I feel like one of the biggest reasons why creative business owners don’t like writing copy is because they think everything they write comes off as boring or flat or stiff. And honestly? So fair. Writing good, personality-packed copy is hard work—but absolutely not impossible.
For my own copy and for my client’s copy, I try to make sure everything I write feels personal and carries a certain energy (or, quite literally, tone). But if the idea of having to add personality to your entire website or sales page right off the bat sounds, well, suuuper intimating, don’t worry! We’re starting off small.
So I’ve curated four of my favourite ways to instantly add a little somethin’ somethin’ to your copy that most people overlook. They’re like big trust builders in tiny packaging.
Even better? Adding each of these to your website, sales page, etc. should take you no longer than 25 minutes to do.
Let’s get into it!
#1. Update That 404 Error Page
I feel like not updating your 404 error page with personality-packed copy is the missed opportunity of the century. Dramatic? Maybe. But nevertheless, there’s no denying just how much fun you can have with your 404 error page and if your current page just reads, “404 Error — Oops! Page Cannot Be Found” you’re missing out. But not anymore! Here’s what you’re going to do to give it a little zhuzh, ok?
Anchor into something that feels very on-brand for you and relate it back to message of a 404 error page. Then guide them where you want them to go. The page may be MIA but your brand voice? Locked tf in.
For example, if you’re a productivity strategist, your 404 error page could read something like:
H1 Header: Whoops! This page just stepped out for the day.
Sub-header: She finished everything on her to-do list so she thought she deserved a little treat.
Body copy: Want to be like her?
CTA: EXPLORE OUR SERVICES
2. This one’s optional, but highly recommended. I always love creating a custom Mini About for my clients’ 404 Error Pages. I mean, this page is literally an opportunity for you to level with your audience and be super relatable—what’s more relatable then messing up? Then use this as an opportunity to introduce you, what you do, and how potential clients can work with you (and why they should).
Maybe this looks like walking them some of the mistakes you made along your journey and how you work helps them avoid similar mistakes. Or maybe you want to share a funny “Oops” story from your own life that you can connect back to your work.
The opportunities are endless, but the goal here is to redirect your potential client to a different page of your website with the hope that they don’t ‘X’ out.
#2. Add a Mini About Section
Speaking of Mini Abouts, I create a unique Mini About for each page of my client’s website. Not only does this show prospective clients that I care enough about my brand to put in a lot of effort (writing 4-5 Mini Abouts isn’t exactly quick!), but it also acts as a connecting point between me, the purpose of the page, and what I want my reader to do.
So instead of adding Mini Abouts to every single webpage on your website right this minute, start with just one page, one takeaway, and one CTA.
Here are a few questions to get the creative juices ~flowing~:
What is the purpose of the webpage?
What personal stories/takeaways/messages can connect to something on this website? (i.e. if this is for a sales page, what inspired you to create this solution? If this is for a services page, what makes your approach different than other service pros in your industry?)
Where do you want them to go next?
If you’d like some inspo, peep my Mini About below and compare it to the Mini About on my Brand Mag sales page.
#3. Personalize Your Title Tag & Meta-Description
I like to think of the Title Tag and Meta-Description as the unsung hero duo of SEO for your business. Not only will writing a Title Tag and Meta-Description help you advocate for your website (and hopefully, rank on the first page of Google), but when you add personality to your Title Tags and Meta Descriptions, you make your webpages more enticing for people to click on.
Quick recap before we go any further: what’s the purpose of this duo?
Your Title Tag and Meta-Description is the information Google uses to tell people what your webpage is all about, and work best when following these four guidelines:
includes your search keywords organically
tells readers exactly what to expect on each page
is, ideally, a certain length: Title Tags (50-60 characters; Meta-Descriptions: 150-160 characters)
doesn’t just regurgitate what’s on the actual website
Got that? Ok, sweet!
Now, how do you add personality to your Title Tags and Meta Descriptions to make them worth clicking?
By getting creative with how you talk about what they can expect.
Kind of like with #1, you’re trying to strike the balance between being clear and being creative. You want to make sure you’re saying what you need to say, but you don’t want to sound like everyone else doing it (no pressure!)
Even though your Meta-Description is a summary of your webpage, we don’t want to give #summaryvibes. One way to avoid this is to lead with your unique selling point—whether you’re writing about your About Page or your Services Page, that remains relatively the same, if not just worded differently.
#4. Make your CTAs click-worthy
Another missed opportunity I see sooo often. Sure, you could argue there’s time and a place to be very clear and say “SAVE YOUR SEAT” or “JOIN THE WAITLIST,” but I am nothing if not your copywriting fairy godmother swooping in to sprinkle creative fairy dust on the crown of your head. Because writing good copy is, in part, about how willing you are to break free from what’s typical and expected for something more interesting. So, with that, I challenge you to to get a little more fun with your CTAs.
One thing to note, if the CTAs are a little ~out there~, I recommend pairing your CTA with a clear leading sentence to make your CTA the most impactful. Let’s walk through a couple of examples, shall we?
Instead of “SAVE YOUR SEAT” maybe you can use “COUNT ME IN!”
Instead of “JOIN THE WAITLIST,” what about something like, “GET THE TEA”
If, let’s say you’re listing out all the benefits someone will experience once they experience your solution, maybe the CTA could be something like “OK, I’M CONVINCED!” or “SOOO WHAT ARE YOU WAITING FOR?” For that second example, the CTA cheekily positions the benefits as so good not clicking doesn’t even feel like an option.
Of course, everything you write will be context specific and should be aligned with your tone, but consider this your permission to have fun with it!
The TL;DR?
You don’t have to spend hours combing through you entire website or sales page in order to bring personality to your copy. Starting small still has the benefit of showing anyone who lands on your page that you’ve put in a ton of effort, even if you’ve only got 25 minutes at a time.
So, as your copywriting fairy godmother, go forth, get a little weird, and show off that personality of yours (I know you’ve got it in you!).
If there’s one thing I could tell my younger self, it’s this:
Write now (right now) , edit later.
Even as a copywriter, it took me a long time to really show up and share my voice in the way that I had wanted to. I was always scared of the vulnerability hangover that usually comes after speaking, as a deeply sensitive, (over)thinking human.
And I’ve almost let the self-doubt win a handful of times. Almost.
But I keep coming back to the advice I would give myself when building something I was proud of was still just a dream reserved for my notebooks.
Starting is the first step. And the second. And the third. Because once you start, you usually tend to see that the rest isn’t so bad, and then the next thing you know you have a business that supports the life you’re building and you’re actually having a heck of a lot of fun.
Whoops, I guess I should probably introduce myself, huh? I’m Taylor, a copywriter and brand messaging stylist teaching creative service pros how to wield brand messaging and copywriting to build the business (and life) they want.
Whether you’re DIYing your copy or you’re ready to collaborate with someone who will 1000% be entirely (too?) invested in your project, I’m so glad you’re here.
