You've seen it, you've probably written something like it too.

"I help people live their best lives by improving their mindset"

"I empower business owners to reach their full potential"

"I provide holistic solutions for transformative growth."

Cool. So does literally everyone else... And what does it actually mean?

Being great at your job doesn't automatically make you good at explaining it.

And that's not an insult, it's just the truth. I used to suck at talking about what I do when I was a personal development coach in my first business, so no judgment here.

You've spent years getting good at what you do, not at writing about it.

So when it's time to put it on your website, you default to professional-sounding language. The kind that looks right, sounds like what you've learned during your training, but says absolutely nothing.

And strangers who land on your site leave because your copy didn't make them feel like you were talking directly to them.

There are three reasons this happens to smart business owners:

• You're too close to your work and assume people understand your value. They don't, what feels obvious to you is expert-level insight to them.
• You're trying to appeal to everyone, so you keep it vague. But vague messaging doesn't pull anyone in nor does it filter anyone out. So you're in some sort of limbo.
• You're using industry jargon that feels professional to you but sounds like another language to your ideal client.

The fix is simple: write like you'd explain what you do to a new friend at a coffee shop. Specific, human, and clear (and especially without fluff).

Your website needs to answer four things: what you do, who you do it for, what changes for them after working with you, and what to do next. That's it. When those four things are clear, your website stops being a pretty brochure and starts being your best salesperson.

I broke the whole thing down in this blog post, with real examples, the exact process to follow, and how to write copy that actually sounds like you.

You can read it here: What to write on your website to attract clients and sell

I'd love to hear your feedback once you've read it!

See you soon,

Morgane

P.S. This is exactly what we work on inside Sold Out SEO. You'll learn how to write copy that attracts the right clients and optimize your site so Google sends them to you, without posting on social media every day.

I still have a few founding member spots available at 50% off. If you've been thinking about it, now is the time.

Explore Sold Out SEO here