Fundamentally, every web page you write is about your customers – their problems and their needs. This can really be a challenge – especially if you’re an expert (coder / electrician / yoga teacher).

Yes, you talk about who you are and what you do – but do you do it in terms of their needs?

So here’s a step-by-step process to help you translate your expertise into a web page with a difference.

4 steps to better copy

1. Write down your specific skills.
   “I am a skilled business coach who specialises in environmentally sustainable business strategies“
2. Add on a “so that” explanation of why that skill makes a tangible difference TO YOUR CUSTOMER (not to you):
   “so that my customers can make the most of the profitable new business strategies AND know they’re creating a better world for their children.”
3. Put your “so that” into first person – because your web page gets read one person at a time and you need to talk to them as an individual:
   “so that you can make the most of profitable new business strategies AND know you’re making the world better for your children“.
4. Turn it around so that the customer comes first:
   “You can make the most of profitable new business strategies AND know you’re making the world better for your children because I combine skilled coaching with the latest in sustainable business strategy.”