As a design professional trying to sell your services via your website, it’s tempting to think your portfolio is going to do most of the heavy selling.
After all, you’re an exceptional designer with some beautiful work. People would be crazy not to hire you, especially after reading the testimonials you have.
Whether you’re a web designer, interior designer, architect, or creative studio, you know great photos of your work are what makes a potential client want to hire you.
Well, not really, and here’s why.
When you want to buy a new laptop, what do you normally do?
After getting a few recommendations, you go onto a store website and browse the various laptops available. Some laptops catch your eye, perhaps because of how they look, or a brand name, or the number of positive ratings previous buyers have given.
So you open tabs for two, three, four, or more, laptop product description pages. On each page you first scan the product’s summary details to see if they match with the basic requirements you deem necessary. Then you read the main body of the product description, before finally checking out the review section comments.
The decision over which laptop to buy will be based on a number of factors, only one of which is what the product actually looks like.
The image certainly helped in attracting your attention and reading the page in the first place, but it was the wording that made you click the buy button.
You might think a laptop is different to someone choosing the services of an architect, a web designer, or an interior designer, but it’s not.
A prospective client still wants to know what experience an architect has, or the benefits a mobile responsive website design brings, or just what’s involved in redesigning a restaurant interior. They want their concerns allayed, their needs recognised, and a road-map of what to expect going forward.
The beautiful portfolio images and the eye-catching homepage are important in attracting a potential client and showing your skills, but it’s a fraction of what is needed to make them an actual paying client.
Relying on images of your previous projects is akin to a store website simply relying on the image of a laptop to sell that particular product. It might look great but so do many other laptops of a similar type.
And that’s the problem you face as well.
Standing out from a high quality crowd
You’re a great designer, or your firm is highly regarded, but there are many great designers and design firms out there, all with beautiful portfolios. Many are in your local region.
To the layperson – your ideal client – it’s like choosing between twenty or thirty of the most delicious desserts. They’re all lovely and it’s bloody difficult to choose between them.
A potential client opens up half a dozen tabs for regional designers. They come across impressive portfolios on each and every website they visit and while sometimes personal taste dictates their choice, more often than not, they base their selection on other factors such as price and previous recommendations.
So why do many potentially perfect clients end up just hitting the back button?
The reason why is because you decided to let your work do the talking instead of actively selling your services. You let images do the baulk of the selling, and online that’s a big mistake.
Images are hugely powerful in advertising, such as on TV, magazine ads, and in packaging, but when it comes to converting website visitors into clients, images take a backseat to words.
It’s the words
It’s words that sell online, with images delivering an important supporting role.
The copy on your website is what persuades visitors to trust you with their money. Clients are going to spend thousands, perhaps tens of thousands of dollars with you. Images alone are not going to persuade people to part with their cash.
But words will.
Words that target the worries and desires your perfect client has.
Words that inform but also subtly persuade with an end conversion goal in mind.
Words that connect with both the logical and emotional centers of the brain, combining together to give your prospect that gut instinct they feel about you being the right designer for them.
That’s what words can do, when supported with an impressive portfolio.
And it’s what an impressive portfolio cannot do when left alone to its own devices or coupled with a formulaic about page.
Attracting the perfect client
Investing in well-written, targeted, and persuasive website copy, written by a professional copywriter, can help you attract and convert more clients.
Not just any client. Not just anybody. No.
The perfect client.
The type of client you love working with who doesn’t scrunch their eyes when you mention your rates, hassle you with umpteen ludicrous demands, or see your work as merely just another expense.
The ideal client who really values what you do and gives you that creative freedom to really do a fantastic job.
And that’s achieved with great website copy and blog content that targets and draws in the best type of client.
Isn’t it time you worked with the best clients?
I’m Edward Beaman – The Designer’s Copywriter – and I’m ready to help you attract and convert more of the clients you really want.
Get in touch with me today for website copy, blog content, case studies, brochures, and more.