Trying to win more customers and higher revenue is the name of the game for any business wanting to succeed. Time and again I see businesses struggle to get any results with their websites. Website copywriting mistakes are easy to make and will certainly cost you customers. Don’t let poor messaging hold your business back.
Here are some of the most common website copywriting mistakes I see, and why they prevent your business from reaching its full potential.
You’re Too Focused On Yourself
Not making your customers the focus is one of the most common website copywriting mistakes costing you sales. I see way too many businesses overusing “we”, “us” and “our” statements in their web copy. There can only be one hero of a great story!
Shift your website copywriting to empathize with your customers and highlight their needs. Once you put the focus on your customers, your website will convert better because visitors will see themselves as the hero of the story.
You Don’t Build Authority
Your website visitors don’t know you and aren’t sure if they can trust you to provide them a solution. Including sources of authority, like testimonials, certifications, and recognizable awards, will help prove your business’s value.
When planning your website copywriting, include high quality testimonials that show future customers what success looks like when working with you. Specific testimonials that show a clear problem, along with the right solution, will make more of an impact over generic testimonials.
When choosing to showcase awards or certifications, they will only carry weight if they are meaningful to your customers. Don’t showcase awards and certifications in your website copywriting simply to include them. Instead, focus on the certifications and awards that can prove you’re an expert in your field.
Your Message Is Confusing
Another common website copywriting mistake is messaging that’s too scattered and unfocused. When you’re writing content for your website, it’s important to stay focused on the specific problem your business solves. Your customer’s pain points and the solutions you offer should be the main focus of your website copywriting process.
You Have No Clear Call To Action
You need to make sure your website copywriting always has a clear call to action. If your goal is to book more appointments, your call to action (CTA) should be consistently asking visitors to “book an appointment” across your entire website. You should have nothing else on your website that would compete for your customer’s attention or action.
Just having a clear CTA isn’t enough either. You also need to make sure your CTA stands out from other aspects of your site and is easy to find. If you offer a ton of options cluttered around your CTA, you confuse your customers. Confusion will leave your customers unsure of what to do and that includes taking action.
You Fail To Provide A Plan
To make it easy for your customers to do business with you, give them a plan of how to do so. We suggest a quick 3-4 step roadmap that outlines how to get started such as, #1: Call Us, #2: Book An Appointment, #3: Love Your Clean Home.
Use your website copywriting skills to create a plan that allows your customers to see how easy it is to work with you and you’ll quickly land more appointments.
You Don’t Talk About Failure
A lot of businesses want to focus entirely on the benefits of doing business with them. Only talking about success is a huge website copywriting mistake because it doesn’t press on your customer’s pain points. It’s okay to remind your customers what failure looks like if they don’t do business with you.
Identifying your customers’ pain points and talking about them helps motivate them to buy. Realistic failure is motivating and powerful. Use failure sparingly in your website copywriting though, otherwise it can overwhelm your customers.
Your Message Gets Lost
Once you’ve done the work to get rid of your website copywriting mistakes, it’s time to make sure your customers can see your message. Making sure your messaging stands out is critical, so keep your website simple. Try to avoid too many buttons, links, images, and other sources of web clutter that distract from your message. Without the clutter, you’re less likely to lose your website visitors to confusion.
Get Your Website Copywriting Right
One of the core ways we can help your businesses grow is by getting your website copywriting right. Great messaging that attracts, engages, and converts is the backbone of our web design and marketing efforts. We’re happy to help you get a consistent and compelling message for your business.
If you want to learn more about our website copywriting and how we can help your business grow, please schedule a call.
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