The problem with any form of writing is that everyone has different tastes. Not every enjoys reading the same books, not everyone wants to read the same newspapers or magazines and not everyone is interested in reading poetry.
It’s the same with your website copy. Not everyone will like the style and not everyone will want to read what you’ve written.
The good news is that you don’t need everyone to love your website copy; you just need your potential customers to love it.
So, how can you tell if your website copy is attracting the right people or if it’s just a load of rubbish?
What’s wrong with your website copy?
You aren’t converting
What are visitors doing when they do come to your website? Are they taking one look at the homepage and clicking back off? Are they having a look around your website but leaving before they buy anything?
If you’re getting a lot of website traffic but nobody is buying, then that’s a pretty good indicator that something is wrong with your copy. You haven’t convinced them to stay on your site and you haven’t persuaded them to invest in you.
You didn’t proofread
Although proofreading is the last stage of writing, it is a highly important element. Nothing is more off-putting to a reader than copy that is full of spelling mistakes, bad grammar and incorrect punctuation. It just shows a lack of care and effort. We can forgive the odd typo and even a missing apostrophe but trying to decipher an entire website that’s badly written is just too much like hard work.
Let’s be honest, if you can’t be bothered to check it then why should we be bothered to read it?
The tone doesn’t reflect your business
If you want to come across as a friendly, approachable business then write in a friendly, approachable style. Using formal, corporate language is fine if you are a formal, corporate company. Equally, don’t use words like “cheap” and “affordable” if your products are high-end, luxurious items.
The way you come across on your site will determine the type of enquiries you get and if you don’t meet their expectations then you won’t win their business.
You aren’t telling readers what to do
Website copy has a purpose. The purpose is to convince the reader to take an action. That action could be to buy, to donate, to join, to sign up, to subscribe, to book now, to become a member or to… (insert action here). Whatever you want the reader to do, you need to tell them to do it. It’s called a call to action and you need to make sure you have one.
You aren’t giving enough information
You’ve probably heard the phrase less is more and that can certainly be true in copywriting but that doesn’t mean you should omit important information. Get your point across as concisely as possible but make sure you get your point across. What would your customer want to know before they felt confident enough to buy from you?
You’re giving the wrong information
As copywriters, we read numerous books, blogs and articles on the subject of copywriting. One of the most repeated pieces of advice and the one that we can’t stress enough is to write for your reader.
You may want to explain every little detail of your process and company history but is that going to be interesting to your reader? More importantly, is that going to make them buy from you?
When you’re writing copy, sell the benefits, not the features.
You aren’t connecting with the reader
As above, you need to write for the reader and that means using language they can understand. Filling your copy with industry jargon, acronyms and convoluted expressions that the reader has to Google won’t help you connect with your audience.
That doesn’t mean you can’t make use of the wonderful array of vocabulary available, it just means that you need to consider who you are writing for and the purpose of your copy.
Tell people about your products or services in the most concise, easy to understand way. No need to overcomplicate things and risk your website visitors getting bored and seeking out your competitors.
How to improve your website copy
It’s probably not surprising that we recommend hiring a professional copywriter but failing that there are a few things you can do yourself to improve your website copy.
- Read through your copy as if you were a customer. Does it clearly explain what you do?
- Get someone else to read through your website copy. Do they understand your main selling points?
- Talk directly to the reader.
- Include a call to action on every page
- Match the tone of your copy to the tone of your business
- Check the spelling, grammar and punctuation
Your website is a sales pitch. You want people to spend money with you so you need to convince them that it’s a good decision.
Changing the copy on your site can make a huge difference to your conversions so it’s worth investing some time in.
If you don’t have the time to write your website copy then we can help. We love creating convincing copy for websites and we’re not bad at it either. We take the time to understand your business and what you want to achieve in order to write copy that appeals to your target audience.
If you’d like to know more then give us a call, drop us an email or fill in our website questionnaire for a free no obligation quote.
We look forward to hearing from you and making your copy count.