Your website is the first port of call for potential customers. It’s your opportunity to bring them into your sphere of influence by showcasing who you are, what you do, and how your business could benefit them. But what happens if your website content is missing the mark?
When your website copy isn’t quite right, it fails to resonate with your customers. This, in turn, means that potential customers are more likely to click off without converting and what should be your most valuable marketing tool actually becomes the opposite.
Here at The Edwards Company, we frequently rewrite website content for our clients, and we’ve found that often, a few simple mistakes are holding their website back. Luckily though, these issues are relatively easy to fix and often make a positive difference once resolved.
So, are you making these website content mistakes? Let’s find out.
Too Much Copy
When you’re writing for your website, it can be tempting to throw everything and the kitchen sink at it. There’s so much you want to say, so many messages you want to get across, and you find yourself packing it into tight, lengthy paragraphs just to get it all on there. While it’s essential to give an accurate and detailed representation of your business on your website, too much copy can act as a deterrent.
Having too much copy on your website can actually dilute the message you’re attempting to convey – your potential customers are having to search for the answers they need, and, let’s be honest, would you have time to do that? Because we know we wouldn’t!
Recent research has also revealed that the human attention span now stands at a colossal (depressing?) eight seconds. With consistent digital advancements, we expect instant information all the time and no longer have the patience to wait, especially when we know we could get it faster somewhere else. When information on your website is difficult to find or is taking too much time to search for, potential customers won’t stick around to see it through – they’ll click off to another website that offers the information they need in a clear, concise manner.
To avoid making this content mistake, determine a clear message that you want each page of your website to convey. Your homepage, for example, should focus on the services or products you offer and nothing else. Don’t go into too much detail, keep paragraphs short (5 lines is more than enough!) and cut out any unnecessary waffle. This way, your potential customers will be able to find what they’re looking for as quickly and as easily as possible.
Too Much Industry Jargon
The entirety of your website needs to be fully accessible, including your content. By using industry-specific jargon, you’re limiting accessibility for those who have less industry knowledge than you do.
This is not usually intentional – you’re so well-versed in your industry that using industry-specific jargon is second nature to you. You use it all day, every day. But your potential customers don’t. Website copy that is packed full of business jargon can be off-putting to potential customers. Not only can it feel patronising, but it may also limit how well your message comes across.
To avoid this mistake, keep your vocabulary simple and straightforward. This means that everyone who reads your website content – whether they’re knowledgeable about your industry or not – will be able to comprehend the message you’re trying to convey, misunderstanding will be avoided, and conversions more likely.
Lack of Customer Focus
When you’re trying to sell a product or service, it can be tempting to only write about those things on your website. You want to get across how fantastic your product or service is, you want to showcase their best features to encourage as many sales as possible. This product or service focus, however, can come across as a bit of a sales pitch and may deter potential customers from converting.
To avoid this mistake, ensure the focus of your website copy is always on the customer. Instead of focusing on how great your product is, focus on the problems it could solve for your potential customers. Instead of highlighting the unique features of your service, highlight how each feature is designed to benefit the customer.
By keeping the customer as the main focus of your content, you’ll ensure that you avoid coming across as overly sales-y and instead, potential customers will gain a far better understanding of how your business can benefit them. In turn, they’ll be much more inclined to invest in whatever it is you’re offering.
Lack of Personality
The personality of your business is one of its most unique selling points, but it’s often overlooked in website copy! There’s a misconception that in order for your website content to be credible, it needs to be formal, structured and devoid of humour or colloquialisms.
While we agree that your website copy should always be professional, removing personality from it entirely can mean that it falls flat. Potential customers will find it difficult to relate to, and, for want of a better description, they may find it a bit boring. You wouldn’t continue reading a book if it didn’t grab your attention, so why would they continue reading your website if you’re not doing anything to grab theirs?
To avoid this mistake, showcase your uniqueness by sprinkling little bits of your personality throughout your copy. Tone down the formalities, include personal pronouns such as ‘you’ and ‘we’ to give it that human touch, and don’t be afraid to add in a bit of humour here and there if it fits your services. This will ensure your business comes across as relatable, approachable and down to earth, encouraging potential customers to make contact and invest in what it is you have to offer.
Content that Converts
While these website content mistakes are relatively easy to rectify, writing copy for your website can still be a challenge, particularly if you don’t consider writing to be one of your areas of expertise.
Here at The Edwards Company, we understand how frustrating this can be. You want to get it right, but there are so many things to consider and refine that sometimes it can feel impossible. That’s why we offer our content creation service. Our Content Creation team are experts in writing webpage copy that hits the mark each and every time. They take your business into consideration and use your unique selling points to craft compelling copy that will convert.
We offer a range of content creation packages to support your requirements – for more information or to book your content creation service, please do not hesitate to get in touch. We’re looking forward to working on your website with you!