Are you doing the worst thing humanly possible to your website? Ignoring your website copy is a painful mistake so many companies make. Luckily, it's something you can fix if you take the time to do it right. Here's the top 5 ways you're screwing up copy on your website and what you can do to fix it now:
1. Not Writing For Your Audience
As much as I repeat this, the basic premise still gets lost. Avoid company jargon that is meaningless to your average website visitor! Write about what matters to your audience. Rally your entire company around this premise, quickly.
If the buyer personas important to your bottom line are not technical, leave the technical copy off the website. Use technical copy within blog posts or advanced content instead.
Don’t know what your audience cares about? It’s never too late to do some research. Then layer in some personalization as you learn more about them.
2. Writing Like a Robot
Your website is not the same as any other medium. Actual humans are going to read at least parts of it. Say exactly what you mean. Review your copy with an eye for:
3. Not Focusing on the End Goal with Each Page
Consider the goal of each page of your website when writing copy. A pricing page, for example, will have a different length of copy vs. a product or service overview.
Write buttons with text that accurately describes the step users are taking.
Give just enough copy to get the information that users need to convert.
Move lengthy product descriptions elsewhere. Create new pages, put content in expandable text areas or create advanced content for download.
4. Having Too Much Content
Write the least amount of copy necessary to get a visitor to convert.
5. Being Keyword Obsessed
There is nothing wrong with setting some goals around high-value keywords for your website pages. Blogging, social and advanced content will help you increase your organic website traffic better than any attempt to keyword stuff your main website pages.
Focus your message and promote conversion opportunities within the main website pages.
Pick 1-2 keywords per website page.
Use them naturally within your copy, headlines and image alt tags – don’t force a keyword to fit.
Need help re-tooling your message to increase conversions while increasing your organic traffic? A great place to start is to check out some of our resources on our blog. Want to speak to one of our experts? We’re happy to help.