You are browsing online maybe looking for a product that you need. Once again, you type the word on Google and millions of results come up. You click the first link, start having a look at the website, but then you realise that something doesn’t match what you want. Close. Next website. And maybe you repeat this process six o seven times before you actually find the product that you were looking for. And maybe it was even the same than the first one you found! Why does this happen? 

Easy. The copy of the first website that you closed weren’t optimised for readers. Today I’m just going to give you a one simple piece of advise to write better copies for webs and surprisingly increase the sales of your products or services.

You have to bear in mind that when a potential client lands in your website, there are a lot of “buts” popping up in his head: the price, are this services for me, does he seem reliable, is the investment worth it, does he work quick, among a long list.

If you can’t answer these buts in your website, I’m sorry, I’m afraid that you have just lost a sale.

How can you implement copywriting tips in you website?

 Firstly, you must be prepared for any scenario. Write down in a piece of paper every single but that your client could have in his mind. Obviously, this will depend on every business and its ideal customer avatars.

 However, one of the most important buts that you’ll have to answer is the price but. Yes, we always have to think how to explain our clients the prices of our business. Otherwise, they’ll probably think that we’re too expensive and run away. Another lost sale. Let’s take this an example.

  •  Your clients’ but: “Is he really charging X for X service? This other professional charges half of the money he’s asking for.”
  •  Your copy: Do you really think this is expensive? My clients earn 40% more than the investment that they do in my services. You’ll wish to have paid more!

 With that first question, you reader will notice that you actually understand his concerns and are in his head in some way. You know exactly what your reader is thinking and are creating a connection between the two of you. And then, you’re providing a solution to his concern even with a bit of irony to smooth things.

What are the most common buts?

As I mentioned before, this varies depending on your specific ideal customer avatar. I recommend taking some time to put yourself in your clients’ shoes to see what they think about your services.

You can even ask a friend to go through your website and let you know why he wouldn’t hire you. Obviously, it must be someone that has nothing to do with your business.

Some of the most common but that I address in my website are:

  • Price: my clients tend not to be very price sensitive, but I know that this can be one of the most common concerns. Explain your clients why you are charging X for your services. We don’t have to take for granted that our clients know how our businesses actually work.
  • Working process: as freelancers, I’m sure that you know how urgent assignments normally are. Explain your clients how much time you need to do a specific assignment and how you tackle urgent projects.
  • Specialisations: of course, we can’t sell our services to anyone out there. That’s why we have to tell our clients why our services are tailored to their specific needs.
  • Benefits: “why can I get from it?” Another common question that we’ve got in mind when browsing a website. How are clients going to benefit from using your services?
  • Why should I hire you? This is related to the last one. Make your offer irresistible to avoid this question. You have to use copywriting techniques to seduce your readers. Imagine that it’s a first date!

 Can you come up with more buts?


Maybe you don’t agree with me at this point…

 I know that some of you won’t agree with me. What some people do is to avoid answering these questions. For example, I know a lot of colleagues that don’t make their rates public, because they think that people can think he’s expensive, or because that could help his competitors to establish their fees.

 “If I don’t see it it’s not illegal.” However, I think that we must be honest with our readers and tell them “this is what it is” and “this is what you can gain” rather than hiding prices or any answers to those questions.

 Imagine how many clients you’re losing because you’re not showing your rates in your website. I’d rather give some explanation about them, than lose sales straightaway.


What about you? Do you agree or disagree with these copywriting tips? I’d love to see what you think!

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About David Miralles Perez

My name is David Miralles and I am aware of how languages can influence professional environments. Honing communication between two cultures has become crucial in today’s globalized world. And that is what I do by means of my translation and interpreting services. Small and medium enterprises and individuals can now spread their messages through cultural and linguistic barriers and make a big impact on an international scale.

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