When it comes to writing copy for your website, there are a few things that you should be aware of. Even if the content itself is accurate and informative, small mistakes on your website can make the difference between keeping a visitor on the page or losing them completely. Here are some of the most common mistakes I find when auditing a client’s website – and how you can avoid them.
You Use Acronyms or Too Much Industry Jargon
You may be an expert in your field, but that doesn’t mean your customers are. That’s why it’s important to use industry jargon and acronyms sparingly.
If you do need to use industry-specific language, make sure it is explained in plain language for those who are unfamiliar with it.
If you write in acronyms, chances are that visitors won’t know what you’re talking about—and might even miss out on vital information. It’s better to write it out than confuse your readers.
You Don’t Know Who Your Audience Is
Your website copy should talk directly to your ideal customer. If you don’t know who you’re talking to, your copy won’t resonate with anyone. In fact, it could even be turning people off because it’s not relevant to your specific audience.
To make sure you’re talking to the right people, create a customer persona.
A customer persona is a fictional character who represents your ideal customer or audience member. They capture the characteristics of a group of people and explain their motivation, goals, wants, and needs.
By creating a detailed persona and writing your copy so you are talking just to that one person, you’ll ensure that your copy talks directly to your ideal customer.
You Don’t Have a Clear Goal for Your Website
The first step to improving your website is to determine what you want it to do for your business. You might think this sounds like a simple question, but most people don’t have a clear answer.
Your website is part of your overall sales funnel, which means you need to have clear goals for each stage of your customer’s buying journey.
What do you want people to do when they land on your website? Are you trying to get people to sign up for your newsletter? Are you trying to sell products from the site itself? Or maybe you want them to call you for more information. Or encourage them to visit your brick-and-mortar storefront.
The answers may be different depending on the type of business you’re running and what kind of service or product you offer. But whatever those answers are should guide the messaging for your entire website.
There Is No Apparent Call to Action
A call to action is an important part of any website. It’s the piece that encourages visitors to take the next step and is based on your business goals.
A lot of people miss this crucial detail. You need to actually ask your visitor to take the next step. Maybe it’s booking a call, downloading a free report, signing up, or buying now. After all, you don’t close any of the sales you don’t ask for.
If your site doesn’t feature clear and concise calls to action, you could be losing out on potential business.
Here are some tips for creating effective calls to action:
- Keep it simple. You want your readers to understand exactly what they should do next without having to guess.
- Make it visible. Your CTA should be located in a place where people will see it. It helps to make your main CTA stand out by making it a different colour from the other buttons on your site.
If you want your website to generate sales, you need a clear call to action. This means that the visitor can easily see what they need to do and how they can take the next step.
You Skipped Over the Basics of SEO
Title tags and meta descriptions are the most visible parts of your web page on Google. They’re what people will see when they search for keywords related to your business, so it’s important that they’re engaging and relevant.
Keep them short — ideally under 60 characters for title tags and less than 160 characters for meta descriptions. This makes it easier for Google to display them correctly on the search engine results page.
Use your focus keyword phrase in both the title tags and meta descriptions. This helps searchers more easily find you when they are searching for that keyword phrase.
Feature a benefit and include a clear call to action in your meta description. Tell searchers what’s in it for them, and then ask them to take the next step.
How to Make Your Website Work at Its Best
Hiring a professional copywriter is the best way to ensure that your website copy is clear, compelling, and actionable.
Copywriters are skilled at helping clients create messaging that appeals to readers. They can help you write clear calls to action that will guide your visitors down the path of conversion.
By looking at your business from an outside perspective, they can keep your messaging focused and on target.