Is your website copy on a slippery slope?
If not, it should be. 😳
Here’s why… 👇
Slippery = frictionless.
When your website visitor lands on your site, any friction-causing copy increases the chance they’ll stop reading…
… and likely leave your site.
Forget making a sale. 💸
Each line of copy should motivate the reader to read the next sentence… and the next one after that… and…
… you get the idea.
Ideally, the process should be as smooth as a pro skier on a downhill run. ⛷️
Here are a few things that can cause bumps in the path:
➡️ A confusing message
A mismatch between your copy and, say, an ad that brought them to your page is a reason to leave.
➡️ Lack of credibility
Why should this person trust you? Social proof and testimonials added in the right places help smooth doubts.
➡️ Images conflict with the message
This could be a photo depicting a young person, for example, when the target audience is a 50-year old woman. It shows a lack of understanding of the audience you’re trying to help.
➡️ No pricing
Most people want an idea of what you charge. A recent poll I conducted here on LinkedIn showed an overwhelming percentage of people want to see transparency in pricing. NOTE: Custom plans are an exception.
➡️ Not speaking in your customer’s voice (VOC)
Your copy should sound like your customer – not you. Use the phrases and words they use IRL.
➡️ Too much tech talk
Like the tip above, avoid using technical phrases in your copy — unless that’s how your audience speaks (which is rare, btw). Imagine you’re talking to a friend, not giving a speech to experts in your field.
What copy do you see that stops YOU from reading? Leave a comment below…
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