Is Your Website Hiding Under Bad Copy?
Could your website copy be better?
7 Simple Reasons Why Your Website Copy Isn't Working and How to Fix It
Are you a business with heart that plans to make a great change in the world? Maybe you have a unique store or provide services to help other businesses thrive, but there are crickets on your website. No one stays on your site long enough to really get to know you and how you can help them. As a result, you're feeling frustrated, burnt out from trying and don't know how to fix it.
Maybe… it's your website copy. Is it sending people to sleep, or just not connecting with people in the right way?
Your website has a BIG job to do. It's your shop-front, appetiser, main course, and dessert all rolled into one.
If you're like most business owners, you know that excellent website copy is essential. You've heard all the statistics - website copy is one of the most important factors when it comes to converting visitors into customers.
When your website copy isn't working, those who visit your site don't buy anything and bounce away to your competition. But don't worry - you're not alone. Many businesses struggle with writing compelling copy for their website.
You know that if your site isn't luring your dream audience and making them flip the pages with glee because it sings to their heart, it's not doing its job. So, if no one likes what's on the menu, it's time to change it up!
In this blog post, we'll discuss seven simple reasons why your website copy might be failing and how to fix it.
7 simple reasons your website copy isn’t working and how to fix it:
1. It’s too long
One of the most common mistakes businesses make when writing for their website is saying too much. Writing content that is too long. That may sound strange, given that you need to provide as much information as possible, right? But people have short attention spans and don't want to read a novel when they visit your website. So, keep your copy to the point. Get rid of any fluff or filler words.
Be clear and concise in your writing, and you'll see an improvement in your website's conversion rate.
2. It’s too short
On the other hand, website copy that is too short can also be a problem. If you're not providing enough information, people will leave your website without taking any action. The key is striking a balance between supplying too much information and not enough. Give people the information they need to make a buying decision, but don't overwhelm them with details. Instead, encourage them to contact you with strong 'CTA's' (calls to action) to book a call or make an appointment. Then during your more in-depth conversations, you can expand on the knowledge provided on your website.
Your website is like a movie trailer for a full-length feature film.
It needs to give a thorough overview of what you offer, entice people to buy or contact you, and cause them to act – i.e., book that call! Then you provide the fine detail during your personalised sales process.
3. It’s badly written
Poorly written website copy will also turn people away. If yours is full of grammatical errors or typos, doesn't flow properly, or jumps around confusingly, people will assume that your business is sloppy and unprofessional. Before you start writing, plan and have a strong structure to work from. Ensure all the key elements of your message are captured in the right order to flow naturally from one topic to the next.
Make sure you proofread your website copy before you publish it. After you've written your content, let it sit for a few days. Then, come back to it and read it with fresh eyes. You'll be surprised at what you find and will sometimes even say to yourself, 'What was I thinking?!' Sometimes a red pen and the delete button are your best friend.
4. It’s all about ‘You’
Your website is not about you - it's about your customers. So, your website copy should be focused on them, not on you.
So many websites are I-centric, and it's really annoying to readers. Sure, you need to write about yourself and what you do, but it needs to be done without alienating your customers or sounding egotistical.
Write in a customer-centric way and focus on the benefits that your products or services can provide to the people visiting your site. What's in it for your customers?
The magic formula is WIIFM – What's In It For Me? That's what they want to know!
5. It’s too aggressive
Your website copy should be persuasive, not pushy. If it comes across as too aggressive, people will be turned off and click away. It's very easy to accidentally come across as aggressive, even when it's not your intention. Simple mistakes like using too many !!! or CAPITALS make people feel pressured or that you're yelling at them.
Does your writing sound like a late-night TV infomercial? If so, it's sure to put people on edge. Those commercials are renowned for being repetitive, loud, in-your-face, and annoying. Unless your goal is to have people buy almost mindlessly late at night because they're suffering insomnia or are bored, this approach is a definite turn-off to most website visitors.
Find a balance between being persuasive and being pushy, and you'll see better results.
6. It’s too soft
People don’t like pushy, but website copy that is too soft can also be a problem. If you're not confident in your products or services, it will show in your copy. Before you write, ensure you have shown all the benefits your customers will enjoy from buying your products or working with you. Try to fully understand the benefits (which are different to features), and use words that convey a positive, engaging message.
Be confident in what you're offering, and let that confidence shine through in your writing.
7. Or, it’s just plain boring…
Finally, boring website copy will also fail to convert. If yours is dull and uninteresting or reads similar to your competitors' sites, people will simply click away and find a better option.
Make sure your website copy is engaging and interesting, and you'll give visitors a positive experience that they'll remember and want more of.
What are the Key Takeaways?
Website copy that is too long, short, poorly written, or boring will turn people away
Your website copy should be customer-centric, not focused on you
Find a balance between being persuasive and pushy, and be confident in your offer
By following the tips in this blog post, you can create website copy that is effective and engaging, even swoon-worthy, to your customers.
Of course, if you need help with writing your website copy, 16th Ave Creative Studio is the answer.
We understand what makes great copy. We’ll solve your content problems, communicate your message, and connect with your customers in a way that feels authentic and human. Google is important, but humans come first.
Our speciality is crafting creative copywriting that always puts people first and elevates your business through the power of words!
We'll collaborate with you to understand your goals and target audience and then wordsmith engaging and compelling copy that speaks directly to them. And because we write all your content in-house, we can create a truly customised experience that perfectly reflects your brand.
