You've set up your awesome business, your website looks sparkly and you've got killer images...but you're not making sales yet. What's going on? Why is your amazing product not flying off the shelves? Well, chances are it's not your product that's the problem, but how you're going about selling.
So to give you a helping hand, I've put together this blog with 4 mistakes that I regularly find clients are making on their websites and I'm going to give you a few tips on how to correct them. Yay!
Some of these are copywriting issues and others are about presentation and organisation, whichever ones you're struggling with, if you need help all you've got to do is ask. Pop me a message here.
1. Achy Eye Syndrome
This one is super common. You've got so much exciting stuff to tell your customers and clients that you want to share it. All. At. Once. There's so much text on your Home page that you're losing sales. Yes, it's really lovely that you've got all this to say, but it literally makes your potential customers' eyes ache and people get bored SO EASILY.
What do you need to do to make it better? You've got to narrow your text down. Be succinct. Get rid of any redundant words. Good copywriting is easy to read and If you really feel you can't edit it down to a manageable and aesthetically pleasing amount, then spread it out over a couple of web pages. Break it up with images. Then send to an honest friend. Ask them if it makes their eyes hurt. Edit again!
2. Writing For All
Oh god this one is a biggy. You might think writing your copy to a wide audience is a great idea and it'll get you allllllll the customers but I'm here to tell you it really won't. You need to write copy like you're talking to your bezzie. (OK, well maybe not EXACTLY how you'd speak to them - we don't want you coming across as a total weirdo...unless that's how you DO want to come across, which is totally ok if you do!) So the aim of your writing should be to resonate with your reader. Visualise your ideal customer. Speak to them.
3. All the Woo Woo
Is your website telling people in clear, plain language what it is that you do/sell? Or is it full of superfluous, floaty language - what I like to call "airy-fairy"? Be specific. Be honest. Be you. Don't try to emulate competitors, it'll feel weird and unnatural, and you want your business to be in alignment with who you are. If you are a spiritual and naturally woo woo person, then bloody go for it! But make it clear what the purpose of your product is. If you're selling soap, say so. If you're offering your time as a virtual assistant, tell them!
4. Cheerleading on a separate page
When you're an online business, you need testimonials on your website. It helps build trust with our customers. All too often my clients have made the error of putting this on a separate page, maybe in a section called "What people say about me" or something along those lines. Seems like it's not a big deal, right? WRONG. You've only got a short amount of time to hook your customers in while they're scrolling, and it's unlikely they'll click through to another page. You want them to see testimonials on the first page they come to. That way the trust develops from the start.
Hopefully you're not making many of these mistakes, but if you are, you're in the right place! And if you don't feel confident about a bit of copy DIY, then please get in touch. I offer an initial introductory call, where you can tell me your copy-woes and I'll let you know how I can help.
Good copy sells and that, my lovely, is what the aim of this entrepreneurial game is! It really is worth the investment, so why not drop me a message today?
Have you noticed any other classic copy mistakes you or your competitors have been making? Let me know in the comments.