Your website is your chance to showcase what you do and persuade visitors why you should be their number one choice. To do this, you need copy that ticks all the right boxes. If you’re failing to convert visitors into customers, here’s where you could be going wrong…
1. Badly written content
If the copy on your website is littered with spelling mistakes and grammatical errors, this can be an instant turnoff. If you don’t take pride in something as important as your website, then this could reflect badly on your business. Make sure your copy is fully proofread by a professional or at least by someone other than yourself. It’s amazing what mistakes they’ll find, even if you’re insistent there aren’t any.
2. Hard to navigate site
If visitors can’t find what they’re looking for easily, chances are they’ll go elsewhere. Copy should be presented in a way which is easy to read and digest. Think, subheadings, short sentences and concise paragraphs. Each page should be easy to locate and navigate with crucial information easy to find. Don’t hind the important bits in the depth of the copy or on a page which isn’t an obvious home for it. User-friendly sites are key to happy visitors.
3. Incorrect company values and messages
Your website should reflect you as a business, including your core values, mission and what you stand for. You can even use this information on your ‘about us’ page to really cement this. If there is any copy which you don’t think reflects the tone and ethos of your business, then don’t include it. You need to be consistent in your message if you want to build a rapport with visitors to your site.
4. Leaving too many questions unanswered
If visitors to your website are left with unanswered questions, this can prove frustrating. They want answers and they want them fast. They don’t want to waste time phoning or waiting for a response. Put yourself in your customers’ shoes and think about what information you would want to know. A FAQ page is a good way to present lots of information in a concise way.
5. Not including a call to action
It’s down to you (well, your copy) to guide your customers in the right direction and persuade them to take action. Make sure each page ends with a clear call to action, which relates to the information presented. Maybe you want them to get in touch or download an information sheet. Whatever it is, don’t let them leave your page without a fight and a bit of persuasive copy! If the main body of the text is correct, then the call to action should naturally flow.
6. Copy not fit for purpose
Before you write the copy for your website, you need to establish its purpose. Do you want to drive sales? Do you want to inform visitors of something? Whatever your purpose or brief, make sure the copy is tailored appropriately and remember, it must be engaging and concise; don’t include unnecessary ‘waffle’. When you read through the copy, think to yourself, does it fulfil the purpose of your website and encourage visitors to take your intended action?
7. No benefits or USP
Your website should clearly state what makes your business different to your competitors. What makes you stand out from the crowd? Use it as a platform to promote your benefits and really push your USP. This is a great persuasive tool, although you should be careful of not coming across as pushy or ignorant. You only have one chance to make a good impression, so you need to be clear what you can offer that somebody else can’t.
8. Not backing up your claims
If you claim to be the best at something or offer a product or service that genuinely produces results, then back this up with facts, figures and evidence. Case studies and testimonials are a great way of doing this as they provide concrete evidence. Remember to also source any information you have taken from a third party and don’t pass it off as your own or make wild accusations which aren’t true.
9. Using too much jargon
You’re an expert in your field and you rightly understand the jargon related to your industry but that’s not to say everyone visiting your site does. Be sure to clearly explain things in a concise and interesting way (without being patronising) and remove any unnecessary technical terms. If you’re using acronyms, be sure to spell them out in the first instance. Don’t overwhelm visitors to your site with complex information – it will only drive them away.
10. Copy that doesn’t generate interest or engages
Dull copy will not generate business for you. It needs to attract the attention of your target audience in the first place and be so compelling so that it engages them throughout. Go back to your brief and ensure the copy is fit for purpose. The longer you can keep people on your website, the better chance you have of building trust and making a sale. Don’t be afraid to show some personality!