Speak Their Language. Solve Their Problem.
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 instantly becomes 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).
Step 1: Know Exactly Who You’re Talking To
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:
- What are they trying to solve or achieve?
- What are they frustrated or burned out by?
- What language do they use to describe their situation?
- What do they need to feel before they take action?
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.
Step 2: Swap “We” for “You” Wherever You Can
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 that you understand what they want.
Step 3: Match Their Tone, Not Just Their Needs
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.
Step 4: Show Empathy Before Expertise
Instead of jumping right into your features or services, show visitors that you
get what they’re going through.
Use phrases like:
- “You’ve got a million things on your plate.”
- “We know how frustrating it is when your website doesn’t reflect your brand.”
- “Sound familiar? You’re not alone.”
Empathy builds trust. Once they feel heard and understood, they’ll be much more open to hearing about what you can do.
Step 5: Use Real-World Examples That Resonate
Concrete examples your audience can relate to make your message feel personal and believable.
Instead of:
“We can streamline your content.”
Try:
“We’ll organize your blog, fix duplicate pages, and clean up your navigation so visitors can find what they need without digging.”
Client Perspective Tip: Think about the kinds of questions you get most often during discovery calls. Those are gold for web copy. Use those phrases in your own content to mirror what your audience already says and thinks.
Step 6: Keep the Conversation Going
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 calls to action sound helpful, not pushy.
Instead of:
“Submit”
Try:
“Tell us what you’re working on and we’ll take it from there.”
Final Thought
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.
