The Power of Words: How a New Customer Chooses You

In a world overflowing with options and choice, how does someone choose you?

It can start with an ad hoc meeting. It may be through a referral. But today, more so than ever, the first touchpoint between you and a potential customer is almost always words - on your website, via social media, your email, or even a Google search result.

Long before a conversation ever happens, they’ve likely made up their mind about whether you feel trustworthy, capable, or relevant. And they’ve done so based entirely on your language.

This is why the words you use matter. They don't just describe what you do -they shape perception and help guide decisions about whether your business is one worth exploring further.

Discovery Starts with Search

Let’s say a potential client is searching for a coach to help navogate a career change. They type “career coach” or “career change help” into Google. The words on your site, including your SEO strategy, determine whether, where and how you show up in that search. If you’ve aligned your content with the phrases your ideal customer is likely to use, you’ve just stepped into their world, and into their shortlist.

But showing up is only the beginning.

Skimming for Signals

Once someone lands on your homepage or LinkedIn profile, they don’t read every word. They skim. They’re looking for clues. “Is this person for me?” “Do they understand my industry?” “Can I trust them?”

Here’s where clarity and tone make all the difference. It’s not just what you say but how you say it. The words you chose speaks volumes and dertermines how potential clients perceive your brand.

• Jargon creates distance. Plain English builds connection.

• Vague promises fall flat. Specific outcomes build credibility.

• Cold, corporate copy gets skimmed and forgotten. Warm, human words make someone pause.

• Aggressive, high pressure sales language can create stress and lead browesrs to look elsewhere.

  
  

If a visitor sees phrases like “Helping mid-lifers with supportive coaching to help you with their next career step”, they know you understand their needs and that you speak their language.

Connection Before Conversion

Before anyone buys from you, they need to feel something - interest, trust, curiosity, or confidence.

That’s where your messaging plays a deeper role. Your 'About' page, social media posts, even your email sign-off- each is a subtle reminder of what you stand for and why you’re the right fit. When your words feel considered, consistent, and authentic, they build familiarity.

And that familiarity builds trust.

Trust leads to conversion.

Why Words Win Customers

Words are often underestimated. Business owners pour money into logos and websites, but forget that it’s the words on those websites that make people take action.

Great copy:

• Raises visibility

• Attracts the right people

• Sets expectations clearly

• Differentiates you from the competition

• Builds emotional resonance

• Inspires action

  
  

Whether it's the headline on your homepage or your email sign off, every word should work hard for you.

Don't Forget - Your Voice Is Your Brand

When you show up online, your words are your voice. They're how people get to know you, like you, and eventually trust you. And in a crowded market, trust is what converts interest into sales.

So the next time you wonder why leads are thin on the ground or they aren't converting into sales, go back to the words. Are they clear? Are they compelling? Are they genuinely you?

Because words don’t just describe your business. They are your business.

Are you looking for a messaging or content refresh? Maybe you are confused about how to position your business or how you can communicate your value? 

Let's have a chat! I help freelancers, coaches, and consultants with messaging and content that builds connection and trust.