3 Mistakes You Might be Making With Your Website Copy (and How to Fix Them).
Mistake 1: You are focusing on yourself instead of your customer.
As tempting as it is to use your website to tell your whole backstory or how you got into the industry, this isn’t always the best idea.
When your customer lands on your website, they are looking for a specific solution to a specific problem. You want your website to immediately show them that you have the solution.
The Fix:
Step 1: Get curious about the mindset of your customer.
What were they looking for when they Googled you?
What questions might they need answered?
What solutions are they looking for?
Any information or feedback you currently have from your customers will help you, here. What are they saying about how your product or service has helped them? To find out, start by looking through your:
Social media comments
Emails from clients or customers
Blog comments
Online reviews
Testimonials
Step 2: Start to identify patterns.
You’ll especially want to pay attention to any emotions, the way customers describe their problem, or why they are so happy with your solution.
Write directly to your customer’s pain points, using the type of language they use, and your website copy will be MUCH more effective.
Mistake 2: You are being too vague about the benefits of your products or services.
When it comes to website copy, customers are looking for specific details that show them how your business is the EXACT solution they are looking for.
If you are too vague, it will leave the customer with questions about exactly how you can help them and why you are the best choice.
The Fix:
Dig in deeper. What makes you different from the competition? Can you use any numbers or concrete examples to communicate that more effectively?
Make sure your copy is clear, specific and infused with examples so customers immediately understand what you offer and why they should choose you.
Mistake 3: You are wasting the power of your headlines and sub-heads.
Headlines and subheadings are crucial real estate on your website. The words in headings and sub-headings are larger and therefore stand out more.
If you aren’t using your headlines to communicate the MOST important information about how you solve the customer’s problem, you are missing a crucial opportunity to connect with them.
In other words: if the customer doesn’t see what they need from a quick skim of your website, you are probably losing sales.
The Fix:
Fill these spaces with the most important information your customer needs to know about you and what you offer.
Let’s say your business is named Blackberry Farms and you specialize in making small-batch jams. You might be tempted to use “Welcome to Blackberry Farms!” in the headline spot.
However, this headline, while very friendly, is a missed opportunity to immediately connect with customers so they know why they should stay on your website.
For Blackberry Farms, a better headline might be something like “Small-batch jams - just like your grandma used to make - delivered to your front door.” This headline tells your customers what Blackberry Farms offers and shows the vibe of the company. That helps a customer quickly decide if this is the old-fashioned jam they’ve been looking for.
Did you find this post helpful? If you have a sneaking suspicion that you might be making one of these mistakes but don’t know exactly how to fix it, why not book a FREE discovery call with me?