5 Common Mistakes When Writing Website Copy (and How to Fix Them)
One of the most important parts of your small business is your website. Chances are, it’s the place where a lot of your potential customers will go when deciding whether to buy your product or service. It’s incredibly important, then, that your website copy shows your customers exactly why they should buy what you’re selling.
Here are 5 mistakes to avoid if you want to write excellent web copy.
1. Only focusing on the product features
Sure, your customers know that you sell business coaching or yoga pants or cyber security products. But do they know why they need what you’re selling?
Often, business owners focus on the features of their product or service, not how their client can benefit from buying it. Think about the value you bring to their everyday lives.
2. Not providing enough details
Your website should guide your customer through every step of the buying process.
How does your customer buy your product? What’s the difference between the $10 offer and the $100 offer? How do they contact you if they need help? Is your product right for them?
Your website should answer all of these questions, leaving your customer confident that they know what they want to buy and how to buy it.
3. Not showing your point of difference
Why should your customer buy from you? Not from the company whose Facebook ad they just saw or from their neighbour. What are you bringing to the table that no one else is?
Maybe you specialise in a certain area. Maybe your products are ethically sourced. Maybe you have experience working in the area that they’re in. Whatever it is that makes your business unique, make sure you tell your customer.
4. Trying to sell to everyone
By trying to appeal to everyone, you end up selling to no one. If you’re trying to talk to every demographic all at once, your messaging will be unclear and vague. Instead, focus on a specific group of people and figure out what problems they need you to fix.
5. Trying to do it all yourself
I’m not a graphic designer. I think Canva is the best thing to happen to my small business. And I didn’t even make my own logo. I recognised that I was out of my depth. It was going to take a lot of time and effort to research logos, learn how to use Photoshop, and design a logo that I actually liked. I realised that it would be far better to find another small business who was an expert in all things branding than to do it myself.
If you can’t think of anything worse than sitting at your computer and writing the copy for your website, perhaps it’s time to look for some outside help.
If you would like some help with your website copy, get in touch via the contact form or email firstname.lastname@example.org