How To Make Your Readers Feel Like You GET Them

When your dream clients land on your site, they want to feel like you get them.

Not a generic “hey there, business owner 👋” or a jargon-heavy paragraph about optimizing their ROI or a one-size-fits-all info dump about your services.

More like a love letter.

The kind that makes them feel like you’ve been reading their group chat, peeking into their browser history, and casually narrating their inner monologue — and you’re loving what you’re seeing. Almost like you have a crush.

But instead of wanting to kiss them, you want to do realllly good work for them.

Here’s how to write that kind of copy:

#1 — Get ridiculously specific

Vague = forgettable.

Specific = “omg were you in my house??”

Example: Instead of “you’re overwhelmed with your to-do list,” try “you keep writing ‘launch new offer’ in your planner, then ignoring it like it’s an email from your HOA.”

Here’s an example from my client Claire’s website. THIS is the level of specificity I want to see on yours:

Claire wanted to make sure her readers understood that she would never judge them and never make them change up their entire lives or routines for the sake of losing a few pounds. Her entire website is an example in specificity, honestly, so if you’re curious, go give her site a stalk.

It’s one of my favorites I’ve ever written, because of how clear and direct it is, while also being super conversational and presenting her voice so perfectly.

(I’d love to do the same for YOUR website, by the way. You can scroll through my services + pricing right here!)

#2 — Use their exact words

Not industry buzzwords.

Not what you think they should care about.

Their actual phrasing.

My ideal clients aren’t out there talking about conversion rates, they’re saying shit like “why does my website low key feel like a Craigslist ad???”

So, naturally, when I hear that, I’m gonna steal it and say things like that in my copy.

Here’s another example from my client, Claire:

During our kickoff call — the initial strategy meeting I have with all of my clients before writing their website copy — I asked her to tell me more about WHO would be reading this site.

“What is your dream client actually THINKING about food? Like, what is their internal narrative saying about it?” I asked her.

She said, basically verbatim, what I wrote in this paragraph below — the sentiment about the coffee on an empty stomach, forgetting to eat, then instead of eating lunch, reaching for a fridge cigarette, aka a crispy D.C.

It may seem trivial or irrelevant, but using the afternoon Diet Coke as a main connection point in several places on her site was actually an intentional, strategic move on my part.

The girlies know Claire understands them perfectly, because we describe exactly what their daily routine is. And they are acutely aware of how prominent that crisp 2pm Diet Coke is, thanks to the raging migraine they get if they don’t have it.

Good website copy is oftentimes just describing people and repeating back their lived experiences in written form.

You’ll start to notice it now that I’ve pointed it out. A girlie loooves to be described.

I’m sure you’ve heard the saying about how “to be loved is to be seen.” I know it’s technically about relationships… but I’d prefer to believe that it’s actually about website copy.

#3 — Make them the main character

You’re not the star of your site. They are.

It might feel like it’s your story they’re reading, because they’re on YOUR website to stalk you and how you can help them… but readers are inherently selfish. They’re on your site to solve a problem or meet a need, and they’re learning about you as a byproduct of that desire.

In reality, it’s their story you should be concerned with.

Of course, you’ll need to provide the necessary information about YOU so they can decide if they like you and could see themselves trusting you to do great work for them…

But readers scrolling through a website are most interested in how your work helps THEM get their fairytale ending.

Your job is to reflect what they want, what they’re stuck on, and what life could feel like after working with you.

My client Rachael’s website is a masterclass in making her readers the main character.

Throughout the entire Hey Sleepy Baby website, I made sure

#4 — Don’t make them feel like they have to guess a damn thing

No one wants to scroll through a website and still have questions by the time they get to the bottom of the page.

Actually, you’d be lucky if they even made it to the bottom of the page.

If they had questions after even a few mini scrolls, they’d X out.

You want to make your readers feel like you “get” them? BE DIRECT AS FUCK.

Here’s an example from Rachael’s homepage, where we take being direct as literally as possible:

We knew the exact scenario the mom scrolling Rach’s site would be in, so we USED THAT INFO & spoke directly TO it! Nothing is going to make that mom feel more seen than our specific examples.

They can FEEL that “moommyyyyy!!!” through the screen.

They could cry thinking about how badly they want to cuddle with their partner and watch Bravo til their eyes are poisoned by the blue light. They don’t remember what it’s like to live without the fear of a potential baby-related interruption.

With this segment of her site, we’re showing Rachael’s readers that she knows what it’s like to go through what they’re going through. If she didn’t, how would she be able to put words to the hyper-specific experience they’re living through?

(The best website copywriters are mind readers, actually. That’s why I slayed the Hey Sleepy Baby site so easily. I can read minds. Hire me.)

This whole section passes every test in this blog post tbh — specificity, directness, using the reader’s exact words… copy doesn’t have to be complicated, it just has to be clear!

#5 — Let your voice be the bridge

You don’t have to be fancy. You just have to sound like you.

That’s what builds trust.

That’s what makes them think “ok I don’t just need this offer… I need it from YOU.”

Give your site a little more love letter energy, and watch your website copy convert leads into clients.

And if you need help doing that, you know who to call 😏

(Me. You call me.)

(And by “call” I mean “hire.” You can do that right here.)