5 ways the rules of dating can improve your website copy
Here’s an intriguing thought: your homepage is a bit like your brand’s online dating profile. What it says and how it looks can make your visitors decide instantly whether they want a relationship with you.
Applying the rules of dating to your web copy can help boost your brand’s prospects of long-lasting connections with your dream customers.
Here are five romance-related tips to seduce your audience with messaging that captivates and converts.
1. The Tinder moment
You never get a second chance to make a first impression. Brutal but true.
That’s why your homepage is the most important page on your website. When someone lands there, it’s make-or-break. Will they swipe right to find out more, or swipe left and check out what your competitors have to offer?
Your headline should grab attention and instantly resonate with your visitors. What you’re selling is amazing, but that’s not enough. Your potential matches will only buy in if they understand what your product or service does for them and why they need it in their life.
So, tell them how you can solve their problems, satisfy their needs, or even make their dreams come true, and you’ll become irresistible.
2. Keep them wanting more
Once you’ve made a great first impression, don’t be tempted to give it all away at once. Cramming your homepage with too much information can be overwhelming and a real turn-off.
So, tempt visitors to begin a relationship with you by highlighting your unique qualities, what you do better than your competitors, and why they should choose you.
Encourage them to find out more through links to other pages, such as your About page and product pages, or make a no-strings commitment by subscribing to your mailing list.
You don’t have to seal the deal on your homepage (although if it happens, great).
3. Be yourself
To make a real connection, you need to be authentic. Your web copy should sound just like you—whether that’s disruptive, traditional, or a bit of a joker. Being friendly and approachable is always a good bet.
A strong brand voice reflects your unique personality and sets you apart from your competitors. It should also show you’ve taken the time to get to know your audience and speak in a way they relate to.
Sportswear brand, Nike’s voice is a stand-out example—bold, energising, and inclusive. The company’s Just Do It campaign speaks to the ambition and resilience in all of us, from elite athletes to your average freelance writer trying to drag herself outside to get her steps in.
Once you’ve perfected your unique voice, use it consistently across all your copy. And if someone writes something for you, make sure they use it too.
4. Avoid a breakup
Your potential match has checked out your website and likes what they see. But a complicated purchasing process or failing to give a clear call to action (CTA) could leave you sobbing into a carton of Ben & Jerry’s.
Make the process of dealing with you as easy as possible to avoid a breakup before the crucial sales moment.
Decide what action you want your visitors to take. Maybe you want them to contact you for a quote or learn more about your service. But if you don’t tell them, how will they know?
Imagine your visitor’s journey through your website and consider where CTAs will be most compelling. If you get your timing right, you won’t be kicking yourself about the one that got away.
5. Nurture your relationship
Whether your relationship is going strong or your prospect isn’t quite ready for commitment, don’t back off. Staying in touch builds trust and ensures your brand is top of mind when the time is right.
The handwritten love letter may be a dying art, but email is still alive and kicking. By the end of 2025, experts predict the number of email users worldwide will hit 4.73 billion.
And email is still one of the most effective marketing channels for driving revenue for your business. A recent survey of UK marketers found the approximate return on investment was £38 for every £1 spent on email marketing.
To make the most of your email marketing, make sure it’s personalised. Go further than using the recipient’s first name in a subject line. Try product and content recommendations based on past purchases. Other suggestions include personalised images and nearest store maps.
Timing and frequency are crucial. Use metrics to find the sweet spot between playing hard to get and being too eager. But reach out to your subscribers regularly, otherwise a competitor will be pleased to take your place in their inbox.
Win hearts, clicks, and customers online
Engaging web copy helps you create long-lasting relationships with your customers.
If you feel your website (or any of your messaging) isn’t getting the attention it deserves, get in touch.
