How to Write Good Copy for Your Personal Website
Good copy gives you:
Attracts the right people to your brand.
Helps you make more money.
Helps you sell your products and services.
Attracts the right opportunities.
To write well is one of the greatest challenges people face while building their personal brand. Everything you do for your personal brand involves the practice of writing; i.e, creating Instagram captions, voice over scripts, blog posts, emails, and most importantly, the copy on your personal website. If I had a nickel for everytime I heard, “But Anna, I’m just not a good writer, can I hire someone to do it for me?” I would be a very wealthy woman and I still wouldn’t hire anyone to do it for you.
Here’s why:
The more you resist writing for your personal brand, the more difficult this process will be for you. Good writing takes you where you want to go. It helps you sell your products and services and attracts the right people and opportunities to your brand. Bottom line: when you write well, you speak well. And speaking well gives you a deeper sense of self-confidence and assurance needed to be successful online.
So how does one write well even when they don’t feel like it? How do you write copy that sounds like “you” and also positions you as the credible thought leader in your field? It starts with writing the copy for your personal website. Here’s what to keep in mind:
This is not your college essay.
You’re not writing for an A on a paper, you’re writing to sway the hearts and minds of your audience. Let this be exciting for you! May you not be confined by proper syntax and sentence structure and may you throw out the rulebook and approach this exercise with eyes that fiest upon a blank canvas. This is not your college essay. This is the chance to replicate the experience that someone has when they meet you for the first time in real life, except now, it’s online.
Your personal website is an extension of who you are. It’s the online version of you. How do you want people to see you? When you write copy for your own website, you get to be in control of the narrative you want to portray. Unlike real life, you are able to take time to think about what you’re trying to say before you say it. Approach this exercise with excitement! Reframe the way you see this as something you have the privilege of doing, rather than something you have to do.
Write how you speak.
Whatever you do, don’t use corporate jargon to explain what you do. Write like you. Conduct this test: after you write the copy for the homepage of your website, read it aloud. Does it sound like something you would say to your friends? Does it sound like something you would bring up at the dinner table? If it feels ‘clunky’ or ‘off’, rewrite it until it sounds like something you would actually say in person.
Why is it important to write this way?
There are a thousand and one people who do what you do. People don’t hire you because you’re the best, they hire you because you’re you. They hire you because you studied abroad in New Zealand last summer and guess what? So did they! They hire you because the tone of your voice is warm, thoughtful, and engaging (you remind them of their mom who they haven’t seen in a while). They hire you because you write in a way that makes them feel like you understand them. That’s why they hire you. Your writing has affected them, made them feel something, and now they want to know more about you and how you can help them.
The most powerful question to ask yourself when writing.
I always encourage my students to ask themselves, “What do I mean by this?”
Asking this question is one of the most powerful ways to improve your writing. It is much better to write in simpler terms when making your point than to write flowery and leaving people feeling confused. When your writing confuses people, you’re leaving money on the table.
Cliches are cliches for a reason. We use them to convey powerful sentiments and emotions. However, do your best to avoid using them and other commonly used phrases as much as possible. This will require you to dig deeper to find the hidden truth from within. Part of your challenge as a writer will be searching for new ways to share the same message over and over again. Know that it can be done! You will find the right words to say as long as you don’t rush the process and give yourself enough time to complete this exercise.
Work with someone, anyone.
All good writers are only as good as their editors. Seriously, have someone read your work. I don’t care if it’s your cousin, your aunt, or your uncle; they don’t have to have an English degree to read your writing and let you know if they can understand it.
Having a fresh pair of eyes to read your work is a great way to spot simple mistakes, fix errors, and tell you when things don’t sound quite right. I’ve also found that it helps to have this person sit down with you for a brainstorming session. My mom and I have spent hours on just one or two sentences! Yes, it takes that long when you’re writing something as important as your personal website. Again, don’t rush this process and find someone who you trust to help you wordsmith and refine your message so it’s clear, punchy, and impactful.
Hint: It can be really helpful to join a community like Personal Brand Accelerator. We give our students a special formula to help them write clearly and effectively. When you’re a part of PBA, you’ll never have to wonder how you should structure your personal website, our custom framework helps you write with ease and confidence.
Tell yourself you’re a good writer.
Perhaps you’re used to writing formal emails and college essays and this style of writing may feel more challenging for you. Take heart! Don’t quit before you’ve even started. You will always be good at sounding like yourself, and that’s all you have to do. Write like you! Don’t make excuses. If you give yourself adequate time to put in the work, there’s no reason why you can’t write GREAT copy for your personal website. Tell yourself you’re a good writer, even if you don’t believe it just yet. I believe in you! Now go get 'em’.
