Be Clear & Enthusiastic About Your Female-Founded Business!

I’m not sure why some fellow entrepreneurs talk about their brand in the vaguest and most boring way.

Perhaps it’s because we’re taught to be humble about our business dreams, especially as women. Perhaps it’s because these people aren’t actually crystal clear as to why what they do should matter to others.

In most cases, though, I think it’s because they believe their business is too complex to be boiled down to a sentence or two.

The result? 

A bored listener and a missed opportunity.

‘Oh, it’s too complicated.’

No, it’s not!

Or, better: it shouldn’t be. 

Of course, you can’t always explain all of your services or list every single product in a sentence nor get into the nitty-gritty of your business. Still, your listener should walk away with a good understanding of it after hearing your answer.

If they were to bump into someone else, they should be able to tell them exactly what you do. 

Not that ‘it’s too complicated.’

How to talk about your business when someone asks you ‘what do you do’

Here are some tips that I hope you’ll find useful next time you’re in a lift with someone, at a networking event, or whenever you’re asked about your business.

Because here’s the thing: you never know what’s going to lead to a new opportunity.

Perhaps the person you’re talking to is actually in need of your offer or, even if they’re not, they know someone who is.

But how can they tell if you’re so vague and uninspired when talking about your business?

Here’s what to do instead.

1. Show people that you’re excited about it and eager to answer this question

Here are some answers that are guaranteed to put off your listener and a summary of what they actually sound like:

• ‘Oh, it’s too difficult to explain’ = you’re too thick to understand what I do / I’m not clear about it either

• ‘Well, where do I start?’ = you’re going to regret asking me this question because now you can tell that it’s going to be a longer and more convoluted answer than the plot of Tenet

• ‘I’m just another marketer’ / ‘We’re just another pizza joint’ = I have no clue as to what sets me apart from my competitors

• ‘I offer business solutions’ =  I keep telling myself that my stuff is for everybody, but I haven’t got a clue as to why they should care

Instead, get ready to sound confident, concise, and enthusiastic with your answer.

2. Give them a clear overview that ticks these boxes

Whenever you talk about your business, you must be able to tell people:

• Exactly what you do or what type of business you own (e.g. ‘I’m a website copywriter and blog writer’, ‘We sell houseplants’, or ‘We opened a pizza restaurant’)

• Who these products or services are for (e.g. ‘for ambitious female entrepreneurs’, ‘for #PlantParent millennials’, or ‘for hip Londoners’)

• How do they benefit them? Why should they care? Or, if relevant, how are you different from everyone else? (e.g. ‘helping them stand out and grow through the words on their website’, ‘to turn their home into an Instagrammable urban jungle’, or ‘pairing up street food and champagne’)

So here’s how our three examples could sound after we’ve polished them a bit:

• I’m a copywriter turning ambitious female entrepreneurs into THE go-to solution in their dream audience’s eyes through website copywriting and blog writing services (spoiler alert: that’s me!)

• We sell houseplants for #PlantParent millennials looking to turn their home into an Instagrammable urban jungle

• We’re a pizza restaurant pairing up street food and champagne for hip Londoners who’re after a unique experience

At the same time, keep in mind that these can be more or less explicit depending on the context.

For example, if you sell ‘travel coffee gear’, you don’t necessarily need to add ‘for hikers and nomads at heart’, but you can make it obvious by saying:

‘We sell travel coffee gear so that nobody will ever have to settle for instant during hikes or road trips.’

3. Learn this answer by heart as a starting point...

Once you’ve spent some time brainstorming and clarifying your offer, rehearse it.

That way, when someone does ask you that question in real life, you’ll know exactly what to say and won’t start mumbling or reverting back to ‘oh, it’s complicated.’

I also recommend adding it to your website copy and marketing materials wherever it feels relevant.

After all, someone landing on your website for the first time is no different from the person asking you ‘what do you do?’ at a networking event: that’s exactly what they want to know, too. 

Better: why this should matter to them.

4. … but remember who you’re talking to

Now, I know that I’ve advised you to learn that sentence by heart, but be prepared to be flexible at the same time.

Why? Because some people already know loads about your industry and some others haven’t got a clue as to what it involves.

For example, I couldn’t tell my granny that I’m a website copywriter, because she’s never heard the word copywriter before and she’s never even seen a website (I swear).

So, I told her:

‘You know how, nowadays, most businesses have a website to showcase what they do? I write words for them, helping these companies promote their products or services more effectively.’

Obviously, this is a pretty extreme scenario.

If you’ve prepared a clear and jargon-free overview, it’ll still work in most cases. After all, if someone has questions, they can always ask you for more details after you’ve impressed them with your first sentence.

However, consider tweaking it slightly depending on who you’re speaking to.

I hope this will help you talk about your business in a more confident and clearer way.

So, if I were to bump into you in real life and ask you ‘what do you do?’, what would you tell me?

Start receiving more tips for your female-founded brand🔥

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More #crafty blog posts on this topic:

A Blog on Your Business Website = A City that NEVER Sleeps

You’ve set up your business. Created a website for it. Perhaps you’ve even been trading for a while (yay!). But have you got a blog on your business website?

If you haven’t, your website is like a small village in the middle of nowhere: while those who manage to find it might end up having a great time, it’s freakin’ hard to find in the first place.

But when you add a blog? I can already see the neon signs and hear some irresistible music from here.

Why a website without a blog is like a remote village (and a missed opportunity)

Regardless of whether you personally prefer smaller and quieter places (I actually do) or big cities for your holidays or day-to-day life, remember: we’re talking about business opportunities here!

So, why am I saying that a website without a frequently updated blog is like a remote village?

Only a bunch of roads

Your website is not easy to find as only an extremely limited number of roads can take your target audience there.

And by roads I mean your possibilities to show up on Google for what they’re actively looking for.

Without a blog, you can only rely on your main website pages (e.g. home, about, services, etc.).

However, there’s only so many keywords you can optimise them for!

What about all the other things your target audience is going to type regarding your services, products, and industry?

Remember: only 4% of your website visitors are actually ready to buy. By not having any content for the other stages of the funnel you’re actively missing out on the remaining 96%.

Not many signs

Sometimes, tourists or adventurous friends on a road trip might not be specifically looking for a town or attraction. 

However, if they see a glamorous sign telling them that they’ll find this unmissable stop in a few miles, they might very well decide to check it out.

We’re talking about backlinks here.

Realistically, who’s going to link to your about page? Or your contact page?

Yep, I can almost hear some crickets chirping in the distance.

Shops close early

The summer season at that little village is short lived, and there isn’t much to do for long.

Here’s the thing: you might have collaborated with the best website copywriter (cheeky mention) who has used the perfect SEO keywords and tricks to help you rank.

However, if you’re never ever going to add anything new to your website, competitors with a freshly updated blog will still do better than you.

This is because fresh content is one of Google’s ranking factors.

If the search engine sees that your website was last updated when Facebook was still the coolest social media platform (sorry, Zuck), it won’t prioritise it.

How a blog on your business website will turn it into a city that never sleeps

All kinds of street food after your night out, open diners with a light that makes you feel as if you were in an Edward Hopper painting, music, dancing fountains… whether to you the city that never sleeps is New York, Las Vegas, or a different one, you get the gist.

So many roads take you there

It doesn’t matter whether you’re travelling south, north, east, or west: you ARE going to get to this city! 

No easy-to-miss roads, no muddy terrain… it’s easy-peasy to get there. That’s what a frequently updated blog does to your business!

To begin with, you have the same opportunities to attract customers via Google as most websites without a blog: five or six main pages.

Things start to change when you decide to blog once a week. Assuming that you’re going to optimise every single one of those articles for SEO, by the end of the year you have 52 more keywords. Aka… 52 extra chances to rank. 

52 additional roads that can lead your customers to you instead of your competitors.

IT. NEVER. SLEEPS.

The best thing about all these extra chances to rank? They don’t expire!

They’re always there working for you in the background, 24/7. 

Much like that all-night diner whose flashing neon signs attract customers when all other doors are closed.

And, by blogging on your business website on a regular basis, you’ll also show Google that you have plenty of fresh content.

It’s impossible to miss all those signs

Regardless of whether they already were on one of those roads or not, there are so many signs in that area that your customers are bound to find themselves in that big city anyway.

And yes, we’re still talking about backlinks.

Did you know that when you blog on your business website you get an average of 97% more links?

Don’t sound that surprised!

After all, we’ve already established that it’s rare for someone to want to link to your standard website pages.

When you share insightful content on industry-related topics that your target audience is interested in, they’ll be much more likely to link to it. 

Not only them, but other people writing about those same topics and deciding to use your blog post as a reference.

Plus, collecting backlinks will boost the SEO of your entire website, too.

Your tourists will take and share more holiday pictures

In our city that never sleeps, there’s an extremely Instagrammable cafe: it gets most of its customers after their friends post pictures of their flower-covered swing underneath a neon sign. Oh, and a flower shop whose compositions are so dreamy that everyone will always tag them in their photos.

When you blog on your business website, you also get to make the most of social media.

Just like they wouldn’t really link to them, who other than your most supportive family member would want to share your standard website pages on their social media?

If you’ve written an insightful, interesting, or entertaining article, on the other hand, some of your target customers will want to share it with their friends or colleagues. 

Basically, more people will find out about your business beyond your own social media and search engine opportunities.

There’s something for everyone

Sure, a few people might find the village’s only shopping centre interesting, but what about those who were hoping for a night out? And those who wanted to discover something new in a museum? 

When you blog on your business website, your virtual city that never sleeps truly has something for everyone. And by everyone I mean every stage of the funnel, not just the 4% of your visitors who are ready to buy.

After all, over 80% of Google searches are informational, which means your target audience is way more likely to start their journey by typing ‘should I switch to slow fashion’ than ‘sustainable dresses for sale’.

By blogging on your business website regularly, you get to target EVERY. SINGLE. STAGE. of the sales funnel.

What does this mean in the long run? 

Keep reading.

It’s the first holiday destination people will think of next time they have time off

I’ll say it one last time (for today, at least): 

96% of your website visitors aren’t ready to buy. But, if you give them valuable content and establish yourself as an expert in your field, guess who they’ll buy from when they’re finally ready? 

Not that competitor whose website is all about themselves. Not the one with a blog on their business website that only involves boring company news.

YOU.

The one who’s been sharing high-quality content for them on a regular basis, of course. 

How my blogging services will turn your female-founded business website into a city that never sleeps

You don’t have to continue being that tiny village that’s impossible to find! Still, don’t waste time and money going in the wrong direction.

My blogging services for ambitious female entrepreneurs will put your offer right in front of your dream customers’ eyes.

By creating customised and SEO-friendly content for them, I’ll smoothen your funnel, build trust, and turn you into THE go-to solution for your audience.

Basically, as long as you’re happy to answer my questions so that I can position you as a thought-leading expert in your field, you can put your blog on autopilot and enjoy the results.

Ready to have a blog on your business website that helps you attract leads 24/7? A city that never sleeps.

‘Start spreading the neeeeeeews,

I’m blogging todaaaaaaay.’

More #crafty blog posts on this topic:

How to Make Your Female-Founded Business STAND OUT Like It Deserves

You know why I want to show YOU how to make your business stand out from the competition?

In my opinion, there are two types of business owners: 

• those who, when you ask them what they do, will tell you something like “oh, we’re just another pizza joint”

• those whose eyes immediately light up, and they’ll say “we do pizza and champagne pairings for couples who want to add a fancy touch to street food”

Regardless of whether or not you sell pizza and champagne, my guess is that you’re part of the second category.

A badass female-founded small business with a BIG concept for your target audience, right?

And I believe that these are exactly the kind of businesses that DESERVE to be known by more and more lucky customers.

So, lemme show you some strategies and tricks on how to make your business stand out from the competition.

And, by the way…

Being a small business is a big strength!

You might be feeling a little discouraged and wondering, “How can I even hope to stand out against so many larger corporations?”

Here’s the thing, though: people LOVE supporting small businesses!

Consumers will choose a small business 91% of the time as long as it’s convenient (psst: make it so) and 74% even when it’s not.

77% of them are also willing to pay more if a small business provides excellent customer service.

So, before looking at how to make your business stand out from the competition, start by embracing the fact that you’re a woman solopreneur or a small female-founded company.

Don’t try and look like one of the big guys!

Being a small business that focuses on a specific audience or niche is actually a big point in your favour.

10 tips on how to make your female-founded business stand out in a busy market

From using the right strategies to avoiding common pitfalls, here’s how you can put your business in the spotlight.

1. Focus on your target audience

DON’T. YOU. DARE. SKIP. THIS.

For your business to stand out from the crowd, you need to do two main things when it comes to your audience:

• Know who they are

• Put them at the core of your marketing strategy

Too many companies will tell you that what they do is for ✨everyone✨, whether that’s because they haven’t taken the time to get to know their audience or because they think this will increase their chances of success.

Spoiler alert: it’s actually the opposite!

When you try to appeal to everyone, you please no one.

Your audience is exposed to an average of 5,000 marketing messages EVERY. DAY. (1)

So, if you’re wondering how to make your business stand out against the other 4,999, I’m just going to ask you: how can you get their attention if you’re not talking to THEM specifically? Worse, if you don’t know who you should be talking to?

When you know your audience, you can tap into their pain points, speak to them in a way they’ll understand instead of confusing them with jargon, and actually grab their attention.

That’s why, as well as knowing who your products are for, you must also make these people the focus of your marketing strategy.

You’re not there to promote your business. You’re there to tell your target customers how it will improve their lives.

2. Identify your USP and create an unmissable value proposition

Just like you must be clear as to who your audience is, you should have a clear USP, too.

But Giada! There are thousands of people doing what I do.

Well, then why should your audience choose YOU amongst them? If you don’t know, neither will they.

Just because you’re doing something similar to other businesses, it doesn’t mean that you must give up and market yourself as ‘just another one of them’.

For example, if I stopped at saying that I’m a copywriter, it wouldn’t really help me stand out. But I’m not ‘just another copywriter’.

I’m a website copywriter and blog writer turning ambitious female entrepreneurs into THE go-to solution in their dream audience’s eyes.

Yes, this means that my marketing won’t appeal to male-founded businesses, large corporations, or prospects looking for, say, social media management or email marketing.

But guess what? I’m not currently offering those services, so why would I want to try and present myself as a jack-of-all-trades when I’m not?

When you clarify your USP, your value proposition will immediately resonate with your actual target audience.

The cool bunch. Those who need exactly what you offer and love the way you’re presenting it to them.

3. Help your female-founded business stand out visually through memorable branding

How can you make your business stand out if you have no brand identity? What are your potential customers meant to remember about you? How should they feel?

From your logo to your website’s colour palette and your tone of voice, your branding elements must work in (forgive the horrible buzzword) synergy.

They can’t do that if you’ve outsourced all of them separately to the neighbour’s friend who did graphic design before dropping out of uni or your sister’s roommate’s cousin who’s good with words.

Have some memorable branding, and don’t be afraid to inject some personality into your business when it comes to written copy.

For example, Innocent does it so well:

4. Have some audience-oriented website copy

Yes, you should have a website for your business. No, it shouldn’t be all about your business.

(And no, I haven’t gone insane.)

Of course, your website can be a virtual shop window, but please, please, PLEASE don’t make it all about your company in a boring, corporate way by coping what some old-style competitors are doing or reusing the same sentences:

• “We are a company with twenty years of experience in…”

• “We are delighted to announce…”

• “At [company name], we are passionate about…”

• “Our core values are…”

• [Long company history detailing every single internal change]

People don’t care about all this! And they’ve seen it so many times that, if you were to take this approach, you’d end up becoming white noise.

But you don’t want to be white noise. You’re here to learn how to make your business stand out, right?

Then include website copy that focuses on how your products or services can benefit your target audience, paint a picture of how exciting life will feel once they’ve invested in them, and position your company as the helpful guide that can get them there (you ain’t the hero, my friend. Your customers are!).

And waste no time. Your above-the-fold website copy should already give your target audience a reason to stick around.

For example, here’s what I’ve written for a client:

As soon as a new prospect lands on their website, they find out exactly what they do, who for, and why they should invest in them.

Not only that: how they will feel once they do.

Much better than saying “We pride ourselves in offering tree surgery solutions,” right?

5. Make your business website SEO-friendly

If you want to make your business stand out on Google, you must make it a breeze for customers to find out about you in the first place.

But how can they find your website if they don’t know your company name and logo just yet?

Simple: you optimise it for relevant keywords that describe your type of products or services as well as what your target audience is actually typing on Google.

For example, an eco-conscious customer looking for shoes and wishing to avoid expensive delivery or import fees won’t be typing your company name but rather something like ‘vegan shoes UK’.

By including these keywords and optimising your entire website for SEO (e.g. fast and mobile-friendly), you’ll start generating organic traffic by targeting people who’re interested in what you do but don’t know about you personally just yet.

Did you know that my website copy has allowed a new business to reach Google’s first page for over 10 local keywords despite there being dozens of more established local competitors? Check out the case study.

6. Be social with the right strategy

Almost 70% of small businesses with 10-50 employees use social media. (2) Sounds great, right?

Well, this doesn’t mean that they’re using them correctly, though.

Too many companies still think that opening a Facebook page and posting promotions or ‘buy now’ posts every single day is how to make their business stand out. 

Instead, that’s just a one-way ticket to annoying their followers.

A social media strategy should be there to entertain and educate your target audience following the magical 80:20 ratio, with 80% of your posts being informational and only 20 promotional.

Yep, not the other way around. You’ve read that correctly.

So, here’s how to make your business stand out through social media:

• Open an account on up to three relevant platforms, and by relevant I mean ‘where your target audience is lurking around’

• Create a realistic schedule: it’s much better to post consistently only twice a week than to go on a three-times-a-day spree, disappearing for a month, and so on

• Plan and post content that brings value to your audience 

7. Have a newsletter that isn’t a newsletter

You’ve probably learnt this the hard way at some point in your life, but here’s a much-needed reminder: never put all your eggs in one basket, and this includes your marketing.

SEO is vital, but it’ll take months before you start seeing results. Social media are too, but their algorithm won’t always allow you to grow and reach all of your followers.

So, what’s the one platform you have full control over? Your subscribers’ list.

But you must think of this as an email marketing strategy rather than a newsletter to send company updates.

Email marketing’s ROI is 4200% because it focuses, once again, on bringing value to subscribers and sending them engaging content. (3)

Traditional newsletters are dead. Nobody wants to get their inbox clogged up with company news that should belong to internal updates or a text to the CEO’s mum.

PS. Fancy receiving tips, advice, and content prompts to connect with your dream audience through your marketing copy?

8. Reward customer loyalty

Did you know that almost 60% of consumers spend more on brands they’re loyal to? (4)

Now only that, but 83% of them claim that they’re more likely to buy from a company with a loyalty program. (5)

If it works with your business model, you should consider rewarding your existing customers, whether that’s by offering them a small discount, a free product (e.g. one free coffee after ten purchases), or something else entirely.

In fact, get creative!

9. Give back to a cause that matters to your audience

Imagine being at a large house party where you know hardly anyone (as an introvert, that sounds terrifying). You look around and have no clue as to who to attempt striking a conversation with. But then you see someone wearing a t-shirt that says ‘say NO to racism’. As a fellow anti-racist (I hope so, at least!), you smile. 

That’s exactly how it works with your customers. They’re bombarded with all kinds of marketing messages and companies. How can they choose which one to approach? 

If you share values, you’re already one step ahead according to 64% of consumers. (6) And no, this doesn’t mean that you can just get away with writing three bullet points and doing nothing about it.

Nor can you say that you’re an eco-friendly business and then take your website visitors to a range of single-use plastic bottles.

Be honest with your consumers, and focus on shared values that you actually care about.

Supporting a common cause is also an effective trick on how to make your business stand out from the competition: 92% of consumers have a more positive image of companies that support a social or environmental cause. (7)

10. Give value to your audience through your blog

Finally, one of the best ways to make your business stand out is to blog on your company website. 

But no, not by sharing boring company updates and news! By creating an audience-oriented content marketing strategy to educate and entertain your audience.

There are several reasons why you need a blog for your business, but the top ones are:

• To reach more people via Google: since every new blog post should target a main longtail keyword (e.g. ‘How to make coffee with a Chemex’ or ‘Best vegan skirts for summer’), blogging once a week means that you’ll have 52 more chances to rank higher than your competitors every year

• To grow your audience and generate an average of 67% more leads

• To facilitate sales by smoothening the funnel. Remember: 96% of your website visitors aren’t ready to buy! Blogging regularly means that they’ll immediately think of you when they are

• To increase brand recognition

• To build trust

• To improve the SEO of your entire website

• To have more insightful content for your social media and email marketing

• To show your customers that you’re not just another company blowing its own trumpet: you’re there to bring them value and have a conversation!

How my website copywriting & blog writing services will make your female-founded business stand out 🔥

As you now know, there are quite a few creative ideas that you can experiment with.

Me? I can help you in two main ways:

I write SEO-friendly and audience-oriented website copy that focuses on clarifying your core message and making you as unmissable as a cold ice cream on a 32ºC afternoon (whilst including all the right SEO keywords to help you generate relevant traffic via Google, of course)

By keeping your blog updated, I’ll help you generate organic traffic, grow your audience, facilitate the funnel, and establish yourself as a thought-leading expert in your field. A blog packed-full of value is the best way to make your business stand out even against more established competitors!

More #crafty blog posts on this topic:

Your Current Website Copy Is Costing You Money: Here’s Why

If you’re wondering ‘how much do website copywriting services cost’, you’re focusing on the wrong question. The real one is: how much does poor copywriting cost in the long run?

Or the even more brutally honest question: how much is your current website copy already costing you?

And, if you haven’t invested in professional website copywriting services, the answer is… probably a freakin’ lot of money.

6 reasons why your current website copy is costing you business

The following reasons are based on the copywriting mistakes that I’ve bumped into the most when visiting new websites.

1. Your website copy confuses your visitors

One of the most common website copywriting mistakes? 

Being vague AF.

Either by using meaningless buzzwords or by trying too hard to sound cute and clever.

As Donald Miller from Building a Storybrand always says:

What do we mean by that? (I’m just gonna try using ‘we’ as if Donald and I were best buddies or something)

Here’s an example:

If you were to see this, would you understand what they’re actually selling? 

I wouldn’t.

And here’s the thing: their leads haven’t got time to figure it out.

Why should they waste it trying to decipher it like an Agatha Christie murder when they can easily jump onto their competitors’ websites that immediately clarify it?

If you’ve mainly relied on overused buzzwords (e.g. cutting-edge, synergy, etc.) or tried to sound cute and clever (e.g. ‘Your journey starts today’ when you’re actually selling toner), then your website copy is definitely costing you business.

2. It doesn’t show the benefits of what you offer

Another popular mistake is describing every single feature of your product as if trying to win a game of Taboo and failing to convey what this will mean for your audience.

For example, if you say ‘Our cutting-edge lamp relies on multi-colour and wireless technology’, your audience will probably go: so what?

How about something like this, instead?

‘Every day, a different colour to match your mood and create the perfect ambience… without annoying wires getting in your way.’

And I know what you’re thinking: ‘But this is obvious when you say multi-colour and wireless!’

But here’s the thing. Or better, two:

1. It might not be as obvious as you think for someone who’s seeing your products or services for the very first time

2. It might be obvious if they stop to think about it, but they’re probably not going to do it. And, even if they do, they might draw a different conclusion altogether.

You’ve gotta TELL them. Even better: show them

3. It’s too corporate-sounding & all about yourself

I get it.

You love what you do and are so excited to tell your entire company history to your leads or get them to go through your values as if they were watching an internal PowerPoint presentation.

Unfortunately, they don’t care about all that.

They want to know what you can do for them.

Of course, you still need to tell them something about yourself (both to set yourself apart from competitors and to build trust), but the focus should be on your audience.

Here’s an example of bad website copy that is probably costing business to this company:

Why should I care about what they’re passionate about? And why should I want to ‘get to know them’?

The CTAs that your leads are actually interested in are those that will lead them to some kind of transformation by solving their pain points: for example, ‘Let’s fix it!’, ‘Book your first session today!’, and so on.

Sorry, but I haven’t got time to get to know your entire team.

4. It fails to connect with your audience

When your target customers arrive on your website and read the first paragraphs, they should have an ‘OMG, they’re talking about me’ epiphany.

This can’t happen if you’re trying to appeal to everyone.

To really connect with your audience, you must know their pain points, language, and how exactly your offer can solve their problems.

Your copy should also show some degree of empathy (‘hey, this company really gets me!’) and almost mind-reading-style knowledge (‘woah, that’s exactly what I think about this!’).

They won’t come across if you’re shouting to the masses.

5. It’s preventing new customers from finding you on Google

Some people already know you from socials or other sources, and that’s great.

However, the rest of the planet doesn’t. 

They don’t know your name. They don’t know what your logo looks like. They don’t even know you exist! What they do know, however, is that they need the type of products or services that you offer.

So, they won’t type your company name, but, if they’re looking to go out for a pizza and they’ve just moved to Manchester, they’ll type something like ‘best pizza in Manchester’ or ‘Manchester pizzeria’.

If your website doesn’t include the right keywords, your target customers won’t find you! 

Basically, your current website copy is costing you business because it’s not helping you attract people who’re literally already interested in what you do.

6. It’s not designed with the sales funnel in mind

Your website copy should help move your visitors down the funnel:

• Starting from the top (tap into their pain points)

• Letting them slide down to the middle (showing them how you can solve them and why you’re the best person/company to do so)

• Helping them reach the bottom (painting a picture of how good life will feel once they’ve invested in you and offering them an unmissable call to action)

If this wasn’t taken into consideration when creating or outsourcing your current copy, then the words on your website haven’t been actively moving your leads down this path.

For example, this is a company’s entire home page:

All about the company, nothing about the benefits they can bring, no call to action whatsoever. What should their visitors do once they get to the bottom of that page?

Investing in new website copy for your badass female-founded business 🔥

Of course, like office equipment or brand new software, website copy is an investment, but it’ll still cost you less than your current words are costing you right now!

This is because it will actively help you generate more business.

As a website copywriter & brand messaging consultant, when I write new copy for my clients (=ambitious female entrepreneurs), I mainly focus on:

• Clarifying their core message

• Crafting above-the-fold copy that immediately conveys what they do, who for, and what this means for their target audience

• Showing empathy and showcasing expertise

• Setting them apart from their competitors

• Building trust without it sounding like they’re bragging

• Focusing on why their leads can’t afford to miss out on their products or services

• Offering a clear, compelling call to action

• Researching the right keywords and including them strategically to help their websites rank higher

Your website copy shouldn’t be costing you money.

It should actively help you attract more visitors and converting them into sales.

Are you a female-founded brand ready to become THE go-to solution in your dream audience’s eyes?

Let’s replace your current copy with some words that will do all that!

More #crafty blog posts on this topic:

How the Z-Pattern Layout Adds Zing to Your Website (+ Sales)

The era of flashy MySpace-style websites with a kaleidoscope of sections is over (and overwhelming).

In our fast-paced internet world, clarity and immediacy are key, and the Z-pattern layout can help you achieve them… especially when paired up with some badass website copy!

Whether you’ve just read it as ‘zee’ or ‘zed’ in your head, it doesn’t matter: the final result is still the same.

And this zappy pattern can make all the difference on your business website.

Understanding the Z-pattern layout

Before showing you how you can implement it, let me tell you exactly what it is.

What is the Z-pattern?

The Z-pattern is a design that follows the natural route travelled by human eyes when reading: left to right and top to bottom.

Basically, it consists of three parts:

1. Your eyes will start from the top left of a page and move towards the top right (horizontal line)

2. Then, they’ll move back to the left side of the page but a bit lower (diagonal line from the top right to the bottom left)

3. Finally, they’ll repeat the first step (another horizontal line)

If you put these three imaginary lines together, you get a z-shape.

By planning your web design and copy accordingly, you’ll create a smoother flow for your visitors’ eyes, facilitating readability instead of putting them off.

Mind you: the Z-pattern design doesn’t have to be perfectly symmetrical.

In fact, it can include different angles as long as the final result resembles this zig-zaggy letter.

And don’t worry: the website Z-pattern layout is actually much easier to spot once you’ve actually seen one rather than just read an explanation.

While we’ll look at more examples soon, here’s a quick one from my own homepage:

Much clearer, right?

Why is the Z-pattern important?

The Z-pattern layout is important when it comes to websites because it facilitates the reading side of things for your visitors, getting them to focus on exactly what you want them to focus on the most.

This pattern is also what immediately draws their eyes towards your call-to-action buttons rather than the privacy page. Your unique proposition before the explanatory copy.

You get the gist, right?

Ok, but what has the Z-pattern design got to do with website copy, Giada?

Well, the Z-pattern layout per see is worthless if, as well as relevant graphic elements, it doesn’t include copy that will convince the reader to stick around and complete an action!

• Just because this pattern helps them focus on the right page items, it won’t work wonders if they feature poorly crafted words like “We pride ourselves in our business solutions”

• At the same time, if you have the perfect words for your target audience but they’re scattered all over the place, they won’t be as effective as they could be

Basically, your Z-pattern design and website copy should work together to maximise conversions.

F- and Z-patterns in context

The Z reading pattern layout isn’t the only option. In fact, while it’s the best one in certain cases, you might want to choose the F-pattern in some others.

What the F is an F-pattern?

The F-pattern is the most common way in which people scan larger blocks of content: from left to right, but focusing on the first sentences more and then skim reading the rest.

When it comes to harnessing it on your website, the F-pattern layout involves placing the most important information on top and facilitating readability by having shorter sentences or bullet points on the left towards the bottom.

Here’s an example of the F-pattern:

So, when should you use the F-pattern and Z-patterns on your business website?

The F- and Z-patterns are both extremely effective… but only when used right!

• The F-pattern is better suited for longer pages and blocks of texts, such as blog posts

• The Z-pattern works on pages with less text and that must focus on grabbing someone’s attention immediately instead of overwhelming them with information, such as Home pages and post-click landing pages

More specifically? The website Z-pattern layout is key in the above-the-fold section on these pages.

If you’re not familiar with this term, it’s nothing complicated: it simply refers to everything that your visitors can see before they scroll down. 

When they open a new page, that’s what will ultimately make or break the deal, because... if it doesn’t convince them to scroll down, they’ll leave.

In most cases, combining excellent short copy with the Z reading pattern layout is your best chance to capture your audience’s attention immediately.

Effective website Z-pattern examples (and a terrible one without it)

Here are a few more screenshots to show you this pattern in action and help you recognise it even when you haven’t got the luxury of finding my little yellow lines.

• We immediately focus on the time-sensitive offer and move our eyes towards the CTA button on the right

• We see Hello Fresh’s USP in the middle

• As well as noticing some mouthwatering food on the left, we end up looking at the other CTA button

• In this Z-pattern example, a strong question grabs our attention right from the start

• We find out more about what this marketer can do for us

• We’re given a clear and unmissable CTA

This is an example of how a Z-pattern design doesn’t automatically have to take up the entire width of your web page:

• We read a short sentence that grabs our attention…

• … move on to this platform’s USP…

• … and see an unmissable CTA button

Now, let’s be honest: sometimes we don’t realise how important something is until we lose it, like Ross with Rachel in Friends.

So, here’s what happens when you create a Home page that does NOT harness the Z reading pattern:

Confusing, right?

Our eyes just don’t know on what we should focus:

• The van is quite distracting

• Then we see a tablet with a page that looks… just like this actual page

• For some reason, we’re being thanked for visiting this page instead of being told what this company can do for us…

• … and we’re not given a clear CTA once our eyes get to the bottom right section

Don’t make the same mistake!

How to create an effective z-pattern on your Home and landing pages

So, now that you’ve seen how clean it looks and the difference it makes when it comes to conversions, how do you implement the Z-pattern layout on your own business website?

Here are its three core steps.

Sample of the z-pattern layout on one of my clients’ websites (all words by yours truly)

1. Top horizontal line

For the best results, I recommend placing:

• Your logo on the top left, if you can: because that’s where your visitors’ eyes will start their journey, this will help you improve brand recognition

• Then, your main navigational menu

• At the top right, it’s helpful to have your call to action in a different colour/style from the rest of your menu items: that spot is the equivalent of some extremely precious real estate, so you don’t want to waste it!

Alternatively, depending on your website’s layout, the top horizontal line could consist of a large, attention-grabbing headline.

2. Diagonal line

Here’s where all the build-up towards your call-to-action should happen. 

The one or two sentences that immediately convey what you do, who for, and how this benefits them.

3. Bottom horizontal line

That’s the hot spot for your call-to-action! 

Depending on the layout of your website, the bottom line of your Z-shape might include some additional explainer copy after your main headline, too.

Still, you can’t forget about the call-to-action: place it towards the bottom right side, right at the end of the second horizontal line.

Now that you know what it looks like, I bet you’ll start seeing this pattern everywhere!

And it’s not a coincidence: that’s simply because implementing the Z-pattern layout is highly fruitful when it comes to convincing your new visitors to stick around and generate conversions.

Need some effective website copy that takes the Z-pattern into account (amongst… a ton of other tricks)? 🔥

Not to sound dramatic, but… after learning the difference that something as (seemingly) trivial as a Z-pattern design can make on your business website, how much are you STILL missing out on?

From clarity to powerful CTAs, your website copy can either confuse your prospects and push them away or impress them, get them to stick around, and convert them into leads and sales.

As a website copywiter & brand messaging consultant, I specialise in writing copy that turns ambitious female entrepreneurs into THE go-to solution in their dream audience’s eyes.

If there was no actual strategy behind the words on your business website, let’s replace them with some audience-oriented and SEO-friendly copy that sets you up for success.

As well as taking the Z-pattern layout into consideration whenever relevant, I’m always more than happy to work with your web designer or existing wireframes.

And, if you haven’t got any just yet, that’s cool: I can create some UX-focused wireframes for your new copy, too.

More #crafty blog posts on this topic

Why Is My Website NOT Showing on Google (& How to Fix It)

“Ugh, WHY is my website not showing on Google?!”

Lots of business owners end up asking themselves this question at some point (so, if it makes you feel a teensy bit better, you’re not alone).

But I get your disappointment. 

Maybe you thought all you needed was to create a quick website, churn out a few words per page, and people would have magically started finding it?

Well, the last part can still be true in a few months, but if your website isn’t showing up on Google just yet, you first need to fix some common problems.

So, to help you understand why some websites show up on Google and others don’t, let’s start with a simple, jargon-free overview.

Conditions needed for websites to show up on Google (psst: this is what you must aim for)

Websites that rank on Google and other search engines meet all 3 of these conditions:

1. Google knows that this website exists in the first place (no, it’s not a given!) and can easily find and access all its pages

2. This website contains a page that is a relevant match for a specific keyword (as in, a string of words, like “website copywriter for hire”)

3. It has proved to Google that that specific page DESERVES to rank for that keyword because it’s one of the very best and most valuable on that subject

How do I get my website to show up on Google, in a nutshell?

Basically, to get your website to show up on Google, you must:

• Make it easy for search engines to find and understand your pages

• Optimise most of them for on-page SEO, and your entire website for off-page SEO (don’t panic: I’ll show you how soon!)

• Include relevant, high-quality content that stands out against your competitors

In other words, you have to meet the 3 conditions we just covered.

I’ll explain to you how as soon as we start looking at the reasons why your website isn’t showing on Google in the first place, but first, let’s be realistic.

How long does it take for a website to show up on Google?

This search engine’s algorithm is constantly changing and takes several factors into consideration. So, it could take as little as 4 days for your website to show up on Google or as long as 6 months.

However, this simply means that Google has started crawling it and attributing authority to your domain (which are fancy words for “acknowledging its existance and starting to understand its value”), NOT that you will already show up on the 1st page for your target keywords.

As I always say, be realistic: SEO takes time! 

For a website page to reach the top results, we’re talking about 6-12 months or longer. In fact, only 5.7% of the pages ranking in the top-ten results of Google’s 1st page were published within the year.

Once again, this won’t happen automatically: your page needs to meet the 3 conditions we looked at.

Now, truth bomb: if you’ve been asking yourself ‘why is my website not showing on Google’, the chances are… your situation will be the exact same in 6 months IF you don’t do anything about it.

Buuuuuuut you’re here! So, that tells me you’re actually going to put my tips into practice and fix it, right?

Why is my website not showing on google? Top 14 reasons & solutions

My advice? Bookmark this blog post right now so that you can go through EVERY. SINGLE. ONE. without forgetting about it or getting overwhelmed.

1. You have only just launched your website

Ok, slow down then, my friend! If you’ve literally only just created your business website, it’s TOTALLY normal that it isn’t ranking.

As we’ve seen earlier, it can take up to 6 months for Google to notice it.

However, there are a few things you can do to speed up this process. High five!

How to fix this reason why your website isn’t showing on Google

• Create a Google Search Console account and link it to your website

• Then, create a sitemap and submit it through Google Search Console: Sitemaps -> Enter sitemap URL -> Submit

A sitemap is simply there to help search engines understand the hierarchy of your website pages and show them how to crawl them correctly (as in, how to go through them and make sense of them).

How you create a sitemap depends on what platform you’ve used to build your website, but most of them let you do it automatically (how cool is that?!)

2. Your business doesn’t exist aaaaaaaaanywhere else

Example of how my website shows up on Google thanks to my Google My Business page

If you’re wondering ‘why is my website not showing on Google’ and you don’t even know what Google My Business is, well… this might be THE answer for you.

The thing is, you probably do know about it—and have seen it before—but aren’t familiar with the name.

How to fix this reason why your website isn’t showing on Google

You know when you google something and you’re presented with a separate section on the right (with pictures, a link to the company’s website, contact details, and an overview)?

• That’s what your potential clients will also be able to see if you register on Google My Business! This means you’ll also show up on Google Maps, which is always handy (but even more so if you offer your services locally)

• You should register your website on other relevant directories too, though. For example, if you have a restaurant, you’ll want to be on TripAdvisor. If you provide your services locally, check out Yelp, and so on

A trick? Just type your industry name and then ‘business directories’ on Google, and you’ll find all the relevant ones for you.

3. You’re stopping search engines from indexing or crawling your pages (so, they can’t find your website!)

Uuuuuuh, it’s getting technical. Sorry about that. 

But the good news is… this is highly unlikely to be the reason why your website isn’t showing up on Google, especially if you haven’t touched any code or ticked any weird boxes.

If your neighbour’s brother’s cousin has built your website for free, though, you might want to check it—just to be on the safe side.

How to fix this reason why your website isn’t showing on Google

• There’s something called noindex tag that basically tells Google you DON’T want it to look at specific pages. So, these ones will never show up as a search result, no matter you someone type. You can use tools like Ahrefs to check if there are any noindex tags on your website and remove them

• Most websites have a robots.txt file that tells search engines what they should and shouldn’t crawl. If you added some pages to that file (maybe by mistake), that’s why your website isn’t showing on Google for them. So, go to your Search Console account, look for the Coverage report, and see if there’s any ‘submitted URL blocked by robots.txt’ error

4. Your website has been penalised by this search engine

Once again, this is extremely rare, but… better safe than sorry!

If you annoyed Google by spamming people or using dodgy practices that go against its terms of service (like buying backlinks), this touchy search engine miiiiiiiiight have done one of the following to your website:

• Deindexed it – Your domain has been banned (aka removed)

• Penalised it – Google knows your website exists, but it’s making it pretty much impossible for people to find it organically

• Sandboxed it – Imagine Google putting your website to the side for a bit until it can fully figure out whether you’re legit or spam

How to fix this reason why your website isn’t showing on Google

• Log into your Google Search Console account

• If you find a notice that mentions one of those 3 terms, it will also tell you the reason behind it (hint hint: that’s what you must fix)

5. It’s too slow and takes aaaaaaaaaages to load

You know who HATES slow websites?

• Google, which prefers websites that load in max 2 seconds

• Your ideal clients. In fact, more than 1 in 2 will leave if your website takes longer than 3 seconds to load

So, if yours is too slow, that’s probably why your website isn’t showing on Google. 

How to fix this reason why your website isn’t showing on Google

• Work with a professional website developer, if you can

• Run a Pingdom or Google speed test, and implement the tips you receive within their reports

6. It’s not optimised for phones

Around 1 in 2 website visitors comes from phones. Is your business website mobile friendly? 

For example, if it involves static pages (that force mobile users to zoom in just to read the text) or large buttons that are tricky to click on with a thumb, it’s clearly not.

How to fix this reason why your website isn’t showing on Google

• Run a mobile-friendly test

• Fix the mistakes that flag up

7. It results in poor UX (user experience) overall

If Google realises your current website visitors aren’t having a good time, it isn’t going to show it to many more people. Sorry!

What do I mean by that?

Poor UX takes different forms, but, for example, it could involve difficult navigation (like, dozens and dozens of pages linked in the main menu), loud videos that start playing automatically, long dropdowns in forms, etc.

How to fix this reason why your website isn’t showing on Google

• Consider getting some honest feedback from a few of your ideal clients, asking them to navigate your website on their own and finding out if there’s anything they struggle with

• You can also test your UX with tools like Fivesecondtest, Optimizely, Crazy Egg, or UX Check

8. It lacks authority and backlinks

Here’s where things start to get trickier, but nothing that the right strategy (and patience) can’t fix.

Basically, when choosing which websites to prioritise, Google relies on something called PageRank. This algorithm looks at looooooooots of factors, but a big one involves links, both internal links (from one page of your website to another) and backlinks (when a different website links to a page on yours).

If you haven’t got many, that’s probably why your website isn’t appearing on Google.

How to fix this reason why your website isn’t showing on Google

• Add internal links whenever possible and relevant. For example, when you mention your eco-friendly values on your homepage or in a blog post, link to your Sustainability page. This helps Google better understand your website!

• As for backlinks, I’ll be honest: they won’t happen overnight. Even more honest? Nobody wants to link to your About or Service page. As well as guest posting (= writing articles for different websites that also let you link to your own), a good strategy to attract external backlinks is to blog on your business website, sharing insightful blog posts that bring value to your ideal clients and answer their questions

Spoiler alert: not having a blog is another HUGE reasons why your website isn’t showing on Google, but we’ll look into it properly before the end of this article.

9. It doesn’t look trustworthy to Google

Would you send your friend into a shop that looks pitch black, with employees staring at customers in an intimidating way? Probably not, and neither would Google.

If your business website doesn’t look trustworthy, it’s not going to rank very high.

How to fix this reason why your website isn’t showing on Google

Just like you’d get a dog to smell your hand first, some of the things you can do to get Google to trust you are:

• Using an SSL certificate

• Adding social proof like reviews from your happy clients

• Being transparent with your policies and Ts&Cs (you should have a page for those)

• Linking to your socials

• Collecting positive reviews on Google and online, too

10. Your website pages are too short

If someone told you they wanted to learn more about planning a trip to Iceland, for example, would you give them a four-page flyer or a 100-page guide?

Likewise, Google raaaaaarely trusts a short web page to have enough value for its users.

How to fix this reason why your website isn’t showing on Google

• Whenever possible, aim for at least 300 words on each page, which is considered the minimum for SEO

• For the best results, invest in website copywriting services to receive fresh and strategic copy that hits the sweet spot: as long as it NEEDS to be (= to turn more visitors into paying clients) and as short as it CAN be (= no fluff and redundant sections) while still taking SEO best practices into account

11. You have duplicate content on your website

If, for whatever reason, you repeated a good chunk of text across different pages, it means you created duplicate content… and Google doesn’t like that. 

Same if you copied long bodies of text that you’ve found on someone else’s website (naughty!).

You see, search engines want your pages to be UNIQUE! So, make sure that’s always the case.

How to fix this reason why your website isn’t showing on Google

• Start posting original and unique content only

• If you think you might already have some duplicate content, run a test to double-check and fix it

12. You haven’t taken on-page SEO into account...

Some of the techniques we covered—like attracting backlinks or improving your website’s speed—are called off-page SEO.

However, if your website isn’t showing on Google, you shouldn’t forget about on-page SEO either: optimising every page to help search engines understand it (without ruining the experience for your human visitors).

How to fix this reason why your website isn’t showing on Google

• Use keyword research tools to find out WHAT your ideal clients are googling when looking for your type of business or services

• Incorporate the most relevant keywords in all the right spots (whenever possible and natural): your page title, headings, a few times within the body of your copy, image alt text, and page URL in particular

• Unless you only sell your services online, local SEO can be extremely helpful, too (for example, with location-based keywords like “best cafe in Chester”).

13. … or you targeted the wrong keywords

Perhaps you did think about on-page SEO, but you simply used the wrong keywords. What do I mean by ‘wrong’? 

Usually, they’re either too broad and competitive (for example, unless you’re Coca Cola, you’re unlikely to rank for “best fizzy drink”) or they don’t match search intent, which means they don’t meet your ideal clients’ expectations (for example, you picked a keyword searched by people looking for informational content but, instead of a blog post, you used it on a sales page).

How to fix this reason why your website isn’t showing on Google

• Be realistic: aim for more specific and niche keywords that are super relevant to your type of business and the services you offer. While they might be searched fewer times per month, they’ll bring you more of the right people

• When you invest in my web copywriting services, I also conduct keyword research to give you the best chance of showing up on Google

14. You haven’t been blogging on your business website

If, after going through (or fixing) the previous points, you’re STILL wondering ‘why is my website not showing on Google’, then one of the most probable answers is simply that… you haven’t got a blog.

Or you do have one, but it’s all about your announcements, or you never update it. No, no, NO!

Every business website should have a blog full of valuable articles that entertain and educate its target audience.

While blogging comes with tons of benefits, lots of them involve search engine optimisation. So, how does blogging help with SEO (aka how does it help your website show on Google more often)?

Simple:

• It provides fresh content, giving Google more opportunities to revisit and understand your website

• It results in many more indexed pages (every blog post is also a new webpage!), and search engines looooove meaty websites

• It allows you to target many more keywords, giving you plenty of chances to show up in front of your ideal clients

• It offers all kinds of opportunities to add internal links

• It attracts an average of 97% more backlinks

• Blog posts are shareable, helping you reach more people via social media and amplifying their other SEO benefits indirectly

How to fix this reason why your website isn’t showing on Google

• Start blogging on your business website

• Too time-consuming? Haven’t got time to master this tactic, let alone create valuable content regularly? I can take care of your blog so that, other than sharing your perspective as a thought leader with me, you can just sit back and enjoy aaaaall those juicy results

So, ‘why is my website not showing on Google?’ As we’ve seen together, there are several reasons, but the best thing is... they’re all fixable (although you’ll still need to be patient to see the first results). Pheeeew!

How I can help your website show up on Google and sell your services more easily

I’m Giada, the marketing message mentor and strategist for women entrepreneurs. If you like my approach and you’d rather leave everything to a pro, the best option is the Magnetic Message & Web Copy Makeover: after clarifying your core message to turn you into THE go-to solution for your ideal clients, I’ll craft strategic and SEO-friendly website copy that actually sells for you

More #crafty blog posts on this topic:

What Is SEO Content Writing? Definition, Examples & Guide

Seriously, what is SEO content writing? Is it a complicated technique? A buzzword? A bird? A plane?

Actually, once you learn more about it, SEO content writing isn’t as hard as you might think, as a concept. In fact, it’s a marketing strategy that you can’t afford to miss out on as an ambitious entrepreneur.

The confusing bit is that you might have already heard about it but through other terms such as SEO blogging, content marketing, or blogging on your business website.

But, before answering your question ‘what is SEO content writing’, have you noticed how that term consists of two parts?

Let’s start by defining them separately to better understand the magic that happens when you put them together.

What is SEO?

SEO means search engine optimisation and consists of the practice of increasing both the quantity and quality of your organic website traffic through Google and other search engines.

This involves several factors. For example, whether your website is mobile-friendly, how fast it takes to load, if your contact details and information are consistent across the internet, etc.

However, the most famous and central one is keywords. Why?

Because that’s what your target audience types on Google, and that’s how they can (or can’t) find you.

For example, some of the keywords that are relevant to my business are ‘website copywriter’, ‘blog writer’, ‘freelance copywriter for hire’, and ‘copywriter UK’.

My main website pages are optimised for those!

What is content writing?

Content writing is an audience-oriented marketing strategy that has revolutionised the business world by replacing the old, corporate, blowing-your-own-trumpet mentality with a ‘let’s create valuable content for our dream customers’ approach.

Yes, it involves words, but content writing is slightly different from copywriting: while the aim of the latter is to generate sales, content writing is about attracting your target audience, retaining it, and building trust.

Sure, that will also lead to more sales eventually (duh!), but the writing itself isn’t usually built around the call-to-action to buy.

In fact, content writing mainly involves informational blog posts on relevant industry-related topics that your target audience cares about.

For example, if you sell a natural deodorant, the content writing strategy on your company blog could include articles on ‘the benefits of switching to a natural deodorant’, ‘all the harmful chemicals inside your store-bought deodorant,’ and ‘how to sweat less’.

Not company-focused articles on ‘our latest award’ and ‘what’s new at Natural Deodorant Ltd’.

Ok, then what is SEO content writing?

SEO content writing is a marketing strategy that uses keyword research to create insightful blog posts to attract and retain a company’s target audience.

Just like the definition of content writing, SEO content writing is about attracting your dream customers onto your website through these informational articles, turning them into a loyal audience, and, ultimately, generating more sales.

However, similarly to SEO copywriting, there’s a strong focus on keywords.

In fact, for your articles to be found by your audience, every single blog post must target a different long-tail keyword (consisting of three words or more).

Technically, ‘content writing’ and ‘SEO content writing’ should be synonyms: you can’t create a successful content marketing strategy without taking SEO and keywords into account.

Harnessing SEO content marketing on your female-founded biz website: 3 steps

So, what is SEO content writing in practice? It involves three main phases.

1. Creating an SEO content writing strategy for your target audience

As we’ve already established, a strong SEO content writing strategy involves a company blog on which you publish articles that your target audience will find interesting, useful, or entertaining (or all three at once).

It’s important to conduct some market and competitor research to find out what type of content they actually engage with.

While the blog posts will be related to your industry and products, it’s also helpful to brainstorm a few more specific areas and niches that you will cover. 

For example, if you sell coffee, you could write brewing guides for different types of coffee makers, recipes for different coffee drinks, and educational articles (e.g. differences between roasts, why coffee is called joe, etc.).

2. Performing keyword research

When coming up with a new topic, you must also find the keyword that best describes it. Or, sometimes, you can even look for keywords first and use them to generate topic ideas!

There are two main reasons why keyword research is… key, when it comes to SEO content marketing:

• In order to be found, every article must be optimised for a main one

• You’ll find out what your target audience actually types, which might not be what you would

In fact, you might be used to referring to your second-hand garments as ‘retro clothing’.

However, that term gets searched 1K – 10K per month, whereas people are clearly more familiar with ‘vintage clothing’ since they search it ten times more often (10K – 100K).

3. Writing SEO-friendly content

Once you have a topic and a good keyword, SEO content writing is about writing the actual blog posts for your human readers and optimising them for search engines.

A good SEO-friendly blog post has a clear heading structure to facilitate readability, sticks to that specific topic rather than trying to squeeze a much broader subject into a single article, and… doesn’t actually feel like it involves SEO, when your target audience reads it.

How SEO content writing benefits your business

If you have a business website, you need an SEO content writing strategy! 

(No blog page? Create it right now. You have one but it’s all about your company’s achievements? Turn it into an audience-oriented blog.)

The benefits of blogging for business with a strong SEO content writing strategy include:

• More chances to rank with every new blog post (which is also an indexed page)

• Higher SEO ranking for your overall website

• Higher conversion rates

• 67% more leads than websites without a blog

• Building trust

• Positioning your company as an expert in your field

• More content for your socials and newsletter

• Cheaper than PPC and higher ROI

• 70% of consumers learn about a brand through its blog posts rather than paid ads  

How I can help you with SEO content writing for your female-founded business 🙌

• No time to write?

• Not sure about how to optimise your blog posts to actually attract your dream customers from Google?

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Benefits of a Website Copy Audit for YOU (A Game-Changer!)

So, you wrote your own website copy even though you’re not a copywriter (I get it: we’ve all got to start somewhere). You skim-read articles like ‘10 best website copy samples’ and spied on what your competitors are doing.

Is it working, though?

If you’re getting tumbleweed instead of new clients, you should definitely consider making the most of the benefits of a website copy audit.

After all, you’ve already invested in a website, and you pay for it on a monthly or yearly basis: isn’t it a waste of money if the words on it aren’t helping you attract more visitors and turning them into paying clients?!

Before diving into the benefits of a copy review, though, let’s look at exactly what it is.

What is a copy audit?

A copy audit or review is a popular service offered by professional copywriters (like yours truly): it involves reviewing your existing website copy objectively, giving you feedback and actionable suggestions on how you can improve it.

For example, some of the points I look at when conducting a website copy review are:

• Is your core message simple and easy to understand, especially for someone who has NEVER heard about you and your business before?

• Is the top section of your homepage (= everything we can see before scrolling down) clear and powerful enough to convey exactly what you do and how it benefits your target audience?

• Have you used your SEO keywords correctly to maximise your chances of attracting your ideal clients through Google?

• Is your tone of voice consistent?

• Is your website copy easy to read, or does it compromise UX?

• Are there clear and unmissable calls to action, or are your dream clients left wandering around without knowing what to do next?

Do I need a website copy review?

You need a website copy review if your website hasn’t been helping you attract visitors and turning them into paying clients for you—but you can’t afford full website copywriting services just yet.

Usually, this happens when you’ve written your own website copy, invested in it before getting clear on your USP and core message, or hired the cheapest copywriter you could find on Upwork.

Your current website copy might have been enough to get you started, but isn’t it time to take it to the next level so that it can start selling in the background for you?

A copy review will take your website from “just a monthly expense” to an active marketing tool with an outstanding ROI.

6 game-changing benefits of a website copy audit for your business

Here’s how it’ll benefit you in practice.

1. A website copy audit is an objective review

Here’s the thing: writing about your own business is… what’s the technical word? FREAKIN’ HARD.

I’m serious. You might think you’re the best person to do that since you know it like the back of your hand, but that’s exactly the problem!

• You’re so close to your business that you’re bound to take too many things for granted when writing your website copy on your own – As I always say, “You can’t read the label from inside the jar, let alone write it.” Instead, you run the risk of confusing your visitors with industry jargon, overused buzzwords, or generic statements. At the same time, you could also fail to articulate the value of your services in a way that does them justice (and makes your ideal clients think “I need this RIGHT NOW!”

• You’re too emotionally invested to write about your business objectively – Maybe your copy is full of “we” or “me, myself and I” rather than “you”. Instead of talking about how your services will take your ideal clients from their current problem to their happy ending, it focuses on impersonal features and what you are personally excited about

Well, one of the main benefits of a website copy audit is that a copywriter will help you fix this. Think about it!

When I work on a copy review, I read your website for the very FIRST time—unlike you but very much like your target audience.

So, because I’m NOT as emotionally invested in it as you are and I DON’T know your business as well as you do (and, you know, I happen to be a professional website copywriter), I can analyse your copy objectively and show you exactly how to optimise it. Easy!

2. A website copy review is a handy compromise if you can’t afford full website copywriting services

I’m not gonna lie: receiving new website copy from scratch is the BEST investment out of the two. It’s also a much bigger investment, though.

Sure, it’ll more than pay for itself. But if you genuinely can’t afford it right now, a website copy audit is the next best thing.

In fact, just because you haven’t got the budget for full copywriting services, it doesn’t mean you should keep counterproductive copy on your business website!

If anything, those words would continue to hold you back and make you lose even more money (think of all the sales you’ve been missing out on!). One of the biggest benefits of a website copy audit is that it fixes that for a fraction of the cost.

3. It allows you to simplify your message for your target audience

As I briefly touched upon in the first point, one of the benefits of a website copy audit is that it’s carried out by someone who doesn’t know your business as well as you do.

Don’t worry: I’ll obviously get you to fill in a project planner to learn a lot more about it! However, I still prefer reading your website copy at least once before looking at your answers. Why?

Because, that way, I get to see what information is missing to show me exactly what you sell and how this can benefit your audience.

Most entrepreneurs seem to think their business is too complex to be summed up in a couple of sentences, but that’s not true.

Sure, you’ll still need to provide your clients with more information throughout the rest of your website, but if you can’t summarise your business in a nutshell (in a way that actually conveys its value), you have a BIG problem.

Imagine you’re at a party and someone asks what you do: “Oh, it’s too complicated to explain. Basically, I offer business solutions to all kinds of companies, and I’ve been doing this for over 15 years. I’m so passionate about it, and my brand values are…’

There you go. You’ve lost them.

Instead, you must always be able to articulate exactly what you do, who for, and how this benefits them—in a crystal-clear and compelling way—especially on your website.

Something like, “I’m the business coach for solopreneurs who want to scale from 1:1 services to a more profitable 1:many model in 1 month.” BOOM!

So, whenever I conduct a website copy audit, I always focus on whether your core message is immediate or can be simplified, too.

4. It helps you increase conversions, bringing you more paying clients…

Too many business owners mistake their website for a place to ramble on about their own story, values, and what they are passionate about, as well as to describe their offers.

I’m sorry, but that’s not it. It’s a marketing tool that should actively help you SELL your services!

That’s why you need to:

• Put your ideal clients first, making them the hero of your brand story

• Focus on how your services will benefit them

• Give them clear and unmissable calls to action

You’d be surprised at how many business websites end up boring their visitors with directionless copy and leave them without any kinds of calls to action. For example, if I were your dream client, what should I do next and WHY? Book a consultation? Subscribe to your newsletter? Apply to work with you? And what can I expect after that? You’ve gotta tell them!

One of the benefits of a website copy audit is that I also look at your current copy with conversions in mind, helping you maximise them and get your ideal clients to do what YOU want them to do.

5. … and, consequently, it boosts your website ROI, too

Your website comes with a monthly or yearly cost, and you might have spent more money upfront to get it developed. However, it doesn’t have to keep being “a cost”.

When your website helps you attract more ideal clients and sells to them for you, it’ll not only pay for itself: it’ll be such a tiiiiny expense compared to all the money it finally brings in.

So, by helping you sell your services more easily, a copy audit increases your website ROI, too (and saves you a tonne of time, which is even more valuable, isn’t it?).

6. You’ll feel proud and confident when directing your dream clients to your business website (finally!)

If you know your current website copy is directionless and outdated, I bet you haven’t been directing your potential clients that way.

Instead, you’ve been doing aaaaaaaall the heavy-lifting by jumping on calls with every Tom, Dick, and Harry.

Why KEEP on missing out, though?

When you have strong copy, you can send your leads to your website before getting on a call. If they can’t afford you or they realise it’s not what they’re after, most of them will disqualify themselves (and save you plenty of energy, time, and therefore money). If your copy speaks to them? They’ll be pretty much sold by the time they book that call or get in touch.

Once you’ve followed all the suggestions included in your audit, your website copy will become your BEST salesperson, helping you seal the deal.

Unlock the benefits of a website copy audit: book yours today

So, how does this all work? Well, it depends on who you collaborate with.

I’m Giada, the brand messaging strategist and copywriter for women entrepreneurs, and my website copy audit is a one-time investment of £500. After choosing up to 5 pages and completing my project planner to tell me all about your business, you’ll receive:

• An in-depth document with detailed feedback and actionable tips, telling you exactly what to fix (and how) to get the most out of your copy

• A practical checklist showing you the BEST order to put all that into practice without feeling overwhelmed

• A screenshare video recording to help you visualise those changes

• Optional: a complimentary 1:1 consultation to answer your questions (should you have any) after you’ve gone through your website copy audit documents

Isn’t it time you stopped doing all the heavy-lifting when selling your services? Let’s make your website copy work in the background for you!

Get one step closer to unlocking the benefits of a website copy audit by booking yours today.

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