Words are personal.
Whether a reader is conscious of it or not, they assign your company a “personality” based on the tone of the words they’re reading.
When a customer reads the description of a service on your website, for example, they take it personally. Different people will react differently, pick out different nuances, get hung up on different things, all based on their own experiences and backgrounds.
Visitors to your website are constantly evaluating your business. They want to find a reason to quickly move onto the next provider or say, “Wow, I like this. I want to find out more about these people.”
An experienced web copywriter will tell you it’s always about people.
Yes, you’re a business. But customers know they’ll be dealing with people at your company ultimately. And they’re already judging those people they’ll be dealing with as they read your website and other online copy that together make your voice. The copywriter you work with is tasked with carrying that voice to your website and beyond through their writing.
Does your website make you sound like the type of people your customer would want to do business with?
Words are also personal to the people they represent (YOU)
A wonderful floral designer told me once she didn’t like the word “flowers”.
Plenty of business owners have developed a dislike for the simple terms that describe what they do. Maybe the fancier names just sound more respectable. Maybe it’s that after doing something day in and day out, you just don’t want to hear those words anymore.
Regardless, to a customer, “flowers” is an important word that comes to mind when they’re looking for someone who can take care of their wedding bouquets.
As a copywriter, I walk a line that balances how a business wants to be perceived with what a customer wants to see. Please understand that, though I may provide you with frank feedback on wording, I will always respect your wishes as my client. I’m not one of those copywriters who likes to complain about clients at the end of the day.
I guarantee that I can work around your wording choices and pet peeves, whatever they may be, to provide website copy that reflects your business in the way you want it to be received.
I want what you want—a website that speaks to the hearts of your customers AND feels right to you.
Let’s start a conversation about this. Tell me more about what you’re looking for.
“Lisa has been an awesome force in helping us communicate with our customers. Her writing reads like we’re talking directly to each patient–not like a company’s marketing pitch to customers. She puts our message into words that inspire and bring our customers closer.” –Karen DeMarco, Marketing Manager, Ocala Eye, Florida