Hey, ,

Welcome back to our six-week training series on building an intentional business and online presence.

Inside this edition, we’ll:

• Explore the “What, So What, Now What” framework for effective website copywriting
• Learn how to keep website content simple and engaging
• Improve calls-to-action with actionable button text
• Use insights from Discovery Sessions to create authentic connections with your audience

Catch up on the past three weeks of training materials:

Week 0: An Overview of Wix in Six

Week 1: Brand Discovery

Week 2: Website Strategy

Over the next three weeks, I'll be sharing my process and behind the scenes of me making a website, so that you can do the same for yourself (if you wish).

Plus, get my latest course for free (details below).

Let's dive in…

—

Tip #1: Follow the “What, So What, Now What” Framework

To create engaging and effective website sections, it’s crucial to follow the “What, So What, Now What” framework. This method helps you communicate your main idea, emphasize why it matters to your audience, and direct them to take a specific action.

For every section on your website, answer these three questions:

1. What: What is the main point or value proposition?
2. So What: Why does it matter to your audience?
3. Now What: What action do you want them to take?

For example, let’s consider the main section of your Home page (i.e. hero section):

• What: Coaching websites tailored to help you convert more clients.
• So What: Elevate your coaching business with a unique online presence, captivating your target audience and transforming visitors into loyal clients.
• Now What: Check out our portfolio // or // book a consultation.

Here’s a more in-depth look at each step in the “What, So What, Now What” Framework:

What:

Start by identifying the primary message or value proposition of each section. Determine what you want to communicate and make it clear for your visitors. For instance, if you’re showcasing a new product or service, explain what makes it unique or valuable.

So What:

Next, elaborate on why this information matters to your target audience. Highlight the benefits they can expect from using your product or service and how it addresses their needs or pain points. By doing so, you’ll make a strong case for why they should choose your offering over others.

Now What:

Finally, guide users towards taking the desired action after reading the content in each section. This could be anything from signing up for a newsletter to making a purchase. Be sure to use clear and concise calls-to-action that provide direction on what steps they should take next (more on this in Tip #3 below).

Using the “What, So What, Now What” framework improves your website by clearly sharing important information and encouraging visitors to take desired actions.

—

Tip #2: Less is More

Keep it simple! Too much text can overwhelm visitors and make them leave. Focus on clear, concise messages with just enough information to encourage users to learn more.

Taking a minimalist approach to website content can enhance user experience and engagement. By focusing on the essential elements, you can captivate your audience and create a more streamlined, powerful website. Overloading your pages with excessive text or complex information can confuse and overwhelm visitors, leading them to lose interest or abandon your site altogether. This results in a bad experience for your users, as well as negatively impacting your SEO performance.

Here are some ways to keep your website content simple and effective:

1. Prioritize Information: Before starting, list the most important points you want to convey in each section of your site. Focus on these key messages and aim to communicate them succinctly without unnecessary fluff.
2. Use Clear Headings: Organize content into easily digestible sections with clear headings that accurately reflect the information beneath them. This will help users scan through the page quickly and find what they’re looking for with ease.
3. Break Up Text With Visuals: Large blocks of text can be intimidating for readers. Use visuals – like images, infographics, or even whitespace – strategically to break up long paragraphs and create a more visually appealing layout.
4. Utilize Bullet Points & Lists: Present information in bullet points or numbered lists where appropriate. This format makes it easier for users to read and process information quickly.
5. Keep Sentences Short & Simple: Write concise sentences that are easy to understand, avoiding jargon or overly complex language whenever possible.
6. Optimize Content For Mobile Devices: Consider how your content will appear on smaller screens like smartphones and tablets when designing your website layout. Keep paragraphs short, while ensuring that text size is legible on mobile devices.
7. Edit Your Work: After writing the first draft of your website content, review it and remove any unnecessary phrases or words that don't contribute to your message.

To enhance your audience's experience on your website, prioritize clarity, brevity, and readability. If you do well in these aspects, your visitors are more likely to stay interested in your content and explore your website for longer. This approach will help you effectively communicate your key messages without overwhelming users, ultimately leading to higher conversions and stronger connections with your visitors.

—

Tip #3: Choose Actionable Button Text

To create an effective call-to-action (CTA) that encourages users to engage with your content, it’s essential to use actionable button text. This means choosing words that are clear, concise, and directly related to the desired outcome.

Here’s how to craft compelling CTA buttons:

1. Be Specific: Using generic phrases such as "Click Here" or "Submit" fails to provide relevant information about what the user will engage with and gives them no compelling reason to click. Instead, use specific and descriptive language on buttons to indicate what will happen after the user clicks them, such as "Get Started," "Download eBook," or "Book a Consultation."
2. Use Action-Oriented Language: Incorporate strong verbs that inspire action and emphasize the benefit users will receive after clicking the button. Actionable words like "Discover," "Learn," or "Unlock" can make your statements more engaging.
3. Keep it Short and Simple: Your CTA button text should be concise yet powerful. Aim for no more than 3 - 5 words that quickly convey the desired outcome in a way that is easy for users to understand.
4. Make Your CTA Buttons Stand Out: Place them strategically on your website, like at the end of a section or alongside relevant content. Make elements on a page visible and meet accessibility standards by using contrasting colors. By making sure these elements stand out, you'll improve the user experience and enhance your SEO performance.
5. Test Different Phrases: Don’t be afraid to experiment with different CTA phrases to find what resonates best with your audience. Test different versions of button text using Wix A/B testing. Compare the results to see which version leads to more clicks and conversions.

Crafting effective CTA buttons can enhance user engagement, encourage desired actions, and create better relationships with clients. Using clear and specific language is key to guiding users towards their next step in their journey with your business.

—

Tip #4: Connect Genuinely with Your Audience through Authentic Copy

In a world full of marketing and advertising noise, it’s crucial to create website copy that genuinely connects with your audience on a personal level. By using the insights gained from your Discovery Session, you can write authentic content that truly resonates with your ideal audience’s needs, desires, and goals. Instead of trying to persuade or manipulate readers, let’s focus on fostering trust and building meaningful relationships with them through honest communication.

Here are some strategies to help you achieve this connection with your audience:

1. Speak their language: Use words and phrases that resonate with your target audience. This will make your content more relatable and engaging.
2. Address their pain points: Clearly identify the problems or challenges your audience faces and demonstrate how your product or service can solve them.
3. Highlight benefits over features: Instead of focusing solely on the features of your offering, explain the benefits it brings to your audience’s lives. Instead of saying "Our software has an advanced CRM system," it's better to say "You can efficiently manage customer relationships, save time, and increase profits with our software's advanced CRM system."
4. Showcase social proof: Include testimonials, case studies, or success stories from satisfied clients to build trust and credibility with potential customers.
5. Be clear and concise: Avoid jargon and ensure that each section of your copy is easy to understand for all readers.

Building real connections with your visitors is key for long-term success. Focus on building trust over persuasion in your website copy to establish a strong connection with your audience. This leads to loyal customers and steady business growth. By addressing their needs and desires honestly and transparently, you can create an online presence that not only attracts the right audience, but also keeps them engaged. Keep nurturing these connections and watch your online business thrive.

—

Final Thoughts on Crafting a High-Converting Website Experience

By following these tips and putting thought into crafting compelling website content, you’ll boost conversion rates and make a strong impression on your visitors. Remember, it’s all about connecting with your audience and guiding them toward the actions you want them to take.

In order to choose the right pages and sections that your website (and your business) requires, we need to look at your goals.

If you would like more support on writing effective copy for your website, my online course can be found here: Build Your Most Effective Landing Page.

Start Building Today

—

What's up for next week?

Next Wednesday (May 24th), we'll be focusing on the pre-production process in web design. I'll be working on a website prototype and gathering feedback to make revisions. Join me as I bring my ideas to life and make progress towards creating a fully functional website.

Get up to speed on the past few weeks:

Week 0: An Overview of Wix in Six

Week 1: Brand Discovery

Week 2: Website Strategy

—

Need help?

Have questions or want feedback? Email me.

—

Refer a friend to join us on this six-week learning journey.

Invite a friend to join Wix Weekly using your referral link below. This way, both of you can achieve intentional growth for your online businesses.

For each person you refer, including the first one, you can get access to my courses, workshops, and even a free 1:1 coaching session with me.

Enjoy,

Matt

Your response is anonymous.