I was on Instagram the other day when I saw a fellow copywriter post that every business needs a copywriter. And it is1000% the truth.
Because either you function as your own copywriter, especially in the earlier stages of your business, or you hire someone who does it for a living.
To grow and scale a profitable online service-based business, you need compelling copy to help drive your authority and influence in the industry, and consistently sell more of your services.
In this article I’ll talk about mistakes I see business owners making with their website copy, and the best ways to fix them.
In the early stages of your business, it makes sense to bootstrap your way as you figure out the ropes. But if you’re not spending 100% of your time focused on conversion copywriting, it’s almost inevitable for their to be some areas for improving your existing website or sales page copy.
Here are a few common mistakes I see with DIY copy, as well as ways I help clients correct it.
Mistake #1: Not having enough words (aka copy) on your website.
There is always a debate about how much copy is really needed. But there isn’t a hard and fast rule.
What you want to do is put yourself in the shoes of your target audience.
What do they need to know about your service to get them to understand who you are? Why they should trust that you can get them results? What action they should take to get your offer?
You’re intimately familiar with your service, so looking at your offers in your own shoes may have some entrepreneurs thinking you’re talking too much — but that’s cause you get it already.
Chances are, your audience needs way more information than you’re giving them. I always keep the target audience in mind when writing copy.
Mistake #2: Not having enough or the right call to actions.
Never, ever have your audience guessing what to do next.
Have you ever gone to a website and got utterly lost about what menu item you should go to next? And how often have you just closed out a website and jumped on another for that very reason?
We always have to tell visitors what the best next steps will be for them. Should they book a call? Or check out your portfolio? Always think about the most logical path most of your clients would want to take when they come to your website before deciding to work with you.
Another tip is to keep call-to-action (CTA) buttons convenient for repeat visitors who are back and super ready to take action. So, for example, your primary CTA should be visible in your website’s homepage header. Or maybe you can highlight a specific menu item in the header (like a Book a Consultation option).
Never make your visitors guess what they should do next — instead, always tell them their next best steps using clear CTAs.
Mistake #3: Not making the best use of your headers.
If you’re on the About Page, your users don’t need to see your website Header repeat “About Page”. This is another opportunity to let users know who we help and how we help them get the results we promise.
The same goes for the headers and subheaders throughout the page. For example: How can you change a “Why Me” header (for example) into a statement that tells them why they should hire you?
Use every header as an opportunity to highlight the value of working with you and investing in your offers.
Mistake #4: Not have clear or consistent messaging.
If you’re demonstrating 100% clarity on your brand message, it is guaranteed to confuse or drive away your ideal clients.
For example: Thinking of your website like it’s a book — would it be jarring to go from the Home page over to the the About page? Is there a common thread tying together every page of your website?
Suppose on the Home Page your ultimate promise is helping people create freedom in their lives through your signature method, but on your About page experience doesn’t describe how your skills qualify you to do this. In that case, there will be a disconnect with your audience.
To be clear on your messaging, you absolutely should develop a brand message guide or at least a short script for your business. Creating this document will help you get clear on exactly what to say to communicate how you help your clients achieve results, as well as why they should trust you to do it.
In my copywriting process, I create a brand message script for my clients who don’t have one. Doing this ensures the final copy really resonates with the readers and compels them to take the action my clients want them to take.
Ready to create your Magnetic Brand Message in just 6 steps?
Sign up below for access to free resources that can help.
Here’s an example of what clients say once I’ve helped them fix the mistakes in their DIY copy.
“Before working with Valicia I felt unsure about my biz. Figuring out my messaging was a struggle, and my existing copy was DIY, and was not strategic.
Valicia helped me consolidate my messaging in a single place, and we collaborated in a process that included reviews and revisions to create my final copy. Now, I have messaging and copy that reflect the value I offer, to attract my ideal clients, and is strategic!” —Judy, WordPress Web Designer
Not only will applying these corrections help improve your confidence about your message, but it will help you attract your best clients and get them pumped to connect with you.
Recap
These 4 items are just a few common mistakes I see on service-based business websites.
If you want to quickly double the effectiveness of your copy, here’s how I’d fix it —
- Provide exactly the right amount of copy to attract and convert more clients
- Create clear and compelling call to actions that get people to click your buttons
- Craft impactful headers that make your ideal clients feel like you really get them
- Ensure clear and consistent messaging to position you as a trusted expert
Through my signature copywriting process, I make sure my clients avoid these mistakes and more with copy developed to attract more of their perfect-fit clients.
If you want support implementing these and other key conversion copy tips to improve existing or create new marketing copy, let’s connect.
One Response