It's true--content is king. The power to make or break your website, to land or lose a lead, lies in the copy. When a potential client lands on your website, an impression will be formed in their mind within seconds. Studies have shown that the very first thing a visitor notices is the design and overall aesthetics of the website--which can certainly be impressing itself--but the ultimate deciding factor is the message that the copy delivers.
As the web continues to evolve and it becomes even more commonplace for businesses of all sizes to have websites, excuses for bad web copy are diminishing rapidly. But what defines "bad web copy"?
We've outlined seven common web copy mistakes that can turn away potential clients.
1. Poor Grammar
Especially for corporate websites, thoroughly proofread copy is imperative. Errors dilute your message, blurring the precise hues crafted by a skilled copywriter. Worse still, errors distract from your message and form a negative impression in the visitor's mind.
This goes beyond common typos. Ensure that tactics to bring emphasis to a word or phrase are used properly. Although obiquitous in many industries, overused capitalization and quote marks are generally not only poor grammar, they are interruptive to the reader. Make sure that if a grammatical rule is being broken, there is a good reason for it.
2. Not Written According to SEO Best Practices
The most effective copy serves multiple purposes which should be clearly defined in advance. Whether you intend to leverage your website copy through content marketing techniques or not, web copy should always be crafted with SEO best practices in mind. If the primary objective of the website is to be found on the internet, search engine optimized copy is one of the strongest assets you can have.
3. Too Much or Insufficient Copy
As with every other web element, web copy needs to be balanced. Too much copy, or copy in large chunks, can almost guarantee that it goes unread. Insufficient copy leaves the visitor's questions unanswered, denying them the reason they visited the site at all.
Copy length can always be tested for effectivity; a good copywriter will be able to adjust the length with reasonable ease. The key is to not be satisfied with a copy length simply because it is already on the site.
4. Misleading Copy
Misleading copy is a major mistake--one that is too easy to commit. This can be the result of an overload of SEO tactics, an incomplete or evolving website, or simply incorrect information. Regardless, any copy that misportrays the services or products of the business will not be beneficial in the long run.
5. Weak Purpose
Whenever you require someone to do something, whether it is go to your website, read an article or look up a product, it's crucial that you offer a valid reward for doing so. Copy that is used just as filler, fluff pieces is wasting valuable real estate on your website--real estate that could be driving traffic to your door.
Review each page to determine if it remains necessary and valid in the eyes of your customers. Likewise, make sure that your call to action is relevent to the purpose of each page. There's few things worse than solid copy with a flat and generic call to action.
6. Not Written for Your Audience
99% of the time, web copy is not the place to show off internal jargon. If your customers aren't going to understand it, it's just going to intimidate and confuse. Omit the business-speak and buzzwords. Concentrate on providing real value and purpose to your target audience.
Similarly, the copy should provide the benefits of your products or services to your audience--not just listing the features. Ensure that all features and specs are applied to the reader.
7. Not Written for the Medium
It's easy to write how you think, but it's rarely best. Although company staff may be experts in their field, copy that is created internally can miss important factors in how it will be received, namely the mode of delivery.
For instance, when conversing in person, we generally use the passive voice so that we're sure our message is considered polite. Excluding technical documents, the passive will be more harmful than helpful if spread across the homepage of a motorcross supplies company. Always do a double-check that the copy is designed to be read. When in doubt, consult a professional copywriter.
Have you reviewed your site copy for effectivity lately? What are your primary concerns? Let us know in the comments below!
