6 common website copy mistakes (and how to fix them)
Pop quiz: What’s the purpose of your website? Seriously, close your eyes and answer to yourself.
I’ll wait.
If you ask me, the purpose of your website is to generate quality leads and/or make sales. So your business brings in revenue. So you can pay yourself and any team members. So you can live the lifestyle you want to live and keep serving the clients you want to serve.
Yeah?
How your website copy should make you feel.
To do all that, your website copywriting needs to pull its weight.
There’s a lot that goes into writing strong website copy so, in this post, I’m highlighting 6 of the common mistakes I see so you can avoid (or fix) them for yourself.
While it’s in no way an exhaustive list, I’m hoping this post will encourage you to think about your copy in a more strategic way so it benefits your readers and, as a result, benefits your biz!
Here are 6 common website copy mistakes and how to fix them.
1) Writing without reflection
Let’s kick things off with a biggie—one that happens before writing.
Often, busy business owners want/need to get their website up and running ASAP. (I mean, how long has it been on that to-do list, right?) So, they might end up “throwing together content for the website” without setting important foundations first.
And hey, I totally get it! Sometimes you gotta do what you gotta do to get the ball rolling. I’m a big fan of imperfect action. But when you’re ready to have your website copy really do its job, you need a plan. That means establishing your brand’s core messaging and doing the necessary research to fill in the gaps.
Consider:
Have I articulated my core values, mission, and vision? Have I thought about how my process, approach, and brand personality can help me stand out?
Have I established the primary goals for my website—what do I want people to do when they land on it? Where do they need to end up?
Have I done the deep research to understand my audience’s core struggles and desires? Or am I kind of assuming things?
This topic could be a whole series of blog posts on its own. But the point is this: you need to do the internal work before you dedicate any serious time and effort to your website copy.
2) Starting with design
When you’re thinking about revamping/launching your website, you might think about how it will look first.
Thus, step one is often: Find a designer! Or, if you’re DIYing: Pick out a template!
Consider this your sign to re-think that approach.
1) If you’re DIYing your design, always write your copy first.
I know it can be tempting to start by spending hours picking out a Squarespace template, arranging the sections, and perfecting the colours before you even touch your copy.
Resist the temptation! Write and refine your copy before you dive into design.
This way, you don’t have to worry about shoving a certain number of words into a box (and risk muddying your message). It also reduces the risk that you’ll glaze over your copy and throw together some watered down content just so you can “Hit publish already!!!”.
2) If you’re hiring a designer, be prepared to have your copy done like a turkey on Thanksgiving before your design project kicks-off.
Time and time again, the designers I collaborate with have told me how frustrating it is when they book a client who is DIYing their copy and either A) The client doesn’t have the copy ready in time, or, B) Their copy is not website ready at all.
It’s not your designer’s job to write your copy. It’s not their job to rearrange and improve your copy (unless they happen to offer both services, which they should make clear ahead of time if that’s the case).
So be prepared to put in the time crafting your copy before your designer starts building your website. Believe me, they’ll thank you!
Finally, if you’re hiring a designer and a copywriter, hire the copywriter first. This makes things smoother for everyone involved.
3) Lackluster headlines and subheads
One of the most common mistakes I see on websites is headlines and subheads that are super vague or confusing.
Your headlines and subheads should grab and maintain attention, communicate the benefits of your offers even if people are skimming, and help visitors quickly find the information they’re looking for.
When it comes to the headline at the top of your page, you want to make it crystal clear what you do/what the page is about before visitors even need to scroll. So using your brand name or a phrase like “About us” won’t cut it.
Instead, try a headline that communicates the main benefit of your offers, plus a subhead to get even more specific.
Example:
Main Headline: Level-up your business with website copy that resonates and represents
Subhead: Website copywriting for creatives and professional service providers
As people start to scroll, they’re then going to rely on subheads to find the information they need. Use them above sections of body copy to establish what each section is about.
Ideally, you want subheads that are super clear but also communicate the value of your offers. This way, if someone were just skimming your page they’d still understand what you’re trying to get across.
Example:
Instead of just using a subhead like “About us,” you could say “A BC-based design house for small businesses with big dreams” or anything that actually illustrates what you’re about.
Keep it simple but don’t miss out on key opportunities to highlight your value.
4) Using huge blocks of text and poor formatting
When you’re writing anything, the goal is to say as much as you can with as few words as possible. Website copy takes this idea to the next level. Because, the fact is, we don’t read websites the same way we read books, blog posts, or articles.
When someone is reading a website, there’s a good chance they’ll be skimming at least some of the content. So, whatever you do, don’t attack them with giant paragraphs of text. That’s a sure-fire way to encourage them to bounce right off your page.
My tip? Whenever you write a “messy” first draft of your website copy, leave it for a couple days and then come back and see if you can cut about 25% of it. Ask yourself what you can remove without sacrificing the quality of the content (or the voice in your writing). Hemingway Editor is a great resource to help you improve the conciseness of your writing.
And remember, white space (the blank space surrounding your copy) is your best friend. Be sure to use formatting elements that improve readability:
Short paragraphs (try to stick to 1-4 lines)
Lots of strategic headers (see mistake #3!)
Bulleted lists to emphasize key points
Graphics and visuals that break up copy and draw attention to certain sections
5) Leaving questions unanswered
On the other end of the spectrum, you might not be writing enough.
The point of your website copy is to sell your services and encourage your people to take action. If you’re not providing enough detail about your offers, your readers will likely wind up confused and unconvinced. Or, you’ll receive a gazillion emails asking for basic information, which kinda wastes everyone’s time.
I find this is especially common with creatives that sell a visual service (like photographers, for example). Many lean on their portfolio to do all the talking. And, while that beautiful work definitely plays an important role in reeling in ideal clients, it’s often not enough.
Think about it: If a prospect has four different tabs open for photographers with similar work and price points, they’ll need some extra information to narrow things down. Your copy should help them decide.
At the most basic level, your copy should cover:
What you do and who you help
How you’re different
What your brand personality/vibe is like and what your core values are
What working with you looks like (what’s your process and how does it benefit your clients?)
Service/package options (with pricing, if relevant)
Who the people are behind your business and what their expertise is
Where you’re located (particularly if you’re serving local people)
How to get started working with you
6) Not writing in your audience’s language
You and I both know you’re a freakin’ pro when it comes to your field. You know the nitty-gritty on every aspect of your business, you’re up on all the latest lingo—basically, you know your shiz.
Thing is, your people probably don’t. Depending on who you serve, there may be certain jargon your ideal clients are looking out for but, in general, you speak two different languages.
So write copy that’s easy-peezy for your people to understand. They shouldn’t have to work hard to grasp what it is you do and how it benefits them.
This might involve interviewing/surveying your past clients or your audience. It might involve some internet sleuthing to see how people on the web talk about their problems and your industry. Pay attention to how they describe the struggles you help them with and what their level of awareness is when it comes to your solution.
Take me, a website copywriter, for example. When talking to a fellow web copywriter, I might say something like:
“I’m running VOC interviews to collect data on the prospects’ search intent and to make sure I nail the dreamstate headline in the hero section.”
If I were explaining the same concept that one of my clients, I’d probably say something like:
“I’m going to interview your past clients to help me understand how they talk about their struggles, goals, and desires. This helps me write copy that resonates with your ideal audience so they can envision themselves working with you.”
Oh, and please don’t worry about sounding overly “professional.” You want your copy to read as though it was written by actual humans for actual humans.
Don’t be afraid to loosen it up, break a few rules, and integrate casual language that aligns with your brand voice.
If you want a website that functions as a lead-generating, brand-boosting sales tool, the words on it can’t be an afterthought.
Hopefully, these tips will help you start thinking about your website copy in a more holistic, strategic way. Ultimately, it’s about demonstrating what makes you the right choice for your people and helping them solve the problem or achieve the desire on their mind.
Need a second pair of eyes on your copy? Get a free mini page review!
I offer a limited number of free mini page reviews per month. All you need to do is submit your copy using the form on this page and I’ll get back to you within a couple business days with a 10-minute Loom video full of custom suggestions to take into the wild.