From island A to island B: The client journey copy framework that actually converts

Your website is talking to the wrong island.

Writing copy for your business is hard. How we're taught to write from school to our profession doesn't translate to how you write to market your business.

Most people find it hard to break out of the formal writing style that was drilled into them as a child. And when you want to sell your business services, the logical place to start is telling people what you do and how good you are – surely?

It would be a lot easier if that were true, but with a few simple shifts you can get your copy working hard to bring in the right clients who are ready to convert.

The biggest (and easiest flip) you can make is to create client-centric copy that leaves your audience feeling truly understood and in no doubt that you're the one to help them.

The framework

Imagine your clients are on an island. But it's not as nice as you think it is. They're not sipping pina coladas. They're worried about their finances, future and family. They might not know what they need to get them off this island. They know there has to be a better way. They can see people on another island.

Island B. The people there are relaxed, confident. Their families are looked after. They're thriving. They want to know how to get to that island.

Your copy becomes the bridge, and your services are the boat that safely carries them across to Island B where they can drink all the pina coladas they desire.

Here's how this looks in practice:

Instead of: "I provide comprehensive financial planning"

Try: "Finally feel confident your family's future is secure, even if the unexpected happens"

By injecting these simple tweaks into your copy, your clients will feel more understood and you'll naturally appear as the solution without feeling like a pushy, cold, sales call.

Your unique POV on these situations, processes and routes is what is going to draw them even closer to you and build that know, like and trust which is what gets people enquiring.

Why frameworks beat templates

In financial and service-based businesses, you are the product. It's not about the end financial product they receive, but the journey, support, peace of mind, and trusted partnership you provide along the way from island A to island B.

Which means your values, experience and expert POV will provide unique answers using this framework that will help you stand out online.

I don't want to give you a cookie-cutter template. I want you to stand out online, and I'm not about gatekeeping my knowledge. Every financial services founder's "Island B" looks different. A mortgage advisor's client wants homeownership confidence; a financial planner's client wants retirement security. The framework lets you customise what's most important to your ideal clients and you can use the knowledge again and again.

Key takeaways for female founders in financial services

Customer-centric copy connects and converts

Tap into your expertise and unique POV to show customers who you truly are

 Professional copy doesn't mean boring. You're allowed to showcase your personality. We want to buy from people, not robots.