HOW TO: Write Persuasive Copy for Your Portfolio Website (Part 2)

This is Part 2 of a 2-part series called How to Write Persuasive Copy for Your Portfolio Website. In this part, we’ll discuss how to write the rest of your website’s copy, as well as a call-to-action.

In part 1 of this series, we covered the benefits of having persuasive copy for your portfolio website and the initial steps you can take to write that copy. Basically, persuasive copy can:

  • help you attract the right clients,
  • make it easier for you to stand out from your competitors,
  • and highlight the benefits that your clients can get from your service.

Also, the steps discussed in the first part were:

  • How to get to know your clients so well that you will know exactly what they need – and how you can frame your services based on that need.
  • How to create a headline that is powerful enough to capture the attention of potential clients.

This brings us to how you can effectively write the body of  your website copy:

Step #3 – Elaborate on the Benefits of Your Services

Once you’re done with the headline, it’s time to write your body copy – this is the rest of the text on your homepage.

One mistake most freelancers make in their body copy is that they emphasize the features of their service – not the benefits.

What’s the difference?

Benefits vs. Features

Benefits are the positive results that clients get from using your service. Features, on the other hand, are the means to that result. These include the tools, techniques, and other measures you use to achieve the said benefits.

Here are examples of comparison between the benefit and feature of a service:

Profession: SEO [search engine optimization] writer
Feature: Unique, high-quality articles using keywords that are high in search volume and low in competition.
Benefit: The client’s website will rank higher in search engines, so potential customers looking for a product like theirs will find their website first (rather than the competitor’s). Also, since the articles are high quality, the website won’t be flagged as low-quality (made only for search engines) or worse, spam.

Profession: Virtual Assistant
Feature: Expertise/knowledge in various scheduling software, and familiarity with other administrative and clerical tasks.
Benefit: Increased productivity for the client, since he/she now has extra time to spend on more important tasks like revenue generation, or even rest.

Profession: Internet Marketing Consultant
Feature: Internet marketing services, like email marketing and social media marketing.
Benefit: The campaigns are designed to improve your client’s conversion rate, sales, and profit.

When writing the body of your website copy, remember to elaborate more on the benefits of the service. You can list down all the features of your service, but ultimately, clients need to know what’s in it for them.

Here are a few questions to help you identify client benefits:

  • What are the problems that will be solved by your services?
  • Which business goals will be achieved by your services?
  • How will the client’s life or business positively change as a result of your service?

Now, that the clients are aware of the benefits that your service can bring to their business, you need to direct them to take action so that they can experience these benefits.

This is where the “Call to Action” part of the copy comes in.

Step #4 – End it With A Call-to-Action

The call-to-action is how you direct the clients to take a particular decisive action – whether it’s to contact you, directly make a purchase, or, subconsciously, to leave your site if they realize that you are not what they are looking for.

Conventionally, calls-to-action are phrased as “Click Here”, “Buy Now”, “Contact Me”, and “Get a Quote”. A call-to-action is the critical point of the copy because this is where prospective clients who are “merely readers” of your website convert to leads that can become actual, paying clients.

So, how do you create a compelling call-to-action? Here are some useful you can use:

1) The Most Important Benefit and Call-to-Action Combo.

Examples:

  • To start achieving [Benefit] as soon as possible, click here to contact me.
  • Need a [Benefit]? Call me now.

2) Feature + Benefit + Call-to-Action

Examples:

  • To get a [Feature] that [Benefit], contact me now so I can help you get started.
  • I can help you [Benefit] with a [Feature]. Interested? Contact me.

3) Pain Point + Benefit + Call-to-Action

The pain point is like the opposite of benefit it’s the main frustration/obstacle that your clients face. You can use this in your call to action. For example:

  • Stop [Pain Point] and start [Benefit that fixes the pain point]. Get a free 15-minute consultation now.
  • Why keep [Pain Point] when you can [Benefit]? I can help you. Contact me to learn how.

Here are some examples of great calls-to-action:

Meg Knox, Freelance Editor
Website: http://www.danbaum.com/Nine_Lives/Margaret.html
Why it works: Apart from a call-to-action (“call me”) she tells you when to do it (as early as possible) and why (set you on a good path and avoid heartache later)

Tim Potter, Freelance Web Designer
Website: http://www.tejpotter.com/
Why it works: Directly under the call to action is a contact form, with an arrow pointing to it. This directly leads the reader to the means of contact.

Kevin Friedberg, Freelance Copywriter
Website: http://www.kevinfreidberg.com
Why it works: It’s brief, and in easily readable text that grabs the reader.

Persuasive copy can make the difference between a portfolio website that’s just pretty and a portfolio website that actually gets you more clients. By following the 4 steps we’ve outlined, you may not become a master copywriter – but at least your copy will work better.


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HOW TO: Write Persuasive Copy for Your Portfolio Website (Part 2)