Tag Archive for: entrepreneur

Your Website Just Became Your Entire Business. Is Your Copy Ready?

For the last decade, you could survive with mediocre website copy.

Your Instagram sold.

Your Facebook community converted.

Your LinkedIn posts generated leads.

Your website was just there. A digital business card people barely looked at before they DM’d you or joined your group.

That era is over.

Social media usage has dropped 10% since 2022.

People are spending 10 minutes less per day scrolling. The proportion using platforms to actually connect with friends, express themselves or meet new people has fallen by more than a quarter since 2014.

They’re not scrolling anymore. They’re searching.

And when they find your site, you have three seconds. Maybe less.

The Crisis Most Businesses Don’t See Yet

You built your entire business on Instagram engagement and Facebook communities.

But your website? Slapped together with a Squarespace template and ChatGPT copy that sounds like every other coach who “unlocks your potential” and “creates transformation.”

So, when potential clients land on your site…

  • Your generic “Welcome! I’m so excited you’re here!” intro? You lost them.
  • Your “I help ambitious entrepreneurs achieve their dreams” headline? They clicked away.
  • Your seven paragraphs about your journey before you say what you actually do? They’re already on your competitor’s site.

Here’s how it generally works: 97% of users check a business’s online presence before ever contacting them. Search engines drive 93% of website traffic. And 64% of brands are scaling their owned-media investments because they’re getting higher engagement and better control than they ever got from social.

People are leaving social media and going directly to websites. YOUR website.

The Copy Gap is About to Eat Businesses Alive

53% of all website traffic comes from organic searches. Businesses that blog get 55% more traffic.

But traffic doesn’t matter if your copy can’t convert.

The businesses that will survive have:

Websites that filter aggressively. Wrong people leave in 10 seconds, right people stay for 10 minutes.

Copy that sounds human. Not AI. Not template. Not “best practices” from a 2019 marketing course.

Specificity that builds trust. (Because purchasing decisions are now 50% Trust, 25% Logic, 25% Emotion.) That’s a dramatic shift from when emotion dominated.

Template copy optimizes for everyone. An that worked when social media algorithms were doing your filtering.

But now your copy has to do ALL the work.

Social Media Let You Get Away With Mediocre Website Copy. That’s Over.

For a decade, your website could be forgettable because Instagram engagement brought clients, Facebook groups built community, LinkedIn posts generated leads, Pinterest drove traffic.

Your website was just the checkout page.

Now your website IS your business.

A 1,000-person email list of engaged subscribers is worth more than 10,000 social media followers. Email marketing delivers an average return of $42 for every $1 spent.

But they have to want to GIVE you that email. Which means your website copy has to earn it.

Ask yourself: If 97% of your potential clients are checking your website before they ever contact you, what is your current copy telling them?

Most honest answer: “I’m generic. I’m trying too hard. I don’t trust my own expertise. I sound exactly like everyone else.”

This Isn’t ‘Coming.’ It’s Here.

Your competitors are already figuring this out. The ones who rebuild their websites with actual strategic copy – not templates, not AI slop – will own their markets.

The ones still relying on social media reach while their website sits there with, “Hi, I’m Sarah and I’m passionate about helping women…” are going to wonder what the fuck happened.

Everyone’s moving back to websites.

But nobody’s copy is ready for it.

Is yours?

I write copy that builds trust instead of manipulating emotion.

I’m not a copywriter following templates. I’m a behavioral psychology expert who writes copy. Award-winning journalist, ghostwriter of 47 books, builder of multiple 7-figure businesses. I understand why humans actually buy – not what marketers think they buy.

Within 48 hours of launching unfuckyourwriting.com, I got two inquiries for full website rebuilds worth $7,500 each, from pre-qualified prospects who didn’t negotiate pricing. Because the copy filtered hard and spoke directly to people who know the difference between strategic positioning and generic marketing speak.

If you want your website to work as hard as your social media used to, email me: becky@rebeccatdickson.com

WTF Metrics

The Numbers That Actually Matter in Your Coaching Business

Forget everything you think you know about measuring coaching success. While everyone else is obsessing over follower counts and revenue targets, the coaches who are actually changing lives and building sustainable businesses are tracking completely different numbers. These “WTF Metrics” – the weird, unexpected, and unconventional data points – reveal more about your coaching impact than any vanity metric ever will.

The “Fuck This” Frequency

What it measures: How many times clients say “fuck this” or similar before making a breakthrough.

This might sound counterintuitive, but the best coaches track their clients’ resistance patterns. Every transformation requires breaking through old patterns, and resistance shows up as frustration, anger or the classic “fuck this” moment.

Smart coaches know that three to five major resistance episodes typically precede significant breakthroughs.

Track this by noting when clients express strong negative emotions about the process, complain about homework or want to quit. The coaches who understand this pattern don’t panic when clients get pissed off – they celebrate it as a sign that real change is happening.

Why it matters: Traditional metrics miss the messy middle of transformation. This metric helps you normalize the process for clients and predict when breakthroughs are coming.

Silence Duration Index

What it measures: How long clients can sit in uncomfortable silence during sessions.

Most coaches think talking equals progress. Wrong. The magic happens in the spaces between words, when clients are processing, integrating, or finally facing something they’ve been avoiding. Track how long your clients can tolerate silence without jumping in to fill the space.

New clients might only handle 5-10 seconds. Clients who are doing deep work can sit in silence for 60+ seconds while they excavate truth. The longer the silence tolerance, the deeper the work is going.

Why it matters: This metric reveals emotional maturity, self-awareness and willingness to go deep – all predictors of lasting change.

The Ugly Cry Coefficient

What it measures: Frequency and intensity of emotional releases during sessions.

Track when clients have emotional breakthroughs, not just tears, but the full-body, makeup-destroying, snot-fest ugly cries that happen when someone finally feels safe enough to fall apart. These moments are gold.

Rate them on a scale:
Watery eyes (1)
Single tears (2)
Crying (3)
Sobbing (4)
Ugly cry breakthrough (5)

Clients who hit level 4-5 emotional releases consistently show faster and more lasting transformations.

Why it matters: Emotional release is often the gateway to breakthrough. Coaches who create space for ugly crying create space for healing.

Excuse Velocity Decline

What it measures: How quickly clients stop making excuses for their circumstances.

At the beginning, clients arrive with a full arsenal of reasons why they can’t change. Track how long it takes for excuse-making to decrease by 50%. Is it three sessions? Six? Twelve?

Create an “excuse inventory” early on. Catalog their greatest hits. Then track how these shift from, “I can’t because…” to “I could if…” to “I will by…”

This progression reveals readiness for change.

Why it matters: Excuse velocity directly correlates with results velocity. When excuses slow down, transformation speeds up.

The Uncomfortable Truth Ratio

What it measures: Percentage of session time spent discussing things clients don’t want to talk about.

Most coaching stays surface-level because coaches are afraid to make clients uncomfortable. Track what percentage of each session is spent on topics that make your client squirm. The sweet spot is 30-40% discomfort.

Too little discomfort means you’re enabling. Too much means you’re traumatizing. But that 30-40% zone is where growth lives.

Why it matters: Comfort is the enemy of growth. This metric ensures you’re pushing boundaries without breaking people.

Energy Archaeology Score

What it measures: How much energy clients reclaim from addressing old wounds, limiting beliefs or toxic patterns.

Before starting work, have clients rate their energy levels on a scale of 1-10. Then track monthly. But here’s the twist: also track “energy archaeology.” How much energy they recover by cleaning up their past.

Clients dealing with unresolved trauma, toxic relationships or limiting beliefs are leaking energy constantly. As they address these issues, they don’t just gain energy, they reclaim it.

The energy archaeology score measures this reclamation.

Why it matters: Energy is the foundation of everything else. A client who goes from 3/10 to 8/10 energy will automatically see improvements in every life area.

Boundary Establishment Velocity

What it measures: Speed at which clients start saying no to things that don’t serve them.

Track the first “no” – when clients first set a boundary they wouldn’t have set before coaching. Then measure how quickly they establish additional boundaries. This progression typically accelerates exponentially.

Month 1: Maybe one small boundary
Month 3: Setting boundaries weekly
Month 6: Boundaries become automatic

Why it matters: Boundary-setting ability predicts every other area of success. Clients who master boundaries master their lives.

The Authenticity Emergence Rate

What it measures: How quickly clients start showing up as themselves instead of who they think they should be.

This is subtle but powerful. Track moments when clients share authentic thoughts, make choices aligned with their values (not others’ expectations) or simply stop performing.

Look for phrases like “I actually think…”, “What I really want is…”, or “I don’t care what people think anymore.” These authentic moments usually cluster together once they start appearing.

Why it matters: Authenticity is the foundation of fulfillment. Clients who find their authentic voice create lives that actually fit them.

Implementation Despite Imperfection Index

What it measures: How often clients take action before they feel ready.

Perfectionist clients will plan forever without acting. Track how quickly clients move from “I need to figure this out first” to “I’ll figure it out as I go.”

Measure the time between getting an assignment and taking the first imperfect action.

High-performing clients take messy action quickly. Struggling clients research, plan and prepare indefinitely.

Why it matters: Done is better than perfect, and action creates clarity faster than thinking ever will.

The Real Talk Frequency

What it measures: How often clients bring up topics they’re genuinely struggling with versus topics they think they should be working on.

Many clients perform in coaching. They discuss what they think they should focus on, rather than what’s actually keeping them up at night. Track when conversations shift from “should” problems to “actual” problems.

Real talk sounds like: “Can I tell you what’s really going on?” or “I didn’t want to mention this but…” These moments indicate growing trust and self-awareness.

Why it matters: You can’t solve problems that aren’t being honestly discussed. Real talk frequency predicts breakthrough potential.

These WTF Metrics might seem unconventional, but they reveal the human truth behind transformation. While everyone else counts likes and dollars, you’ll be tracking the metrics that actually matter: the ones that show when someone is getting ready to completely change their life.

Start tracking just two or three of these in your next client sessions. You’ll be amazed at what the numbers reveal about the real work of coaching.