Michal Eisikowitz, Founder @ Copytribe, SaaS and B2B Copywriter
Michael is writing an article on her process for building an ideal website with copy perfection. The article will focus on the following steps in her process:
Branding process - turn it up to an 11 (your core personality and dial it up while staying true to yourself)
Building website structure process - pages, which ones and content
Designers - someone you can collaborate with and someone you like their work
Platforms - choose a platform that's easy to edit
Copywriter - it takes time and goes through many edits and needs to be amazing
Your About page should be about your ideal customer - and have YOU injected into the copy (so people can get to know you)
Michal recommends 3 pages on all websites:
About Page - second most visited page on website
Then it depends on what they need:
What are prospects looking to learn? What do they need to go to the next step?:Do they need to learn more about me, about my abilities, expect when they call me, view my services more in-depth?
FAQ is an amazing page to have on most websites - you end up addressing questions anyways. FAQ taking voice of the customer and using it. You're taking what's in your customer's head and writing it out. They like that question and answer format.
Michal recommends FAQ for her customers, especially for service businesses. It's also most helpful and relevant which is helpful for Google and SEO.
Most companies see the home page as a welcome mat. In many case, it's going to be the only page your visitors read so you want to create a narrative where it can stand alone. Will you be giving a visitor enough information right there if they don't go anywhere else on your site.
Original website was a one-page website. Not on brand but get something up. It can be basic but just have it up.
To do a website right, you need to get your branding complete first. Think about your logo, business name, colors, vibes, message you want to get across.
Michal started curating a Pinterest board of different pictures, images, textures, colors she liked. She made it a habit and by the time she had done it for a week or two, she finally realized what her brand and colors should be. That was very helpful when she started working with the branding person.
She branded herself as The Perfectionist Copywriter. She took a course and one of the assignments she had was to interview clients. The words that kept surfacing were around being perfect, taking care of it, confidence that she would get it done, proactive - she's a perfectionist and decided to own it.
She had her brand and logo in place then started looking for a designer (opposite of what most people do - most look for the platform first then the designer who can work on that platform).
It's great to collaborate with someone before working with them. You have to make sure you are high directive with the designer and layout and animation and buttons, etc. There are a lot of details they may not get right the first time so the designer you choose needs to be easy to work with for you.
Customer experience starts with a message. When you have a message and every piece builds on the next and it's like a story you're using a framework like she did, and start with a pain, agitated that a little bit, presented herself as a solution, then brought in a lot of social proof from different angles giving strength to her claim. Once you have that there needs to be a flow to the page then the visuals are there to support it.
The research process - regardless of pages a customer chooses - talking to customers, talking to the sales team and figuring out what the core objections are will help you determine the pages you need and what should be on each page.
Live chat logs is an amazing resource for customer feedback to find FAQs for a FAQ page.
Small service providers she does at least 3 one-on-one they give you amazing testimonials and they help you figure out what message and what you need to address - often very different than what the business owner thinks it is.
Michal includes pricing on her website. Valuable reasons: display for a couple of reasons. She was getting low quality leads that couldn't afford her services. Her pricing set the expectation to help people determine if they could afford her service - saves a ton of time!
Customers know for the most part which package they want before you have a conversation with them. You can customize it from there but giving them something gives them a starting point. It's rare for a client to know exactly what they need - it's actually a relief for them to have the package and price.
It filters the leads in a powerful way. Showing pricing also good for her positioning and says a lot about her brand and the demand for her services. Customers also appreciate the transparency and having it all laid out for them.
If it ain't broke....
Your website is your biggest online presence so even if it's working for you currently - you could be getting SO much more with a website that speaks to your customers.
Michal drives traffic to her website by being laser focused on LinkedIn and posting valuable content to drive leads. She was posting consistency for 2-3 months before she started getting a flow of leads. That was easier then because there weren't as many people posting and the algorithm today makes it more difficult to get engagement.
The most effective route on LinkedIn for content for Michal the most strategic route is posting something of value and seen as an expert. The value is a tried and true strategy (on any platform).
After her current website went live and she was posting regularly on LinkedIn, the leads started blowing up. Your content strategy on LinkedIn and your website are the key factors in driving leads. She also has a strong call to action in her About section and as part of her LinkedIn banner.
What's your LinkedIn posting strategy?
For about a year, she posted 2-3 times a week. She'd invest 2 hours on Sunday planning content for the week. She'd keep all her content ideas in a Google doc that she would add to throughout the week then refer to it on Sunday when she was planning.
She sees a consistency in posting and leads. She slowed down on her posting consistency to slow the leads since she's booked out for awhile.
Social media is meant to work for you, your life and your business. It's so easy to get sucked in and feel the pressure to keep showing up and posting. Sometimes you have to take a step back and ask if you're being a slave to social media or is it serving me. She's laser focused on LinkedIn and that's what's helped her with her business.
How did you become a copywriter?
Started in Speech Language Pathology. While she was getting her Masters, took an internship with a Publishing company and ended up being hired and doing the marketing assistance. She started doing a lot of their copywriting including book flaps, public relations, book descriptions, catalog descriptions. The company closed, got her degree and started a job in speech pathology.
She was working 2-3 days a weeks as a speech therapist. Then started writing for magazines, an article got published, writing a column, personal essays got published, writing regularly for international magazines. She was also working for an agency. She decided to focus on one and took a year off the others. She enrolled in Copywriter Accelerator and took leave.
It's a testament to the power of focus. Her business grew tremendously and make that transition of security and to doing something she loves.
What's one thing about you or your business that your ICA may not know about you that you want them to know?
May not be seen yet as a SaaS copywriter. She's falling in love with SaaS companies, the technology and the innovation. SaaS teams are comprised of some of the most creative and smart people so she's working in that direction so she can focus exclusively on copywriting for SaaS brands.
Shoutout to all Mompreneurs!!!!
My 3 take aways from my conversation with Michal:
Take time to plan your website including brand, design, voice and calls to action. It WILL take longer than you expect.
Inject your voice and personality into your website copy. Then turn it up to an 11! Your personality should shine through on all pages and content.
Use social media to help your business, let social media work for you – don’t let it become a time suck.
How is Michal Connecting the Dots between Marketing and Sales?
Michal connects the dots between marketing and sales through her laser focus on LinkedIn and providing value with each post. She knows from experience that there's a direct correlation between her posting frequency and the leads she receives daily from LinkedIn.
Connect with Michal via:
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Vicki O'Neill is a fractional CMO in Ohio with over 20 years of marketing leadership experience. She's the founder of KenKay Marketing, a marketing solutions company founded in 2011. Vicki hosts Connect the Dots a marketing and sales educational podcast for entrepreneurs and businesses of all sizes. She recently launched a new podcast with her Gen Z daughters, The Power of 3X, to help individuals who want to learn about the youngest generation. You will find Vicki on most social media platforms but you'll find her mostly on LinkedIn and Twitter.
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