You built your company’s digital presence to be the “go to” workhorse for your company, and a few simple website copywriting mistakes could be interfering with that goal. Are you committing any of the below mistakes? It may be time to head back to your site and take care of some tweaking.
Three Website Copywriting Mistakes to Look For:
The Welcoming Committee Is in Full Force – People know what they’re looking for and they’re at least conscious of where they’re looking. There is no need to welcome them to your website. It may sound polite and vaguely like the right thing to do, but you’re passing up on valuable real estate.
Instead: Convey value. Lure the reader into your website or blog by addressing their needs. You can do this by conveying the benefits of your product, asking key questions or hitting their “pain points.” These pain points are the reasons they’re looking for your services. One of the best things you can do would be to study how to write headlines. You can read books like David Garfinkel’s Advertising Headlines that Make You Rich or Jon Morrow’s Headline Hacks.
You can stop inviting your readers in and make the headlines so powerful they can’t help but join you.
A Failure to Sell with Your Customers’ Needs in Mind – A mismatch between your message and your customers’ needs is one of the more deadly website copywriting mistakes out there. Often time businesses operate on talking points. They’re interested in simply getting their message out whether it’s what the customer wants to hear or not.
Instead: Focus on your customers’ pain points. What is driving them to your website to begin with? What are the key questions they want answered in their short visit? If you can acknowledge these points, you can build trust with your reader and they’re more likely to take action as they visit your site.
An Effective Call to Action – Too many websites drop off seemingly in mid-thought. The content is completed arbitrarily, leaving the customer wanting more. If the content ends, and there’s no solid indication for the reader on what to do next, don’t be surprised if “nothing” is the answer they choose.
Similarly, there are websites that offer the reader too many choices. Have you ever been stuck behind someone who can’t make their mind up when they’re ordering at the counter? If you give your readers more than one option for what to do next, they may very well choose “nothing” as well.
Instead: Your website pages need to be complete with an effective call to action. The goal of your website should be to sell your products or services. With this in mind, it’s perfectly acceptable to ask them to order, buy, call, download, share or fill out the form on any page. Make sure they understand exactly what you want them to do.
This is also a good place to make your most effective closing argument. Remind them of whatever emotion they might feel by ordering your product. Remind them of the horrible consequences they can avoid.
Conclusion – Are you making any of these website copywriting mistakes? If so, now may be a good time to go back and tweak. Your content is the most effective when it’s in line with what the readers are expecting to find.
If you’re struggling to write content that resonates with your readers, it may be time to hire a website copywriter.