I believe that having a pretty website is nice and all, but it’s the content that converts. And by content, I mean website copy!
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.
So if you’re ready for a website copywriting refresh or are looking to make some tweaks to increase conversions, then keep this post handy. In it, I’ll share 3 website copy mistakes to avoid (and what to do instead).
Too much business jargon
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 this in this blog post: How to write emotionally compelling copy.
Focusing on features, not benefits
I hate to break it to ya, but your website visitors aren’t on your website just 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 wanna see if you’re the person for the job! Your website copywriting should be focusing a lot more on how your customer benefits from working with you and less on all the features and shiny bells and whistles you offer. Ultimately, your website copy is not about what YOU offer, but about how it will help THEM.