What Most Website Copywriting Gets Wrong

Content Marketing

Most websites make the same mistake. 

They make their content all about themselves, instead of the customer.

You might have heard the phrase “content is king”.

But “the customer is king” has been around for much longer.

Content needs to cater to the customer.

Yes, the customer needs to know who you are and what you offer. But they really want to know what’s in it for them.

There are several problems with website copy that could be losing customers without you even realising.

Our handy guide will help you avoid these pitfalls and quickly correct your website content.

How to improve website copywriting

Here are the major do’s and don’ts of website copywriting.

Follow these tips to make your content stand out from the crowd and give customers exactly what they want.


Don’t: Leave them guessing

So, you’ve explored the history of your business. You’ve listed your products or services for sale. Now the customer knows the names of the founders, but not much about what you actually do. They need to know exactly how you can help them before they will commit to your company.

Do: Explain how you work

People need to get an idea of what it’s like to work with you or purchase from you. They’re more likely to do this if they know what to expect. So lay out the process for everything you do in clear detail. This way, they’ll understand what will happen from start to finish.


Don’t: Make everything about you

It may be your website, but you aren’t the audience. Rambling about how many employees you have or how fun your company’s Christmas parties are won’t do any good. Remember who you’re writing for. And tailor everything towards them instead.

Do: Make everything about your customer

Rather than an “About Us” page, your website should have an “About You” page. Again, the consumer wants to know what you can do for them. If you don’t know the audience you’re writing for, you won’t know how to tell them what they want to hear. Research keywords to discover user motivations and appeal to their emotions.


Don’t: Make general statements

Anyone can say their work is the best. Or that their product is extremely popular. That doesn’t make it true. There’s no reason for people to believe you if you don’t back up your claims. Statements like this come across as baseless cliches without statistics.

Do: Include facts and figures

Don’t just say what you’ve done – prove your success. The easiest way to do this is simply to state the numbers. “Client X saw a 23% increase in leads in three months” is more effective than “we generated more leads for this company”. Use real customer results and case studies as examples. 


Don’t: Brag about features

It can be easy to focus on listing cool features. Especially if there are high-tech specifications involved. Customers do need to know about product features, but these alone won’t convince them to buy. They need context for how these features will make their lives easier.

Do: Spell out the benefits

If you do list features, always match them to a benefit. Explain how each feature solves an issue that the consumer might have. Even better than explaining the benefits is detailing outcomes. You can incorporate some statistics here to boost your credibility.


Don’t: Use complicated jargon

The average person reading your website isn’t going to be an industry expert. If they don’t immediately understand what they’re reading, they aren’t going to stick around. Avoid using excessive jargon that might confuse people, especially cryptic acronyms. You don’t need all of that to seem knowledgeable about your profession. 

Do: Keep it short and simple

Concise content works best. Keep sentences fairly short, but alternate sentence lengths to avoid monotony. Simple phrasing gets the point across much faster than showing off your vocabulary or punctuation use. People are more likely to act on what you’re telling them if there is a clear call to action within it.


Don’t: Create indistinguishable chunks of text

Ideally, paragraphs shouldn’t be longer than 3 sentences. If a customer clicks on a page and is confronted with a solid wall of text, it’s unlikely they’ll bother to stay and read it. You need to break the text up to make it readable and visually interesting.

Do: Separate content into scannable sections

Most people don’t read entire webpages. They skim-read to get straight to the information they’re looking for. It’s your job to make it easy for them to find it. Use structural techniques like subheadings, bullet points, tables, and white space in between to do this.


Don’t: Rely on the written word

Even if you split text into appropriate sections, that’s not enough. Our brains process visuals much faster than text. Images also have a more immediate emotional impact on the viewer. A visual representation of what you’re offering could be the deciding factor.

Do: Embellish with images

High-quality relevant images can contextualise your copy. Use your own images if you can. Should you need to use stock photos, avoid boring images and edit them to make them more unique. Make sure that all images adhere to copyright laws and SEO best practice.


Don’t: Publish without proofreading

One of the worst things you can do is publish content on your website without checking it over. This practically guarantees typos and wonky formatting. Additionally, you should always double-check that all information you provide is accurate before posting it. 

Do: Draft content and edit accordingly

Drafting matters. You want your content to be in the best shape it can be, not limited to the first thing you jotted down. When you edit, you’ll fix any mistakes you might have made the first time round. It can be helpful to get another pair of eyes to go over your work, just to be sure.


Do you want your website copywriting to sound better?

Do you want your website to start converting more leads.

Get in touch to find out about our for professional website copywriting services.  

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