5 Unforgettable Ways to Transform Your Website Copy with Your Powerful Story

I'm sure you've been told this before... Keep your copy all about 'THEM.'

Don't talk about you.
Don't make it about you.
Change all the I's to You's.

But I also hear all the time, "People aren't buying your services, they're buying you."

Wait, what?

How can both of those things be true?

Now hear me out...

No, I am not suggesting that you bulldoze every conversation and make everything about you. My point is, you should simply leverage your story into your copy so it connects "them" with who you are as a person.

Think of it this way.

I'm sure you've seen them; those cringy Instagram posts that are just graphics that have a list of services on them. "Hi, I'm a virtual assistant. I offer email marketing, social media marketing and project management. DM me if you'd like to work together."

Okay, great. But why should I buy from YOU as opposed to the 3 million other people with the same credentials who offer the exact same services?

Let's be real if you saw that post, would you be intrigued enough to head to their website? Or vice versa. If their website said something along those lines, would you be intrigued to explore more?

NO. BORING.

You'd keep scrolling.

But you have an advantage with the website versus the post.

On websites, you are a lot freer with how long your copy can be - I don't recommend overdoing it, but you still get more characters than a social media post. Also, on social media, you have to capture people's fleeting attention in an instant, but when they come to your website, you might get just a touch more time to rope them in.

So, how can you make your website copy unforgettable by using your story?

1. Organize your story with the rest of your copy

I recommend starting with creating a timeline of your life with all of the most important events. Just let yourself free-write and go wild. It might be best to do this on the computer in case you forget something and need to add it.

From there you can review the rest of your copy and figure out where the most relevant pieces of your story fit in. Your greatest lessons, your pivotal moments, your ah-ha's and the moments where you decided to change your life and start your business. Then create some point form notes on how you'll add them in as connection pieces, how you'll make them flow and where they'll naturally fit into the rest of your copy.

2. Use your story to create visuals and add emotions

When you can create a whole-body experience for your people, through words, that is when you know you have unforgettable copy. You can add these elements without using your story, but since stories are how we connect with others and learn from them, it can make things even more powerful by using them.

Set the scene with great elements from your story. Share your deepest thoughts and emotions. Grip them in by letting them explore your world a little bit. Powerful copy makes a reader feel something. You don't want them to feel shame or guilt, but if you can take their breath away or use your story to help them think, "I need to make that change too," then they are much more likely to buy.

3. Relate it back to them

Yes, I absolutely give you permission to talk about you and your story, but we still need to ensure it relates back to them. That's why the planning process is so key. It's not simply about telling your story but it's about connecting it to the rest of your copy and leaving the reader feeling like a) you understand them and b) it's possible for them too.

A subtle way to do this is to start by telling your story and sharing your feelings and then part way through changing 'I' to 'you." For example, if you're talking about your feelings of imposter syndrome before starting your business and you want to share the process of how you moved past that, you can finish your story by saying something like, "I struggled for too long with the heavy feelings of being a fraud, of not having enough skills to be able to do this but then I realized you have the skills to do everything you dream. You just need to believe in yourself and do what you love."

4. Keep it conversational

This is an important one. Think about it...

When you're looking for something in particular, let's say a wedding photographer. There are tons of those out there, and they all have beautiful websites. So how do you choose? You head to their website and check things out. You might be gripped by their incredibly beautiful photos, their editing style, etc., but what really makes the difference?

Let's say you wanted to learn more about them so you start reading their website. You see two you love, and they both have incredible photos on display, but one site has a very boring, straightforward copy, no emotion, no stories, nothing really exciting or enticing and it definitely feels like a sales pitch. While the other is full of exciting stories where you end up feeling like you know them like they're a friend. You've laughed, you've cried, and they're so expressive that suddenly their photos are coming to life right in front of you. You haven't actually had a conversation with them, but it certainly feels like you have. Which do you think you'll buy?

Write how you would talk in real life. If you weren't trying to sell something, but you were so excited and passionate about what you sold, and you just wanted to tell that person you were speaking out of sheer love for it. That's how you need to write. As if you're having a conversation with one person (this is a little bonus tip: write as if you were speaking to one person. That way, your reader will think you're talking directly to them).

5. Make it memorable, relatable and show why you can help them with whatever you offer

Show your personality! Let your quirky self shine. How can you do that? Your story.

That's also how you'll get buy-in and be relatable to your audience. People come to you for whatever you offer (it could be coaching, copywriting, marketing, clothing, candles, photography, etc.), and they want to know why and how you can offer what you do. Many people who sell literally anything other than coaching think that putting their product or credentials on display will be enough to sell their stuff, and while that could be true, if you aren't using enticing copy and your story and focusing on connection, you could be leaving sales on the table.

You want your audience you remember your site and align with your message and who you are so they'll first buy and then remember you for next time or for referrals. And it's important to remember that a lot of people either have the same credentials, offer the same product or offer something that you can't get credentials in your story is what makes you unique. 

A common thing people think when they're looking to buy is, "Why can you help me with XYZ?" Your story can be the best way to share that information. Share why you do what you do, and your people will know that you understand where they are and what they're feeling.

So, your story can be your most powerful asset when you're looking to create website copy that is unforgettable in your potential buyer's eyes. Ensuring you leverage your story in a way that lands with your buyers, doesn't overpower them and puts you on the map in their minds increases your success.

Now go rewrite your website and let your amazing personality shine!

Want to learn how to seamlessly incorporate storytelling into your copy to attract your right-fit clients, connect with them deeper and make more sales? Grab my ‘10 Ways To Use Storytelling In Your Copy To Skyrocket Your Sales’ guide.

Don't let the noise of the online world drown out your voice. Embrace the power of storytelling and watch your sales soar! Quietly revolutionize your business today.