Imagine meeting someone for the first time (post COVID).
In the course of conversation they say, “I bring my pet tarantula with me to every business meeting or I have anxiety attacks.”
It’s easy to see how a single sentence makes you realize you don’t want to take that relationship any further. (Unless you’re a fan of arachnids. In which case, carry on.)
The same happens in your copy. And that slip up can be a costly one for your business.
Truth is, what you say establishes your relationship with your audience. Or not.
More often than not, we give them reasons to bounce.
Here are a few of the most common mistakes I see that’ll get people bouncing off your page before you can say, “Hold it! That’s not what I meant!”
Consider these before hitting “publish” on your page:
1. Your messaging is clear as mud
“No one understands what I do!” a friend of mine in the human resources business said to me recently. Your copy should be abundantly clear.
No one has time to figure out what you’re trying to say.
What do you do? For whom? And what sets you apart?
For example, my friend’s website could say: “I help start-up companies vet and hire hard-to-find candidates – without spending thousands of dollars on agencies.”
2. You try to be all things to all people.
Find a niche. The more refined the better. Narrow down your market so you can write directly to them. But won’t that turn off everyone else?
People who unsubscribe or delete your messages are not your audience, so don’t worry about them.
For example, if you’re selling a fitness product, narrow down the specifics of your ideal client.
Are they athletes?
Focus on those traits so your ideal customer knows you’re the person who can help them.
3. You don’t talk about the benefits of using your product
What promise are you making? Often the benefit on a site focuses on something the produce or offer does.
Instead, you want to bring your reader into the wonderful world of what happens once they use your product / hire you.
How will your buyer feel after using your product?
The biggest question to ask yourself: How does it make their life easier? Happier? Healthier?
For example, your meditation program doesn’t just help people relax. It enables them to be a better life partner because they’re happier overall.
Less stressed. Able to find humor in everyday situations.
Whatever the case, it’s the way they’ll FEEL after working with your product or program that matters most.
4. Your hero section is wasted real estate
The hero section refers to the top part of your page — usually a big banner across the top.
Most often the copy here is either “Welcome to my page!” or “We’ve been in business 50 years!”
These wasted sentences do nothing to bring your message to your audience.
Since most people don’t scroll past this section, you lose people before they’ve had a chance to see your offer.
Instead, grab ‘em with a key benefit or a statement your ideal customer may make regarding their frustrations.
In the case of my recruiter friend, something like:
“I NEED QUALIFIED CANDIDATES BUT CAN’T AFFORD TO HIRE AN AGENCY!” — or whatever pain their potential client describes.
This captures the attention of other people who may feel the same way. And it keeps them reading to see if you have a solution for them.
5. You ask for action too soon out of the gate
Okay, this one’s more of a marketing issue than a copy one. But it’s related to copy so I’m keeping it in.
Buttons can be irresistible. So when you pop one up on your header / hero section, it’ll likely get lots of clicks.
So… what’s wrong with that, right?
Thing is, if your visitor hasn’t yet read the details of your offer or product, and they’re not ready to take action, that click likely won’t lead to a sale.
They don’t yet have enough information.
The exception is if they’re landing on your page directly from an ad. One that makes them ready to buy. All they need is to locate the button and they’re done.
I talked about this in my post on levels of awareness.
In general, most people that land on your site will be pain aware. This means they’re in some sort of discomfort but don’t yet know how to resolve it.
Your website’s job should lead them to a stage where they’re ready to buy.
If they’re tempted by a button before they reach that stage, they’ll bail without hearing the whole story.
These are only a handful of checkpoints that can pump on your leads and sales.
In my website review I use a total of 17 checkpoints. From top to bottom and bottom to top.
This ensures each page meets the most important criteria for clarity, on-point messaging and conversions (clicks to leads, sales, opt-ins).
It includes both an overarching drone’s-eye view of the pages all the way down to “micro” button copy (yes, button copy matters).
So if you’d like help giving your website – or a single page – a conversion facelift, simply fill out THIS form or send me an email at Linda@LindaMeloneWrites.com and I’ll get back to you.
Other posts you may enjoy:
Got a copy question? Drop me a line at email@example.com.
Which of these tips will you take action on today?