How fabulous web copy protects your boundaries & preserves your energy
Web copy is all about bringing leads in, and getting sales? Right? Well, to a certain extent, yeah. A lot of web copy is geared around your conversions, and whatever you want to achieve. But there is another biggie that your web copy can achieve, and that’s strengthening your business boundaries, protecting your energy, and keeping everyone (you and your clients) informed, confident, reassured, and happy. Doesn’t that sound great?
So, in this blog post, I want to explore the incredible other power of your web copy. Because so often, we think of web copy as a sales/ marketing tool (yes, it is), but really fabulous web copy can do so much more to protect your well-being as a business owner. And you deserve to get the very best out of every word on your website. Keep reading to learn:
What exactly is a boundary in business?
Why do boundaries matter?
Where do boundaries come into your web copy?
How to write your web copy to communicate your boundaries (respectfully & kindly)
What not to do when writing up your boundaries
Why energy preservation through web copy is amazing! The results I love to hear.
What exactly is a boundary?
Ok, recap time! So we all have boundaries - and I love that boundaries are something that are talked about more and more openly. And I love even more the positive rhetoric that having boundaries is amazing for our mental health. In our personal lives, we may have several boundaries (saying ‘no’ to invitations, refusing to lend your sister any money, saying ‘no, you can’t have another ice lolly’ after your toddler has already snaffled three in about 7 minutes flat). But we also have boundaries in our work/ professional lives! And as business owners, this is something you soon learn is super important.
Why do boundaries matter?
Boundaries exist to keep you in a great place - mentally, emotionally and physically. And when you know your boundaries, and you're confident using them, I think you feel great - and energised.
But it’s not always easy, is it?
Don’t get me wrong, setting and sticking to boundaries is not always easy. And people - and businesses - will try to push them.
Boundaries help you clearly communicate how you help - and how you don’t. Boundaries empower you - especially as a business owner - to clarify deliverables, expectations and even the ‘simple things’ like opening hours, response times, methods of communication (no, I will not ‘jump on a quick zoom’) and all those things that are integral to your service delivery.
So yes, boundaries are vital to existing client relationships - from maintaining them to improving them. But I’d argue that boundaries are important before you even get to the ‘you’re my actual client’ stage. In fact, boundaries come from the very initial awareness and engagement stages of your client/ customer acquisition.
It’s time to challenge common beliefs about those who hold boundaries.
Boundaries are fair, kind (to you and another) and healthy. If you’ve ever been told otherwise, please know you have so much right to have boundaries. Over the years, I have discovered that great client delivery and service is not bending over backwards and killing myself in the process (hello, people pleaser!), but it’s about preserving my energy so I can channel that into the very best efforts for my clients to get amazing results. And sometimes that means upholding a boundary by saying, ‘no, we cannot jump on a Zoom call’ (because that is not the best use of my time and energy to help you).
Where do boundaries come into web copy, then?
Okay, so traditionally, boundaries are commonly communicated via T&Cs or contracts (those ever-so-important legal documents), and then they may be infused organically as you work with someone. For example, you may not reply to your client’s email at 11pm - or switch your phone off at the weekend. Great stuff and super healthy. I am all for this.
So, what about web copy? And if web copy is a sales tool, how do boundaries help the sales process? Put simply, boundaries in your web copy offer four key advantages:
attracts and engages the right people (who respect your boundaries from the offset)
says no to the wrong people (the ones who won’t respect your boundaries - or don’t like them)
help your potential client feel safe (clearly communicated boundaries support the client, too - as they know where they stand on everything)
minimises friction and creates an easy feeling for your client (boundaries can be a vital part of your processes being bang on)
Now, it’s not to say you write out all your boundaries and whack them on your website. No, boundaries can be intertwined and woven subtly into your copy - and brought to life in a way that is all about THEM (and by ‘THEM’, I mean your ideal client). Remember web copy rule 101, it’s about ‘them’ - and not you. One of my jobs as a website copywriter is to infuse your boundaries, and ensure they’re clear - but also make it all about your client so they feel special, cared for and safe. That’s the way to get the sale - while preserving your business, service delivery, operations AND happiness.
Let’s get practical: how do you write boundaries into your website copy?
This does depend on your tone, your voice, your approach and your clients. But to start with, I’d recommend identifying where your clients (or potential clients) push boundaries. Make a list. It could look like this:
asking for a discount
wanting to pick your brain for free
going out of scope (i.e. pay for 1 service but then ask for/ expect more)
claiming it’s a quick job/ easy job (can you just…)
managing you (telling you how to do what you do)
These are some of the most common ones. Here are some things you can do in your copy to reduce boundary-pushing (or feel more confident when it happens).
including pricing details on your services page (even a ‘starting from’ price can help boundary-pushing when it comes to asking for a discount)
clear call-to-actions showing a free discovery call - or a paid-for consultation
having very clear deliverables on your service page (and followed through in your proposals & onboarding)
creating a clear service menu with a minimum investment amount
confident, clear copy that is assertive of your expertise and knowledge (and adopt this tone throughout - from emails to proposals)
Mega boundary tip: speak clearly to your ideal client
One of my fave tips is stripping it back to basics and getting VERY clear on who your dream client is - and who they are not. When we are clear on who they are, we can talk directly to them and often wiggle out a not-so-dreamy client. This is a subtle way to pop in the ‘I work with X, Y & Z, and I don’t work with A, B & C clients’ without directly saying, “I don’t work with these people ‘cos they’re a pain in the arse and don’t pay on time.”. Y’know?
What not to do when writing boundaries in your web copy
Again, this point will vary depending on your brand voice and tone. However, as a general rule, I’d suggest:
dropping out unnecessary apologetic words
avoiding an angry, defensive tone (remember calm and confident often means your message is clearly communicated with no fuss)
not overexplaining your reasoning (ask yourself, do they really need to know why I don’t take last minute zoom calls? No. It’s absolutely fine for me to say no.)
not overcomplicating things (when reviewing your copy, don’t feel you need to put in rules for the sake. Just review your process, what ‘frictions’ you have and naturally weave into your copy)
Why energy preservation through boundaried web copy is AMAZING
Sometimes you don’t even realise you need better boundaries. Trying to be ‘nice’, ‘good’ or simply ‘do the right thing’ can get us in a right tangle as business owners - and unfortunately I have to say this is a big thing for female business owners. Without spending the next 1000 words ranting about the patriarchy, and internalised misogynism and feminism in general, I’ll leave on this note. Being ‘nice’, ‘good’ or ‘correct’ is not something that should come at the expense of YOU, your business, your income, your revenue. And your happiness. Boundaries are so healthy - and having them clearly in your web copy and supporting copy (proposals, onboarding etc.) can pay off hugely - and give you the calm confidence you need to do bloody amazing things.
Guess what?
Boundaries in your web copy can be the first step to feeling super confident when dealing with clients, their expectations and their requests.
One last thing! Healthy boundaries in your web copy can boost conversion rates (& make your copy work harder)
Despite me starting this blog by saying it’s not all about selling, I know that - as a business owner - it is A LOT about selling. After all, without selling, you wouldn’t have much of a business?
That’s what I love about boundaried web copy, though. If you look at thinks holisitically (surveying how your web copy works as a whole, as part of your business) you will see that clear boundaries in web copy can in actual fact improve conversions and sales. Why? Because boundaries make it very clear to your client what they are gonna get, how it’s gonna work and what they can expect. So while I’ve written this blog to tell you why they’re great for you, the truth is that boundaries work both ways. Your client feels calm and confident too.
Can I help you with your website copy?
Let’s tackle your copy boundaries so you feel brimming with confidence when selling your services.
Book your website copy discovery call today - and see if I’m the website copywriter for you.
