You can have a well-designed website. You can even have an optimized website that ranks high in the search engines for top keywords. But if you don’t have conversion-driven copy, it’s all for nothing. Simply put, your website copy is what determines whether or not a visitor becomes a customer.
The good news is writing web copy that sells is actually easier than you might think. The key is to avoid these common copywriting mistakes.
- Too much “we-we” talk—I hate to burst your bubble, but your customers don’t want to hear you rambling on and on about how great you think you are. Customers only care about one thing: What’s in it for me? With that in mind, you shouldn’t be saying “we, we, we”, but instead, you need to say “you, you, you.” Here’s a cool tool I like to use when writing web copy: We We Calculator or this one. It grades your copy based on how custom-centric it is.
- The copy is difficult to scan—Eye-tracking studies show that users tend to scan online content rather than read it word for word. In fact, online readers scan in an F-shaped pattern. That means you need to focus on making your copy as easy to scan as possible. You can do this by using short paragraphs, bulleted lists, bolded phrases, and by putting the most important information at the beginning of each new paragraph.
- Weak headlines lose readers—Your headline should never be an afterthought. It needs to be something you put a lot of thought and effort into. Remember, this is the first thing a new visitor will see. The headline needs to suck them in. You can do this by focusing your headline around a unique benefit of your product or service. Keep it customer-centric!
- What’s the benefit?—Speaking of benefits, your copy needs to clearly explain the main benefits of your products and services. In other words, let readers know how your product or service will improve their lives. Just don’t fall into the trap of trying to cover too many benefits as it becomes overwhelming and too much to process. Narrow it down, and focus on the biggest benefits of doing business with you.
What are some other web copywriting mistakes you’ve seen? Share your thoughts by leaving a comment!