Shownotes
Your photography website homepage is the first stop for your dream clients, so it’s key to have a homepage that guides your dream clients from stranger to client.
After working on dozens of photography websites, I have a proven checklist of what needs to be included in your online welcome mat, a.k.a. your homepage.
Tune in to hear the six must-have elements, so you can be sure you’ve included all of these on your homepage.
01:54 — Capture attention with a results-based headline that speaks to your ideal client
03:06 — How to use Mindset Motivators to speak to your client's deepest emotions and desires
05:14 — Position yourself as the easy-yes choice for your dream photography clients
08:31 — Use a "Let Me" statement to invite your website visitors to take the next step
10:07 — Sharing a glimpse of your services or your offers
13:21 — Great customer testimonials can grow your business faster than practically any other kind of content
18:34 — Take the time to tell them who you are to create an immediate connection
📚MENTIONED IN THIS EPISODE
• Website Checklist: https://whatsarasaid.myflodesk.com/homepagechecklist
• StoryBrand book: https://bookshop.org/p/books/building-a-storybrand-clarify-your-message-so-customers-will-listen-donald-miller/9308684
• StoryBrand Blog Post on Client Testimonials: https://buildingastorybrand.com/get-customer-testimonials/
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As a special bonus, just for my podcast listeners use code oncall for $50 off the course at whatsarasaid.com/course
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Transcripts
If your copy doesn't sell your stellar service, all you have
Sarah Gillis:is a pretty website, not a business.
Sarah Gillis:I am so excited to share this proven and practical checklist with you so that you
Sarah Gillis:can polish up your online welcome mat, a.
Sarah Gillis:k.
Sarah Gillis:a.
Sarah Gillis:your website.
Sarah Gillis:One, results based headline that targets your ideal client.
Sarah Gillis:Two, mindset motivators.
Sarah Gillis:Three, why they should hire you and a let me statement.
Sarah Gillis:Four, offers and short descriptions as well as a call to action.
Sarah Gillis:Five, client testimonials.
Sarah Gillis:And six, mini about me section.
Sarah Gillis:You are listening to The Copywriter On Call podcast.
Sarah Gillis:I'm your host Sarah Gillis copywriter, word, magic maker, and owner of
Sarah Gillis:what Sarah said on this podcast.
Sarah Gillis:You'll feel empowered to show up online in a way that has you saying, that's so me.
Sarah Gillis:Let's get started.
Sarah Gillis:Welcome back to another episode of the Copywriter On Call podcast.
Sarah Gillis:I am your host, Sarah Gillis, and I am clocking some solo on call hours today
Sarah Gillis:to share the must have copy items that photographers need on website homepages.
Sarah Gillis:Before we dive in, you can download a free website homepage checklist
Sarah Gillis:at the link in the show notes.
Sarah Gillis:I am so excited to share this proven and practical checklist with you so that you
Sarah Gillis:can polish up your online welcome mat, a.
Sarah Gillis:k.
Sarah Gillis:a.
Sarah Gillis:your website.
Sarah Gillis:Let's get started, friend.
Sarah Gillis:First, here is your six part checklist.
Sarah Gillis:One, results based headline that targets your ideal client.
Sarah Gillis:Two, mindset motivators.
Sarah Gillis:Three, why they should hire you and a let me statement.
Sarah Gillis:Four, offers and short descriptions as well as a call to action.
Sarah Gillis:Five, client testimonials.
Sarah Gillis:And six, mini about me section.
Sarah Gillis:So let's get started with the first one, a results based headline
Sarah Gillis:that targets your ideal client.
Sarah Gillis:First, let's talk about why you need this.
Sarah Gillis:This headline will be the first thing that your reader sees when they visit
Sarah Gillis:your website homepage, so it needs to be that one two punch to help them know that
Sarah Gillis:they are in the right place and that they found the right business to help them.
Sarah Gillis:Here's an overall formula for you to use when you're writing this.
Sarah Gillis:First, describe your deliverable or your result.
Sarah Gillis:Then have the word "for."
Sarah Gillis:Then identify your ideal client.
Sarah Gillis:Here's some examples to help this make sense.
Sarah Gillis:Joyful photography for fun loving couples and light hearted graduates.
Sarah Gillis:Photography and videography for brands ready to stand out.
Sarah Gillis:These are examples from some of my own clients, but I also wanted to give you one
Sarah Gillis:from my own website: Copywriting and brand messaging that's packed with personality.
Sarah Gillis:Do you see how these headlines emphasize both the results that can
Sarah Gillis:be gathered and the ideal client?
Sarah Gillis:That's the winning equation here.
Sarah Gillis:Now let's move on to section number two.
Sarah Gillis:Mindset motivators.
Sarah Gillis:Here's why you need it.
Sarah Gillis:Mindset motivators are really key to include throughout your entire website.
Sarah Gillis:So this section and what follows should appear in multiple different ways and in
Sarah Gillis:multiple different places on your website.
Sarah Gillis:Keep in mind that you'll need a variety of these different phrases, but they
Sarah Gillis:should still complement each other, yet are different enough to deploy in key
Sarah Gillis:locations throughout your entire website.
Sarah Gillis:Mindset motivators must be personalized to your ideal client
Sarah Gillis:and their desired outcome or result.
Sarah Gillis:So when writing your mindset motivators, it helps to ask yourself questions
like this:what challenge or problem is your ideal client experiencing
like this:when they're initially searching for a product or a service provider like you?
like this:Are they experiencing a lack of time, a lack of direction, a desire for a
like this:specific deliverable or result like family photos or a kitchen renovation, right?
like this:It's important to think about that ideal result.
like this:Here's another question for you.
like this:What emotions are at play for your ideal client?
like this:Are they feeling exhausted or frustrated?
like this:Are they in a state of disbelief or are they lacking confidence?
like this:Now that we know kind of this emotional landscape, we want to translate these
like this:mindset motivators into questions that you can include in your website copy.
like this:Here's some examples.
like this:How do you stand out amidst a sea of businesses?
like this:Who do exactly what you do too are you done winging it and hoping that
like this:your creative business will just magically attract your ideal client.
like this:What if it is possible to build a business that fits around your life,
like this:not the other way around again.
like this:These are some examples from my own website and from some of my clients.
like this:I hope they help you.
like this:Let's go on to number three in this must have copy list for your website homepage.
like this:Number three has two different parts.
like this:The first one is why should they hire you?
like this:The second one is a let me statement.
like this:So let's talk about why you need these elements.
like this:You've already explained what you do and who you do it for, and you've started
like this:to point to your client's mindset.
like this:The last move that you need to make on your website homepage before we
like this:get into all the details, right?
like this:The services, your specific offers, price points, testimonials, is to
like this:emphasize why your reader, your potential client should hire you for the job.
like this:So here's your formula for this first section.
like this:Now there's a couple of different options that I want you to think through.
like this:If you are a service provider who offers a unique experience and
like this:hint, that's most of you, right?
like this:We all may offer similar services, photography, copywriting, et
like this:cetera, but it's your unique spin that makes you, you and that makes
like this:people want to work with you.
like this:So with that in mind, think about this sentence starter: as a "job title"
like this:who has served "ideal client" for the past "however many years" I deliver
like this:or I believe in a something experience that's as unique as my clients are.
like this:You want to fill in the details to really point to what your client experience
like this:offers, what your service offers, and what your unique spin on that service offers.
like this:Now, maybe you're using this offer or this section of your homepage
like this:to step into coaching or education.
like this:Here's a good sentence starter if you're in that boat.
like this:For the past, "however many" years, I've built or I've experienced
like this:something in business, and now I'm teaching, ideal client, to do the same.
like this:That can work really well for a coaching offer or a course.
like this:Maybe this third example fits you better.
like this:If you're serving multiple different ideal clients in your business, like
like this:maybe you photograph weddings and families, it's kind of hard to encapsulate
like this:both of those client types in a sentence, but I've got the key for you.
like this:Here's your sentence starter.
like this:Whether you're here to, and describe what ideal client number one likes or wants, or
like this:to, describe what the second client wants, I'm ready to put my however many years of
like this:service and experience to work for you.
like this:Now again, this fits really well if you serve multiple
like this:niches or multiple client types.
like this:Now, let's talk about the other part of this section on your homepage.
like this:This is the let me statement.
like this:Now your basic formula here is, let me show you how my service or product
like this:or approach can, what's your solution?
like this:Some examples to bring this to life for you.
like this:Let me show you how brand photography can be the spark you need in business.
like this:Even when every step is a challenge, you can still take a
like this:step forward; let me show you how.
like this:You can leave behind the stress of family photos, from styling
like this:outfits to posing naturally; let me show you that it's possible.
like this:Business owners like you experience success because your clients
like this:choose to work with you; let me help you tell that story.
like this:Last one here.
like this:For a glamorous airbrush makeup experience, let me
like this:help you feel photo ready.
like this:Great examples, huh?
like this:These again are from my clients, and also from my own website, and I hope
like this:that they help you to understand the importance of both parts of
like this:this really important piece of copy.
like this:All right.
like this:Let's get back to our list of must have copy items.
like this:So far we've covered the first three of our six must have
like this:pieces of copy for your homepage.
like this:We've talked about that important results based headline, we've set
like this:some mindsets for your ideal client, and we've talked about why they
like this:should hire you and what makes you unique through that let me statement.
like this:So let's dive into number four: offer, short description, and CTA.
like this:Here's why you need it.
like this:The longer that your reader stays on your website, the greater the
like this:likelihood that they're actually your ideal client, and that they'll
like this:take an action like inquiring.
like this:So it's important on the homepage to share a glimpse of your services or
like this:your offers to help seal the deal.
like this:Now, the goal here is to create a sense of intrigue so that your
like this:reader wants to click to learn more.
like this:Now, it's important to think about the design of your homepage here and
like this:how much space you actually have to really tease your reader into clicking
like this:on to view that full services page.
like this:If you like more of a paragraph style copy on the homepage, you're going to
like this:want to pay attention to the first option.
like this:But if you like more of a Q& A feel, you're going to select the second option.
like this:Okay?
like this:Feel free to mix it up and use both if you have the room and if it feels good to you.
like this:So here's that first option: you want to say the name of your offer and
like this:then include a who it's for statement.
like this:So here's an example: for busy business owners with a punch list of to do's.
like this:If your copy doesn't sell your stellar service, all you have is
like this:a pretty website, not a business.
like this:My website copy package will uncover the perfect combination of word
like this:magic to play at your ideal client's emotions and convince them to hire you.
like this:Then you would have that CTA, learn more, that would click
like this:over to your services page.
like this:That example from my own website is about three sentences long, and it
like this:takes up a little bit more space than the example I'm going to share next.
like this:If you are interested in more of a Q& A style, here's a
like this:great sentence starter for you.
like this:You want to first ask your reader a self selector question
like this:like "is this right for you?"
like this:Then you want to give them one sentence, one powerful sentence that's a primer that
like this:gets them interested and intrigued enough to click over to your services page.
like this:Here's an example: do you run a product based business
like this:with ever changing inventory?
like this:Let's build out a customized brand photography retainer just for you.
like this:And then you would have your call to action, learn more or inquire
like this:now, and that would link over to a services or a contact page.
like this:Here's an example from my own website.
like this:Curious what I can get done in just one day of done for you copywriting?
like this:Let's tackle your to do list in my VIP day.
like this:And then the call to action would be like, I want in, or tell me more.
like this:And again, linking over to that services page.
like this:This section is really customizable based on how much room you have
like this:in your website design and your preferences and your brand voice.
like this:If you like that idea of asking rhetorical questions to really kind of
like this:pique your reader's interest, option two is probably the best one for you.
like this:But if you like the opportunity to really dive a little deeper,
like this:maybe go with option one.
like this:All right, we are almost done here.
like this:Number five is client testimonials.
like this:You knew I was going here, right?
like this:Here's why you need client testimonials on your homepage.
like this:Now, many, many marketers will tell you this, and there's so many reasons why,
like this:but here's what I like to think about.
like this:The best summary I've found for the power of testimonials comes
like this:from building a story brand.
like this:Clarify your message so customers will listen.
like this:This book is called One of the Branding Bibles for a reason.
like this:I encourage you to read this entire book as it is so good, but it's really, really,
like this:really important to think about what they say specifically about testimonials.
like this:Here's an excerpt from Story Brand on this topic.
like this:"Great customer testimonials can grow your business faster than
like this:practically any other kind of content.
like this:You can dial in your messaging and implement smart strategies all you
like this:want, but ultimately people won't buy from you if they don't trust you.
like this:You've got to point to someone outside your business who can vouch for you.
like this:And when you do...
like this:Magical things will happen.
like this:You'll create trust.
like this:If prospects can see that other people are succeeding with this product or
like this:this service, they'll figure that they are likely to have the same experience.
like this:You'll also establish your authority by showcasing the customers you've
like this:helped and prospects will see you as a skilled and knowledgeable
like this:business with a history of success.
like this:You'll also qualify potential customers.
like this:When you do it right, prospective customers will identify with
like this:the customers featured in your testimonials and they'll help.
like this:And they'll know if your product or service was designed with them in mind."
like this:Now I know that asking for testimonials from clients can feel
like this:awkward, but I am firmly in the camp that it's easier when a, you serve
like this:your people really, really well.
like this:And B, when asking them is automated.
like this:First, there's nothing wrong with keeping it simple.
like this:Feel free to share screenshots of delighted client feedback
like this:however you receive them.
like this:Think Voxer messages, Instagram DMs, emails, and text messages, all with
like this:the person's identity blurred out.
like this:This helps a potential client to trust that you're authentically
like this:sharing a customer's truthful remarks without censoring or editing.
like this:Now, after a lot of research, I ended up implementing a few ideas into
like this:testimonial forms that I have compiled and completed myself, as well as
like this:consulting the StoryBrand Framework.
like this:So, I have a few steps for you to consider as you develop your
like this:testimonial questions and you automate this part of your process.
like this:The easiest low hanging fruit here is just to ask your clients
like this:to submit a Google review.
like this:When a client Googles your name or your business name, it's wise
like this:to have a few reviews listed on your Google My Business page.
like this:By asking your clients to take this one extra step, you can increase
like this:your visibility on Google, one of the ranking factors for where your
like this:business appears on Google search page.
like this:Now, if you want to do level two of this process, you can
like this:create your own testimonial form.
like this:Whether you do it in Google forms or TypeForm, there's a ton of ways to create
like this:an easy form for your clients to complete.
like this:What's more difficult though, is actually determining the questions you want to ask.
like this:So I encourage you to review StoryBrand's must have testimonial questions.
like this:I'll have that link for you in the show notes because it really helped me.
like this:My goal with asking for reviews is obviously to grow and learn, but also
like this:to make friends with Google, right?
like this:So I like to make it clear to my clients that I prefer that they only go that
like this:extra step, that 2.0, and fill out my testimonial form if they have time.
like this:I really do value the Google reviews because they give me the
like this:feedback I need while helping to boost my rank authority in Google.
like this:I use sentences like this to really get that point across: do you have
like this:a minute to take an extra step?
like this:If so, please complete this form to share more about your experience.
like this:Here's my last tip on asking for customer reviews: automate asking for
like this:reviews as part of your client workflow.
like this:Yeah, it can be this easy.
like this:I use HoneyBook as a CRM and I set up custom workflows for each type of
like this:project, whether it's a VIP day or a copy relationship that's on retainer or a
like this:coaching relationship, and I can automate everything from adding tasks to my
like this:dashboard to email communication and more.
like this:So if you don't have a CRM, most email programs, including Gmail, allow you
like this:to schedule out when you send an email.
like this:So you can use this to automate the process.
like this:I just find that it's so much easier when it's out of my hands and taken care of and
like this:I know in advance that it's going out at that right point in the client journey.
like this:All right, we've made it.
like this:We finally reached number six on your homepage.
like this:You should have a mini about me.
like this:Now let's talk about why you need this.
like this:Your reader could arrive on your website homepage from anywhere,
like this:whether it's a link in your bio that they clicked on Instagram, or
like this:a Google search, or on Pinterest.
like this:But the point is here that they may not know you.
like this:This may be their first time on your website.
like this:So, take this opportunity to tell them who you are quickly.
like this:This helps to build credibility for you as a business owner.
like this:So it's wise to emphasize whatever aspects of your experience or your
like this:training that you think might help the reader want to learn more enough
like this:to click around and stay a while.
like this:So your mini about me section needs two things, a positioning statement and an I
like this:help statement, which is really similar to what we already wrote in section
like this:three called the let me statement.
like this:Let's talk about the positioning statement first.
like this:This is one of my signature copy formulas because it has everything you need to
like this:literally position yourself in your market so that you can serve your ideal client.
like this:A positioning statement has three distinct parts, location,
like this:industry, and ideal client.
like this:Here are some examples for you.
like this:Minneapolis elopement photographer.
like this:Southern Illinois lifestyle photographer.
like this:Copywriter serving photographers nationwide.
like this:A positioning statement is important for SEO purposes.
like this:And I know this episode isn't about SEO, but I'd be remiss as a copywriter
like this:not to mention the power of this simple statement for your SEO.
like this:Now, even if you serve clients worldwide or in the digital or virtual space, like
like this:me, including your location can be helpful if and when your ideal client Googles you.
like this:In addition, it's important to include your industry in your positioning
like this:statement, particularly if you serve only a specific set of clients.
like this:Maybe you're a brand designer, but not an interior designer.
like this:The last part of a positioning statements value is that your
like this:reader is able to clearly identify who you serve which helps them to
like this:assess if they fit with you or not.
like this:Now both outcomes here are valuable.
like this:You don't want to waste your time or your client's time with inquiries that don't
like this:quite fit your products or services.
like this:So it's important to keep that in mind.
like this:Now let's chat about the I help statement, which like I said, is similar
like this:to the let me statement from earlier.
like this:Here's our formula: I help ideal client to what's your solution through
like this:this specific service or product or approach, which is a good one.
like this:Here's some examples here.
like this:If your creative business is fresh and shiny in some areas, but your website
like this:copy needs some word magic, I'm your girl.
like this:I help my clients capture their most important days and elevate their brands
like this:with timeless true-to-them images.
like this:These are great examples both from my website and from clients And I
like this:hope that they really help you to understand the power of this statement.
like this:Again, this mini about me has to present all of the essential information that
like this:somebody needs to know whether it's their first or their 31st time visiting you.
like this:Thanks so much for listening to the copywriter on call podcast.
like this:As I mentioned at the top of the show my free website homepage checklist is ready
like this:for you at the link in the show notes I hope that it is helpful for you as you
like this:audit and polish up your website homepage.
like this:Again, thanks so much for being here, and as always, this is your
like this:copywriter on call, signing off.
like this:Thanks for listening to The Copywriter On Call podcast.
like this:If this episode has you feeling all sorts of inspired to show up as yourself online,
like this:click that subscribe button so you don't miss my stories or practical advice to
like this:help you express your quirky, vulnerable, and authentic self online chat soon.
