Crafting a website copy is an important part of the design process. Your copy introduces, informs and builds trust with your target client. When done well it guides prospects through the sales process smoothly and efficiently. There are some common mistakes that can make a website visitor move on to a competitor.
Poor Editing
This is an obvious one. All of your copy should be free from spelling and grammatical errors. When reading your website, a simple editing error can be jarring to the reader and brings into question the company’s attention to detail, professionalism and how they will handle the details of their project. Make sure your copy is double and triple checked for editing errors.
Incorrect Writing Style
It used to be acceptable to write in a very formal tone and style, it was considered professional and was expected. With the rise of social media and the desire of consumers to know, like and trust the businesses they work with, the tone of website copy has become more conversational and informal. This means that stuffy, corporate sounding content is no longer effective. You want your website visitors to feel as though they are listening to a friendly individual, not a formal marketing spokesperson.
Wrong Reading Level
There is a fine line between writing copy that goes over the heads of your potential customers or writing so simplistically that it comes across as dumbing it down. Your copy needs to find the sweet spot of projecting expertise in a way that is understandable to people outside of your industry. Writing over the heads of people will make them feel inept and dumbing it down too much will make them feel patronized. The goal should always be to inform but not confuse.
By avoiding these common mistakes, you create copy that builds trust and displays your expertise. Good website content guides visitors down your sales path and can convert them from a website visitor to a sales lead.
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