Ahh! Not again. A poorly written website, strife with website copywriting mistakes, can be the easiest way to immediately lose a client. Profound, right? If you’ve employed an inbound marketing plan, you’ve invested your marketing budget in getting clients to your site. The rate by which they leave your site is called a bounce rate. A poorly written site increases your bounce rate. Makes sense, right?
There are 5 website copywriting mistakes that will really hurt your business (and website):
1. Not writing for the audience may be the biggest offender. Professional copywriters know we aren’t even writing for our clients. We’re writing for our audience, our buyers, our potential clients or our customers. If you sell hair care products to 16-year-old girls, you totally have to, like, speak their language. LOL. Accordingly, should you be fortunate enough to obtain the audience of a highly educated white collar population, you’ll need to assure an astute attention to detail is front of mind.
2. Over keywording, er, not writing for humans can ruin even the best site’s reputation. Truly, while you may have intentions of increasing your inbound marketing traffic via SEO keywording, the overuse of phrases affects the reader in a negative way. The best trick is to read your copy out loud. It should sound natural and flow smoothly. Website copywriting assures even the most used keywords are well placed to allow for readability.
3. Poorly constructed sentences and grammatical errors look plain spammy. If you speak American English, you know our vernacular can be far more casual than British English. Even the best typist holds about a 97% accuracy for typos, too. However, in website copywriting, the text shouldn’t read like it was written by a third grader … unless your audience is third graders (see point #1.)
4. Not clearly conveying your message will confuse your reader. It’s probably the most common website copywriting mistake. Its understandable you won’t necessarily know what services you offer right away. You may not have a clear picture of who your audience is, either. If your target market changes, be sure you update your website copywriting to reflect, exactly, who you want as a client. Tell the reader what you do and who you do it for.
5. Not placing copy correctly within a design format won’t get you the results you want. Specifically, if I want to call you and can’t find the phone number, I probably won’t stay on your website. Website copy should be accurately placed within your website so it’s easily readable and understood by the reader. That can mean bullet points, but not all the time. Sometimes, a separate text box is in order to set information apart.