Having a beautiful and branded website is important, but when you get down to it, it’s the copy and content that actually converts. Potential visitors learn about you, your business, and your services by reading your website. So that makes website copywriting a pretty important part of a high-converting website.
Keep this post handy if you’re looking to refresh your website copywriting or if you want to make some tweaks to increase conversions. Here, I’ll share three website copy mistakes to avoid (and what to do instead).
Three Website Copywriting Mistakes To Avoid
Pull up your website and bring out the red pen, it’s time to get to work! Here are the top three copywriting mistakes I see on DIY websites.
Using Too Much Business Jargon/Lingo
This is a common mistake I see amongst business owners just starting out – writing too much like a corporate entity rather than a human being. When you read copy that feels too business-y it’s hard to create connection. Write your website copy as if you were answering your grandma for the millionth time when she asks, what do you do again?
Keep in mind that potential clients are likely looking for your services because this is not their area of expertise. So if you overcomplicate your website with industry jargon, it can confuse your audience, and where isn’t clarity, there’s likely inaction.
Not Expressing Empathy
Showing your website visitors that you understand where they’re coming from and what they’re struggling with helps foster connection, which ultimately helps boost website conversions. Human nature is naturally self-centric and emotionally driven. We don’t buy things because we NEED them; we buy them because we WANT them. Learn more about how to write emotionally-compelling website copy here.
Focusing on Features, Not Benefits
I hate to break it to ya, but your website visitors aren’t on your website to see how amazing you are. They are there to see what YOU can do for THEM. They have a problem they’re looking to solve, and they want to see if you’re the right person for the job!
Your website copy should be focusing on how your client benefits from working with you and less on the features and shiny bells and whistles you offer. Ultimately, website copy is not about what you offer but about how it will help THEM.