It's critical to have engaging website copy that converts your traffic into sales. Author, Karon Thackston gives some insightful advices on what to avoid when writing your website content.
Small Business Owners: Are You Making These 3 Deadly Website Copywriting Mistakes?
It's a common question. "What copywriting mistakes should I avoid?" There are many, but the 3 I chose might surprise you. Why? Because while these can potentially cause the greatest amount of damage they are not ones most copywriters talk about.
Why? Because these aren't the "sexy" copywriting mistakes. They
aren't the quick-fix aspects. They require thinking and judgment
and. <gasp!>. work! However, they are the ones that - when
implemented correctly - can drastically boost the performance of
your copy and content whether that be a blog post, article, web
page, email or other forms of text.
Copywriting Mistake #1 - Writing Without a Plan
Regardless of what you write, you'll get better results if you
perform due diligence with a little prior planning. In fact, if
you go through the planning phase of copywriting, chances are the
copy will all but write itself. How so?
Because research allows you the opportunity to get to know your
target customer, organize your thoughts, outline features,
benefits and end results, get your creative juices flowing, and
much more. It also allows you to overcome what might otherwise
become copywriting mistakes.
Take this article, for instance. When I started, I didn't just
lay fingers to keyboard and begin rambling on. I thought about
the topic I'd like to approach. I looked into keyphrases that
might be a good fit. (For this piece, I chose "copywriting
mistakes" and "copywriting mistake.")
Then, I gave some thought about what - specifically - I'd like to
accomplish in the article. What, precisely, did I want to
communicate to you? Those became the "3 copywriting mistakes"
mentioned in the headline as well as the outline for my writing.
All that was left to do was fill in the blanks.
The same applies to writing website copy. When you follow a
process for outlining features, benefits and end results,
researching keywords, and creating a skeleton of what the page
should accomplish, it all falls into place much easier.
Copywriting Mistake #2 - Writing About Your Company/Product Instead of To Your Site Visitor
One of my biggest pet peeves - and one of the most common
copywriting mistakes I see - is ignoring your site visitors.
Indulge me for a minute as I climb on my soapbox.
If someone walked into your office, shook your hand and asked how
you could help them, you would not immediately begin to rattle
off everything you believed to be a strong point about your
product or company. No. What would you do? You'd start getting
to know the customer.
You would ask questions. You would find out what their
problems/challenges are. You'd get details on specifically what
they want to do/accomplish and then you would address their exact
Instead of "we do this and we do that and our company. let us
help. we, we, us, us, our, our, our.blah, blah, blah" you would
speak to the customer who is seated in front of you. Instead of
"we-ing all over yourself," you'd say something like this:
"Mr. Smith, you can get to where you want to go. It's not as hard
as you think. You can improve the image others have of your
company and help reinforce your brand with a system that offers 3
important advantages. First, you'll find that
____________________________...." You get the idea.
Does that mean you can never use "us" or "we" or "our?"
Certainly not! But keep it to a minimum. I'd venture to guess
you should you those words less than 10% of the time. After all,
it's not about you. it's about the ones who have the money: your
Copywriting Mistake #3 - Thinking Copywriting Only Happens on Your Web Page
If you plan to write search engine optimized copy, you'll have to
understand that your copy actually begins in the search engine
results pages (SERPs). The title tag and the META description
tag create a little advertisement for you in Yahoo!, Google, Bing
and the other engines.
Let's say a surfer types in "black cowboy boots" (for example).
The very first exposure that customer has to your web page is
what they find in the SERPs. Which of these tag sets grabs your
Black Cowboy Boots - Black Cowboy Boots
Black cowboy boots are manufactured by all of the major cowboy
boot makers. This most popular boot comes in various styles
depending on your needs.
Black Cowboy Boots - Free Shipping and Return Shipping
Buy cowboy boots with a price guarantee and top rated customer
service. You can compare multiple ... Dan Post Boots Eel Cowboy -
Black (Men's) $249.95 ...
Western Spurs, Tshirts, Western Wear, Art, Posters
Black Cowboy Boot with Spurs keychains . Black Cowboy Boot with
Spurs Key Chain by White_Wedding. praying cowboy pet clothing .
praying cowboy dog shirt ...
I don't know about you, but I'd be clicking that free shipping
one with the price guarantee!
You have to write your title tag and META description tag as an
advertisement. Tell the surfer why they should click to your page
as opposed to the other 10,000 in the SERPs. What's in it for
them if they click to you?
So, now you know. And now that you know, you can avoid making
the 3 most deadly copywriting mistakes small business owners
Are you looking to revamp or build a small business website but
aren't sure where to start? Karon's book Effective Websites for
Small Businesses helps you work with professional to make it
happen. Learn more at
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