- 7 ideas for how to move someone around your website
- Why you need to include YOUR personality–not just generalized personality–in your copywriting on each page
- Where social proof goes … and 25 ideas of how you can tie it in
Over and out–and don’t forget your idea swipe file of using social proof in your business right below!
Tell your readers what to do next on every single page.
- A round-up grid of your best blog posts
- A freebie download (duh #builddatlist)
- An Acuity link to hop on your calendar for a free consult
- A link to your contact page to email you
- A link to a tool you’ve mentioned that–OH WAIT–just happens to be sitting in your template shop
- Your Facebook page, because you take weekly Q&As over Facebook Live, and they can ask questions
- Your YouTube channel to binge on your content
Get personal … on every single page.
Face-to-face communication wields body language and intonation as tools to get the point across: you get to explain things with hand gestures, say an entire paragraph’s worth with an eyebrow raise, and drop your voice for secrets.
Getting your personality across in copywriting?
It is a bit tougher (at least for most people), because, in writing, you only get the words portion.
And there’s the syntax and structure of arranging them neatly into sentences and paragraphs to build story, analogy, and metaphor to communicate your personality with your own unique voice and tone.
But HOW do you include glints of your personality on each page. Here’s your starter kit of ideas:
- Get off the pedestal and admit your flaws and “show your brushstrokes,” so to speak, and poke a bit of fun of yourself from time to time.
- Share snippets of your life, like your preferences in music, food, travel … and any other cocktail party basic conversation starters.
- Focus your content. Share your story, sure, but make it lead to a greater point that’s customer focused. i.e. don’t blabber on and on.
- Read it out loud to see how it rolls off the tongue. Stacatto sentences juxtapose legato, rolling ones in real life. Is your copy conversational to read?
- Use metaphor and simile to your advantage. Are you thrilled to work with your potential couple clients? Or are you “as happy as the puppy coworkers running around your office?”
Find your rhythm and use your own words to share your personality.
Sprinkle in social proof like confetti.
I got asked on a live online workshop two weeks ago what my biggest pet peeve is when it comes to creatives’ websites.
Hands-down, it’s the “here’s all my testimonials on one page” page.
I TOTALLY *get* it, I do. The Type-A efficiency nerd lauds what you’re doing.
But the copywriter in me has big eyes over the missed opportunity to get others’ words about you in front of your potential clients.
Testimonials can go on your:
- About page
- Product pages and shop items
- Welcome guide
- Contact page
- Inquiry auto-responder in a CRM tool like HoneyBook
- Welcome email sequence
How do you make them extra-lovely?
Add images, because facial-recognition is important … and they psychologically increase “truthyness,” so to speak, Neil Patel cited in a recent post.
Use numbers or stats in your testimonials if possible.
Here’s an example of how we used both on a recent sales page I wrote for my client Jenna Kutcher:
Seeing that Allison–who is looking RIGHT at us with her cute smile–gained a specific number of followers through Jenna’s program is a LOT better than “Jenna helped grow my following.”
I’ve also always thought it’s less-sketchy to give clues about who your testimonial-giver is, so it’s not “Sally C. from Birmingham” … can she give her full name, and what service or package did she buy? I want to know!
Also, if you serve business owners, mention their business at the bottom of the testimonial so they’re traceable.
Oh … and no one said your testimonials have to be copy! Video testimonials are fabulous … and since Cisco’s mentioned how video’s gonna be 79% of online traffic in 2020 in a report, I’d say you’re moving in the right direction. 🙂
Okay, your turn: Set the clock for 10 minutes, and pick one page of your website to refresh. Make sure that there’s a CTA on the page, a dose of personality, and 2-3 testimonials.
Need a bit more support when it comes to ideas about sharing social proof? Click right here and get 25 ideas for adding social proof!