Is your website copy giving dream clients “the ick”? Here’s how to fix it

The quick synopsis: In this blog, understand how your website copy is coming across to potential clients – is it love at first sight, a lukewarm maybe, or full-on “ick”? I’ll break down the signs, show you what’s working (or not), and help you figure out whether you need a copy refresh or a total revamp (avec a pro website copywriter).

Valentine’s Day is here, love is in the air, and it’s time to talk about your website copy. Has this got to be *THEE* loosest link to a blog post ever?! I think so. Sorry about that, but here we are: creating links in the name of valuable website copywriting content my audience will love. Teehee.

So here’s the ‘in’: I wanna play a game…

*creepy Saw voice*

Just kiddin’. Although I do love a good horror movie, ‘tis the season of Lurve, right? I’m talking V. Day – and a V. Day-themed web copy mashup game is incoming.

So, what’s the game, Zo? C’mon…

It’s a game where we send your website out on a HOT date with your ideal dreamy client. Not just any ideal client. Like, *THEE* most ideal client you’ve ever dreamed of – someone who could fall head over heels for everything you’ve got to offer: your expertise, your approach, and your incredible value.

But here’s the twist: your website is the one winin’ and dinin’. It’s doing that oh-so-important first impression thang.

(Eek!?)

Now, how will this game play out for your website and your dreamy most-ideal client? Will sparks fly? Or will it be an awkward get-me-out-of-here-asap mess?

Let’s take a look, shall we?

The website copy date game

Date scenario A: love at first sight

This is the dream. Your website is doing its thing – wooing, charming, and making all the right first impressions.

Here’s what this looks like in real life:

• Your messaging is crystal clear. Your dream client instantly understands who you are, what you do, and how you can help them. There’s no confusion or “Wait, what do they actually do?” moments.
• The tone is bang-on. Your website copy speaks to them in a way that feels personal and tailored. It’s like you’re sitting across from them, having a chat over coffee.
• You’ve made them feel heard and spoken to their real desires. They’re nodding along, thinking, “YES, this is exactly what I’ve been looking for.”
• The call-to-action (CTA) is a no-brainer. They know that you are right for them, and you’re saying all the right things. No will-they-text-me-back vibes here, your ideal client feels oh-so-confident in you, and they reach out + get in touch. Hey, lead! Hey, v. potential HOT sale!

Result? They’re hooked from the first click, head over heels for your web copy (what you’re saying), your vibe, and your offer. It’s a done deal.

Back to mine for coffee? Okay… maybe that’s starting to sound creepy. But you get what I’m saying… your website makes it clear to your ideal client that you’re just right for them. Woohoo.

Date scenario B: meh, maybe…

This is where things get shaky. Your website (and website copy!) isn’t terrible, but it’s not doing enough to stand out.

Here’s how it plays out online:

• Your messaging is vague. It’s kind of clear what you do, but not quite. Your dream client has to work that little bit too hard to figure it out, and let’s face it – they won’t.
• Your tone is inconsistent. Sometimes, it sounds like you; sometimes, it feels generic. Maybe it’s giving ChatGPT in parts. Maybe a bit flat. They’re not sure if you really “get” them because they can’t really “get” you. 
• You’re not addressing their needs. Your copy feels more like it’s about you than them. It lists all your services but doesn’t explain why they should care — do you really ‘see’ them and verbalise the transformation they desire?
• Your CTA is weak. They’re not sure what to do next, so they shrug and click away, thinking, “Maybe I’ll come back later.” It’s too hard to work out, and they’ve got a lot on their plate. 

Result? They’re kinda into it, but there’s no spark. If they reach out, it’s more out of desperation than excitement. Or perhaps you’re many of a big pool of choices, rather than The Obvious Choice.

P.S. If your web copy positions you as The Obvious Choice (the no-brainer-this-is-the-person-I-want-to-work-with-choice), you’ll immediately overcome obstacles of competition. And boy-oh-boy, does that feel good!

Date scenario C: the ick

Oh no. Your website (+ website copy!) is actively turning people off. Instead of attracting dream clients by saying all the right thing (and showing!), it’s sending them running for the hills. They’re X-ing out before you’ve even had chance to explain your true value. 

Here’s what this might look like:

• Your design is outdated or cluttered. Before they even read a word of your web copy, they’ve decided you’re not for them because your site doesn’t feel professional or aligned with your brand.
• Your copy is overly complicated or full of jargon. They don’t understand what you’re saying, so they assume it’s not for them.
• You’re trying too hard to sell. Your site comes across as pushy or inauthentic, which is a major turnoff.
• Or you’re not selling at all. How can people buy for you? Your ideal client has no idea, because you’re not actually telling them!
• Your CTA is buried. They have no idea what they’re supposed to do next, so they bounce without taking any action.

Result? They’re ghosting you. Or worse, they’re texting their friend that classic SOS message: “Get me out of here.”

In the website world? Your website is a 3-second scroll and a back-button vibe that your ideal client skips over in a beat. And I am NOT saying this to be a meanie. I’m telling you because I know that YOU KNOW YOUR WORHT, YOUR VALUE, YOUR SKILLSET, YOUR POTENTIAL TO TRANSFORM YOUR IDEAL CLIENT’S LIFE. But your website is NOT showing this at all.

(It’s so time to sort this!)

Which scenario sounds most like your website?

We all want to be Scenario A – the website equivalent of love at first sight.

But if you’re leaning toward B or shudder C, don’t worry. Unlike real-life dating, where first impressions can’t always be fixed, your website is 100% fixable.

Here’s the truth about website copy

Your website copy – aka the words doing the talking – is your first impression-maker. It’s what connects, engages, and ultimately converts your dream clients.

When your copy is on point, it works hard to showcase your value, elevate your brand, and drive inquiries. But when it’s off?

Well, let’s skip back to that first-date analogy. It’s like saying all the wrong things to someone you’d love to work with (aka, the kind of client you’d actually want a second date with). Instead of drawing them in, you’re either boring them (Scenario B) or straight-up repelling them (Scenario C).

If your website isn’t working as hard as you are… it’s time for a reality check.

Do you need a web copy revamp or a full do-over?

Where you’re at really depends!

If you’re in Scenario B – Your website isn’t bad, but something’s not quite clicking. A strategic review of your existing website copy, messaging, brand voice, and SEO could be all it takes to bring it to life. This means:

• A website copywriter (hi, me) audits your copy and recommends targeted updates.
• If you’ve got a great web designer, they can help bring those tweaks to life visually.
• The goal? A website that feels fresh, aligned, and way more compelling – without a full-scale redesign.

If you’re deep in Scenario C – It’s overhaul time. I’m probably talking a full rebrand: new messaging, new website copy, new website design. The works.

• If this is you, let me tell you: I collaborate with some incredible website designers. We team up to handle the full project for you, making sure your copy + design work seamlessly together to acheive what you wanna achieve (more bookings, leads, sales…).

Either way – whether it’s a refresh or a total reinvention – your website copy is what guides the strategy of your website. It makes sure your website doesn’t just look amazing, but functions 10/10 to attract, engage, nurture and convert dream clients.

AKA a total date success. The client equivalent of second date, moving in together, proposal, marriage, pet dog… throw in some kids (if you want — says the mama up at 4.35am today)… the lot.

How I can help as your website copywriter

As I keep saying: words aren’t just words – they’re the strategic foundation of your entire website. As a website copywriter, I don’t just hand you a Google Doc full of nice-sounding sentences. (No way.) I craft copy that works hard for you, aligning with your goals, speaking directly to your dream clients, and making sure your website *actually* does its job.

Here’s what that looks like:

• Clear messaging: No fluff, no jargon – just straight-to-the-point, engaging copy that tells your dream clients exactly what they need to know.
• Relatable, personality-packed tone: Because bland, generic websites don’t book clients. Your copy should sound like you.
• Client-focused everything: It’s not just about listing what you offer – it’s about showing why it matters to them. No cringe pain points, just real connections.
• Compelling CTAs: Your website should make it easy (and exciting) for dream clients to take action – whether that’s booking, inquiring, or hitting add to cart.

If your website isn’t pulling its weight, hiring a website copywriter is the most strategic way to fix it. And guess what? I know just the person.

My website copywriting services

Whether you need a full website overhaul, a copy polish, or a little SEO magic, I’ve got you covered.

Custom website copywriting

The full VIP treatment. This is for you if you’re ready to overhaul your website copy, nail your messaging, and finally get it working for you. I’ll handle everything – copy, strategy, SEO – so your dream clients are falling head over heels. For info on this website copywriting service, head over here.

Website Template + Elevate

Think the best way to write impactful + strategic copy, without the custom copywriting price tag. Here you get my full website copy template package *AND* my 1:1 done-with-you support:

• I customise the template to fit your website.
• You write the copy (with prompts + examples from me).
• You send your copy back to me.
• Then, I spend a full day editing, enhancing, and SEO-ing your copy so it’s ready to go live on your website (+ get you ranking on Google *and* kickin’ ass with clients!).

Page coming soon! But in the meantime, enquire here + I’ll send you more info.

Website copywriting templates

Launching soon! Starting from £30, these DIY web copy templates come with prompts, SEO tips, and examples to guide your copywriting. Perfect for when you want to write your website yourself but still want that does-it-for-a-living-and-really-knows-their-stuff confidence.

Enquire here to get on the waitlist.

Plug-in copywriter services

Need something a little outside the box? No worries – check out my adaptable copy services, or just drop me a line to chat. More info here!

Hope this helps! It was so fun to write…sorry about the coffee analogy! But I’m leaving it in because…well…it made me laugh (to myself…).

Happy copywriting!