As a web copywriter, I’ve seen oodles of websites. From flashing, multi-coloured shockers that rival Blackpool’s lights, to the minimalist approach sporting one word per page.
Some draw me in, so I linger for a while… Some don’t, so I shut the door. Others, though, have that incredible extra ‘something’ that connects with me on a deeper level. (they’re bookmarked)
Sadly, most websites slip up at the first hurdle – often because of simple errors. Are you making them?
Is your website a banana skin?
Usually when your newly-commissioned website is at the design stage, you have a wish-list regarding its look and functionality. Copy is often last on the list – if at all.
Then, under pressure to populate your site for launch, copy is cobbled together and inserted. Voila – you’re ready to go.
Except there’s a problem… How do you know your words will work? After all, they’re your voice – your sales pitch. They have to be right!
Ask yourself these questions:
- Does a unique brand voice come through your copy?
- Can your words attract traffic through search engines?
- Are your words powerful enough to sell?
Copy needs to tick all these boxes. Why? Let’s start with online visitors. They’re in a rush; they’re unforgiving. If nothing appeals, they’ll click away – however amazing your website ‘looks.’
Design might initially catch their eye, but it’s your words that hook and sell.
The last thing you want is to encourage visitors to slip on the banana skin lying in wait for them the moment they land!
Let’s explore one simple change that can make a huge difference.
Are you invisible?
How many websites have you visited that don’t have:
- a picture of the person behind the business
- a ‘human’ name that people can relate to
- an about page
Instead, the website is littered with ‘we’ and ‘our’ sentences, but no actual person to connect with. This is a serious – yet common – failing as it psychologically creates a barrier.
Rather than play the safe card and sound like everyone else, let your personality truly shine with a photo, conversational style or a video perhaps. Anything that lifts you out of the ‘ordinary’ will get you noticed.
Watch out for the next post where I’ll reveal another banana skin that businesses unwittingly leave in their website doorway.
In the meantime, what mistakes do you see across the Internet? And what really works for you? I’d love to hear your views.
Psst. Check out ‘The smart guide to writing your about page.‘
