Your website can act as a 24/7 salesperson for your business – but only if your copy is working correctly.
Unfortunately and for all sorts of reasons, there are far too many websites out there that simply aren’t doing their jobs as well as possible. More often than not, the culprit can be found in the words (copy) they have used (or not used).
Let’s look at these three and make sure you aren’t making any of them:
Mistake #1 – Forgetting about your audience.
While it’s important to prove that you’re a legitimate company that can be trusted, you can’t forget about your audience. Your website visitors don’t necessarily want to know about your accolades. They are focused on solving a specific problem or set of problems. They want to know how you can help them so drop the “we” and “us” and focus on the “you.”
Mistake # 2 – Using industry jargon.
You know more than your potential customers. That’s why you’re the expert. But if you want your web copy to appeal to them, you have to speak in their language and not in yours. Using industry jargon terms that go over your audience’s head isn’t going to win you any brownie points. If you absolutely have to use an industry term, be sure to define it so everyone is on the same page.
Mistake #3 – Assuming that there aren’t any spelling or grammatical errors.
Go over your website copy with a fine-tooth comb. Even after you publish it, you may find an error here or there that can send your hard earned traffic clicking away. Be sure to have a fresh set of eyes look it over so you can be sure you don’t have editorial egg on your face. By the way, I know this is one mistake we can all relate to…myself included!
If you are considering hiring a professional to audit or proofread your existing online copy, feel free to contact me.