When you’re starting a new business, it feels really important to get everything right. “Perfect”, even. (PSA: Perfect is not a thing. Give it up.)
And, yes, especially with things like pitch letters and portfolio sites—and client work!—you most certainly do want to put your best foot forward.
But sometimes wanting to “get it right” can lead us to overcomplicate things and try to pack in so much more than we need to.
Case in point: The “services” section of our website.
Now, first, do you even need a services section? It’s definitely not required. The “service” you provide is copywriting, full stop. You can write copy for a variety of different kinds of companies and for all different types of work.
I know, though, that some new copywriters worry that if people come to their websites those people won’t know exactly what copywriting could encompass and, so, want to describe it. In detail. 🙂
First, people are only going to come to your website if they’re interested in hiring a copywriter. Either they were given your contact information or you send them a pitch email. Or even in the (very unlikely) scenario that they found you via a Google search, they were looking for a copywriter.
And, if they’re interested in hiring a copywriter, they have at least some idea of what projects they’d like you to work on.
“But I want them to know I can do so much more!” I hear you. But the best time to explore all of the things that you could do for a client is when you’re actually on a call with that potential client, discussing THEIR unique wants and needs.
Some of you are still bucking against this—I can feel it. 🙂 So, okay, list out your copywriting services, but list them out in broad strokes. As in, “Digital Copywriting” or “Print Copywriting”. Or even “Email Copy” or “Website Copy”.
Do NOT list out all possible iterations of copy. As in “welcome emails, email funnels, about me pages, home page copy, sales page copy, opt-in lander copy, Facebook ads, Instagram ads, banner ads…” and so on.
First—and I say this with love—this makes you look like an amateur. The only people who scream “I can do all the things! Please hire me to do any of these things!!!” are people who are brand new to an industry and desperate for work.
Second, an exhaustive list doesn’t inspire potential clients, it overwhelms them. They’re looking to YOU to be the expert and help them decide on which projects they need and when.
Third, the longer your list of services the more it’s going to have overlap and it’s going to miss things that you’re capable of doing. A big, long list implies that you’ve taken the time to list out ALL of your possible services and, if you’re newer to this, I guarantee you’re going to miss something a potential client might be looking for. And, of course, if they don’t see it on your big, long list, they’re going to assume that you don’t do it.
So, what’s a better way to show what you’re capable of than listing it all? SHOWING them. Demonstrate your wide variety of skills in your portfolio. And if you haven’t been hired to do work yet, create spec pieces.
Remember, your portfolio is there to demonstrate that you know how to do what you say you do—which is SO much more persuasive than just saying “I can do this and this and this and this.” That old writing adage is true: Show, don’t tell.
And, again, it’s not all of the things you could do that matters—it’s what your client needs and would benefit from. So the best time to explain the full (or fuller) scope of what you do is after you’ve had a good, in-depth conversation about their needs. That’s the time to tell them what you can do to help build their business.
Your turn! Did this make sense? Are you willing to skip the exhaustive list of services? Let us know in the comments below.
I already did the free video training, but didn’t sign up for the course yet. Now that I am ready to sign up, I can’t find a link anywhere to do so. All you have are links for more information with no direct links to sign up for the academy.
Hi Aven,
It looks like our team got you the link – welcome to the CCA! I look forward to seeing you in the student-only Facebook group. 🙂
Thanks for commenting!
Nicki
Thanks Nicki. I just joined the copywriting academy and I’m glad I did. You’re answering questions for me before I can ask them. I haven’t even started the course, yet I’m learning more than the previous institution I’ve been working with. I’ve been struggling with a “services” page on the website I’m developing and now it makes sense.
Can’t wait to get into the course!!
Thanks again Nicki
Hi Jay,
Great! I’m so glad this makes sense. Your services page is definitely not worth the struggle. 🙂
Thanks for commenting!
Nicki
Yes, this makes sense! I love it! Solid, experienced advice that really, really helps! Thanks so much Nicki!
Hi Christi,
Great! I’m so glad it all made sense. 🙂
Thanks for commenting!
Nicki
Great post! Thank you 🙂 I love the “show, don’t tell” point. Great inspiration to get more modules under my belt so I can start working on the fun stuff – my portfolio and pitches!
Hi Alyssa,
Great! I’m so glad it all made sense. It’s so easy to get caught up on the services page, and you’re exactly right: your portfolio and pitches should get most of your attention. Good for you! 🙂
Thanks for commenting!
Nicki
Thank you for this tip, Nicki. I know I’m (currently) an amateur, but they don’t need to!
This post helped me see that the overwhelm I feel right now is because I’m still trying to figure it all out, and that listing all these services on my website is a way to kind of tick all the boxes- but it doesn’t serve my future clients very well. I will remove this page from my website template, and save myself the hassle of building it in the first place!
I do have a question, though. Can we really assume that someone looking for a copywriter knows what they actually do? I’m thinking about solopreneurs and small business owners, who may also just be starting out, and won’t be able to afford to hire a team of people to work for them. It seems many potential employers mix up copy and content. Could an FAQ page be helpful in this case? Or am I playing the amateur card again?
Thanks again. So glad to be part of the CCA community!
Hi Susan! I’d check out #4 in this blog post https://filthyrichwriter.com/4-things-most-copywriters-get-wrong-on-their-portfolio-websites/
In short: by the time someone lands on your site, they’ve likely interacted with you, right? You’ve either sent a pitch explaining an idea you have and the value you can offer, or you’ve had a conversation, so they have some idea about copywriting. But above all: never make assumptions about what any type of business owner does or doesn’t know. Does that make sense? As for copy vs. content, employers very well may mix the two terms (or want someone who can do both). As long as your portfolio shows copy samples and content samples (separate), you’re good. If you choose to include an FAQ page on your site, make sure you’re taking into consideration where your audience is within the customer journey and what information is going to be valuable for them.