How to Convert More of Your Web Site Visitors Into Paying Guests
Using a Simple But Powerful Exercise That Will Make Them Want to Rent From You…
Why Generic Website Copy Fails
When your website tries to appeal to everyone, it connects with no one. Generic messages like “Everyone loves our park!” sound fake and create zero emotional connection.
The solution? Create a customer avatar and speak directly to one specific person instead of a faceless crowd.
What Is a Customer Avatar?
A customer avatar is a detailed profile of your ideal tenant. Instead of writing for “everyone,” you craft every word for Sally, age 63, who travels with her husband Ron and values community connections over luxury amenities.
The result: Your ideal prospects read your website and think, “This place understands exactly what I’m looking for.”
The Simple Avatar Creation Process
Step 1: Find Your Sweet Spot
Look at your current tenants and identify three distinct groups. Find where they overlap, these shared characteristics define your ideal tenant.
Step 2: Create a Specific Person
Give them a name, age, and situation:
- Name: Sally and Ron
- Age: Early 60s
- Interests: Golf, community events, meeting other RVers
- Values: Building friendships, returning to familiar places
Step 3: Understand Their Fears
What keeps them awake at night?
- Will it be too noisy to sleep well?
- Is the area safe and secure?
- Will they fit in with other guests?
- Will they get a good site location?
Step 4: Write One-to-One
Transform generic copy into personal conversation:
Generic: “Everyone who visits loves our amenities”
Avatar-focused: “We believe you’ll love our golf course, especially the peaceful morning rounds before the community breakfast”
The Revenue Impact
Let’s consider a hypothetical situation where you go from generic copywriting to avatar-optimized copy:
Before avatar optimization: 200 weekly visitors × 1% conversion = 2 new tenants
After avatar optimization: 200 weekly visitors × 2% conversion = 4 new tenants
Result: Double your weekly revenue from website traffic
The Professional Copywriter’s Secret
Find a photo that represents your avatar and keep it visible while writing website copy. This forces you to write for a real person instead of an abstract audience.
When you speak to Sally’s specific desires and concerns, conversion rates increase because the right prospects feel understood and connected before they ever visit.
Start Converting More Ideal Tenants Today
Create your customer avatar, then audit every page of your website. Does your copy speak directly to this person’s needs, fears, and desires?
If not, it’s time to transform generic website copy into personal conversations that convert browsers into bookers.
Your ideal tenants are searching right now. Will they recognize your park as their perfect fit?