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Too many websites talk at people instead of to them. The result? Flat messaging that sounds generic and forgettable. When you write with your ideal client in mind—like you truly get them—your content becomes instantly more persuasive, more relatable, and more effective.
Here’s how to write copy that makes your audience feel like you’re reading their minds (in a non-creepy way).
The first step to writing for your ideal client is knowing who they are—not just their demographics, but their mindset.
Questions to ask yourself:
Example: If you build websites for therapists, your messaging should reflect the calm, ethical, trust-building tone they use with their own clients—not slick marketing jargon.
Most businesses default to talking about themselves. The problem? Your visitor isn’t here to learn about you. They’re here to find out what you can do for them.
Instead of:
“We build modern, responsive websites.”
Try:
“You’ll get a website that’s fast, mobile-friendly, and built to grow with your business.”
This subtle shift from “we” to “you” centers your audience—and shows you understand their goals.
It’s not just what you say—it’s how you say it. The tone you use should align with the emotional state or communication style of your ideal client.
| Audience Type | Tone to Use |
|---|---|
| Startups | Bold, energetic, fast-paced |
| Healthcare providers | Calm, credible, reassuring |
| Creatives | Quirky, visual, personality-driven |
| B2B service buyers | Clear, results-oriented, confident |
Client Perspective Tip: If your tone feels too stiff or too casual for your target audience, they’ll bounce—not because of your offering, but because they don’t feel understood.
Instead of jumping right into your features or services, show visitors that you get what they’re going through.
Use phrases like:
Empathy builds trust. Once they feel heard, they’ll be much more open to hearing about what you can do.
Concrete examples make your message feel personal and believable.
Instead of:
“We help streamline your content.”
Try:
“We’ll organize your blog, fix duplicate pages, and clean up your navigation—so visitors find what they need without digging.”
Client Perspective Tip: Think about the kinds of questions you get in discovery calls. That’s gold for web copy. Use those phrases in your own content to mirror what your audience already says and thinks.
Once you’ve connected through strong messaging, don’t leave your reader hanging. Every page should include a natural next step—whether that’s booking a call, downloading a guide, or reading another page.
Make your CTAs sound helpful, not pushy.
Instead of:
“Submit”
Try:
“Tell us what you’re working on—we’ll take it from there.”
Your ideal client isn’t just looking for a service—they’re looking for someone who gets them. When your website speaks their language, you’ll stand out immediately—and make them want to keep reading, clicking, and reaching out.
