Website Copywriting Mistakes You Totally Don't Want to Make
Are you tired of feeling invisible online? Maybe you've tried everything, from Instagram reels to Facebook ads, and still, your website conversion is looking depressingly low. Well, friend, it might be time to give your website copy a much-needed makeover.
Copywriting is the art of using language to persuade and engage an audience, and it's absolutely crucial for any online business.
In this blog post, we'll be talking about website mistakes you totally don't want to make (and tips to fix them!). So grab a yummy drink, get comfy, and let's dive into the world of website copywriting!
Copywriting Mistake #1: Not having a clear message
When a visitor lands on your website, they should know exactly what your business is about within 3 seconds. If your message is unclear or confusing, there's a good chance they'll click away before you've even had a chance to offer them anything.
Take a good look at your homepage and ask yourself — does it clearly convey what you do and who you serve? If not, it's time to simplify and clarify your message!
To bring clarity to your homepage message, try this simple exercise:
- Write down what your business does in one sentence. Ensure it's specific and clear, for example, "We provide eco-friendly cleaning services in San Francisco".
- Next, identify your target audience. Who is your ideal customer? Can you define them in one sentence? For instance, "Our ideal customer is a busy professional who values sustainable living".
- Combine these two sentences. For example, "We provide eco-friendly cleaning services in San Francisco for busy professionals who value sustainable living". Does it sound clear and concise? If yes, congratulations! You have your clear home page message! If not, tweak it until it's easy to understand.
Remember, the goal is to communicate effectively who you are and what you do so that visitors can quickly understand if your service is relevant to them or not.
Copywriting Mistake #2: Being too salesy
I get it, you're in business to make that cash-money-honey (and hopefully to be of service too!). But bombarding your website visitors with constant sales pitches is a surefire way to turn them off and sound desperate (yuck).
Instead, focus on providing value and building trust. Share your knowledge and expertise through blog posts or a free resource that can help your potential clients. When they see how much you know and how much you care, they'll be much more likely to become paying customers.
For instance, consider a health and wellness coaching business. A salesy approach on their website might include relentless plugs for their coaching programs, incessant reminders of discounts, or constant assertions about the amazing results you'll see if you sign up NOW.
Instead, a value-based approach might feature insightful blog articles about healthy living tips, a free downloadable guide on stress management techniques, or client testimonials elaborating on the personal growth they experienced during the program.
This strategy not only demonstrates the business’s expertise in the field but also builds trust with potential clients, making them more likely to consider the services offered.
Copywriting Mistake #3: Neglecting your About page
Your About page is where you have the chance to share your journey and connect with your audience on a more personal level. Fun fact, did you also know that your About page is typically the second most visited page on a website?
Neglecting this page is a major mistake. Instead, take advantage of this opportunity to showcase your brand personality, tell your story, share your mission and vision, and introduce yourself or your team members.
If your About page is just a boring list of your qualifications or services, you're missing out on a huge opportunity. It's okay to be vulnerable and show some humanity — in fact, it's what will make you stand out in the sea of faceless businesses.
By humanizing your brand through a well-crafted About page, you can establish a stronger connection with potential customers and stand out from the crowd.
Bonus tip: If you're a solopreneur or personal brand, avoid writing in the third person on your About page. It can come off as impersonal, insincere, and just straight-up cringe. Instead, write in the first person to connect with your audience and be approachable.
Copywriting Mistake #4: Forgetting the call to action (CTA)
You've done such a great job of getting your website visitors engaged and interested in what you do... but what now? If you don't include a clear call to action (CTA), such as "book a discovery call" or "sign up for our newsletter," they might just click away and forget about you.
Make sure every page on your website has ONE clear next step for your visitors, and watch your conversion rates soar.
Bonus Tip: According to Unbounce’s 2018 landing page study, a landing page with only one CTA has an average conversion rate of 13.5%, but the more links you add, the lower that rate becomes. So while it's a mistake to have NO CTA, it's also not ideal to have too many either.
Copywriting Mistake #5: Being too formal
When it comes to business, we're often taught to be professional and detached. But if you want to truly connect with your audience, you need to let your personality shine through.
That means using conversational language, being informal, injecting your sense of humor, and showing your human side.
Remember, people buy from people they know, like, and trust — so don't be afraid to let your freak flag fly (within reason, of course).
And there you have it, folks — five website copywriting mistakes that could be holding you back from online success. But don't worry, I've hopefully given you some practical tips to help you turn things around!
Remember, copywriting is all about connection and persuasion, so take the time to craft your message and infuse it with your unique personality.
Your dream clients are out there, and with the right website copy, they'll be coming your way in no time. Happy writing!
Amy Meraki xo