Bianca Tacutanu

Web & Graphic Designer

How to write heart-centered website content: Step one


Want to write copy from the bottom of your heart and make your audience fall in love with your services or products? 

Do you want to make a difference in your customers’ life, create an outstanding experience from the moment they read your content? 

If the answer to these questions is yes then this article is for you. 

Today I’d love to share with you my approach to writing content for my clients’ websites and also for my own business. As a brand designer and strategist but also as a person who is a huge fan of many beautiful brands I must tell you that your website content really does matter. And has a powerful impact on your business life. 

My hunch is that your goal is to redesign your brand and create a new inspiring experience for your customers. Maybe you are a life or business coach, health warrior, nutritionist, fitness coach, writer, or artist and you want to sell your wonderful courses, your book, or to have more 1:1 clients.  

I wrote this article to help you write copy that shines the light on your customers, to help you really empathize with them, and that genuinely helps them and solves their problems. You’ll also learn how to think strategically and how to do reverse engineering.  

I’ll create a series of 2 articles in which I’ll walk you throw many steps on how to write heart-centered content. Say in touch with me for the next posts or subscribe to my newsletter and I’ll let you know when I’ll post the next article. Let’s start with the first one. 

Step one: Get into your customer avatar shoes

In step one, you’ll understand why getting to know your customers’ fears and deepest desires is vital for a profitable business. One of the most important aspects of your business is your ideal customer avatar or your buyer persona, and how to profoundly get to know her/him. 

Who is your Ideal Customer Avatar?

You might be asking yourself, who is this avatar based on. Well, the simple way to do this is to pick one real customer that you already have. Somebody you love serving, somebody that you say: if all my customers would be like this person I would actually have my dream business. Or it could be a combination, kind of like a master mix of several different fantastic customers. Have in mind her picture or you can print a real picture of her/him and put it in front of you while you’re working on this exercise. 

Make an emotional connection

Write down every possible detail like name, age, status, hair/eyes color, annual income, address, passions, and desires. Explore what are her/his fears and frustrations, her biggest problems, and how can you help her fulfill them. Discover how your products or services are a solution to her problems. 

The main purpose of this exercise is to understand your customers and they got to feel that. You must understand them, see their point of view, understand who they are, what are their needs and you want to make an emotional connection and show you’re really there to take care of them. 

Why are they buying from you?

Then, with these crystal clear images of your customers, you take your focus into your products and services and ask yourself this question: how my products/services are a solution for your customers? Discover what emotional needs are fulfilling your product or services. Explore what emotional factors determine your customers buy from you. Master why are they spending their time, money, and energy on your business. 


Answer these questions to genuinely know your customers:

  • What are the fears of my customers?
  • What frustrations have them?
  • What are her desires/dreams and aspirations?
  • What stories are they telling in their heads?
  • What are their values and beliefs?
  • How can I help her and provide a solution to her problems?

Now that you’ve gone deeper into your customer psychology research it’s time to jump to the next step and keep growing your writing skills. Read the next article:HOW TO WRITE HEART-CENTERED CONTENT FOR YOUR WEBSITE: STEP TWO”.

Now, I’d love to hear from you. Write me in the comments section bellow 3 specific insights that you had after you’ve completed this questions. What have you discovered about your customers?

All my love,
Hi! I’m Bianca and I love to share with you stuff about design, life, productivity, and anything else that fires my heart.

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