Why Your Copy Fails to Connect
Here’s the situation—your site is optimized, and it’s bringing in quality traffic. You know your product is better than your competitors, but you still aren’t getting the sales you want. It’s a situation that comes up daily, and 9 times out of 10, the problem can be traced directly to the copy. See, if your copy doesn’t connect with your readers, it doesn’t matter how many people come to your page or how great your company is. You simply won’t convert them.
So, do you want to take the next step to create copy that inspires your readers to take action? Here are a few mistakes you need to eliminate from your website content.
- Lose the Word Count- It’s a pet peeve of mine, and it all stems from the rise of SEO. It’s the word count. Everyone feels the need to hit the “magic” 500 word count for optimization purposes. In reality, the message of the page could be delivered in about 250 words, but because of our need to please the search engines, we stretch out the copy to double that length. As a result, the copy is bulky, it doesn’t flow properly, and it doesn’t connect with the readers. Always focus on your user first, then worry about Google.
- Stop Measuring Keyword Density- Again, SEO getting in the way of great copy. Keyword density is a ridiculous concept that people still continue to drag up as if it’s important. News flash—there isn’t a sweet spot for keyword density that will instantly grab you top rankings in Google. The search engines are too smart to be manipulated by such a silly metric. Stop worrying about keyword density, and start focusing on writing natural copy that reads easily.
- It’s not Me, It’s You- We get it. You’re proud of your company, and you want your visitors to know how great you are. There’s just one problem. They don’t care. It’s not about you; it’s about them. Instead of saying “we” over and over, you should be focusing on “you.” What’s in it for your reader? How will they benefit? How will you make their lives better? Those are the questions you should be answering in your copy.
- Don’t be Clever for No Reason- Let me first say that I don’t have a problem with clever copywriting. That is, if it serves a purpose. The problem is most so-called “clever” copy that I see is nothing more than self-satisfying garbage that doesn’t resonate with the target audience. Instead of writing for yourself and for other copywriters, try writing for your actual audience. If you think they crave clever copy, then by all means, go for it. But if it doesn’t serve the ultimate purpose (conversions), then ditch the “look at me, I’m so witty” copy.
- How’s the Hook?- You only have a few seconds to grab your reader’s attention. That’s why you better have a hook that lures them in and demands they stay. Take a look at your copy to see if it instantly cuts to your reader’s problem. Don’t waste time with fluffy, pointless intros. Get to the point or your reader will be gone within seconds.
- Testimonials are Gold- Sometimes, your copy doesn’t connect because your readers just don’t believe in you. That’s fine, it can be fixed. Testimonials are a great way to connect with readers and to earn their trust. Just make sure your testimonials are real and don’t read like they were taken from your marketing copy. By including insight from your past satisfied clients, your visitors will feel more comfortable doing business with you.
- Get a Personality- Walking the fine line between being personable and maintaining professionalism can be challenging. However, it’s a walk you need to make. Stiff, boring, professional speak simply doesn’t connect with most readers. Remember, the Internet is a social platform. Inject your personality into your copy. It’s what separates you from the competition, and it gives your readers something to connect to. People connect with people. It’s that simple.
So, are you ready to erase these mistakes from your website copy? Once you do, your website will start to truly connect with its visitors.