The Biggest Mistake I Made on My DIY Website

Introduction: The Frustration of a Floundering Website

Have you ever poured your heart and soul into building a website for your small business, only to feel like it was all for nothing? No matter how many late nights you spent tweaking your site, it’s just not working. Traffic is non-existent, clients aren’t coming in, and the few people who do contact you aren’t even a good fit. I’ve been there too, and trust me, it can be incredibly disheartening. But there’s a light at the end of the tunnel.

My Journey: From DIY Disasters to Success

I’ve been a business owner since 2011, and in those 13 years, I’ve built countless websites on numerous platforms, hoping each one would be “the one.” Spoiler alert: they weren’t. Several years ago, though, I uncovered a pivotal mistake I was making. Correcting this mistake completely transformed my business. Now, my website brings me clients even when I’m not actively marketing. In fact, just within the past 24 hours, I received four new photography inquiries without posting on Instagram for almost a year or updating my website for ages. So, what was the game-changer?

The Turning Point: Realizing My Website’s Purpose

The primary goal of my website had always been to serve as a digital storefront – a home for my business on the internet. It was supposed to inform potential clients about my services and, ideally, drive them to work with me. I had the intention, but the strategy was missing.

Early on in my business journey, I recognized the value of SEO. I knew I could drive visitors to my website using blog content, so I became an avid blogger. I wrote numerous posts, pinned them to Pinterest, and gradually built some traffic. However, despite all this effort, I wasn’t seeing an uptick in client inquiries. My client roster remained disappointingly thin.

A few years and a few websites later, I was pulling my hair out. The traffic was there, but it wasn’t translating to clients. That’s when the light bulb went off: I needed compelling copy. Up to that point, my websites were all about aesthetics. I’d choose a beautiful template, then cram text into it wherever it fit. Often, I used filler text from the template designer or mimicked what other photographers were doing. This isn’t a strategy; it’s a recipe for a mediocre website.

Digging into the Past: Compelling Copy Matters

Let me take you back to 2015. I was four years into my business and incredibly proud of my latest website. I had nailed the color scheme, fonts, and, of course, showcased my photography. But my homepage? It had zero text beyond links to other pages. Talk about a missed opportunity! I can give you a peek into these old sites using the Wayback Machine, though they’re not fully clickable anymore. On the about page, there was likely a photo at one point, but it’s gone now. The content that remained was lackluster, filled in hurriedly in hopes that visitors would magically become clients.

By 2017, I realized people struggled to find the information they needed from my site. So, I redid it, this time targeting a specific type of family photography client. I wrote about capturing those in-between moments, steering away from posed Christmas card photos. This shift was crucial. It indicated to clients what I wanted to shoot and helped filter out those looking for something else.

In 2018, my messaging became even clearer. I focused more on the unique experience my photography offered, rather than just showcasing my work. I leaned into the concept that “being different is better than being better.” I emphasized what set me apart from other photographers. However, while I was attracting more suitable clients, the site’s overall flow and design still needed work.

The Game-Changer: Learning Effective Copywriting

The following year, I took a copywriting class, and it was a total game-changer. I learned how to attract my dream clients and guide website visitors from being merely interested to being ready to book. Before this, I was attracting the wrong people or no one at all. Inquiries often came from people looking for services I didn’t offer or those shocked by my pricing. This disconnect was frustrating and costly.

Improving my messaging brought new clarity. Clear, targeted copy started to bring in inquiries from clients who truly valued my work. This was incredibly rewarding. I saw firsthand the benefits of speaking directly to my ideal audience.

DIY Copywriting: Frameworks and Practical Tips

I had considered hiring a copywriter, but budget constraints pushed me to learn the skill myself. Copywriting, with its standards and frameworks, is more straightforward than creative writing. Studying consumer behavior and buying psychology helped me shape effective, engaging copy. For those tackling DIY copywriting, frameworks like AIDA (Attention, Interest, Desire, Action) and PAS (Problem, Agitate, Solve) are invaluable. They guide you in connecting emotionally and logically with your audience, demonstrating that you’re the right solution to their problems.

So, if you’re ready to take your website copy to the next level, my Website Writer Workbook and Website Raider AI tools are excellent resources. Here are some additional tips to get you started:

1. Write How You Talk: Keep it conversational. If you’re a personal brand, your website should feel like a personal conversation. Avoid sounding overly professional or stiff. People connect better with a relatable voice.
2. Make It Skimmable: Structure your content for easy reading. Use bullet points, italics, bold text, and break content into digestible sections. Many visitors will skim rather than read every word.
3. Simplify the Language: Aim for a fifth to seventh-grade reading level. Use simple words for clarity and better engagement. Avoid complex vocabulary that might confuse your audience.
4. Focus on the Client: Address your client’s needs first. Visitors care more about how you can solve their problems than about your personal story. Your content should always circle back to what’s in it for them.
5. Use Calls to Action: Guide visitors with clear calls to action. Show them the next steps, making it easy to move from interest to decision.

The Final Piece: Writing Copy Before Designing

One last tip: write your copy before designing your website or choosing a template. Good copy informs the design, creating a cohesive and user-friendly flow. When your messaging is clear, your design can better support it, leading visitors seamlessly from page to page.

Upgrading your website’s copy can significantly affect your business. Since my copy overhaul in 2020, my website consistently attracts clients who are genuinely excited to work with me. Investing the time in crafting excellent copy will pay off in the long run.

Closing Thoughts

If you’re ready to have a website that does the heavy lifting for you, check out my Website Writer Workbook and Website Writer AI. With the right copy, your website will not just be a pretty face but a powerful tool driving the success of your business.