The Big Website Copy Mistakes You're Making Right Now
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[COPY TALK] The 5 Website Copy Mistakes You’re Making Right Now

You’ve seen them — a bunch of bold headings with the latest trending buzzwords (organic, grass-fed, free-range, artisanal, self-care, biohacking, longevity & anti-aging), followed by a pile of text on a dedicated sales page or perhaps in an eye-catching ad on socials.

Yet, you literally have NO idea what it’s trying to advertise or sell?!

When it comes to your web copy (the written words on your website), a visitor should be able to answer THESE questions fairly quickly:

  1. WHO are you? (no need to give your full bio on the homepage though!)
  2. WHAT do you offer? (precisely what is your service/program/product?)
  3. WHO are your offerings for? (your target audience or ideal client; do they feel like you’re speaking to them?)
  4. WHAT will the reader/visitor get out of it? (how will they feel when they work with you and/or buy your stuff? i.e. what’s in it for them?)

*Notice all the ‘feeling’ stuff…this will be an important point later in the article.

If your reader or website visitor can’t easily identify those 4 things (and you’re noticing readers are quickly leaving or “bouncing” from your site), you need to re-evaluate HOW and WHAT you’re communicating to them through your written words. It’s kind of like learning a new dialect!

If You Want to DIY Your Own Website – Don’t Do THIS! 

Copywriting is the process of writing text used for marketing purposes. To be more specific, it’s the words you use to promote and sell your services, programs, and products through advertising and marketing.

It’s basically what separates the effective marketing campaigns from the not-so-effective ones…like the ones I described at the beginning.

Since I’m so connected to the online health & wellness business space, I can easily identify the 5 most common mistakes that I see health coaches & wellness entrepreneurs making when they DIY their web copy.

Hey Health Expert! The 5 Mistakes You're Making When You DIY Your Website Copy

I lovingly ask you dearest Coach, please don’t do THIS…

Make it all about YOU

Want to know what your readers and your target audience (who are also your ideal clients) care about the most? Themselves – and what you can do for them.

They do care about you, but more in the context of how you can address their pain points, help them accomplish their goals and provide the solution to their problems.

Keeping this in mind, everything you write should be using the underlying messaging that clearly demonstrates that you know how to meet their needs effectively.

The caveat to writing about yourself (there is your About Me page!) is doing it in such a way that it’s in the context of providing value to your potential clients while invoking emotion – you want your clients to feel a certain way. That should really be the whole point of your copy – and your business for that matter!

This starts with knowing your target audience in great, intimate detail.

Some quick tips on how to get to know your IC (ideal client) better:

  • first, know who YOU are – have you ever written your “elevator pitch” or your “audio logo” before? I talk about it HERE
  • know your competitors – who is doing similar work in a similar field to you? i.e. who has a copycat audience to yours?
  • map out precisely WHO your IC is, i.e. if it came down to describing just ONE PERSON – who are they?
  • then, find out where this ONE PERSON hangs out online, what questions do they ask, what “language” do they speak, what struggles, challenges, frustrations do they deal with (pain points) and what are their goals & priorities (what solutions do they need)?

The above process I’ve just described shouldn’t be done lightly – take some time to really map it all out. Your business will grow just in the process!

Robert Collier once said:

“Always enter the conversation already taking place in the customer’s mind.”

Ignore SEO

It should go without saying that your website copy should be written for your people, and should speak their language, but that doesn’t mean you should forget about showing the search engines some #wordlove

Basically, there are 2 ways you can incorporate your keywords into your copy:

  • Keep a list of your keywords handy while you write to help you find more natural places to put them OR
  • Go back after you’ve written your content to find logical places to put them in

Either way, keywords should be placed where they sound like they belong, but don’t force it!

Also, consider frequency: if you cram in too many, not only does your writing go downhill, but the search engines will penalize you. However, if you don’t use enough of them, you simply won’t get found by your ideal clients.

Generally speaking, do a little research, and come up with a few key phrases and just incorporate them as best you can. Using a plugin like Yoast for your website can make a big difference and makes implementing a simple SEO strategy as part of your copywriting a lot easier!

Keep this in mind though – you’re probably not an SEO expert (you’re a health expert dammit!), and if learning the nuances of it simply is not in your wheelhouse, don’t bother going beyond the basic keyword strategy.

However, if you do want to uplevel your SEO game, hire an expert to optimize your blog posts, website, videos and other content.

Hit ‘publish’ before proofreading

This has got to be one of my biggest pet peeves of all — finding a giant glaring error in an otherwise great piece of content!

Never, ever, ever hit that ‘publish’ button without thoroughly proofreading and fixing your errors.

Even if you won the spelling bee in Grade Four and the teacher always asked for your help with writing on the blackboard. Trust me, there are still likely going to be a few errors!

Proficient editing = better copy and better content overall.

Using the spell check function of your word processor or in Google docs + the Grammarly app are a good start!

However, if you need some fresh eyes on your work, be sure to seek out an external editor.

Use a loosey goosey Call To Action (CTA)

The CTA on any given page (or blog post) should always be…

  • Brief and to-the-point
  • Eye-catching
  • Action-provoking
  • Relevant to the rest of the copy

Avoid having multiple CTA’s on the same page, especially all in close proximity to one another – more is not better! Also, a CTA that is not well-defined will cause readers to quickly leave because they’re confused by your vague messaging.

The 5 Big Mistakes You're Making With Your Web Copy | Vague Call to Action

For example, “Get monthly tips sent to your inbox” isn’t an effective CTA as it doesn’t offer the 3 keys your ideal client must FEEL before they’re most likely to take action:

  • Value – what are the “tips”?
  • Relevance – how is a “tip” going to solve my problem?
  • Urgency – what’s the rush, I can sign up any old time for a tip!

On the other hand, “Does your brand need an injection of juice, like right now?! Grab the FREE 3-Step Guide to Boosting Your Wellness Brand!” offers clear value, relevance to a specific need, and that it must happen now because urgent action is required!

Not test what’s working

It’s largely impossible to predict how your target audience or ideal client is going to react to what you’ve written – there’s just so many factors involved. That’s why testing out the measurable parts of your writing are the key to honing in on your soon-to-be mad copy skills!

FYI – “measurables” are things that you’re able to get feedback on through your analytics, whether that’s a plugin on your website, Google Analytics or from your email marketing platform. E.g. A/B split testing of email subject lines.

Are you done flip flopping from one strategy to another, never really knowing what’s working? Ya gotta show up and own it!

* Master the 3 Key Steps to Branding Your Wellness Business *

GRAB THE FREE GUIDE NOW!

(did you catch that CTA?)