If you’ve ever sat down to write your website copy and found yourself staring at a blinking cursor, unsure of where to start, I can tell you firsthand—you’re not alone. Even as a writer, I struggled with this at first. Not because I didn’t know how to write, but because I wasn’t sure who I was writing for. And if you don’t know who you’re talking to, your message is going to fall flat.

If You Market to Everyone, You Market to No One

One of the best pieces of advice I ever got came from my mentor: If you market to everyone, you market to no one. In other words, trying to appeal to everyone means your message becomes so generic that it resonates with no one.

When I started my copywriting business, I couldn’t decide if I wanted to focus on a specific industry. Should I niche down to a certain field? Should I keep it broad? The indecision made writing my own website copy way harder than it needed to be. But then I realized—my ideal clients were right in front of me.

Writing for People Like Me

I ultimately chose to focus on newish small business owners and creatives because that’s who I am. I know what it’s like to take the leap into entrepreneurship. I transitioned from being a full-time librarian to a virtual assistant (which is basically being all things to all people all the time). Eventually, I realized I wanted to hone in on one skill I was already good at: words. I didn’t spend ten years studying English for nothing, right?

So, instead of trying to force a niche that didn’t feel natural, I leaned into what I knew. I wanted to connect with people who, like me, were stepping into something new and needed a website that reflected their vision.

Who Are Your People?

Before you write a single word of your website copy, ask yourself:

• Who do I want to work with?
• What struggles do they have that I can solve?
• How do I relate to them?

When you’re clear on who you’re talking to, your words become more natural, your messaging is sharper, and your website feels instantly more compelling. Finding your audience isn’t about limiting yourself—it’s about making it easier for the right people to find and connect with you.

So, who are your people? Figure that out first, and writing your website copy will be 100 times easier. Trust me.

Need some help with you website copy? I’ve got you covered. Click here to view my services or just go on with your bad self and inquire!