6 Common Website Copy Mistakes
When it comes to writing your own website, there’s a few common mistakes I see non-copywriters making again and again. They’re easy enough to avoid so long as you’re able to recognize them. Making these small tweaks and changes can have a large impact on the overall conversion rate of your website. Without further ado, here are the top 6 most common website copy mistakes I see entrepreneurs and small businesses making.
Unclear Headlines
The headlines of your website are the first place people’s eye will be drawn to, so it’s crucial that your headlines are both clear and actionable. Site visitors should immediately know what you do. Headlines are valuable website real estate, and nailing this copy is key converting site visitors to customers.
Oftentimes, headlines fall prey to being cute at the expense of being clear. I’ve talked about this in previous blogs, but as a copywriter this is both a deadly sin and a personal pet peeve. Good copy is like good design; when it’s done well you barely notice it and when it’s done poorly it’s all you can see.
Make sure your headlines are clear and actionable. Ask yourself- if you were brand new to your website, would you understand what your company does from the headline alone?
2. Not asking for the sale
After every headline, there’s a call to action. Are you wasting precious button space by not directly asking for the sale?
I know- it’s uncomfortable! Especially if you’re new to the business world, asking for the sale can feel awkward and pushy. But remember this- there is someone out there who isn’t as passionate, caring or enthusiastic as you. But they’re making more money than you because they’re not afraid to ask for the sale.
Your call to actions should be clear and present the benefit to your services. Which button is more compelling to you?
Let’s get started!
I want to save $500!
3. Your USP isn’t front and center
What makes you different? What sets your services apart from the hundreds if not thousands of others out there, doing what you do?
I’m not asking to make you sweat! And the answer isn’t nothing. Each of us bring something wholly unique to our business, and our unique selling proposition (USP) captures that in a way that resonates with your audience.
Your USP is made up of 3 parts:
What you do
Who you do it for
How you’re different
Carving out your USP makes it clear the benefit you give to your audience and why they should pick you.
Need an example? Here’s mine:
I help entrepreneurs and small businesses bring their vision to life through extraordinary storytelling and proven marketing tactics.
4. Putting the feature before the benefit
You know your service inside and out, backwards and forwards. You can talk about it until the cows come home- but are you saying the right things?
Is what excites your customers the same thing as what excites you?
Probably not.
Oftentimes we get so lost in the weeds of our services, we can’t see the forest for the trees. When it comes to selling, be sure you’re leading with the benefit to consumer, not the features of the services.
Here’s a quick way to tell: the benefit of your service makes their life easier and resonates emotionally. The features of your services make your job easier and resonate logically. Of course, selling is all about getting to the emotion.
Now don’t confuse this to think that you shouldn’t be talking about the features of your service- you should! Your customer needs to understand the value and why you’re charging what you are. But the sale, the final close doesn’t come from a place of logic. It comes from a place of emotion.
5. Who your audience is isn’t clear
You’re afraid to be exclusive, and want more business than you think your target audience is capable of giving you, so you keep your site copy vague with the hope of broadening your appeal. Sounds like a safe bet, right?
No! You’re not a general specialist, and you’re not a catch-all freelancer. You sell a specific service to a specific audience, and focusing solely on them is how you grow your business.
Don’t be afraid to niche down and let your website copy speak to your target customer only. This does two things when people visit your site:
Gives your target customer a feeling of exclusivity
Saves you time vetting and on sales call; the wrong fit will opt out
6. Following best practices that don’t suit your audience
Maybe you’ve heard you shouldn’t list your price on your website, so you can use it to lead into more sales calls. Or maybe you’ve heard the opposite- that you need to list your price on your site in order to let your ideal clients vet themselves out. Which one is actually right? Well- there’s compelling evidence for both, so it really comes down to two things- your preference and your audience’s preference. What your audience likes is always the best choice, and yes sometimes this means you’ll have to try new things to figure it out!
Do you have any of these on your website? Quick, small changes will add up over time! If you’re ready to make a big change to your website copy, let’s talk!
