Ep. #29: Use These Words to Win Clients! w/ Rachel Greiman [PODCAST]

4 min read

In episode #29 of Find Your Focus, photographer Rachel Greiman explains how great website copy can get you more ideal clients.

Cracking the Copywriting Code: How to Connect with Clients on Your Website

Feat. Rachel Greiman, Green Chair Stories

Episode #29 show notes

The words on your website (the “copy,” as marketing nerds call it) should build trust, prove your value, and even help you book clients. But not everyone feels confident when it comes to copywriting. If you’ve ever stared at a blank screen and wondered what to write, this episode is for you!

Today, we speak with photographer and copywriter Rachel Greiman about how to create copy that hooks clients. We open our conversation with Rachel’s photography journey and the origins of her brand, Green Chair Stories.

Discover the importance of “copy lenses”—writing guidelines that help you define your service, your clients, and your world view. We consider how copy lenses provide a stress-free writing framework, and learn Rachel’s top writing tips.

This actionable episode will help you:

  • structure your copy
  • find the purpose of each of your website pages
  • avoid the top website mistakes
  • learn how to win over future clients
  • the best ways to add personality to your website

Tune in and learn more about writing website copy that sounds as good as your photography looks!

Key moments in this episode

  • Discuss the unique journey every photographer experiences
  • Why you should create copy lenses
  • How copy lenses offer a stress-free writing process
  • Why you should never write website copy in your website’s admin panel
  • Top tips on how to write for your website
  • Key techniques to hook your clients
  • The biggest copy mistakes photographers make
  • Creating a scrolling website and adding personality to your contact page
  • Using your website to engage with clients and set yourself up for success
  • Creating a “preliminary contract” within your website to ease the conversion process


“Copy lenses guide your writing. And the more specific you can get about these copy lenses, the more freedom you have to go wild with your blog posts and Instagram captions.”—Rachel Greiman [0:08:10]

“When writing your website, lead with a big claim on your homepage. Then spend the rest of your copy and the rest of the site proving that claim.”—Rachel Greiman @[0:12:16]

“Give yourself the opportunity and have the information you need to make potential clients feel special. That way, you set yourself up for success before you even meet them.”—Rachel Greiman [0:22:13]

“Your website copy is a preliminary contract with the people that will eventually book you. If you have copy that makes them feel connected to you, it is easier to sell them once they are in your inbox.”—Rachel Greiman [0:23:08]

Links mentioned in today’s episode

Rachel Greiman on LinkedIn
Rachel Greiman on Twitter
Green Chair Stories
Donald Miller
Building a StoryBrand: Clarify Your Message So Customers Will Listen on Amazon
How to Win Friends and Influence People on Amazon

Listen to more episodes of Find Your Focus HERE or wherever you get your podcasts.


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