Website not getting the results you hoped for? Not enough enquiries or sales? Search engine traffic lacklustre?
Best check this brief list of copywriting errors that can ruin a business website, courtesy of Brad Shorr in Smashing Magazine.
Because, as Shorr points out, “In the end, the effectiveness with which a website converts visitors hinges on words.” Well said.
From my experience, two of the most common of Shorr’s website copywriting goofs are:
It may come as a shock, but it’s not all about you. You’ll be far more successful online if you focus on your customers.
This is helped by writing about benefits rather than features. A split-test showed, “A firm achieved a 200% increase in conversions by replacing feature-oriented copy with benefit-oriented copy.”
Weak or no calls to action
It’s no good getting your prospective customers all excited about the benefits you’re going to deliver, if you don’t tell them how to get hold of your product.
Don’t just assume readers know what to do next. Tell them exactly what they need to do, in polite but firm language.
Shorr says, “a call to action must be clear and compelling.”
You can read the entire article here:
Five Copywriting Errors That Can Ruin A Company’s Website