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How to Develop Copy That Clearly States What You Offer—Without Losing Your Personality

Your website’s copy serves two critical purposes: it communicates what you offer and shows who you are. Balancing clarity and personality in your messaging can be tricky, but it’s essential for attracting the right audience and building trust.

In this workshop-style blog post, we’ll walk you through actionable steps to develop copy that’s clear, compelling, and uniquely you.

Step 1: Start with the Basics—Define Your Core Offer

Before you can write great copy, you need to clearly understand what you’re offering. Ask yourself:

  • What is my product or service? (e.g., “Custom web design services”)
  • What problem does it solve? (e.g., “Helps businesses stand out and attract more customers online”)
  • Who is it for? (e.g., “Small business owners in creative industries”)

Workshop Exercise:
Write a one-sentence summary of your offering using this formula:

“I help [target audience] achieve [specific result] by providing [product/service].”

Example:
“I help small businesses grow their online presence by creating custom, mobile-friendly websites that attract more leads.”

Step 2: Find Your Brand Voice

Your personality should shine through in your copy. Whether you’re playful, professional, or approachable, your voice should reflect your brand and resonate with your audience.

Workshop Exercise:

  1. Choose three adjectives that describe your brand personality. (e.g., friendly, innovative, professional)
  2. Write a short message in your natural tone of voice.
  3. Adjust the language to align with the adjectives you chose.

Example:
For a fun and friendly brand:

  • Natural tone: “Our team builds websites for small businesses.”
  • Adjusted tone: “We’re here to make your website dreams come true—no tech headaches, just results.”

Step 3: Lead with Benefits, Not Features

Your audience cares less about what you do and more about how it will help them. Focus your copy on benefits—what your product or service enables your customers to achieve.

Workshop Exercise:

  1. List the features of your offering.
  2. For each feature, ask, “So what?” to uncover the benefit.

Example:

  • Feature: “Mobile-friendly website design.”
  • Benefit: “Your customers can easily browse and buy from any device, increasing sales.”

Rewrite:
“Our mobile-friendly designs ensure your customers can shop, browse, and connect with ease—no matter what device they’re using.”

Step 4: Keep It Simple and Jargon-Free

Clarity is key. Avoid industry jargon and complex language that could confuse your audience.

Workshop Exercise:

  1. Write a paragraph explaining your offering in detail.
  2. Pretend you’re explaining it to someone with no knowledge of your industry (e.g., a friend or relative).
  3. Rewrite the paragraph using simpler language.

Example:
Before:
“We create responsive, UX-optimized WordPress websites with custom-coded integrations.”
After:
“We build beautiful websites that are easy to use on any device and customized to meet your business needs.”

Step 5: Infuse Personality into Your Calls-to-Action (CTAs)

Your CTAs don’t have to be boring! Add a splash of personality to encourage users to take the next step.

Workshop Exercise:
Rewrite a standard CTA in your brand’s voice.

Example:

  • Standard: “Contact Us”
  • Playful: “Let’s Chat!”
  • Professional: “Schedule Your Free Consultation”
  • Bold: “Ready to Transform Your Website? Click Here.”

Step 6: Use Storytelling to Connect

Stories make your brand relatable and memorable. Share a customer success story or your journey to show your audience why they should trust you.

Workshop Exercise:

  1. Think of a time when you solved a problem for a client.
  2. Write a short narrative focusing on their challenge, your solution, and the outcome.
  3. End with a key takeaway that highlights your value.

Example:
“When [Client Name] came to us, their outdated website wasn’t bringing in leads. We created a sleek, mobile-friendly design that reflected their brand’s personality. Within three months, they saw a 50% increase in inquiries. Your website can achieve the same success!”

Step 7: Test and Refine

Great copy evolves over time. Test different headlines, CTAs, and value propositions to see what resonates with your audience.

Workshop Exercise:

  1. Write two variations of your headline or CTA.
  2. Use A/B testing tools to see which version performs better.
  3. Analyze results and refine your copy accordingly.

Example A: “Get a Website That Works as Hard as You Do.”
Example B: “Your Business Deserves a Website That Converts.”

Conclusion: Clear, Compelling, and Uniquely You

Developing copy that communicates your offer without sacrificing personality doesn’t have to be hard. By focusing on clarity, benefits, and your brand’s unique voice, you’ll create messaging that engages your audience and drives results.

At ZestyPixels, we specialize in crafting copy that’s as bold and impactful as our designs. Let us help you tell your story and attract your dream customers. Contact us today to get started!

Parker