Having great website copy does more than you can imagine for your business. It helps you rank higher on Google search results pages, attract more traffic, create a stronger brand image, and stand out from your competitors.
Although we’ve spent plenty of time discussing how to write effective copy – including writing website copywriting that converts – it’s also important to know what to avoid writing. Below, we’ve outlined five crucial errors you should keep in mind when completing website copywriting.
#1) Skipping Your Research
You’ve worked in your industry for so long that you think you can create an article without completing background research. And although that may be true about the article topic itself, there’s another type of research you need to do as well – this time, on your target market.
Just like your product or services are geared to a particular group of consumers, your writing should be, too. Completing in-depth research about your target audience – the people who are most likely to purchase your business’s offerings – should be done as part of your content marketing strategy. If you don’t have one in place yet, it’s time to complete that work first before completing any website copywriting.
You see, it doesn’t matter how much expertise you have to offer about your particular product or service. If you fail to address the pain points of your target audience or write in a way that doesn’t resonate well with them, you don’t stand a chance at creating conversions.
Once that bit of research is done, you need to see what’s trending on Google. Which topics related to your industry are getting the most traffic these days? What are your biggest competitors saying about industry trends? You’ll want to use this information when creating valuable content that differentiates you from the rest of the pack.
#2) Duplicating Content
We can’t stress this website copywriting error enough – never, no matter what, write anything but original content.
When content appears in more than one location on the Internet, it’s known as duplicate copy. And duplicating copy on your website is a huge SEO no-no. If you do it, Google will penalize you with decreased search engine results rankings and send less traffic to your site.
Google’s goal is to provide the user with the best search experience. So, when duplicate copy shows up on the Internet, Google has to figure out which version is most likely the best to showcase to users. As for all the other websites? They won’t be chosen for the top search results.
There are two types of duplicate copy: external and internal. External duplicate copy is copy that’s republished from another website. This can include using the same blog posts or editorial content as a competitor or duplicating product descriptions from a manufacturer’s website.
There’s also internal duplicate copy, or copy that’s found on duplicate pages throughout your website. We often see it when clients write a series of location pages to target different service areas – such as a plumber trying to reach customers in Toronto, Hamilton, and Oakville. In this case, all of the copy remains the same other than changing out the city’s name.
Duplicating page titles and meta descriptions are other examples.
#3) Writing Without a Purpose
When you finally take the time to write a blog article or new copy for a web page, you want to make it worthwhile.
Your target audience is looking online for a product or service that meets their needs. And as much as you may want to say it, they’re not interested in hearing all the ins and outs about your brand. They’re busy, yet want to feel confident that they’re making the right buying decision. If your site doesn’t communicate well within a few seconds, visitors will be off to another site that does.
To keep site visitors around long enough to create a conversion, keep the following in mind:
- Lead with the main point. Convey your most important message as quickly as possible instead of burying it within the web page.
- Use brevity. Keep your writing short and sweet to have a better chance for a conversion.
- Provide visitors with a reason to continue reading. Once your visitor’s interested in your product or service, offer them more detailed information on sub-pages.
- Include a strong call to action (CTA). Use encouraging wording that directs website visitors to take a desired action.
Remember, you have mere seconds to keep your site visitor interested in your website. Skip the fluff, get straight to the point, and include valuable information your target audience is looking for.
#4) Publishing Too Quickly
Without error-free copy (or at least as close to as possible), it’s hard to prove to website traffic that you’re a reputable business. Plus, it can affect your site’s SEO.
Visitors that show up on your site then leave abruptly can affect session duration times. Short session durations signal to Google that your site isn’t providing visitors with the information they need – leading to lower rankings.
Plus, if you have spelling errors within the keywords themselves that you’re trying to rank for, you won’t have a chance to rank for them.
No matter how much of a rush you’re in to publish your new content, pause. Take a break. Better yet, come back to it tomorrow when your mind is fresh. Other proofreading tips include using proofreading software, editing with a hard copy, or outsourcing it to a trusted friend or professional.
#5) Forgetting About SEO
Staying competitive online is an ongoing challenge. You constantly have to be at the top of your SEO game; otherwise, your rankings can drop overnight.
When done right, the benefits of SEO are worth putting in the hard work. It’s easier and more effective than paid per click advertising, without costing you a cent. Effective SEO also makes overcoming your competition and improving your brand’s online presence possible.
Your website copywriting should involve an SEO strategy that involves keyword research, backlinking opportunities, and proper meta descriptions, titles, and URL structures. It should involve valuable information that’s hand-crafted for your industry, using topics that are getting noticed on Google.
SEO website copy shouldn’t be stuffed with keywords, be outdated, or use spammy backlinks.
Trust Your Website Copywriting to Toronto Copywriters
Clearly, there’s a lot to keep in mind when creating the best website copy. So instead of putting in the time and not getting the results you deserve, why not outsource this task to a Toronto copywriter? Our website copywriting services are expansive – ranging from product descriptions and staff bios to complete websites. And our website copywriting rates? They’re affordable (see for yourself!). Let’s work together!