Your website is one of the most important tools in your business arsenal. It’s your 24/7 salesperson, working tirelessly to sell your products and services to potential clients. That’s why it’s so important to make sure your website copy is error-free, engaging, and informative. Unfortunately, many businesses make costly mistakes that can hurt their chances of getting hired.
In this blog post, we’ll show you nine of the most common web copywriting mistakes – and how to avoid them. By following our tips, you can make sure your website is working hard to bring you a consistent stream of new business!
The Importance of Clear and Concise Web Copy
When it comes to online copywriting, clear and concise messaging is one of the most important elements. Your web copy should be easy to understand and focus on the services and benefits you offer. Dissuade potential customers from reading long and confusing sentences. Instead, ensure that your potential customers can quickly scan and get the information they're looking for. You should also make sure to communicate each and every benefit your wedding business offers in a manner that a potential customer can understand.
The Nine Most Common Mistakes in Web Copywriting
When it comes to web copywriting, there are some basic errors that are unfortunately all too common. Let’s go over some of the most common mistakes.
#1 Too Much Information
You want your potential customers to be informed but too much information can be overwhelming and turn potential customers off. Keep your copy clear and concise focusing on the important features and benefits that your company has to offer.
Make the correct use of formatting, including headings, subheadings, and bullet points to help your customers easily scan your website for the most relevant information.
As a web designer and business coach for over 15 years, I can tell you that most people are not taking the time to read all of your copy. They are more focused on the overall feeling that your website evokes. They are also judging your site (either consciously or unconsciously) to determine whether you are trustworthy.
Instead of focusing on the perfect copy to "convince" customers you are trustworthy and they should book your services, spend your time focusing on creating a website that tells a story about who you are as a business.
#2 Lack of Direction
A good website is going to have a very intentional flow to it. Your Home page in particular is the prime real estate of your website and should be used to focus on the key benefits of your business. Your Home page should give clear direction, guiding customers to visit the specific subpages of your site that you feel are the most important.
#3 Focusing on Yourself
"We've been in business for 20 years."
"We are the best at what we do."
"We went to this or that school."
No one really cares that much about you! People care what is in it for them...period!
Sure, these things help to increase your social proof but they are not what is going to get clients to book with you. Be strategic and intentional about how you display your accolades and accomplishments so you don't come across as too sales-y or self-centered.
#4 Not Speaking To Your Ideal Client
It's not enough to focus on your client, you need to be focusing on your ideal client!
More than ever before, trying to be everything to everyone is a recipe for disaster for the small business owner. Or, at the very least, frustration.
The marketplace is oversaturated and consumers are stuck in the "Paradox of Choice". Every business looks basically the same and sounds basically the same, no wonder everyone is price shopping. If you wanted to buy a T.V. and you found ten stores close to you that sold the exact same model with the exact same features, wouldn't you purchase the cheapest one?
That's what it's like for consumers searching for your product or service. Unless you can get crystal clear on who your ideal client is, determine how you can meet their very specific needs and wants better than anyone else, AND clearly articulate this through your website, you are going to continue to get price-shopped.
#5 Too Much Fluff
If I see one more website with a tagline "Making Your Dreams Come True" or "We Care About Our Clients" or using the words Magical, Unforgettable, Special or Memorable...I'm going to scream!
Now, I know some of you are cringing a little bit when I said that and I'm sorry if this is you but, I'm going to give you a little tough love right now. These phrases and taglines are at the very least boring and at worst, triggering!
This fluff means nothing to people, it's in one ear and out the other. Everyone has heard these things a million times and not only have they heard it but they have continued to be disappointed by business after business using these taglines (hence, the triggering part.)
Dig deep and figure out exactly what you do that makes someone's dreams come true. How do you SHOW you care about your clients? I mean, real-world, tangible features and benefits!
If you need a little more help, check out my blog post "STOP USING BORING TAGLINES, do this instead."
#6 Not Including a Call to Action
This may seem like an obvious one but I can't tell you how many websites I have seen where I had to work trying to find the next steps or even contact information.
At every step of the way and on every webpage should be some type of call to action. Book now, request information, book a free consultation, sign up for our newsletter...some type of specific action that your potential clients can take, right then and there when the feeling strikes.
#7 Not Proofreading
Another one of my pet peeves is websites that are sloppy, poorly written, or grammatically incorrect! We are all human and make mistakes but sometimes it's just emberrissing! (Come on, you didn't really think I didn't proofread my spelling there, did you?)
Proofreading goes beyond just grammatical errors. Make sure that you are testing (and retesting) all of your forms and links. Many of you own a business that relies on being detail-oriented. What kind of message do you think it sends to your potential clients when the first impression they get of you is a sloppy website? Just saying.
#8 Not Writing For SEO
Knowing what copy to write, how to write it, and WHERE to put specific copy that contains relevant keywords is crucial for ranking high on Google and getting found by your ideal clients.
The key to good copy is that it flows eloquently while also highlighting your company's unique selling points AND incorporating your relevant keywords. Tall order I know, but worth the time and effort!
#9 Writing Too Much for SEO
Just as important as it is to write for SEO, it is just as important to not write too much for SEO.
Trying to jam in as many keywords as you can without giving any regard to the other key factors that are important to your web copy is not only going to turn off potential clients but it can also get you flagged by Google for "keyword stuffing".
How To Avoid These Mistakes
The key to avoiding these mistakes is having a clear understanding of what your web copy should accomplish. Your copy should be focused on your potential clients and their needs. Make sure to answer the questions they are likely to have, such as what services you offer, the benefits of hiring you, the process for booking your services, and more. It should also be concise, free of fluff, and should always contain a call to action and relevant keywords.
To ensure that your web copy is well-written, you should take the time to proofread it and edit it until it is perfect. If you’re feeling stuck, consider hiring a professional copywriter or web developer with copywriting experience (shameless plug here...like me) who can help you get the final result you’re hoping for.
I hope these tips were helpful to you. I know that creating a dynamic website and compelling web copy can be a challenge. If you would like more advice or have questions, I'm always here to help. I offer a free 60-minute consultation for new clients and I would be happy to give you a little direction and guidance!
CLICK HERE to set up a call. (Did you notice the call to action there?) 😉