How to communicate value and attract high-end clients: A website copy audit with Paper Hat Weddings
You know your business is delivering incredible value. You pour your passion and expertise into serving your people. But when it comes to translating that into website copy, something feels…off.
This struggle is normal no matter what industry you’re in, and it’s one reason why I recently connected with Lindsay, the owner of Paper Hat Weddings.
Lindsay reached out for a website copy audit of her Packages page, expressing a desire to:
Clearly and concisely communicate what Paper Hat’s partial planning services are and why clients need them
Attract higher-budget couples who value what Paper Hat offers
In this website copy audit, we'll dive into Paper Hat Weddings' Packages page, offering tips to transform their copy and attract more of the clients they want. I hope these strategies will empower them, and you, to craft website copy that speaks directly to your ideal clients and showcases the unique value you bring.
A peek at Paper Hat Weddings’ Packages page.
What's working well on this page:
Paper Hat Weddings has a beautiful, professional website and the copy is warm, approachable, client-centered, and concise. So before I make any recommendations, let’s unpack what’s already working well on this page:
Clean & User-Friendly Design
Paper Hat Weddings prioritizes clean web design with clear sections and calls to action, making it easy for busy couples to find the information they need.
Clear Package Descriptions
Combatting their clients’ wedding planning overwhelm, Paper Hat Weddings offers clear and concise descriptions of each package. Distinct timelines, lists of what’s included, and strong calls to action provide a clear understanding of what each service entails and the next steps for booking.
Inclusive Message
Paper Hat clearly states that they welcome all love and religions, fostering a sense of warmth and acceptance and leaving no question about who they serve.
FAQ Section
Paper Hat’s FAQ section anticipates common concerns and provides clear, concise answers, saving couples time and communicating the company’s transparency and care for their clients.
Now, let’s dive into three shifts Paper Hat Weddings could make to communicate what they do and attract higher-budget clients who value their expertise.
Tip #1: Tap Into Emotions
Before our readers can connect with what we’re selling, they need to understand how it all ties back to their fears, desires, and values. That’s why it’s so important for copy to paint a picture of the problem we’re solving and show how each feature will ultimately benefit our ideal client.
For Paper Hat Weddings, that could look like naming the challenges and fears their clients are experiencing near the beginning of their Packages page. Here’s an example of how this section of copy could work:
Weddings should be exciting, not overwhelming.
But for many couples, the endless to-do lists and planning overwhelm can quickly turn their dream day into a stressful one. Maybe you’re…
Feeling lost, not sure where to start or how to navigate the wedding planning process.
Stressing about how to choose the right vendors from a sea of options.
Struggling to make sure every element reflects your unique style and personality.
Juggling busy schedules, with no time to meticulously plan all the details.
That's where Paper Hat Weddings comes in. Our partial planning services alleviate these common concerns and ensure your wedding planning journey is smooth and stress-free — so you can relax and enjoy the day you’ve been dreaming about.
This example speaks to their ideal client’s pain points and clearly communicates the benefits of working with Paper Hat Weddings — the perfect lead-in to the service packages listed further down the page. That said, it’s a bit generic. Lindsay and her team could customize this copy further using real challenges their clients are experiencing and the specific ways Paper Hat can help.
Tip #2: Educate Your Audience
It’s important to remember that when prospective clients come to us for help, this may be their first time working with a business like ours. So even though our industry jargon seems standard to us, it might feel like another language to them.
That’s why it’s our job to educate our clients in our copy. Since Paper Hat Weddings specializes in “partial planning,” we’ll want to make sure every reader understands exactly what that means.
I recommend dedicating a section on the page to explaining what partial planning entails and the specific advantages it offers clients over other services like full planning or day-of coordination. To keep this copy short and simple, Lindsay and her team could consider how they might explain their service to a friend or family member, emphasizing why partial planning is the best fit for their clients.
We’ll also want to make sure we speak to the benefits of partial planning throughout the page, such as in the package descriptions. For example: “We'll manage everything and keep you on track, freeing you to experience the joy of your wedding day.”
And lastly, we want to make sure readers understand what makes Paper Hat Weddings different from other wedding planners. For example, consider the current headline on this page: “We manage your details. You enjoy your day.” While this is clear, concise copy that speaks to potential clients’ needs and desires, it doesn’t necessarily stand out from what other planners are saying. What does Paper Hat do better than anyone else? What do their specific clients care about most? That’s what we want to communicate, especially in the headline for this page.
By educating their audience and showcasing their expertise in partial planning, Paper Hat Weddings can position themselves as the go-to planners for couples seeking this type of service.
Tip #3: Focus on Value, Not Affordability
Many small businesses initially attract clients by being the affordable option. But as their expertise grows, they naturally want to book more clients who recognize the value they bring. For Paper Hat Weddings, this means shifting their website copy from affordability to the significant value they offer high-budget couples on their wedding day.
To make sure their copy reflects this shift, I recommend we move away from emphasizing affordability, focusing on the problems Paper Hat Weddings solves and the benefits of working with them. This could mean showing how their services save couples precious time and alleviate stress, allowing them to relax and enjoy the excitement of getting married.
Whenever you’re making changes like these to your copy, it’s helpful to think about past high-budget clients you've worked with. What were their specific concerns? What did they value most about their experience working with you? And how did that differ from clients with smaller budgets?
Once we know the answers to these questions, we can directly address their ideal client’s needs and desires in the copy — building trust and positioning Paper Hat Weddings as their perfect partner.
Finally, Paper Hat could showcase their experience with high-end weddings by including testimonials from satisfied clients who value their expertise. These testimonials act as social proof, showing Paper Hat’s ability to deliver exceptional results for higher-budget clients.
By emphasizing their value and expertise, Paper Hat Weddings could be well on their way to connecting with higher-budget couples who want exactly what they offer.
Ready to attract more of the clients you want?
When it comes to attracting higher-budget clients, there's no need to adopt fancy language or an ultra-exclusive approach. By implementing the suggestions in this post, Paper Hat Weddings can continue to be the warm and welcoming partner they are, while attracting more of the clients they want.
If you, like Lindsay, have ever struggled to communicate what you do and why it matters, think about how you might explain your business to a friend in a sentence or two. Ditch the industry jargon and focus on the problems you solve and the benefits you offer.
And if you're ready to take your copywriting and messaging strategy to the next level, visit my services page or reach out. I'd love to help you unlock the clarity you’ve been searching for and connect with more ideal clients.