If your client attraction system isn’t bringing right-fit leads into your business, it’s time to look at your messaging. How are you communicating with them once you get them through the virtual business door?

Another day, another inquiry that *really* doesn’t align with what you offer or how you work.

What gives?!

Your client attraction system should be bringing in ready-to-invest leads that make you thrilled by the possibility of what you can create together.

Not contact form submissions asking for services you don’t offer for industries you don’t work in. Or from business owners who aren’t at the right stage to fully reap the benefits of what you provide.

*Facepalm*

What if I told you that you may have played a role in this unfortunate situation?

Your job as a business owner is to be direct and specific about what you do, who you do it for, and how it happens so your prospects can make an informed and confident decision about hiring you.

You’ll be a perfect fit for some. You won’t be for others. And that’s perfectly OK.

But are you conveying this to your audience?

This is a job for your website copy. It should work in perfect tandem with your client attraction system to bring in qualified leads who need what you offer.

If these unaligned inquires continue to be a problem and motivation-sucker for you, it’s time to look at your website copy and take a hard look at how you’re communicating with people who have an interest in your business.

What’s a client attraction system?

A client attraction system is the process you follow to bring warm prospects into your business. It consists of the activities you do each day to get in front of your ideal audience, capture their interest, and invite them to learn more about what you do and how you can help them.

Things that might be part of your client attraction system include:

• A networking strategy and practice
• Lead magnet(s)
• Monthly or quarterly webinars/masterclasses
• SEO strategy
• Visual branding and web design
• Email funnels like a welcome sequence
• Pinterest marketing
• Guest speaking

Whatever you’re doing after you’ve already got your ideal client’s attention is ALSO a part of your client attraction system.

And this is where your website copy becomes extremely important.

Because what you say about your business and how you talk about your offers helps your prospect understand if he or she is in the right place to get what they need. It also helps this person understand if they’re ready to work with you.

Let’s chat more deeply about how your website copy could be sabotaging your client attraction system and how we can fix it.

Why your messaging and client attraction system aren’t working together

You’re trying to speak to everyone

Do you have the mindset that more people in my business equals more money? Logically, it makes sense to make your services appealing to as many people as possible.

But you have a specific skill to help a specific person solve a specific problem. And if you’re not communicating that, you’re confusing people. Which is why unaligned inquiries are hitting your inbox.

You didn’t start your business to help just anyone. Your website copy needs to talk to this one person who has the problem you can solve. This will help your audience understand whether or not they’re in the right place to receive the type of support they need.

No one wants to get as far as a discovery call and suddenly learn you can’t help them. That’s a poor experience with time lost and frustration increased for both parties.

Stop trying to speak to everyone in the hopes you bring in as much business as possible.

You don’t want any business. You want the right business.

People don’t want any solution. They want the right solution. Especially where their money is concerned.

You aren’t explaining your transformation specifically enough

Say you’re a business coach for emerging entrepreneurs on a mission to help others achieve financial freedom.

Financial freedom can look different to everyone. Maybe someone sees it as ending the paycheck to paycheck cycle. Maybe someone wants to build generational wealth. Someone might want to improve their money mindset.

If all of these people end up in your group program and only one receives the outcome they think you promised them, you’ll end up with some unsatisfied clients who might not rave to their friends about you.

In fact, they may do the opposite. And that’s a situation no one wants to be in.

To attract the person you really want to work with and who will be most excited about your services, you need to clearly explain the specific transformation they can expect.

Remember—your transformation won’t be for just anyone. And that’s OK.

You’re afraid to rock the boat

There’s a lot of strong opinions on the Internet. And maybe you have one strong enough that influences how you do business and the type of client you serve.

You might be a nutritionist who doesn’t believe “there are no good or bad foods” and you want to work with clients who feel similarly.

If you don’t say this on your website, you might attract clients who do hold this belief, resulting in a less-than-amazing experience for both of you.

If you have an opinion that influences your work and who you work with, tell people so. It’ll attract the people who feel similarly and want to be in that environment or community.

When you keep it a secret—especially if it’s built into your offers and processes—you hurt yourself and your clients.

Who cares if someone on the Internet gets mad? They don’t have to work with you.

You aren’t setting expectations

How long do your projects take? What do you require from clients before your project starts? What’s your price?

Setting expectations up front helps your leads understand whether or not you can meet their needs, if they’re ready for what you provide, and if it’s within their means.

Otherwise, you’ll be hopping on calls with people who you can’t help, might not be ready for your support, or don’t have the budget.

Again, time lost and frustration increased. Not what you signed up for, friend!

You’re not prioritizing connection

Creating relationships is just as important as closing sales. And to create relationships, you’ve got to communicate more than the business parts of business. (Your offers, work, prices, process, etc.)

If you’re like me, you want to work with people who find similarities in your story and see your expertise because of it. Or with people who have similar values and perspectives.

Those are going to be those famed “HELL YES!” clients waving their credit cards in your face to get on your calendar.

You’ve got to open up, be vulnerable, and say what you really think (where it’s appropriate) to build relationships and nurture them.

To conclude…

Not everyone who finds you will be ready to work with you immediately or even see you as a solution they need. Sales can be a long-term commitment to growing connection and relationships.

Your website copy is an important piece of your client attraction system. It’s often the salesman that seals the deal and helps someone make their investment decision.

You want your copy to be clear and direct to help people collect the information they need so they make the right choice.

Not only will this bring the right-fit inquiries to your business, but it will also create a smooth and pleasant client experience people won’t forget!

Thanks for stopping by the blog!

If this is the first time we’re meeting—hello! My name is Val Casola and I’m a website copywriter and brand storyteller for creative and lifestyle brands who want to articulate their value and grow their business.

Come say hi over on Instagram or send me an email at valcasolawrites@gmail.com! Thanks for reading!

Blog image by Kelly Sikkema on Unsplash