Most businesses are happy to invest in a quality website, but when it comes to putting words on that site, they suddenly get the DIY itch.
Out pour the longest, most tedious About Us pages in history, with homepages battered by cliches and calls to action that might as well say, "Exit this Website."
This writing thing is harder than it looks.
Lovely, well-meaning clients will say, "But we need to sound professional!"
Ok. But here's the problem: more often than not, the average client's attempt at "professional" just comes off as shoot-me boring.
Professionalism in the modern world is not about big words or complex sentences. It's about authenticity. Can you come off sounding like a real human being (who knows what it's like to be a real human being, with real human needs and problems) while also sounding trustworthy and competent?
It's an extremely finicky balance, and the best writers do it so well you don't even know they're doing it.
Some businesses I've written site copy for include: a mortgage broker, a museum, a kitchenwares seller, a scientist, an information governance software company, a stone quarry, a home remodeling company, and an ultrasound equipment repair company.
With each project, my focus has been on getting deep into the heads of the end customers and figuring out what makes them tick (and click) on an emotional level.
(You'd be surprised how emotional ultrasound equipment repair can be...)
By the end of it, I'm sometimes drinking so much of my own Kool-Aid that I almost convert myself. I catch myself thinking things like, "ya know, I don't have a dutch oven, and this $200 ceramic one WOULD last forever..."
I pride myself on my ability to get passionately invested in the most boring industries imaginable. (A very nerdy, but surprisingly useful, talent to have.)
I've found that underneath every single business, you'll find the same thing: people. People with fears, insecurities, needs, hopes, and desires.
Figure out which of those emotions you can tether to your product or service, and you're...well...yeah, I'm gonna say it: you're in business.