategy, this can be the blog on your website, the social media platforms where your audience is lurking, your newsletter, and so on

• Overall, your content should help you attract your target audience, retain them (when they’re not ready to buy), and then move them down the sales funnel (until they are)

• So, you must always write it with a strategy. Instead of creating content that only gets you likes and comment from your industry peers, refer to your brand message and story to craft magnetic marketing content that speaks to your actual dream audience 

Keep in mind that some of these strategies (like SEO and content marketing) are about the long-tem game. 

The sooner you put these foundations in place, though, the sooner you’ll see the first results.

And some other pillars (like a fine-tuned brand message)? You’ll feel the difference straightaway. How cool is that?!

Shall I put the 5 Pillars of Magnetic Marketing in place for your business?

Have you not been attracting many of your dream clients organically, so far?

Do you encounter a lot of resistance when it comes to pricing, perhaps because the prospects you attract don’t actually see the value of what you do?

Then it’s beyond time to put the 🧲5 Pillars of Magnetic Marketing🧲 in place—and stop relying on the pillars of sand that are vague messaging, weak copy, and content churned out without a strategy.

After all, I’m sure you’re already incredible at what you do (otherwise, you wouldn’t have received all those glowing testimonials and feedback). So, let me repackage it in a way that makes your dream clients go, “where do I sign up?!”

As a brand messaging consultant and website copywriter, I created a signature offer to implement all the 🧲5 Pillars of Magnetic Marketing🧲 in one go:

• A fine-tuned brand message

• A strategic brand story

• New website copy that cuts through the noise, connects, and converts—even when you’re sleeping or enjoying some well-deserved time off

• On-page SEO to include all the keywords your dream clients are looking for

• Frameworks and guidelines so that you can keep your brand messaging and story consistent when creating all of your content

Basically, with the 🧲Magnetic Message & Web Copy Makeover✨, I’ll take you from “just another option in your niche” to “THE go-to solution in your dream client’s eyes in 3 weeks—and make you feel like it, too.

More #crafty blog posts on this topic:

As a service provider, you’re INCREDIBLE at what you do. So…why are you not getting clients? Or better: why are you attracting the wrong-fit prospects and not as many dream clients as you’d like?

Here’s the truth bomb:

at this stage, it doesn’t matter how good you are at what you do. If you can’t attract your target audience and convert them from prospects to clients, they’ll NEVER find out.

That’s where your problem is likely to be!

So, we’re going to look at 7 common reasons why you’re not getting clients and, most importantly, what you can do to fix them.

But let’s double-check something real quick.

Disclaimer: you first need to have the right foundations in place!

In some cases, there might be deeper and bigger reasons why you’re not getting clients, and they require your attention before you fix any of the ones we’ll look into in the core of the article:

• You don’t know who your dream audience is. If you’re tempted to answer “but my services are for everyone”, then hear me out: when you try and please everyone, you please no one. So, take some time to look into this properly. Conduct some research, narrow down your audience, and understand exactly who you’re selling to

• You haven’t got the right offer for your audience. Your services should solve your dream client’s pain point, offer a desirable transformation, and be priced accordingly. If your offer is something they can easily live without or it’s just too expensive for their budget (or even suspiciously cheap)… then that’s probably why you’re not getting clients. So, run a competitor analysis to see what’s already working out there, get some honest feedback from your target audience, and consider redesigning your services accordingly

Not sure if you’re targeting the right audience and with the right services? Easy:

• Do you know of any competitors who’ve got similar services for your audience—and who’re doing well?

• Have you sold your services before?

• Did you receive positive feedback?

• Do you get clients from referrals, occasionally? 

If you’ve just answered “yes” to those, then… congrats: there’s nothing wrong with your actual audience focus and services (pheeew) and the rest of this blog post is indeed right for your current situation.

7 main reasons why you’re not getting clients for your service-based business—and what to do about it

And I’m confident it’s at least one of the following because that’s what most of my clients used to struggle with.

Full disclosure? I had the same problems in the past!

So, trust me: I know how frustrating it feels. Luckily for you, I now know how to solve them, too.

1. You’re not clear on your brand messaging 

Your brand messaging is the way you write and talk about your business, the core topics you focus on, and how you convey your value proposition to your specific audience.

In other words, it’s what allows you to set yourself apart from your competitors and grab your dream client’s attention—and retain it.

Your brand messaging should also be consistent everywhere, from your website copy to your social media posts and… all your marketing materials

For example, does your website say “I’m a graphic designer on a mission” but your social media bios are “I offer graphic design services for solopreneurs” and your LinkedIn headline says “I’ve completed +100 graphic design projects and social media templates for my clients”?

Then your audience won’t be able to understand what your brand is actually about. 

And if they can’t understand it, they won’t remember it. 

And if they don’t remember it, they won’t automatically think of you when they’re finally ready to invest in a solution to their problem.

How to fix this reason why you’re not getting clients: 

You can start by brainstorming exactly:

• What you do/what type of business you are

• Who for

• How this benefits them/why they should care

and then keep this focus and precise wording consistent across all your marketing materials.

2. You’re not welcoming your dream audience into your brand story

Storytelling in marketing can get you a 30% increase in conversions. Only when done right, though!

Is your brand story all about yourself and how passionate you are about your business?

Do you post content that focuses on you and whatever you’re “excited to announce” and “delighted to share”?

Then that’s likely to be one of the main reasons why you’re not getting clients.

I’ll tell you a secret: people are selfish. We all are. And that includes your target audience. So, if you keep talking about yourself and your business, they won’t care.

But you know what they LOVE hearing and reading about?

Themselves (told ya they’re selfish).

So, adjust your brand story accordingly.

How to fix this reason why you’re not getting clients: 

Place your dream client at the core of your brand story, connect with their pain point, position yourself as the best person to solve it, and make them feel this transformation.

Your website copy can tell the entire story, and your content can amplify it.

So, make sure most of it is about your dream clients. Less “I/we”, more “you.”

3. Your website copy isn’t optimised for conversions

One of the most common reasons why service providers don’t get clients? Because their website copy doesn’t actually sell their services. It just describes their business.

• “We offer x, y, and z.”

• “We’d love to hear from you.”

• “We are passionate about working with…”

Does this sound familiar? In most cases, it’s because you wrote your own copy or outsourced it to the cheapest copywriter you could find.

And hey, it’s ok: we’ve all gotta start somewhere! However…

Your website copy should actively be generating high-quality leads for you. If it hasn’t been doing that, then it sounds like it’s time to upgrade it.

For example, amongst the various conversion elements it must include, there’s tackling your dream client’s objections. Maybe they’re considering investing in your services but are thinking “or I could just do it myself.” If your website copy doesn’t address this objection, those prospects will leave without getting in touch—and try and do it themselves.

How to fix this reason why you’re not getting clients: 

Invest in conversion-focused website copy that’s written with an actual strategy and that actively sells for you (24/7, no breaks or holidays allowed).

4. You’re not relying on SEO

Most of your dream clients don’t know about your business or name, but they are out there looking for a solution to their problems and googling your type of services.

If you don’t show up on Google at all, that’s probably why you’re not getting many clients: they’re finding your competitors instead!

How to fix this reason why you’re not getting clients: 

• When you invest in new website copy, make sure it’s optimised for search engines as well as for conversions. This will give you the best chances of attracting your dream audience organically on Google

• Blog on your business website. Your core website pages will help you attract prospects who’re looking to invest in your types of services, but 95% of your audience are not ready to buy yet! That’s a pretty big chunk you’re forgetting about. So, write educational and relevant content for those who’re still trying to understand their current problem, what’s causing it, how it can be solved, and so on. That way, when they’re ready to invest in a solution for it, you’ll be the first name that comes to mind. Plus, blogging regularly will give a powerful SEO boost to your entire website. So, you’ll help your core website copy reach more of your audience, too

5. You haven’t been consistent with your marketing…

Do you only think about your marketing when you’re not getting clients? Do you go on a marketing spree and then disappear like that guy who ghosted me and still has my tupperware? 

Then that’s what’s been working against you.

Social media marketing, newsletters, blogging… they’re all about the long-term game. So, you must stay consistent even when you’re so busy that you wouldn’t be able to take on any more clients (it’s OK to turn down work, and you can always put those people on a waiting list). 

Otherwise, if you only send out newsletters or post on LinkedIn when you’re going through a dry spell, it’s too late—and your lead pipeline will keep on drying up.

How to fix this reason why you’re not getting clients: 

Figure out how you can be consistent with your marketing while still putting out excellent content. Basically, be realistic! 

I’m not telling you to show up on all your platforms every single day if that would cause you to have a breakdown.

But, for example, you could aim to post on your social media three times a week, email your list once a week (or even every fortnight), engage with your audience by replying to comments every day, and post one blog post a month.

Either way: consistency and quality > quantity and sporadic marketing sprees.

6. … or you’ve been putting out content without the right strategy

There’s a reason why, in the previous point, I said “excellent content” and not just “any type of content.”

Consistency is key, of course, but… churning out content just for the sake of marketing yourself regularly? That won’t get you more clients either.

For example, I noticed that some people complained about not getting any results from LinkedIn even though they were posting every day. And guess what? 

They were copywriters sharing copywriting tips for other copywriters (hint hint: fellow copywriters aren’t planning on hiring them! Most of us write our own copy).

Or graphic designers talking to other graphic designers in their posts… even though they offer services for business owners who know nothing about graphic design.

And if you’ve realised you’ve been doing the same, don’t be harsh on yourself: it’s a common pitfall. Luckily, you can choose to climb out of it right now.

How to fix this reason why you’re not getting clients: 

Always write your marketing content with your specific dream audience in mind. 

What are they struggling with right now? How would they feel if their problems were solved? What’s stopping them from investing in your services right now? What’s a valuable tip or piece of advice you can share with them?

So, refer to your brand messaging and story, and make sure your content is strategic and right for your audience.

7. You’re not actually asking for a sale

This might sound like a silly question, but let’s get real: have you been selling your services? As in, are you actively promoting them?

Because so many service providers who complain they’re not getting clients aren’t actually asking for that sale. But if you don’t ask, you don’t get!

And if you’ve been made to feel that selling is sleazy, let me reframe this for you:

if you have a service that can solve your dream client’s problem and make a positive difference in their lives, why on earth would you NOT want them to find out about it? Why would you NOT want them to invest in you and make this powerful transformation happen?

How to fix this reason why you’re not getting clients: 

Aim for an 80:20 ratio of educational/informational (80%) and promotional content (20%). 

Make sure you include a powerful and clear call to action, too: if someone reads your promotional social media post or newsletter and wants to take action, they need to know exactly how to get started right freakin’ now.

🧲How I can help you get more clients✨

As I mentioned before, most of my own clients used to struggle with some of those problems—and, in a few cases, all of them.

So, I created an offer that solves over half of them in one go and gives them the tools to fix the rest on their own.

If you’re not getting clients and you recognised some of those problems, meet the 🧲Magnetic Message & Web Copy Makeover✨.

So, how will my website copywriting & brand messaging offer help you get more clients?

• I’ll fine-tune your brand messaging and position you as the go-to solution in your dream audience’s eyes

• I’ll use strategic storytelling to welcome your target clients into your brand story

• I’ll craft new website copy that cuts through the noise, connects, and converts. The kind of website copy that actively sells your services and includes all the right conversion elements to take your audience from prospects to clients

• I’ll include all the SEO keywords your audience is googling and give you my Boost Your Business by Blogging eBook as a bonus. That way, you can start blogging in a way that brings you your first results, even as a complete beginner

• I’ll create bespoke brand messaging guidelines and a storytelling framework that you can use to inform all of your future content, from your social media posts to your newsletters and more. That way, it’ll be easier to be consistent with it and you’ll start putting out content that connects with your dream audience and actually sells your services

So, if you’re tired of not getting clients, let an expert take care of it—and you just “worry” about impressing them with your incredible services once they’ve put the money down.

🧲Are you ready to go from “just another option in your niche” to “THE go-to solution in your dream client’s eyes” in only 3 weeks?✨

More #crafty blog posts on this topic:

Forgot about brand messaging? Then your audience will forget about you. 

Or better: your business won’t pop into their minds when they’re finally ready to invest in the type of services or products you sell.

Shall we bypass this not-so-delightful scenario? 

Find out why you desperately need to work on your brand messaging (and yes, that’s before you write or invest in new copy).

Understanding brand messaging 

Let’s start with a simple definition.

What is brand messaging?

Brand messaging is the way you talk and write about your business, what you focus on the most, and how you convey your specific value proposition to your target audience in a way that resonates with THEM.

It’s how you communicate your mission, brand story, and personality across all of your marketing channels.

And, of course, in order to communicate them effectively… you first need to be crystal clear on what they actually are for your business!

Brand messaging examples

Brand messaging isn’t really something you can “see”. It’s more about how you make your audience feel about your business and what you help them focus on (and remember).

Still, I’m gonna share a couple of snippets to give you a flavour of just how big a difference this can make.

The following brand messaging examples are from the websites of two coaches for female entrepreneurs:

MG Coach uses a straight-to-the-point, matter-of-fact tone that inspires confidence. Even though her services help her clients improve their overall life too, her focus is clearly on business. More specifically, on getting results “faster, better, easier.”

Becky Stanton has an uplifting tone, which makes her clients feel empowered and sense an instant connection with her (e.g. “and the truth is, that magic is already inside of you.”). Her focus is on helping them create an abundant life overall.

See? They’re both coaches and both working with female entrepreneurs, but their brand messaging paints a completely different picture right from the start.

When you master this, you’ll start attracting and connecting with your dream clients—and repelling the wrong prospects, which is just as important.  

And what is a brand messaging framework?

A brand messaging framework is a document that clarifies elements like your value proposition, core focus, and tone of voice. It also includes guidelines on how to keep your communication consistent when talking about your business.

That way, it doesn’t matter if it’s just you, if you have a team, or if you’re planning on outsourcing some aspects of your business: a brand messaging framework will ensure that its focus stays consistent no matter who’s writing about it, when, and on what channel.

Why you need brand messaging—before hiring a copywriter

And for full transparency: this comes from someone who used to be known for her standalone copywriting services.

One of the main reasons why I pivoted and swapped them for a brand messaging & website copy offer?

Because I told you: you really do need to fine-tune your brand messaging before hiring a copywriter.

And I had to learn that the hard way.

I’ll tell you why through some examples, but let’s first focus on those core reasons.

1. Without clear brand messaging, you’re “just another option in your niche”

… and you’d be leaving a ton of money on the table. 

Because if you:

❌ can’t communicate what sets you apart from your competitors

❌ haven’t got a clear and well-defined tone of voice—instead, you keep using the same sentences and buzzwords as your competition

❌don’t know how to talk about your services or products in a way that resonates with your audience

… why should your dream prospects choose you instead of your competitors?

Brand messaging, on the other hand, allows you to fine-tune your value proposition and communication so that they connect with your specific audience.

That way, choosing you will become a no-brainer.

2. If you’re not clear on it, you can’t expect your copywriter to convey your brand message through your copy

Newsflash: copywriters can’t read minds (yet).

That’s why, before starting a project, they’ll get you to fill in a brief. If you’ve never thought about your brand messaging, though, you won’t be able to do that. Or you’d end up giving extremely vague answers… which would then lead to extremely vague copy.

For example, before becoming a brand messaging consultant as well as a copywriter, I worked with clients who’d answer like “oh, we REALLY care.” The question? “What sets you apart from your competitors.” 

You can see why that wouldn’t be enough, now, can’t you?

Or a fellow copywriter told me that a client expected her to nail their tone of voice even though all they had told her about it was: “our tone of voice? We’re like an oat milk latte.”

Instead, when you’re clear on your brand message, a copywriter will be able to clarify and amplify those core concepts through your copy. And match your specific tone of voice. And, overall, craft strategic copy that actually converts.

3. You’d end up confusing your audience whenever you write or talk about your business

When I used to offer standalone website copywriting services, my clients would obviously receive strategic words that positioned them as THE go-to solution in their dream audience’s eyes.

But then I realised there was a big problem:

sure, the website copy itself kept working in the background for them… but when those clients wrote about their business on social media, their blog, and other channels? 

Most of them would end up muddling that core message.

Or making their own tone of voice sound off. Or go from “here’s what we can do for you” to “we are passionate about this and that and blah blah boring”.

And that’s something I see online ALL. THE. TIME.

❌ The website copy tells one story (e.g. “I’m a graphic designer on a mission”)

❌ Their Instagram bio offers a different business summary (e.g. “I offer graphic design services for solopreneurs”)

❌ So does their LinkedIn headline (“I’ve completed +100 graphic design projects and social media templates for my clients”)

❌ So do their social media posts (“I’m here to make your brand  more colourful.”)

❌ And so on

That’s why I eventually introduced brand messaging guidelines and a storytelling framework as part of my signature offer—to make it a breeze for my clients to tell a consistent narrative and stay true to their brand messaging whenever they talk or write about their business.

Because here’s the truth: if your focus keeps changing, you can’t expect your audience to think of you when they’re finally ready to invest!

The right brand messaging helps your dream audience understand and remember exactly what you do and how it’ll benefit them. 

So, make sure you focus on clarifying it first. And always keep it consistent.

Set yourself up for success with the🧲Magnetic Message & Web Copy Makeover✨

By now, I’m sure you understand the importance of a clear brand messaging framework, but… I get it: it’s not easy to define it when you’re so close to your business.

After all, what you’re personally excited about (“I’m so passionate about my work”) is unlikely to be what your audience needs to hear.

Well, that’s one of the reasons why I’ve become a brand messaging consultant as well as a copywriter: to unlock and fine-tune my clients’ core message and brand story.

Perfect for fellow female founders and service providers, the 🧲Magnetic Message & Web Copy Makeover✨ will give you:

🧲 A well-defined brand message and story to grab your dream audience’s attention, make you stand out against all competitors, and position you as a no-brainer. Not only will I use them to craft your new copy: I’ll also create some bespoke frameworks so that you can keep them consistent and use them to guide all your future content and communications

🧲 On-page SEO and keywords to help your dream audience find you organically

✨ Clear website copy that cuts through the noise, connects, and converts—even when you’re sleeping

Failing to define your brand message would make you forgettable. Investing in the 🧲Magnetic Message & Web Copy Makeover✨ will turn you into THE go-to solution in your dream audience’s eyes.

More #crafty blog posts on this topic:

Sure, stories entertain, but did you know they could sell, too?

Yes. Using storytelling in marketing can really help you stand out from a crowd of ‘buy-this-now’ competitors.

It can make your audience think, “hey, she really gets me!” and “this brand can definitely help me.”

But here’s the problem: in most cases, you’ve either ignored storytelling altogether or… you’ve been spinning the wrong story.

Here’s why (and how to fix it so that you can actually start using storytelling as a marketing strategy).

Storytelling in marketing 1-0-OnceUponATime

Excuse the cheeky pun.

What does storytelling mean in marketing?

In marketing, storytelling means using a narrative (literally “telling a story”) to communicate a message to your audience. 

This can take all kinds of different forms.

For example, storytelling as a marketing tool could involve long-form copy on a sales page, something that paints a picture of how your life feels right now and shows you the transformation you’ll experience after investing in that offer.

It could be a snappier social media post talking about how you took someone from A to B.

And… anything in between.

Now, don’t worry: it’s not about creating all sorts of characters and plots! You’re not writing a novel, after all.

Storytelling in marketing is simply about showing some kind of progression or transformation through your copy and content. 

I’ll give you a proper storytelling marketing example later down the article, but first…

Why is storytelling important in marketing?

Storytelling is important in marketing because it helps you grab the attention of your specific target audience and make them want to invest in you. It also makes it easier for them to remember you.

And this isn’t my opinion: it’s a #fact. There’s an actual science and psychology behind marketing through storytelling!

Some quick stats to put marketing storytelling in context

• Some specific chemicals are released in our brain when we’re told a story. Cortisol helps us formulate memories, dopamine regulates our emotional response, and oxytocin creates or maintains a connection because it’s associated with empathy

• No wonder facts are 22 times more likely to be remembered when they’re part of a story! And being noticed and remembered can make all the difference for your business, especially since your audience is exposed to 6,000-10,000 marketing messages EVERY. SINGLE. DAY (yes, really)

• Storytelling in marketing leads to a 30% increase in conversions. So, you’re A LOT more likely to turn those prospects into paying clients!

Why you might have been telling the wrong story

Using storytelling in marketing isn’t enough to succeed. You also need to tell the right story.

And here’s the mistake I encounter the most whenever I review existing marketing copy and content:

most business owners make this story about themselves.

Is that the case for you?

It might be if any of these sentences sound familiar:

• “I couldn’t be more excited to announce that…”

• “I started this business ten years ago, and it taught me that…”

• “I’m passionate about what I do. That’s why I decided to turn it into my business.”

Those are some bad (but extremely common) marketing storytelling examples.

Now, don’t get me wrong: I’m NOT saying your story hasn’t got a place in your marketing. Not at all!

For example:

• Can your own story inspire your ideal client to take action?

• Is there a particular anecdote that can resonate with them based on their current situation?

• Can your background show them why they should choose you instead of your competitors?

• Does your story feed into a bigger mission that your audience is also on board with?

Then, go on, and share those stories! 

And let’s not forget that personal stories can help you grow your own personal brand (well, it’s in the name).

Just… don’t plan your entire website copy and storytelling content around them.

“Then, what type of storytelling in marketing SHOULD I use, Giada?”

Why, I’m so glad you asked!

How you can start attracting (and converting) your audience by using copywriting and content marketing storytelling ✏️

There is ONE story you should tell ALL. THE. TIME.

The core of your content and communication should be based around it, too.

And when you get this brand story right? That’s when your storytelling in marketing becomes a lead-generating machine.

1. Understand and accept that your audience is the hero of your brand story

Sorry, I don’t mean to rain on your parade, but:

(PS: I highly recommend his book, Building A Storybrand)

So, whenever you’re using storytelling in marketing, remember that the trick is to make them the protagonist of your overall brand story.

“But Giada, where does that leave ME?!”

2. Position yourself/your brand as the guide

Even though you’re not the hero, you still have a pretty cool part:

you’re the wise, trusted, and helpful guide.

You’re the Fairy Godmother to their Cinderella. The Obi Wan to their Luke Skywalker. 

In other words, you are the one who can help the hero get to their happy ending (if they invest in your brand).

3. Tell their story

Now, I’m not gonna lie: I have a bespoke, proven framework for my web copy creation and storytelling content strategy.

So, I can’t reveal every single ingredient inside my secret sauce (it wouldn’t be fair on the badass clients who pay for it, would it?)

But, to give you a general idea, here are the core parts of that story:

• INITIAL SITUATION: the hero (= your dream client) has some kind of pain point that’s making their life or business more complicated, stressful, overwhelming, etc.

• INCITING INCIDENT: the hero meets a guide who offers them the tools to solve it. In fact, this guide has already helped other heroes overcome that initial struggle!

• HAPPY ENDING: if the hero decides to invest in that guide, they will replace their current pain point with a positive outcome. They’ll go through a transformation and feel confident, empowered, relaxed, etc.

That’s what you should base your brand story on.

Not how passionate you are about collaborating with your clients. Not how excited you are to send them your products. 

Successful storytelling in marketing is about how your brand can solve your hero’s problem and offer them a happy ending. 

4. Amplify your content marketing storytelling by sticking to the same story

That brand story should be extremely clear on your website in particular.

Sadly, here’s another common problem when it comes to brand messaging and copy: each channel seems to tell a different story or focus on a separate aspect of it.

If you want your audience to understand and remember your story, you need to tell a consistent one. Brand story marketing won’t work if that narrative is unclear on all over the place. 

Sure, some elements will change slightly depending on the format and campaign.

For example, if your client is experiencing three core pain points, you can tackle each of them individually in a different social media post.

But every piece of your content marketing storytelling strategy should still refer to that overall narrative. 

Basically, you want your audience to know that, if they want to solve their current problem and achieve their happy ending, YOU are the best possible brand for it.

You can’t do that effectively if your message and story get muddled whenever you write or speak about them. 

Get my free workbook to use storytelling in marketing

Tell a brand story that SELLS with the 🧲Magnetic Message & Web Copy Makeover✨

Are you ready to unlock the power of emotional storytelling in marketing? 

I’ve designed an offer that’ll do that for you. And take you from “just another option” to “THE go-to solution in your dream client’s eyes” in 3 weeks.

Perfect for fellow female founders and service providers, the 🧲Magnetic Message & Web Copy Makeover✨ consists of 3 core parts:

🧲 A strategic storytelling framework to grab your dream audience’s attention, make you stand out against competitors, and position your brand as a no-brainer (psst: you’ll then get to use it to guide ALL your future content and keep it consistent. No risk of your brand story getting lost in translation)

🧲 On-page SEO and all the keywords that your dream audience is googling: let’s help them find YOU organically instead of letting them go straight to your competitors!

✨ Clear website copy that cuts through the noise, connects, and converts… even when you’re sleeping, focusing on other aspects of your business, or taking some well-deserved time off

Storytelling in marketing can set you apart from all competitors… if you use it correctly.

Leave the actual copy and strategy to a professional, and simplify your content creation by receiving a bespoke, repeatable framework for it.

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