How to attract soulmate-level clients with your website copy
Imagine waking up to an inbox full of inquiries from soulmate-level clients.
I’m not talking about a bunch of random leads; I’m talking about those perfect-fit clients who completely align with your passions, values, and goals.
Whether you’re looking for your first clients – or you’ve been working with clients who pay the bills, but don’t light you up – I’m sure you’d love to grow your business by signing on more of those dream clients.
And I believe that’s totally possible when you have website copy that sounds like you, speaks directly to your dream clients, and makes them genuinely want to work with you over anyone else.
So, how can you make that happen?
That’s one of the things I love helping my clients do when we collaborate on their website copy, and I’m excited to help you get started with five ways you can attract your dream clients with the words on your website.
1. Know your values and share them in your copy
Want to book clients who align with your values? Then you’ll want to make sure your website copy is communicating those brand values loud and clear.
If you’re like many entrepreneurs I meet, then you might have an idea of the values you uphold in your business or even a list of them on your website (and that’s a great place to start). But I recommend going even deeper in your copy to demonstrate how those values actually play out in your business – because that’s what will build trust with your dream clients and make them genuinely excited to work with you.
For instance, rather than just saying you value transparency, think about how you put that value into action and then share that on your About page.
Identifying and communicating your brand values is something I love guiding my clients through, either in our initial strategy session call for custom website copywriting or in a Copy Clarity Intensive consulting session. We talk through the essential pieces of your message, like what drives you and what you want to be known for, and then we put it all together in writing so you can feel confident communicating those brand values on your website and in any other content you create for your business.
Taking your values from vague concepts to intentional pillars of your business – and clearly communicating that on your website – will help you attract more of those dream clients who share your values.
2. Own your boundaries
Here’s something I wish I’d known when I started my business: sharing your boundaries on your website won’t scare your dream clients away.
In fact, I’ve found the opposite to be true.
If you’re continually attracting potential clients who question your process, expect you to be on call 24/7, or push back against your prices, then it’s time to make sure you’re clearly communicating your process, boundaries, and pricing on your website.
Not only will this help you deter the “I want it all and I want it now” clients, but the clearer you can be about those things, the more you’re going to attract the people who respect and appreciate the fact that you have a process.
I totally get the fear that comes with establishing your boundaries as a business owner and being upfront about them on your website.
Maybe you’ve kept details like pricing off of your website because you’re worried about scaring away potential clients.
Or maybe you’ve been afraid to spell out your proven process because you don’t want to come across as uptight and inflexible.
Here’s the thing: the people who take issue with things like your pricing, process, and boundaries were probably never the right fit to begin with. And for the soulmate-level clients who trust you and see the value in what you’re delivering, those pieces won’t even be an issue. In fact, they may even be a selling point.
I recommend including these details on your Services page; that way, potential clients browsing through your services will know exactly what to expect before they hop on a call with you.
When you start valuing your boundaries as a business owner and clearly communicating the details of your process and pricing in your website copy, you’ll find that the right people are going to be even more drawn to you because of it.
And then you can fill your calendar (and grow your business) with clients who love working with you as much as you love working with them.
3. Show up as who you are (quirks and all)
If you want to attract clients you truly “click” with, then it’s time to stop faking it, my friend.
Showing up as yourself, quirks and all, is one of the most powerful ways to attract your dream clients.
So as Good Morning America co-anchor Robin Roberts says, you’ve got to “make your mess your message.”
Believe me – I know it can be scary to show up as yourself. And I know it might seem easier to put on a more bubbly, professional, or edgy persona. But getting real and using your true voice in your copy is one of the absolute best ways you can set yourself apart – even in a competitive industry.
Because when you can stop trying to hide your human side, you’re free to simply connect with potential clients who are drawn to the real you. And no competitor can mess with that.
So, how can you show the “real you” on your website?
Open up and tell the story behind your business. Share the fun facts and quirks that will make your readers feel like they really know you. And make sure that all of your copy follows your natural, consistent voice – the same voice you’d use if you were sitting down for coffee with a friend.
By letting your words flow out in a way that feels true to you, you’ll set yourself up to attract and book clients who want to work with you over anyone else on the planet.
4. Speak your dream clients’ language
So ... maybe you can’t clone your favorite client. But you can use your website copy to attract the same kind of dream-to-work-with person over and over again.
And paying attention to the interactions you’ve had with a favorite past client – right down to the specific words they used – is one of the best ways to make it happen.
By getting to know your dream clients and infusing your copy with the exact language and references that resonate with them, you can help those people feel seen, heard, and excited to work with you when they land on your website. (Which translates to easier sales and more of the kind of work you love to do!)
This is where my interview-inspired copywriting process brings a ton of value for my clients. I sit down and conduct in-depth interviews with my clients – and their clients – to make sure that the website copy we create is filled with the same language that both my client and their dream clients would use naturally.
On a practical level, you can start applying this method to your own website copy by listening carefully to your clients during sales calls, rereading past inquiry forms and reviews to understand why people hire you, and tuning into how your favorite clients communicate on social media.
When it comes to the words on your website, sometimes the smallest shifts can make a powerful impression on your readers.
For example, if you’re a photographer, consider whether your clients tend to use the word “images,” “photos,” or “pictures” to describe what you create for them – and use their wording when you’re writing your copy. Even something as simple as that can make your copy more inviting to those dream clients.
By tapping into what you already know about your favorite past clients, and learning how to speak their language in your website copy, you’ll be well on your way to converting the right people with more consistency and ease.
Want more tips on how to get to know your dream client? I have a blog post that might help!
5. Show them why you care
At the end of the day, we all want to be seen, heard, and understood. And the right copy will help you make your dream clients feel that way from the moment they land on your website.
That’s why it’s so important to incorporate empathy into your website copy and to show your reader why you care about helping them.
One of my favorite ways to connect with website readers is to tell a true story about a time when you were struggling with the same challenges your dream client may be facing right now. You can also share about your mission and the “why” behind your work.
By showing that you genuinely care about your clients and are here to help them, you’ll be able to create a personal connection that truly sets you apart from your competitors, before you and your dream clients even meet face to face.
If you want to understand more about what’s going on in your dream client’s mind as they browse your website, check out my free audio training, “10 Questions to Turn Your Website Visitors into Dream Clients.” It’ll guide you through how to create copy that connects, converts, and grows your business – even if you’re convinced you’re “not a writer.”
Ready to have website copy that attracts those perfect-fit clients?
You don’t have to spend hours coming up with the perfect slogan or cleverest catchphrase.
If you want to write website copy that attracts soulmate-level clients, you can start by simply being real, putting your values out there, and getting crystal clear about exactly what kind of person you want to work with.
I know that might sound like a lot, but just imagine being able to wake up every day and serve the kind of soulmate-level clients who leave you feeling energized and excited about the work you’re doing. You can start connecting with those dreamy clients right now, using something as simple as your website copy, to build a fulfilling business that stands out among the competition.
If you’re struggling to communicate your brand values or tell your story in a personal-yet-concise way, I’d love to help.
Through either custom website copy or a Copy Clarity Intensive, we’ll unpack exactly the language you and your dream clients use and help you implement it on your website so you can attract and convert those soulmate-level clients on repeat.
Ready to grow your business while doing work you truly love? Contact me to get started!
