Copywriting: How to convert more of your visitors by avoiding the top 5 common copywriting mistakes
Copywriting mistakes can easily be avoided with a few minor adjustments to your strategy. These top 5 mistakes to avoid will help you convert more of your website visitors into sales.
With copywriting, there can by many different factors on what is preventing your visitors from converting into sales. One of the recurring issues we’ve noticed when helping businesses is that the copy they have for their website, product and services descriptions is not strong enough to convert visitors.
Businesses often would write website copy themselves without thinking of getting across the right message to the customers or using cheap freelance sites to hire copywriters that do not have any real understanding of the business and its objectives.
We’ve made a list of the top 5 common copywriting mistakes and tips to help fix them to create compelling copy for your business.
1. Not understanding your audience
Before you begin, it is important to understand the audience you are writing for, their needs, wants and pains. By getting a better understanding of what topics your customers are searching for, will make it easier to craft content surrounding their needs.
You would also need to understand the customer journey and what stage of the sales cycle they are in. Consider the following:
- Is the visitor new to the product?
- Have they heard about your brand before?
- Is the customer looking to get more insight into the product?
- Have they seen the product on another site and looking to find the cheapest option?
- Are they ready to buy?
- Have they previously been to your site and are a returning customer?
- Are there any fears that are holding them back from making a purchase?
By factoring in these kinds of questions into your content, you can now start to create additional content answering different questions with different call-to-actions such as “learn more” or “discount code” rather than just a “buy now” button. Your results would also be dependant upon your traffic volumes.
All customers are motivated by different factors and needs, some may be urgent while others are window shopping. The best way to find out is to ask the customer. This can be via your live chat, surveys, polls, social media or email. By analysing your customer’s responses and how they arrived at your site (direct search, social media, PPC etc), you can get a better understanding into their needs.
Using search effectively
A quick check on Google keyword planner or Google search can help you get an understanding of what your audience is searching for. In the example below, we did a quick search for luxury tiles UK.
As you can see, Google additionally suggests other topics people are searching for. At the bottom of the search results was also related topics that people also searched for.
There are other search tools you can use such as Google Keyword Planner or UberSuggests to target certain keywords, countries and other search criteria. These tools will help you get a deeper insight into the different analytics, trends and topics you should be focusing your content towards.
Create a spreadsheet with your results. You can then start making correlations between the most popular results and areas where there are opportunities to explore.
2. Not focusing on the benefits
Business owners and marketers make the common mistake of writing from their perspective and not that of the customer. You need to be focusing on the benefits and how it will help the customer.
Content will need to be written about the benefits and how it solves the problems the customers face. It is easy to write about the features of a product, but by addressing the benefits, the customer will then start to realise how your product will make their lives better and reduce their pain.
By focusing your content on the right benefits, customers are more likely to stay engaged and convert into a sale as they will overcome the mental obstacles that have previously prevented them from making a purchase.
Speak to your current and previous clients and ask them how the product benefitted them and solved their problem. Your customer’s answers should help you start to get more ideas for content, how it benefits and what it does for the customer.
3. Not doing your homework
In school, we were all given homework so we would understand what we had learnt and what was due in the next class. The same applies to business, by researching and understanding what the customer wants and needs, you can then start to plan for the present and future.
The best ideas come from talking. Starting conversations with your customers will help you get to know what drives them to make the choices they make.
By understanding what makes your customer tick and their “why’s” you can now start to make calculated decisions rather than guessing what they are thinking or behaving the way that they do.
Your content needs to then address the areas that have been raised through your conversations. A lot of businesses have used these conversations to further develop their products, services, improve how they operate and increase their sales just by listening to their customers and making the necessary changes.
Talk to your staff members that regularly talk to your customers, such as the sales or customer service department. The departments will have first-hand experience in helping your customers and dealing with what prevents people from buying. From this insight, you can start building up better insights towards the target audience for your content.
These conversations can now be drafted into new content and if your business does make any changes, it can now produce content around the topics and shared with your customers. The chances are that if one customer is experiencing any pains, then there will be others that are in a similar position and if they can see you are taking steps to address these pains, they will remain faithful rather than looking for other vendors that can solve their problems.
4. No defined goal for your content
In order to be successful with your content, your objectives and goals need to be predefined and outlined from the beginning with a comprehensive strategy in place. Without having your strategy in place, you are setting your content up to fail before it’s even started.
Each piece of content will need to need to be part of the broader strategy but also have it’s own aim and goal. For example, if your overall strategy is to get a website visitor to make a purchase, content can be written around how your delivery and returns procedure is quick and hassle free. The reader will then understand that you offer a hassle free service which removes their pain of having to organise a refund and possibly speak to a customer service rep that may or may not give a refund.
If you outsource your copywriting, it’s good to have the copywriter up to speed with the objectives of your content strategy, what you would like them to achieve from the content and how they can fit into the overall plan.
5. Forgetting about legibility
With the average site visitor reading less and scanning content more, do not expect your visitors to fully digest all that you have written. They would normally skim the content and stop at subheadings or interesting points and move on.
Your content needs to be written so it is easily scannable, clear and concise. Other factors to consider are:
- Are the paragraphs short and to the point?
- Are there enough subheadings within the copy?
- Have you included images?
- Is there enough spacing between words, and paragraphs?
- Is the font the right size for your audience?
- Is your content mobile friendly?
- Are the sentences and paragraphs short?
You also need to remember to create a tone for the content, this could be humorous, serious, creative, artistic or the above with your personality in the mix.
Copywriting is a skill, and like all skills, it needs to be continuously developed through practice. Your content, it needs to be focused towards the goal of making a sale or educating and informing your customers towards the benefits your product without any distractions or going off topic.
Only you know your business and by avoiding the mistakes of others, you will have a better advantage over your competitors in converting website traffic.
Want to see how your content marketing benchmarks?
Book a 45-minute session with one of our content strategists to see what improvements you can make to your content marketing. Email or call 0208 123 7172.