Your business is growing and it’s time to build ̶ or update ̶ your website copy to reach a bigger audience. If you’re cozying up to your laptop to write your own copy, do you know what you should and shouldn’t do to make the most impact in your industry?
In this article, you’re going to learn about five common mistakes business owners make when they tackle writing for their websites. By avoiding these pitfalls, you’ll set yourself apart from the competition and capture the attention of your audience. You’ll turn browsers into buyers and skeptics into sold-out fans.
So what mistakes should you avoid when you write your website copy?
I love sharing all the things I learn while building this savvy design business. Everything I learn I owe it from other people whom I learned from. I hope by following me online I will be able to create the same impact others did with their free resources.
Have you ever landed on a site to find so much text that your brain shuts down and says, “Nope! You lost me!”
It’s easy to fall into the trap of wanting to share ALL the details. The extensive background story. Every feature. After all, you don’t want to leave out anything important!
But when it comes to your copy, you need to stop thinking like a business owner and start thinking like your client. What does she (or he) care about? What are her struggles or obstacles? What does she dream of for her future?
Have you had an experience where you discover a brand on one social media platform, and you start looking at the rest of the social media profiles? Well, your audience does that too!
Don’t forget that Pinterest has a very high domain authority. What is on Pinterest is likely to rank up high on search results of other search engines. So when your audience searches for your brand’s username, Pinterest is very likely to pop up as one of the top search results. This means a great opportunity for you to create stronger brand credibility much faster.
When people land on a Pinterest profile, they will see a created tab which shows all of the pin designs that were created under that account. This means that the visual appeal of your Pinterest profile will further determine their impression of your brand. In a matter of seconds, they’ll decide to either stay or click away. So make sure that your Pinterest profile is visually appealing.
Even if you are not a graphic designer, you can still create an aesthetically pleasing Pinterest profile and Pinterest posts. That is what tools like Canva are for. When you go to Canva to search up a Pinterest pin template, you’ll see thousands of pre-made designs. Click on the one you like and tweak it to fit your brand. Every story needs a hero. The person who comes riding in to save the day.
In your client’s story, you might think that hero is you! After all, you provide a product or service that solves your client’s problem. You transform her life for the better.
But the truth is, you offer the tools so your client can become the hero!
You are the expert who shows your client how she can succeed. By giving her your unique perspective, you allow her to take control of her outcome. Everyone wants to be a hero. And you give your client a way to create her own happily-ever-after!
Want to know more about being the expert who brings a solution that turns your client into a hero? Check out Building a Story Brand by Donald Miller.
Do you find yourself describing your product or service in great detail because you want your readers to know all the interesting facts about what you’re selling?
Here’s the thing…
People don’t care about these features nearly as much as they care about themselves. I know it sounds harsh but the fact is that people buy with their emotions. Your clients want to know how buying from you will make their lives better. And they want to know what problems you can help them avoid.
So paint a picture of how working with you can transform their life. Will you save them money? Time? Stress? Will they feel freedom from tasks they would rather not do? Or will they experience less chaos and more control over their home, work, or personal development? Balance the benefits they desire with the pain they want to avoid for an outcome they can see themselves living in.
You finally finish writing your website copy and punch that last period with flourish. Done!
But wait… Proofreading is that final step that could make or break your website. A glaring spelling mistake or awkward grammatical error can be a serious block for many people!
Here’s the good news. You don’t have to be a grammar genius to have an error-free website. Try a tool like Grammarly to help you stay on top of mistakes. Or check out the Hemingway Editor to keep your writing at a clear and readable level.
And it never hurts to hire someone to give your copy a final read-through before your site goes live. Trust me. It’s worth the investment!
What do you need your readers to do when they land on your website? You might want to share your latest blog post, testimonials from your clients, and the details of your newest program. But what is the most important next step they need to take in your customer journey?
For example, if you want to get as many people as possible onto a call, everything on your home page needs to be funneling them toward booking a call with you.
Keep your “Book now” button prominent so your readers don’t have to search for it.
Acknowledge their questions or concerns and point them toward a call to get answers.
Most importantly, never assume your readers know what you want them to do! So create that button, point them toward that step, and challenge them to take action.