Once you feel comfortable you can start using the new language skills you’ve learned from your audience on your services page and even on landing pages.
So, whether you’re selling products or services, designing a sales page that uses the words your ideal audience uses will attract them to it, and then help them convert into a buyer.
When you use your audience’s language you will build more trust and overcome objections faster because they feel like you know them.
When you talk the way they talk, you’ll get a better result than using marketing language or jargon that you think they know. Or worse, you use that jargon to sound smart!
Tip: They don’t know your industry jargon, and it can actually have the opposite effect.
Knowing how they really talk is going to help.
So let’s dig into some key areas you can use this language on your sales page or work with me page, whatever you call it for your business.
What words would your audience use to find the service you’re offering? Use those words. Use them in the name of your page and the headline. You should also include that language in the actual link to the page. The URL as it’s known as. Example: yoursite/use-their-language-in-the-title.
Use the language you’ve observed to “hook” them in the first sentence on your sales page. Using a hook that has emotion is more effective than almost any other selling method.
A sales page or work with me page, like any page you make for your website, looks better when you take advantage of whitespace. You can do that via subheadings, bullets, and how you arrange your words and blocks of text.
Making important keywords H1 or H2 (and so on) shows the search engines that it’s important, but also breaks up the view visually for your audience.
“People don’t read websites, they scan them.” Donald Miller
Having on brand graphics for your service or product is not only a chance to show it off, but also a chance to grab them through the words you use in the graphics.
Say you have a mockup of one of your course modules. It can look like a book, or a digital screen, it’s up to you. Use the language you’ve learned to make those mockups stand out.
SEO Tip: Don’t forget to name any images with your keywords too.
When you create a description for your product or service use the words that they would use in a search. Also, grab their attention by fully describing the benefits of your product or service right on the page. When you use the words they’d use, you will get a much better result because they’ll feel as if you are speaking directly to them.
“It’s like you read my mind” is one of the best compliments you could ever receive.
Remember that benefits should always come before features on any sales page. Most people care more about what’s in it for them than what you see as important. Answer their question, “So, what? What’s in it for me?” right up front.
The main difference in a benefit and a feature is a benefit is more emotional, and aspirational. Example: You’ll feel 10 years younger is a benefit.
You do still want to talk about features, but you want to talk about the features in terms of how it benefits the customer.
If you can describe in one sentence the benefits that your audience gets from each feature of your product (using their words) you will convert at a much higher rate.
Keep in mind a feature is more of a bulleted list of things that come with it, go with it, or are like specs if it’s a technical product. Example: This material is 90% cotton and 10% linen. That’s technical and has no emotion to it.
Of course, never forget your Call to Action. A CTA should be on every landing page, every blog page, on your about page, your homepage, every place you can put one.
You’re the expert on your topic. You need to guide them to the next step and never leave them hanging on what to do, or else they’ll head straight to the exit button.
If you focus on only one CTA per page, you’ll get a better result. Using their words to form the call to action will make them more likely to take action.
Examples: a light-hearted brand might use “let’s chat” as a call to action vs a more professional coaching service might say “schedule your consultation”.
Don’t be afraid to change your sales or work with me page as you interact with clients as well. The more phone calls you get on, products that you sell, or interactions you have will increase your knowledge of how they speak about their wants and desires.
If it helps, while you write your services page, put your ideal client’s picture in front of you with a list of phrases and words that you’ve heard/observed them say.
Tell me in the comments, which of these areas are the most difficult or easiest to include their language?
Lacking some confidence in your design skills? Wanting to start designing websites for clients but not sure where to start?
What if you knew every step (in the right order) to go from idea to development... and clients actually love their final website?