Writing for business: how to tackle procrastination and overwhelm
What if I told you it doesn’t have to all be on your shoulders? If you’re feeling like you have to be the expert in everything that your business does, overwhelmed by a to-do list that doesn’t quit, please have a seat, this blog is for you.
Let’s take your web copy. You may not know where to start with refreshing it. Or you’ve written reams of the stuff (aka word vomit) and can’t seem to hack it back. Or it’s all up there on your website but you never talk about it because it’s out of date and a bit shit and doesn’t reflect YOU anymore. But one thing’s for sure – it’s been on your to do list since forever, and it’s ain’t getting to done.
I’m here to let you know that I totally get it! You aren’t the only person in the world struggling with this right now. I see it a lot with my clients. Help is at hand and I have some simple steps you can take right away to make some progress.
You don’t have to be the expert
When it comes to your brand and your online presence, you don’t have to be the expert. In fact, I’d argue that you shouldn’t be. Why? It’s simple. Because you don’t need to be. But you do want to grow your business and do more of what makes you feel good.
The fastest (and easiest) way to do that is to use the strengths of the people and the resources around you. By delegating and collaborating on the things that overwhelm you and drain your energy, you’ll not only have a much more enjoyable time growing your business… but you’ll get back more energy to make everything else you do that much more incredible.
Your clients will thank you.
Your calendar will thank you.
Your bank account will thank you.
YOU will thank you!!!
The problem with overwhelm
The problem with overwhelm and procrastination is it means you can end up spiralling and it becomes even more difficult to get back on track towards actually connecting to the right people, making sales and growing your business.
You find that you end up missing out on:
Your time
Control over your business
Creating consistent content
Having a website that brings clients to you (you’ve got all your eggs in a Meta-shaped basket)
Getting enquiries
Five steps to get back on track with writing web copy
There’s a few simple steps that I know from experience will help you to get back on track.
You’re reading right now so I invite you to take 10 minutes and grab a pen and paper. This works for any page of your website.
Got it? OK, here goes.
Rather than seeing ‘I must write my about page’ or ‘I really need to get this blog post out there’ as daunting tasks on your to-do list, let’s reframe them with purpose and intention.
Begin by asking yourself these questions:
1 What value will my About page or blog post provide to my audience?
2 How can I make this content engaging and meaningful?
3 What kind of change or transformation do I want to evoke in my reader?
By shifting your focus to these questions, you're transforming your task into a purposeful endeavor. Your goal becomes clear: to craft copy that captivates and connects, sparking positive impact and engagement for your audience. Here’s what to do next.
1 Go back to basics
Write down what you do, why you do it, how you do it, and who for. The big question here is why? Why you? What sets you apart? What’s your USP (unique selling point)? Why should your customers choose you and not the millions of other service providers out there who do the same thing? This foundational exercise will clarify your messaging.
2 Think about the point of the page
If it’s your Home page, you want to showcase everything you do?
If it’s a sales or services page, what is it that you’re selling? Why? How does your service help them? What do they need from you?
On your About page, you want to focus on your story, but written in a way that your ideal clients will also see themselves in or resonate with in some way.
Forget the features – what are the real benefits they’re going to get from working with you? What’s the transformation – how are they going to feel after working with you?
3 Plan your page layout
Visualise how you want your web page to look and organize the content flow. Consider the sections and key messages you want to convey. Have you remembered some juicy testimonials? Have you thought about SEO, keywords and headlines? Have you considered what action you want people to take?
4 Start writing
Plan in some time, provide yourself with snacks and music on whatever it is that helps you get in flow and begin drafting your content based on the insights from steps one and two. Focus on clear, concise language that resonates with your audience.
5 Edit and refine
This is arguably a far more important part of the process than the messy first draft. Polish the text for clarity, tone, and effectiveness. Have you answered all the questions you set at the beginning?
How do you feel now that you’ve had a bit of space to sort things out and take these small steps?
I hope this helps.
Next time you feel like you’re alone, having to do all of the things, remember this. You have me, a messaging and writing expert who has been doing this for 20 years. And what happens when you stop trying to do it all and bring in me to help? THIS:
You have less fear over structure and a better understanding of storytelling.
‘Now, I have less fear around the structure of writing copy. A better understanding of the technical components of web copy. An understanding of the superpower that is vulnerable storytelling’
Jessica
You’ll feel less overwhelm
'Thank you so much for your beautiful offering yesterday to our group with the Potter’s Way. It was presented so well and as I process it today, I feel I may be ready to get into that flow state you spoke of and begin writing. I am inspired. You broke it down in a way that I felt I could nibble my way through this daunting task of copy’
Joanna
You’ll actually tick ‘web copy’ off your to do list
‘Ah, I love it – thank you so much for your help. Honestly, I never would have got it to this place.
Accountability, hand holding, guidance and your magic word dust: this has been such a fab process – as predicted. So easy and rewarding. Thank you’
Sarah
You’ll organise your thoughts and get clear on your messaging
‘You helped me organise all my thoughts in a way that wasn’t too wordy and got to the heart of it all. I had a clearer mission and message, more confidence writing and speaking about it and greater trust and joy in my web copy to connect with the right women’
Erika
Find increased confidence in your writing
‘Good copy looks easy. I knew this, and I was a little taken aback by how hard the sales page was. It was my first, but it was a lot harder than I thought it would be. You not only brought my ideas to life but also did so authentically and captivatingly. Your ability to focus on the core ideas and provide expert guidance was a breath of fresh air throughout the process. Working with you felt like collaborating with a wise sherpa who truly understood my vision and knew exactly how to enhance it. I loved the ease of the back and forth and how quickly you understood my voice and tone. The best thing was your suggestions, as they pushed me to focus and frame my offering and find increased confidence in my writing style’
Rahshia
You stop relying on the algorithm and trust in your web copy
‘Felicity has a way of understanding your business and you as a business owner and articulating that in the most authentic way. The copy was spot on. It was never cheesy or salesy but instead comes across as genuine and credible. Just what is needed to instil confidence as a new business owner and to help secure new clients’
Hannah
You can work with me in a few ways:
Extract my genius: brilliant messaging bundle
Work out exactly what you want to communicate through clear brand messaging and an engaging narrative.
About page upgrade: revamp your story
Upgrade your business’s story and About page in one, to reflect where you’re at now and how you want your business to evolve.
Web copy evolution: write your web copy with me
A done-with-you web copy mentoring and copyediting package to keep those who love writing for their biz accountable.
Web copy transformation: I’ll write your copy for you
Balancing your biz, family and, well, life means there’s little time for refining website copy. Let me dig deep to extract your brilliance and translate it into compelling web copy that showcases why your people need you.