You probably don’t have a content problem. You have a clarity problem. In this article, I’ll show you how to create content that converts — starting with a few questions most people never think to ask.
Most coaches, consultants, and creatives I talk to have a notes app full of ideas, a folder of half-finished drafts, and months of posts that didn’t quite land the way they hoped. The content exists. What’s missing is the thread that connects it all to what you’re selling and who you’re trying to reach. And understanding that, my friend, is how you create content that converts.
Why your content isn’t converting
You have plenty of content ideas… maybe too many. But you’re not sure which ideas actually connect to what you’re selling, or how to turn them into finished pieces without spending hours second-guessing every word. And even when you do post, it doesn’t seem to be bringing in the clients you want.
You know it’s possible to create content that attracts the right people. You’re just not sure how to get there.
Want to DIY this content clarity process?
Here are three questions worth sitting with:
1. What are the 1-2 offers you want to consistently market in the next 6 months? Not everything you could sell, just what you’re actively promoting right now.
Imagine you offer six different services. Sure, you have something for everyone but spreading your marketing across six different offers could dilute your message. Although it’s tempting to avoid narrowing down because it feels like you might be leaving money on the table. But the more your streamline your offering, the easier it makes for people to understand what you do, and pick a way to work with you.
Which offer works as an introductory offer to usher new clients in? Maybe it’s your lowest-cost offer, or a one-time call. What’s your bread-and-butter offer, a single signature offer that becomes the anchor of all content for a season? A service that offers financial stability and a way to understand your clients on a deeper level?
Conversely, are there any offers that you need to scratch or hide from your site for the time being? Are you feeling bored with delivering them, or unsure about how to market them?
Focus your energy on a select few offers for the time being. Just one offer is enough for many service providers.
2. Who specifically do you want to reach with your content? Think about one real person you’d love to work with. Where do they spend time online? What do they struggle with?
A lot of business owners describe their audience in a way that sounds something like “women entrepreneurs who want more clients” or “coaches who feel stuck on content.” It’s not wrong, exactly, but it’s so broad that it could describe almost anyone, which means it doesn’t really speak to anyone.
Compare that to something like: “a wellness coach in her 40s who has a few loyal clients but feels invisible online, who wants to be posting more but freezes up because she doesn’t want to sound like everyone else in her niche.”
That second description gives you so much more to work with. You know what she’s afraid of (sounding generic), what she’s already tried (posting more, without results), and what she actually wants (to feel like herself online). Every piece of content you create can speak directly to that.
3. What stories or expertise do you have that connect directly to those offers? What do you know or have experienced that would make that specific person think, “She gets it”?
If, after I told you to “share your story”, you immediately drew a blank, that’s okay. The advice sounds simple but often leaves people wondering which stories are worth telling.
Here’s the thing: the story doesn’t need to be profound. It just needs to be specific and true to how you work and think.
The types of stories that work:
- A small habit or preference that’s distinctly you, something that has nothing to do with your work on the surface, but reveals your personality
- A behind-the-scenes look at how you do something for a client; explore the messy middle, not just the polished result
- A moment when something clicked for a client, or for you
One of my clients, Kritika, is a graphic and web designer and came to me feeling stuck. She knew she needed to show up consistently but couldn’t figure out what to create or how it connected to her business. It felt like a time suck with no results.
Through our work together, she discovered that simple personal stories could connect with her audience far more than polished, “professional” content ever had.
I still think about the Instagram story she shared about how she only likes candy if she can have one piece on the right side of her mouth and one on the left at the same time.
She created another post during our time working together where she gave a behind-the-scenes look at designing a pole dance website for one of her clients. Specific, unexpected, and completely her. That’s exactly what makes content stick.
I realized that releasing the pressure to be perfect was what unlocked everything for Kritika. Not long after, she sent me this message:
That’s the shift, realizing that almost anything can become content when it ties back to your values, your approach, and the services you offer.
Once you have those three things clear, you’re ready to start creating content that actually works.
Here’s a glimpse of what a working session actually looks like. This is my client Traci, and me during one of our calls.
Book your Content Clarity Session
You probably have plenty to say. The problem is getting it to translate into content that actually brings in clients. That’s the clarity gap.
My Content Clarity Sessions are designed to solve this problem in 90 minutes.
In one session, you’ll walk away with copy for 1-2 pieces of content, three ways to repurpose that content into more pieces, and a recording and transcript of our call to revisit anytime.
I’ll also check in with you a week later to see how it’s going and whether you’ve posted the content yet. If you need some additional momentum, we’ll get on another 30-minute call, free of charge.
If you’ve been putting off getting clear on your content, this is the nudge. Ninety minutes is all it takes to learn how to create content that converts and move from scattered to strategic. Let’s get you clear.
