These 4 website sins can cost you customers and money. A Web Copy Doctor Site Review usually finds at least one of these sins on most sites. Do a quick check up to ensure your site doesn't commit them. Healthy copy means a healthy business.
SIN #1: Lights are one, but nobody is home.
For visitors who come to your site on a regular basis, there is something a little unsettling about finding the exact same homepage text on every visit. When nothing changes from visit to visit, people may get the impression that “nobody is home”.
To avoid this website sin, find some element that you can update on a regular basis. Give some indication that your site is current, alive, and evolving.
An easy way to do this is with a blog. Another quick way is to write a “what’s new” column. Keep your copy fresh to keep your traffic coming.
SIN #2: A Ho Hum Headline
Your headline has to immediately convey a good reason why your prospect should stay and read on.
If it doesn't, your prospects will click away, and perhaps never return. The purpose of a headline is to grab attention and entice your visitors to read the first paragraph.
The first paragraph must entice them to read the second, and so on until they're ready to say "yes" to your call to action. A good web copywriter might spend all day, just crafting the headline - it is THAT important.
It doesn't make any difference how great the rest of your site is or what products you offer - if you commit this website sin you will not get your prospect past your home page.
SIN #3: It's all about YOU.
This is the biggest sin of all! In marketing, it's ALWAYS about them - your clients needs, and problems. YOU are secondary.
To capture the attention of your audience, you must discover what their pains and main motivations are. Then you create your home page copy around those wants and needs. Only later in the home page copy do you introduce yourself.
Think about it this way. When you get a mail piece in your mailbox from a credit card company, do they start telling you how great they are? Where they are on the stock exchange, how long they've been in business, how many countries they're in?
No...They tell you how much fun you can have, and what you can buy. Your website home page should do the same.
If you know what your target audience's pains and motivations are, and you put the solutions on your home page, or in a Free Report or White Paper offer, you're going to convert the person viewing it from a visitor to a customer.
SIN #4: You are not willing to invest in the visitor. You just want a quick sale.
Be willing to give away information. Include sections that are useful, helpful, and not directly promotional, such as: * Expert Tips * Q&A * Interviews * Case studies * Guides
These help build your relationship with the visitor, establish your credibility, and build your reputation. Do this, and you’ll be more successful when you offer clicks and links that lead to a purchase.
Be sure your website is free of website sin. Don't let these 4 copy mistakes sabotage your business.
