So today, we’re channeling our inner Ted Lasso (stick with me here). Because if there’s one person who knows how to build trust, get people on board, and turn skeptics into superfans without being salesy, it’s him.

And if you apply his approach to your website copy?
That’s when everything clicks.

Instead of drawing you in, these websites make you want to slam your laptop shut and run in the opposite direction. Why? Because they don’t feel like they’re about you—they feel like they’re all about the sale.

But let’s get one thing straight: wanting to sell is not the problem.

Your business needs to sell. Because, last I checked, passion alone doesn’t pay the bills. Sales aren’t the enemy—salesy, pushy, and inauthentic messaging is.

Done right, it connects with your ideal audience, answers their unspoken questions, and gently guides them toward a resounding “YES!” to your offers. It’s the unassuming powerhouse that’s always working behind the scenes, whether you’re presenting at a conference, sleeping, or binge-watching your favorite series.

But here’s the catch: your website only works this hard if you’ve set it up for success.

A fresh, shiny site that truly reflects my evolving way of working and embraces my ideal client’s shifting needs. On the surface? Absolutely freaking rad. I’m so pumped for the final product—a site that’s UX’d to perfection, bringing the right people to the work table where we can collaborate and create some seriously high-converting magic.

But then there’s the reality of writing it. Cue the dramatic sigh. Let’s be honest: writing your own copy is hard as F*CK. And I’m not alone here. I’ve yet to meet a copywriter who doesn’t agree. That stuff is gnarly.

At the end of the day, your business isn’t a carbon copy of anyone else’s—and your marketing shouldn’t be either.

By focusing on what aligns with your unique goals and strengths, you can create a strategy that feels authentic and gets results. So ditch the templates, trust your instincts, and build something that serves you and your dream clients.