Driving considerable amounts of traffic to your site could be easily accomplished by SEO as well as by social media marketing.
But at the end of the day, it’s still all about conversion: converting site visitors into paying customers (or converting skeptical browsers to your way of thinking).
You may be the smartest and most prolific blogger on the planet, but if you’re committing copywriting blunders, it doesn’t matter how much traffic you drive to your site; you still won’t be able to persuade your audience to take out their credit cards.
While it’s true that writing compelling web copy is fairly easy, a lot of online marketers who write their own content regularly commit simple copywriting mistakes that likely cost them thousands of dollars in missed opportunities.
In this post, we’ll talk about the most common copywriting mistakes that online marketers, especially novice web entrepreneurs, commit.
1. Me, myself, and I
One of the surest ways to cool off your audience is to talk about nothing but yourself. Even talking too much about your products or services is a sure-fire way to make visitors reach for the mouse rather than their wallet.
Why? People don’t really care about your brand, what you do, who you are, or what your product or service is all about. What they mainly care about is what you can do for them.
Be empathetic. Talk about your understanding of people’s problems, and how hard it is to be in their situation. Let your audience know that you feel their pain and you get how hard it is to be without what they need.
Remember, when writing a piece of copy, address the “What’s in it for me?” issue immediately. Allow the visitor to feel you’re writing about how you will increase his or her pleasures or ease the pain.
2. Leaving them hanging — no call to action
The whole point of writing your copy is to make the sale, right?
So why is it that so many people who try to establish a strong online business fail to include the most crucial copywriting step of all?
The call to action shows your audience what they have to do to get what they want. After you’ve shown them that it’s possible to “increase their pleasure or ease their pain” with your assistance, the most sensible thing to do next is help them get what they want.
Whether it’s to complete a purchase, sign up for a newsletter, go somewhere else to get further information, or just grab their telephone and give you a ring, a great call to action will make it very clear.
A call to action can be as simple as the following:
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3. Failing to mirror your audience’s tone
There’s no one-size-fits-all solution. Each problem is unique, which can make it quite a challenge to persuade your audience. However, by matching your tone to that of your audience, you’ll have a better chance of getting their attention.
Observe how people talk about their problems online. Identify the words and expressions that are common among the people you are targeting. Use their terms and phrases, even their slang, within your copy; then test several versions of copy to see which works best.
4. Keyword stuffing
Keyword stuffing doesn’t only raise red flags for the search engines; it’s also quite annoying and makes your copy terrible to read. Allow your words to flow as smoothly as if you were speaking to your audience face to face.
In fact, actually speak to them without worrying too much about what the search engines will make of it. Remember: people first, search engines last.
5. Failing to slice copy into bite-sized pieces
Remember that not all your readers enjoy reading long copies. Many will just skim right through to the most important parts of the text.
That’s why it’s essential to include headings for each important section. Put the most vital information at the beginning of each paragraph and sentence, and include lots of bullets.
This strategy not only makes it easy for your readers to follow and absorb your copy; it also enables them to get the point without having to wade through the entire content.
6. Using irrelevant multimedia
Images and videos make content more engaging and powerful. It’s an excellent idea to support your claims with images and videos.
However, be sure that all the images are relevant to your text. Don’t try to mislead your readers by including graphics and video clips that are largely irrelevant to what you are trying to convey.
7. Taking social media for granted
In this day and age of social media, it has become natural for us to share what we like with our network of friends. That being the case, copies that fail to include social media sharing buttons miss out on a huge opportunity.
Make it easy for your readers to share your copies by including social media share buttons such as Facebook Likes, Twitter, LinkedIn, Pinterest, and StumbleUpon.
8. Failing to respond to feedback and comments
Creating copy is not a one-way street. If you’re doing it right, you can expect to get all sorts of reactions from your audience. And when you do get feedback, whether good or bad (ESPECIALLY in the case of bad comments), respond right away.
Address whatever issues your audience may have raised about your product or services. By straightening out whatever ill feelings some people may have experienced about whatever you’re selling, you will have a better opportunity of winning them — or lurkers and future visitors, at least — over to your side.
And when people praise you and your products, acknowledge them right away. This gives them a sense of importance.
9. Failing to check your metrics
You’ve got no excuse for neglecting to measure your success. With the explosion of tools to help you track your copy’s performance these days, it’s not only convenient to do so; it’s also crucial.
Measuring your performance allows you to see who visits your site, and from what regions. Even better, it shows you which of your copies are bringing in the most business.
There are lots of other copywriting errors that could be cited, but the above are among the most common. Avoid these mistakes at all costs, and you’ll see dramatic results in your online business performance.
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Want more information on content marketing? Head over to our comprehensive guide on content marketing here: The All-in-One Guide to Planning and Launching a Content Marketing Strategy.