“I’m having trouble figuring out how to ask my client the right questions for website copy. Do you have a strategy or specific questions that you ask your clients?”

Let’s tackle it head on. Copy, written right will bring massive amounts of revenue for your ideal client or you. Copy is any type of written words that is geared towards making someone money! This can include websites, landing pages, sales pages, ADs.. you get the picture.

Let’s talk about website copy specifically.

The goal: Website copy is supposed to make the client/customer stay on the site, intrigue them, convince them that site (person or business) is the best choice for them.

Now if you are hired as a copywriter for a business, it can be a little difficult knowing exactly what to write! The business owner themselves know way more about their work but sometimes they don’t realize you can’t read their mind. How do we fill in the gaps, so you aren’t doing hours of vague research?

Here are 3 questions I ask my clients on my coaching calls.

They are designed to gather all the information I need to start researching so I can write that kick-butt, come-to-me-not-my-competition website copy. Also, grab a copy of my elevator pitch worksheet & follow along!

Here are the questions I ask my clients on coaching calls. I’ll also include an explanation of why each question is important. Feel free to skip over what is too long ;)

1. Who are they trying to reach? Who is their ideal client?

Even though your niche is specific to food, real estate, puppies, sustainable fashion.. Every business is different. Sometimes you can guess the ideal customer, or you can just ask. I’d rather ask, it saves LOADS of time.

This is important because once you understand who the ideal customer is, (WOC, age 20–25, want healthy hair, always on the go, etc.) you can start doing some really good research! There’s no harm in asking your client for this information. They should already know. If they don’t there’s a bigger problem at hand.

2. What is the main goal for the website for the customer? — Are you trying to sell a product? A service? Get subscribers?

• This is important so you have it in your mind. However, YOU MUST LEAD WITH VALUE. Value of what the CUSTOMER is going to get from the site is the hook, then you must convince them to like the business to convert them into paying customers. This is crucial because just because you hook them, you haven’t finished the job.

Which leads me to my final, most important question.

3. What is the business’s promise to the customer?

The answer to this should follow this form:

How does the business take the customer from Point A (current unhappy state) — > Point B (ideal state)

Understanding how exactly the business is going to take the customer from hell on earth to nirvana will give you TONS of leverage when you expand on that. Remember to always refer back to how the business is the ONLY vessel to take the customer from Point A to Point B

These questions are extremely important to answer because it allows you as the copywriter to understand exactly who you need to research. Your research will help you understand their pain points and what persuasive words to use. Seems a little weird. Yeah, I know, it does, BUT that’s how copywriting works! You have to understand the ideal client, provide value, keep their interest, abolish their fears, and HELP them. Don’t be sleezy with it. It’s powerful when you use it in the right way.

So get out there, ask your client, or yourself (if you’re writing the copy yourself) these questions and get to researching! Let me know if you have any questions!

Grab my free Elevator Pitch Workbook to use for situations like these!