In a world where almost everything can be sold online, standing out is absolutely essential. And given that you’re in hot competition with a load of other businesses trying to do the same thing while offering the same products or services, you need a good way to get their interest and entice new prospects to come to you, not one of the others. That’s where good copy comes in.
But how good is your copy? More accurately, how good is it at drawing readers in, holding their attention and persuading them to make a purchase? If you’re making any of these mistakes, then it could very well be your writing technique that’s holding you back.
Too Much Copy
When it comes to copy, less is more. If your website is packed with words it can feel crowded and congested, and no one really wants to read that. So instead of trying to chip away at the mess of words, the reader just goes elsewhere. So when you’re writing, avoid using two words when one will do, and be succinct when making your points. That way you don’t waste words, and your site will look much cleaner and more appealing as well.
No Clear Headlines
Research has shown that users view websites in an ‘F’ shape. They look at the top of the site first, and then flick their eyes across and progress down the page, looking for statements that answer their questions. Headlines (the main one and sub-headings) are there to act as signposts for this type of reading, showcasing what information is where. By breaking your content into sections, you can hit that F shape and break your content into easy to read chunks.
It’s All About You
‘I’ is not a great word to use in your content, especially if you’re trying to sell your services. For example, an estate agent might write ‘I made over £10 million last year’ in his portfolio, and this is a great achievement, but it doesn’t matter to your customers. Instead, try to speak directly to the customer as much as possible. So instead of saying ‘our customers can expect’, say ‘you can expect’. This creates a connection with the reader and makes it more personal to them – which makes them more likely to buy.
No Clear Benefits
No matter what you sell, there are features and there are benefits. The features are what the product or service does. The benefits are why your audience should care. Most businesses focus on the features, and forget to mention the benefits. But the benefits are what your customers care about, so put them front and centre. And if in doubt, put your copy through the ‘so what’ test. After every sentence, put yourself in your customers shoes as ask yourself – so what? Why does that matter to me? If you can answer, you’ve got good copy.
No Calls To Action
A call to action is when you tell your customers what you want them to do next. If you don’t do this, you’ve basically wasted their, and your time. So no matter what kind of copy you’re writing, make sure you include a call to action.
Bad Grammar
Nothing quite puts off a reader more than bad grammar. Or spelling, or even incorrect punctuation. It’s an instant credibility killer, and study after study shows that at least 59% of customers will go elsewhere if you have basic mistakes in your copy. So this is an important one to get right. If you’re not sure what rules to apply, or if you’ve got something right, there are plenty of tools out there to help you out. In fact, we talked about some of them in another blog, if you need a prod in the right direction.
You’re Too Bland
Bland language is no fun for anyone, and more often than not it will turn your readers off completely. Even if your business is in the most dry, dull industry there is, there’s no reason your copy needs to reflect that. Look for ways to make your topic sound exciting, and avoid using bland, everyday words.
Writing copy isn’t easy. I’m not just saying that as a professional wordsmith – creating copy is one of the most challenging tasks for many businesses. Not only does it take time to do, but the only way you can learn and improve is by doing it over and over again, so it takes time to get good. And since it can be difficult to spot your own errors when you’re done, it’s all too easy to put content out there that isn’t up to scratch. If this is something you’re struggling with, then you might need some help. A copywriter can help draw out the best parts of your business and showcase it in its best light – so you have engaged readers instead of snoozing ones. Want to know how? Book a coffee chat with me.