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Common Mistakes That Can Kill Your Web Copy
Sometimes learning what not to do is just as important as learning what to do. Writing is no exception. I often see copy that is well written, but obviously created by a hobbyist. how do i know They made one or more of the following five mistakes and that killed the copy…dead.
Once you understand why these mistakes are, in fact, mistakes, you can easily avoid them. It’s not like they’re complicated concepts. It just takes someone to bring them to your attention so you can protect yourself against them.
Open your site in a browser and follow along. See if you’ve made any of these mistakes on your site.
#1 – Write without knowing your target audience
This is, without a doubt, the biggest writing mistake and the number 1 killer of conversions. Why? I will answer with a question.
When you write a letter (or email), do you start writing and then decide who you are going to send the letter to? Of course not! So why, then, do so many people start writing website copy with no idea who they are writing to? It doesn’t make sense to me.
How can people communicate with their site visitors if they have no idea who they are, what they are looking for, their preferred communication style, what problems they face, how they expect to use the product/service to solve those problems, and many others. information? The truth is you can’t.
Take the knowledge of your target customers to the extreme. Find out as much as you can about them. Then combine all that information to create an imaginary persona (or imaginary persons) that fit the profile of your target audience members. You can even name them if you want. Then, with each sentence, write to that person (or people).
#2 – Writing without knowing the product/service
Like it or not, you are a salesperson. This means you have to know all the details of the product or service you are writing about. How else can you convey the information convincingly to potential customers visiting the site?
Ask your customer for product samples, use of services, or access to member areas of a site. Using or engaging with what your client offers their visitors will make a huge difference in the quality and persuasiveness of your copy. There is nothing quite like writing created from experience.
#3 – Write about the company instead of for the site visitor
They don’t care. WHO? Your site visitors. They don’t care about your business. Instead of knowing how long you’ve been in business and that you’re an expert at this, that, or something else, they’d rather find out how your product/service can benefit them.
If your home page starts with something like this, you’re in trouble: “ABC Company specializes in [insert industry here] with more than 20 years of experience. We provide [fill in the blank] with our extensive knowledge and helpful service. Dedicated to delivering the highest quality, we guarantee our work with a 100% money back promise.
You are on your own! The customer has the money. Don’t you think the copy should at least acknowledge that at some point? Instead of using we, we and our both, turn it around.
Talk to your site visitors instead of talking about the company. Let them know that you understand their needs and that you have answers to their problems. Don’t ignore them by talking only about yourself.
#4 – Outlining features rather than benefits or bottom line results
The features are nice, but the benefits and end results make the sale because they clearly explain why the customer will be better off after buying your product or using your service. One of the biggest selling factors in copywriting is the ability to tell the customer what they can do with a product or service.
Take a tip from infomercials. They don’t just tell you that a rotisserie spins while cooking a chicken. No! They tell you that this rotisserie cooker can cook up a marinated whole Italian herb chicken that is juicy, moist and juicy. Let the seasonings slowly seep into the meat so you have bite after bite of tender, flavorful chicken so good you’ll be asking for more. Who cares if the thing has a pointy metal tip that spins a chicken while it cooks? You’re buying it because it can deliver that wonderful herb-marinated, whole Italian chicken.
#5 – Neglecting the medium
Is there a difference in where your copy appears online? Aren’t all web copies created equal? The answers are “Yes” and “No”. Landing pages are not the same as home pages, which are not the same as catalog pages, which are not the same as sales letters, etc. Be sure to discover the differences between these and other types of web copy. All have special considerations that should be studied before starting to write.
Now you can add these five “don’ts” to your favorite writing checklist. Avoiding these mistakes will give you a better chance of reaching your visitors at their level and turning them into regular customers.
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