How to Write Website Content That Speaks Directly to Your Ideal Client’s Pain Points

A few years ago, I was working with a brilliant coach named Talia.

Talia had poured her heart into her website. Her colors were soft and inviting. Her photos felt warm and approachable. She had testimonials, an “About” page, even a freebie to grow her list.

But there was a problem.

No one was booking.

She had the traffic. She was sharing her link. But people weren’t taking that next step.

When she came to me, the first thing she said was,
“I just don’t get it. Everyone says I’m amazing once they talk to me… but my site just isn’t pulling them in.”

As we dug deeper, we found the missing piece. Her website didn’t speak to her dream client’s pain points or their deepest desires. It talked about coaching. It talked about her method. But it didn’t speak to the thoughts swirling in her client’s mind at 2am.

And that’s where everything changed.

If You’re Not Speaking to Their Struggles, They’re Not Listening

Your ideal client isn’t scrolling your site thinking,
“What kind of coaching certification does she have?”

They’re thinking,

“I feel stuck and I don’t know why.”
“Everyone depends on me but no one really sees me.”
“I’ve lost myself and I’m scared this is just what life is now.”

If your website doesn’t speak to that emotional truth—and fast—your dream client will click away and keep looking.

The good news is, you don’t need to be a mind reader.
You just need to do some honest, strategic research.

And no, it doesn’t have to feel cold or clinical. In fact, if you’re a coach, you probably already have this superpower baked into your DNA.

Let me show you how to use it.

The Secret Weapon: Market Research Interviews

Before I ever write a word of content, I help my clients get clear on who they’re speaking to—and what’s really going on in her world.

The best way to do that?
Talk to real people.

Set up casual, one-on-one interviews with people who fit your ideal client profile. These are not sales calls. They are listening sessions.

You want to hear them describe their:

Challenges in their own words
What they’ve tried that didn’t work
What they secretly wish could happen
How they would describe a “dream solution”

A Simple Market Research Interview Script

Here’s a basic script you can use to guide the conversation:

Intro
“Hey! Thanks again for chatting with me. This is super informal. I’m doing some research to better understand how to serve my audience, and I’d love to hear about your experiences. I won’t be selling anything, I’m just listening.”

Questions

What’s been your biggest challenge lately when it comes to [area you help with: burnout, self-worth, relationships, etc.]?
How does that challenge affect your day-to-day life?
What have you tried so far to solve or ease it?
What worked or didn’t work about those things?
If you could wave a magic wand, what would be different in your life tomorrow?
When you think about investing in support or coaching, what concerns or hesitations come up?
Have you ever followed a coach or mentor online? What made you trust or connect with them?

Outro
“Thank you so much for sharing. This helps me write more helpful content and be more intentional with the work I do.”

Tips for Powerful Interviews

Record the conversation (with their permission) so you don’t have to take notes.
Pay close attention to the exact words and phrases they use.
Don’t try to fix anything. Just listen.
Aim for at least 5–10 interviews for strong data.

Once you’ve done a few, you’ll start to see patterns emerge.
These patterns?
That’s your copywriting goldmine.

Take It Deeper With ChatGPT in Research Mode

Now here’s where it gets fun.

After you’ve done your interviews, you can use ChatGPT to help organize and deepen your findings.

Here’s how:

Step 1: Summarize and categorize your interview notes

Prompt ChatGPT with something like:

“Here are 5 interview transcripts from women dealing with burnout and lack of self-fulfillment. Can you summarize the top emotional pain points, recurring language, and hidden desires that show up across these interviews?”

ChatGPT will scan everything and surface key themes, which you can use to build website headlines, service descriptions, and calls-to-action that feel deeply aligned.

Step 2: Brainstorm emotionally resonant messaging

Once you have those pain points, prompt ChatGPT again:

“Based on this list of pain points and desires, write five examples of website hero statements that speak directly to these struggles in a warm, empowering tone.”

Suddenly you’re not writing generic content. You’re crafting a message that feels personal, powerful, and true.

Step 3: Validate or expand your understanding

Use ChatGPT to explore more about your niche:

“What are common objections or limiting beliefs that women in their 30s and 40s have about hiring a life coach?”

“What does someone dealing with emotional burnout search for online before realizing they might need coaching?”

You can even ask:

“What metaphors or imagery might resonate with a woman who feels emotionally drained but wants to feel vibrant again?”

The result?
You go from surface-level copy to content that speaks.

Now Let’s Circle Back to Talia

After we rewrote her website using language pulled directly from her market research interviews, everything started to click.

Her new homepage opened with:

“You hold it all together for everyone else. But behind the scenes, you’re tired. Not just physically tired—soul tired.”

That line? It came straight from one of her interviews. And it stopped her visitors in their tracks.

Within two weeks, she had three discovery calls booked and a waiting list starting to form.

She didn’t change her offer. She didn’t spend more on ads.
She just finally started speaking her dream client’s language.

You Can Do This Too

Writing website content that converts isn’t about sounding perfect.
It’s about sounding real.
It’s about showing your client that you understand where she is—and offering her a path forward.

So here’s your next step:

Pick 5 people who fit your ideal client profile
Ask them to have a 20-minute chat
Use the script above
Copy their exact words into your content
Use ChatGPT to organize and build around it

You’ll never stare at a blank page again. And more importantly, your dream client will land on your site and say:

“She gets me.”

And that? That’s when everything starts to shift.

becky hancock design