While searching for a website designer for my initial website launch, I discovered hundreds of different designers.
There were designers that worked on Squarespace and others that used WordPress. Some developed personalized, done-for-you sites, and some offered customizable templates. A handful of designers specialized in creating bold and vibrant websites, yet others created soft and delicate ones.
On a couple of websites, designers reported their process in detail, the tangible takeaways, a timeline breakdown, and payment plans. A few designers also wrote about the transformation their clients experienced when they worked with them.
There seemed to be 2,439 different ways to highlight their work, connect with clients, and ultimately create a sale.
Why? Was it personal preference? Strategy? Style?
What was the best way to write a service or sales page? Is there even a best way?
Style, personal preference, and your target audience influence not only the words and phrases you pick when writing your website copy, but also the page framework and layout you settle on. The same way you use messaging that resonates with your clients, you should also choose a format or framework they understand.
Some clients are drawn to bullet point lists or short qualitative facts, while others prefer an itemized list of each step of the service you offer. Then there are the clients who only want to work with someone who is the perfect duet partner to belt out Mamma Mia with at the karaoke bar.
When a client signs up for a service or purchases a product, their buying persona is the way they suss out a sales page and gather the information they need before making a decision.
It’s not 100% about making sure your service meets their budget or has the features they want (though obviously, those are important). It’s about the way the information is provided. How it’s laid out, the structure, and the connection readers need before they buy your product or book your services.
What does that look like in action?
Let’s go back to my website designer hunt.
Sure, I had a checklist of items I was looking for in a designer (Squarespace designer, colourful but simple, within my timeline and budget), but ultimately, I wanted to connect to the vibe. That meant finding an aesthetic and designer that was fun, genuine, cheeky, and not too in my face. The type of company that dropped Parks and Rec references, encouraged pouring a little extra Baileys in our coffee chats, and was passionate about building lasting relationships with their clients.
Swap Parks and Rec references for Mean Girls and that’s exactly what I got with Launch It Girl.
Once I found the style and connection I was looking for, I needed a detailed breakdown of the entire process, possible add-ons, meetings, and follow-up options. I wanted to work with a designer whose sales page conveyed the details and facts of their work but balanced it with heart and purpose.
So if we’re talking buyer personas (and we are), that means I’m a balance between an analytic and amiable buyer.
Okay, we took a leap there into fancy marketing terms. Don’t worry, we’re going to come back to the different types of buyer personas and how to write for them. But first, let’s make sure we’re on the same page about why buyer personas matter in your copywriting.
Buyer personas are a way to understand the different needs your clients have when they make a large purchase.
Keeping buyer personas in mind when writing website copy, especially when writing sales or service pages, ensures you appeal to your different types of clients and their mindsets.
Sure, you might be someone who wants a bullet-point list of the tangible takeaways you get when you sign up for a service. But what about your clients? Some crave an emotional connection or need to see the long-term impact of your service while others want the hard numbers and stats. And if you ignore the clients who make buying decisions in a different way than you do, you’ll lose out on sales.
Your messaging needs to tempt all the buyer personas or at least a majority of them. Specifically, the majority that your potential clients fall into.
If you work with clients who value community and relationship building, your messaging should prioritize amiable buyers. If your services are high-touch, personal, and extremely customizable, your copy structure should appeal to expressive buyers who long for that support.
But most buyers fall into a few categories, so it’s best to tailor your website messaging to a variety of personas.
Which leads us to…what are those types of buyer personas? And how do you write for them?
Analytic buyers loooooove qualitative data. These buyers need the facts, numbers, figures, and details that offer insight into the hard and fast return on their investment.
They’re the type of person to actually read (or at the very least, skim) terms and conditions or privacy policies. The buyers who make pro and con lists before making a decision. The clients who return to your page over and over again to read every detail before committing.
So, how do you appeal to them?
Write a short but crystal clear introduction to your service. Headline formulas like “[goal] with [service] so [benefit]” are effective here.
Example: Throw an unforgettable summer party with a custom picnic package so all you need to do is pop some bubbly and lounge on a blanket
Include a concise list of the tangible deliverables all your clients receive.
Find balance in your social proof by highlighting both emotional transformations and qualitative data. These buyers want to see all aspects of their investment with you.
Create an FAQ section. Analytics loves to get extra information and FAQs can gently scooch them along your sales funnel while reducing drawn-out Discovery Calls or email exchanges.
Avoid rushing decisions. Be patient, answer questions thoroughly, and build a trusting relationship with them based on your high-quality work.
Amiable buyers are your soulmate buyers who value personal connection, trust, and intuition. They’re the clients whose Discovery Calls last an hour because you started talking about your pets, weekend plans, and childhood.
They’re also the clients who book a Discovery Call because they love your aesthetic, photos, or story but haven’t looked closely at your services yet. That means you may have to guide them through your purpose and services with a little extra one-on-one attention.
What type of copy works for Amiable buyers?
Paint a visual picture of the transformation you offer by using phrases like “imagine if your business…” or “picture a life with…”
Share your personal story, brand story, or the meaningful purpose behind what you do.
Feature testimonials that draw attention to not only the final outcome of your work but also the entire experience your clients have with you.
Do you provide refunds? A low-commitment option? Emphasize any guarantees you offer so there’s less pressure on clients to invest completely.
Don’t overwhelm Amiable buyers with too many options and data. Guide them through the services and sales process at their own pace while establishing a personal relationship.
We all know a Driver in our lives and we all need a Driver in our lives!
Drivers are efficient and goal-oriented. They know exactly what they want and are seeking a service or product that meets those needs.
These buyers can be a little brash in their approach only because they don’t want to waste anyone’s time. But once Drivers have discovered the service that works for them, they’re all about ease and convenience. There won’t be any reminder emails or late invoices with these clients.
How do you write for Drivers?
Drivers tend to be skimmers so make efficient use of your headlines.
Use shorter statements and copy that highlights the immediate benefits of your service. Summary phrases like “in a nutshell, you’ll…” or “the short and sweet of it is…” can be useful.
Bullet point lists and infographics are your new BFFs for Driver personas.
Include a clear list of any optional add-ons, extra services, or additional follow-up meetings for these clients to contemplate.
Pull up your stats! Do you have a testimonial that specifies your speedy turnaround time for photo delivery? A case study highlighting the increased revenue one of your clients saw?
Expressive buyers are similar to Amiable in that they value personal connection.
However, their decision is not only influenced by a personal connection with you. They are also concerned about how their purchase will affect their employees, friends, or clients in the long run.
These clients need to be understood and valued as an individual, not as another number. They’re looking for personalized, high-touch services that speak directly to their needs and struggles. Expressive buyers are your repeat, long-term clients who want to work closely with you.
What copy do Expressive buyers connect with?
Flexibility and individuality are key. Highlight any connected offers, payment plans, or customizable features that create a personalized experience.
Showcase testimonials that speak to the before and after of your service. Those that rave about the complete personal and professional transformation your past clients underwent.
Identify the challenges and goals of your client directly in a callout section. Try copy like “does this sound familiar…” or “are you someone who…”
Communicate the larger, emotional impact your services make. For example, it’s not just that you’re capturing timeless wedding photos, but they’re also photos that bring a smile to granddad’s face for years to come.
Emphasize possible options for ongoing relationships. These clients want to know the next steps and if there will be future check-in options.
There are 4 different buyer personas, each with their own specific messaging needs and triggers that encourage them to make a purchase. Copy on your sales and service pages should be tailored to these personas.
Ultimately, all of us are a mix of buyer personas and the easiest way to satisfy clients is to use a little of this and a little of that. So, how do you write website copy that appeals to that many different personalities and buying decisions?
When writing your sales page, prioritize straightforward headlines over quirky, witty, or imaginative ones.
Balance in-depth descriptions of your entire process with short, sweet, and skimmable statements for those that want quick facts.
Provide social proof that legitimizes your services. Extra points if you have both testimonials that speak to the transformational experience of working with you and the qualitative return on investment.
Most importantly, no matter what format or style you write in, is clarity, clarity, clarity. No buyer persona, no person at all, is going to wade through lengthy, mind-boggling content to determine if your service is the one they want.
They’ll just hit back and try the next Google listing.
Or there’s always another option if writing for this many personalities has you stress-rubbing your temples.
You can hire a copywriter (hi there!) who’s an expert in formatting, strategy, and writing in natural but effective ways. A copywriter that makes the Analytics, Expressive, Drivers, and Sociables clamouring to work with you.
Say, a copywriter like me!
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