26th April 2017 Claire Hawes

3 mistakes that kill your website copy… And how to correct them

Is your website copy stopping you from being visible in the search engines and converting readers into enquiries and paying customers?

You’ve spent a lot of time and money building your website. Your design is beautiful. Your branding is strong. But, I hear you say:

“My business is still invisible in the search engines.”

“My competition still ranks much higher than me in Google. Even though their websites are terrible.”

“My website still doesn’t generate any sales.”

Websites that are easily found and drive business feature much more than aesthetic design and branding. They also feature persuasive text that guides readers into taking action.

In this post, I’m going to list the most common mistakes people make when writing website copy.

1. Your website copy isn’t customer focused

Take a good look at your website copy. Does every other sentence start with the words ‘we’ or ‘our’? If so, you are keeping the attention focused on you.

Have you ever been to a party and found yourself talking to a guest who talks solely about them self? Or worse still, a guest engaged in rounds of verbal one-upmanship? You probably wanted to escape.

Know that self-absorbed copy triggers the same reaction. It’s tedious and quickly turns off your customers.

How to fix it

Be clear about:

  • Who your readers are
  • What your reader’s intentions are when they search online
  • How you can solve their problems with your products and services

Then focus your attention on them.when you write your copy. Answer your reader’s questions. Appeal to their self-interest. Show how you can help them in the best imaginable way.

2. Your website copy isn’t competitive in the search engines

Enter an enquiry into a search engine, and Google will try its best to understand your intent. Pepper your content with jargon or flowery language and you’ll flummox not only Google but also your readers.

How to fix it

Help Google find you and deliver the best results. Make sure the terms or key phrases you use in your website copy mirror those potential visitors use in their search queries.

Of course, this does not mean I want you to stuff your copy full of keywords.

What it does mean is that you should subtly weave keywords into all places that help your search engine results:

  • Meta titles and meta descriptions
  • Headlines and subheadlines
  • Body text
  • Call to actions and links

3. Your website copy isn’t written to convert readers into enquiries/customers

Any good salesperson will tell you that the best closing technique is to ask for the sale.

Yet, I see many wonderfully written web pages, which fail to include a call to action!

How to fix it

Don’t expect your reader to have to navigate your site to find a method of contacting you. Tell them exactly what you want them to do… on the page, they are reading.

Show them how they can:

  • Find out more information about your products and services
  • Gain the confidence they need that you can do what you say you can do (Direct them to case studies and testimonials)
  • Keep in touch with you (On social media or by signing up for your newsletter)

Most importantly, tell them how they can make an enquiry or purchase your products.

In conclusion

Websites that are visible in the search engines and drive traffic and enquiries feature well-written copy that:

• Grabs your attention, both in the search engine results and on page
• Answers your questions
• Guides you through your decision-making process
• Makes it easy for you to make an enquiry

Would you like help to correct these common mistakes? Get in touch to find out about my SEO Copywriting services.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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