If you have your own website or preparing website copy for a new one, then you know that it is not so easy to prepare a good website copy. But you can avoid at least those most common mistakes…
Sometimes you can get stuck in the content itself – what to write, and sometimes even how to express yourself.
And yes… practice makes perfect + with testing you see what works for you and your business and what doesn’t.
However, when preparing a website copy, you can avoid at least these most common mistakes…
7 Mistakes of Your Website Copy and How to Fix Them:
1 | Focusing on We, We, We
Don’t get me wrong, you and your business are important!
But… potential customers come to your site because of herself.
To solve their problem (with your solution).
Therefore, the potential customer should be at the forefront of the content on the website.
Solution: Check your website copy and edit it so that your ideal customer is in the spotlight. Example: “We offer you the best mattresses. Only we offer you a 100% vegan mattress.” replace e.g. with “Do you finally want to get a good night’s sleep? Then you are at the right place! Click here and choose a 100% vegan customized mattress just for you.”
2 | Non-native Writing
Of course, it’s nice that there are no typos…
But, it is not necessary to express strictly grammatically.
I don’t even advise you!
However, I recommend that your language on the website is as similar as possible to the language you use every day.
Solution: Review your website copy and if it sounds too hard and nothing at all like you, edit it so that the visitor will feel you while reading (have the feeling of hearing you through the text).
3 | No Offer on the Homepage
On the Homepage should be a clear offer. This can be your current one (e.g. discounts) or your regular offer.
Solution: Make sure your website has an offer on the homepage, if not, add it.
4 | No Clear Call to Action
Often happens that there is no clear call to action on the website.
What is it?
This is a call that encourages the visitor to buy, book an appointment, read a blog post, contact, sign up… whatever you want the next step should be.
Usually, these are buttons that lead visitors to take the next step.
E.g. when you sell unique clothes, the page should not contain CTA “contact” but rather “buy a product”.
CTA should be clear and as clear as possible (for you and the visitor).
Solution: Check that each page has a clear CTA. I don’t recommend that you invent new terms, as they can mislead you and are not clear enough. Of course, you can use your creativity. Some examples: buy a product, book now, download free XX, subscribe, share feedback …
5 | No Images of Success
Images can replace 1000 words! It is ideal if you use your own photos, but you can also find/buy them online.
However, never use images for which you do not have the right to use (eg images that you find directly on Google, images with watermark, photos from social media…)
Images of success represent the satisfaction that the customer achieves after purchasing your services/products and indicates the goal you are helping to achieve.
Eg. a nutrition consultant can use photos of happy and confident, fit people smiling enjoying nature.
Solution: Use images, high quality, for which you have the right to use and represent a satisfied user or. indicate the result when someone buys your product/service).
6 | Too Much Text
I know, I know you don’t want to hide anything and you want to explain everything to the visitor. But too long website copy can be too much for new visitors.
And the result is usually quickly leaving the website.
Therefore, I recommend that you shorten the texts to a minimum, for each text you can ask yourself if it has added value for the visitor.
If yes – can I shorten it, if not – remove the copy.
Solution: Check the length of the texts on the website and try to shorten and condense them into essence. For additional information, you can add e.g. section/subpage “more details” or “show more”.
7 | Information Overload
Of course, it’s fine to have all the information on the website needed to make an informed purchase decision.
But too often there is too much information on the website that only overwhelm visitors!
When you open a website and there is a lot of text and your only mission is to find the X button and close the page as soon as possible… this is definitely a sign of too much information.
No one probably likes to walk into a store to see if they have something interesting and get thrown a whole bunch of products in their face, right?
Solution: If you really think you need more information, add a “More” button – so that you provide enough information for regular customers and additional information for anyone who wants to go even deeper.