This post will show you the most common mistakes that many people make when writing for their own website!
Creating a website can be an exciting endeavor, filled with the promise of reaching a global audience and sharing your message or product with the world.
However, when it comes to websites, one crucial element often gets overlooked or underestimated: content. It’s true, website content might not be the most thrilling aspect of building your online presence, but it’s undeniably the most important.
As a website copywriter, I’ve had the privilege of helping businesses and individuals craft compelling website content that captures the essence of their brand and engages visitors.
Along the way, I’ve also noticed some common mistakes that, unfortunately, can have a significant impact on a website’s success. These mistakes can erode trust, turn away potential customers, and ultimately hinder your website’s ability to achieve its goals.
In this blog, I’m excited to share my insights with you. We’ll explore these all-too-common website writing mistakes, and more importantly, I’ll show you how to avoid them.
By the time we’re done, you’ll be equipped with the knowledge and tools to enhance your website copy, turning it into a powerful tool that not only attracts visitors but also converts them into loyal customers.
Related: 10 Practical Tips To Write A Good Website Copy That Converts
Mistake 1: Make It Too Long and Unreadable
Imagine landing on a website, eager to find information or make a purchase, only to be greeted by a never-ending wall of text. It’s overwhelming and discouraging, right? Unfortunately, this is a common mistake many website owners make – they create content that’s just too long and difficult for readers to navigate.
How to avoid it:
- Break it up: Break your content into shorter paragraphs. Aim for 2-3 sentences per paragraph. This makes it easier for readers to digest information.
- Use subheadings: Subheadings act as signposts, guiding readers through your content. They help readers find what they’re looking for quickly.
- Bullet points and lists: When presenting information or features, use bullet points or numbered lists. This format is more scannable and helps emphasize key points.
- Highlight important text: Use bold or italics to emphasize important phrases or keywords. This makes it easier for readers to identify key information.
- Add visuals: Incorporate images, infographics, and videos to break up text. Visual content can make your page more engaging and help convey information.
Mistake 2: Keyword Stuffing for SEO
In the quest to boost their website’s search engine ranking, some website owners resort to a questionable practice called “keyword stuffing.” This involves overloading web content with keywords, hoping that search engines will reward them with a higher position in search results.
However, this approach can backfire and damage your website’s credibility. Keyword stuffing leads to unnatural, clunky-sounding content that’s unpleasant to read. Visitors can tell when content is written primarily for search engines, and they may leave your site.
Furthermore, search engines, like Google, have sophisticated algorithms that can detect keyword stuffing. When detected, they may penalize your site, causing it to rank lower in search results or even be removed from search listings.
How to avoid it:
- Focus on quality content: Write for your audience, not just search engines. Create valuable, informative, and engaging content that naturally incorporates relevant keywords.
- Use keywords sparingly: Place keywords strategically in your content, such as in headings, subheadings, and the body text. Ensure they fit naturally and make sense in the context.
- Long-tail keywords: Consider using long-tail keywords – longer, more specific phrases – which often result in higher-converting traffic and are easier to integrate naturally into your content.
- Use synonyms: Don’t rely on a single keyword or phrase. Use synonyms and related terms to provide a broader context for your content and make it more informative.
Mistake 3: Not Clearly Describe What Your Business Offering in the Headline and Sub-headline
Your website’s headline and sub-headline play a crucial role in conveying the essence of your business to visitors within seconds. Unfortunately, some websites miss the mark by not clearly stating what they offer upfront.
If visitors can’t immediately understand what your business offers, they may become confused and leave your site in search of a more straightforward solution.
You have a brief moment to capture a visitor’s attention. If your headline and sub-headline don’t grab them, you risk missing out on potential customers.
How to avoid it:
- Be explicit: Your headline should be crystal clear about what your business provides. Use plain language that everyone can understand.
- Highlight benefits: In your sub-headline, emphasize the benefits of your product or service. Explain how it can solve a problem or meet a need.
- Keep it concise: Avoid jargon or vague phrases. Keep your headline and sub-headline concise and to the point.
- Use action words: Incorporate action verbs that inspire action. For example, “Get Started Today” or “Discover Our Services.”
Here’s an example of a clearer headline and sub-headline:
Old Version: Welcome to XYZ Company – Your Partner in Success
Improved Version: XYZ Company: Expert Business Consulting Services to Boost Your Profit
Mistake 4: Make Unsubstantiated Claims of Being “The Best”
Generic claims of being “the best” without evidence can appear boastful and insincere, diminishing trust with your audience.
Visitors are likely to wonder why you’re the best. Without supporting evidence or specific reasons, your claim holds little weight.
It’s common to see businesses proclaiming themselves as “the best” on their websites, but this kind of assertion can often fall flat and even damage your credibility.
How to avoid it:
- Show, don’t tell: Instead of saying you’re the best, demonstrate it through tangible evidence. Share customer reviews, awards, certifications, or statistics that back up your claims.
- Highlight what sets you apart: Explain what makes your business unique and how it benefits customers. Is it your exceptional customer service, innovative products, or industry expertise? Focus on specifics.
- Use real examples: Share success stories or case studies that illustrate how your product or service has positively impacted customers. Real-world examples are more convincing than empty claims.
- Be transparent: If you want to convey excellence, be transparent about your strengths and areas where you’re constantly striving to improve.
- Customer-centric language: Shift the focus from “We’re the best” to “You’ll benefit from” or “Our customers trust us because.” This approach puts the customer front and center.
Here’s an improved approach:
Old Version: We’re the Best IT Company in Town
Improved Version: Why Choose Us for IT Solutions?
- 5-Star Customer Reviews: Our clients consistently rate us as excellent.
- Industry Awards: Recognized for innovation and quality.
- Proven Results: Check out our case studies to see how we’ve transformed businesses.
Mistake 5: Use Vague Call-to-Action (CTA)
Call-to-action buttons are like signposts that guide visitors on what action to take next on your website. Unfortunately, some websites use vague or uninspiring CTAs, missing out on valuable opportunities to engage their audience.
Vague CTAs leave visitors uncertain about what action to take, reducing the likelihood of conversion.
How to avoid it:
- Be specific: Clearly state what action you want the visitor to take. Whether it’s “Buy Now,” “Sign Up,” “Request a Quote,” or “Learn More,” your CTA should leave no room for ambiguity.
- Use action-oriented language: Use action verbs that encourage immediate engagement. For example, “Get Started,” “Download Now,” or “Subscribe Today.”
- Make it visually stand out: Use contrasting colors, larger fonts, or eye-catching buttons to make your CTA button impossible to miss.
- Place CTAs strategically: Position CTAs prominently on your pages, especially on landing pages and product/service pages, where conversions are critical.
Here’s an example of a vague CTA transformed into a compelling one:
Old Version: Click Here
Improved Version: Start Your 30-Day Free Trial
Mistake 6: Focus Too Much on Features Instead of Benefits
It’s easy to get caught up in listing all the features of your product or service on your website, but this approach often misses the mark with potential customers. What really matters to them are the benefits they’ll gain from what you offer.
Visitors want to know how your product or service will make their lives better, not just what it does. Focusing on features can make your content seem self-centered rather than customer-centered.
How to avoid it:
- Identify customer pain points: Understand your target audience’s pain points, challenges, and desires. Then, tailor your messaging to address these issues.
- Translate features into benefits: Instead of listing features, explain how each feature translates into a tangible benefit for the customer. What problem does it solve? How does it make their life easier or better?
- Use customer-centric language: Frame your content in a way that speaks directly to the visitor. Use phrases like “You’ll benefit from,” “Our solution helps you,” or “Simplify your life with.”
- Tell stories: Share customer success stories or use cases that demonstrate how others have benefited from your product or service.
- Prioritize benefits in headlines: In your headlines and sub-headlines, prioritize benefits over features. For instance, “Stay Connected with Lightning-Fast Internet” instead of “High-Speed Fiber Optic Connection.”
Here’s an example of transforming a feature-focused description into a benefits-driven one:
Feature-focused: Our Smartphone has a 16-Megapixel Camera
Benefits-driven: Capture Stunning Memories with Crisp, High-Resolution Photos
Mistake 7: Your Website Is Not Mobile-Friendly
In today’s digital age, a significant portion of website traffic comes from mobile devices like smartphones and tablets. Neglecting to make your website mobile-friendly is a serious mistake that can drive potential visitors away.
Visitors on mobile devices may struggle to navigate, read, or interact with a non-mobile-friendly website. This can frustrate them and lead to a high bounce rate.
Search engines, such as Google, prioritize mobile-friendly websites in their rankings. Neglecting mobile optimization can result in lower search engine visibility.
How to avoid it:
- Choose a responsive design: Use a responsive website design that automatically adapts to different screen sizes and orientations, ensuring a consistent and user-friendly experience on all devices.
- Optimize for touch: Keep in mind that mobile users interact with touchscreens. Ensure that buttons, links, and interactive elements are appropriately sized and spaced for touch input.
- Prioritize page speed: Mobile users are often on slower internet connections. Optimize your website’s performance for quick loading on mobile devices.
- Streamline content: Consider mobile users when crafting your content. Use concise, scannable text and images that load quickly.
- Test on real devices: Regularly test your website on actual mobile devices to ensure it functions as intended.
- Mobile SEO: Implement best practices for mobile SEO, including mobile-friendly URLs and structured data markup for enhanced search results.
Wrapping It Up
In the realm of website content, avoiding mistakes people often make is crucial to preventing a poor user experience. Your website isn’t just a digital presence; it’s a tool to engage and convert visitors. By sidestepping common pitfalls like keyword stuffing and vague calls to action, and by shifting focus from features to benefits, you can build a website that resonates.
Remember, mobile-friendliness is non-negotiable in today’s digital landscape. It’s your key to reach a wider audience. So, as you embark on the journey to improve your website, stay vigilant. Continual improvement is the way forward.
In the end, your website is your digital handshake with the world. Make it welcoming, informative, and free from the mistakes that hinder a smooth user experience.
