5 Mistakes to Avoid When Writing Your Website Copy By Anita Dawn CreativeOct 03, 2021
Your business is growing and it’s time to build ̶ or update ̶ your website copy to reach a bigger audience. If you’re cozying up to your laptop to write your own copy, do you know what you should and shouldn’t do to make the most impact in your industry?
In this article, you’re going to learn about five common mistakes business owners make when they tackle writing for their websites. By avoiding these pitfalls, you’ll set yourself apart from the competition and capture the attention of your audience. You'll turn browsers into buyers and skeptics into sold-out fans.
So what mistakes should you avoid when you write your website copy?
Mistake #1 - Writing too much
Have you ever landed on a site to find so much text that your brain shuts down and says, “Nope! You lost me!”
It’s easy to fall into the trap of wanting to share ALL the details. The extensive background story. Every feature. After all, you don’t want to leave out anything important!
But when it comes to your copy, you need to stop thinking like a business owner and start thinking like your client. What does she (or he) care about? What are her struggles or obstacles? What does she dream of for her future?
Write what your client wants to read. Think of it like a conversation. If you talk too much (especially about yourself), your reader will lose interest and stop listening. Instead, use fewer words to attract and engage your reader. Don’t overshare and dominate the conversation!
Mistake #2 - Making yourself the hero of your client’s story
Every story needs a hero. The person who comes riding in to save the day.
In your client’s story, you might think that hero is you! After all, you provide a product or service that solves your client’s problem. You transform her life for the better.
But the truth is, you offer the tools so your client can become the hero!
You are the expert who shows your client how she can succeed. By giving her your unique perspective, you allow her to take control of her outcome. Everyone wants to be a hero. And you give your client a way to create her own happily-ever-after!
Want to know more about being the expert who brings a solution that turns your client into a hero? Check out Building a Story Brand by Donald Miller.
Mistake #3 - Focusing on features instead of benefits
Do you find yourself describing your product or service in great detail because you want your readers to know all the interesting facts about what you’re selling?
Here’s the thing…
People don’t care about these features nearly as much as they care about themselves. I know it sounds harsh but the fact is that people buy with their emotions. Your clients want to know how buying from you will make their lives better. And they want to know what problems you can help them avoid.
So paint a picture of how working with you can transform their life. Will you save them money? Time? Stress? Will they feel freedom from tasks they would rather not do? Or will they experience less chaos and more control over their home, work, or personal development? Balance the benefits they desire with the pain they want to avoid for an outcome they can see themselves living in.
Mistake #4 - Forgetting to proofread
You finally finish writing your website copy and punch that last period with flourish. Done!
But wait… Proofreading is that final step that could make or break your website. A glaring spelling mistake or awkward grammatical error can be a serious block for many people!
Here’s the good news. You don’t have to be a grammar genius to have an error-free website. Try a tool like Grammarly to help you stay on top of mistakes. Or check out the Hemingway Editor to keep your writing at a clear and readable level.
And it never hurts to hire someone to give your copy a final read-through before your site goes live. Trust me. It’s worth the investment!
Mistake #5 - Not giving a clear call to action
What do you need your readers to do when they land on your website? You might want to share your latest blog post, testimonials from your clients, and the details of your newest program. But what is the most important next step they need to take in your customer journey?
For example, if you want to get as many people as possible onto a call, everything on your home page needs to be funneling them toward booking a call with you.
Keep your “Book now” button prominent so your readers don’t have to search for it.
Acknowledge their questions or concerns and point them toward a call to get answers.
Most importantly, never assume your readers know what you want them to do! So create that button, point them toward that step, and challenge them to take action.
Are you ready to capture the attention of your audience with standout website copy that converts to growing sales? Download my Website Copy Quiz to learn how to write your own copy that attracts, engages, and sells!
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