What’s In It For Them?
WIIFT? This is going to be the most important question you can ask yourself when writing copy for your website.
You need to look at your website from your client’s perspective.
What’s in it for your reader? Why should they care about what you have to say? What’s important to THEM?
When you are creating content for your website, it is important to keep your audience in mind and think about what they will get out of reading your content.
Think about what value you can provide them with, whether it be information, entertainment or something else.
Your clients will see your coaching practice from a different perspective than you do.
They will want to know whether you can help them. That’s really what it comes down to.
Once they are sure that you are the right person to help them, they will want to know how they can work with you. And how they can contact you.
Therefore, your content should be arranged in a way that answers these questions.
It should address the needs of your target audience.
What are they looking for? What do they want to know?
You can find out by doing some market research or simply asking them directly.
Once you know what they want, you can give it to them in your content.
This is where WIIFT comes in.
Your content should always be focused on your target audience and what they want.By addressing their needs, you will be providing them with value and building trust.
And that’s what it’s all about.
Think about what your client is looking for when they come to your site. They’re not interested in reading your life story or learning about your coaching business (unless it’s relevant to their needs). They want to know how you can help solve their problem.
Your website needs to focus on what your client wants and needs, not on what you want to say. When you’re crafting your content, always ask yourself “What’s in it for them?”
You need to make your website about your client, not you.
Use “You” rather than “I”
Does your website contain a lot of “I”?
See whether you can rephrase those sentences. Use “You” instead of “I”.
For example: Instead of “I will teach you”, you can say “You will learn”.
Describe the benefits rather than features
We often get caught up in the features of our modality, but what the client cares about are the benefits.
For example: Instead of talking about how “Acupuncture is one of the Traditional Chinese Medicine treatments involving the insertion of fine needles on the body” you can talk about how acupuncture can relieve their symptoms.
Show that you understand their pain
Demonstrate to your reader that you really understand them. Show them that you know their pain. Let them see that you get their challenges and problems. And then explain how you can help them resolve their issues.
Use testimonials to show what great work you do
Testimonials from past clients are the most effective way of demonstrating that you are great at what you do. So rather than writing about how great you are at helping others, let your clients tell your readers how you have helped them.
And if you want some help with your website, then get in touch.
Let’s chat about your website!
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