You’re probably familiar with the saying, ‘you reap what you sow’, and this couldn’t ring more true when it comes to creating online content for your business. Just like a farmer’s harvest, if the right tools and techniques are used when writing for web, you are able to maximise your yield (ie conversion rates). To help make sure your web copy isn’t setting you back, make sure you avoid these 5 content fails at all costs.
FAIL #1: Too many typos
It doesn’t matter how amazing your content is, if it hasn’t been proofread and contains spelling, punctuation and grammatical errors, you won’t get the traction you’re hoping for. You can’t expect someone to invest time and/or money in your services if you don’t prove you’ve taken the time and effort to ensure your copy is well-written and mistake-free.
Always have someone check over your content before you publish, whether it’s your resident wordsmith or eagle-eyed marketing guru. If this isn’t possible or you’re stretched for time, our talented copy editors are always on hand to help. Remember that spell check won’t always pick up on everything, such as missed words and incorrect tenses. One great tried and tested strategy for checking content is to read it out loud to yourself. This will allow you to make sure the tone is suited to your business and also identify any holes in your copy.
FAIL #2: Lots of text, little structure
Picture this: you’re searching for a product or service and have pulled a search up on Google to try and find a company that could potentially meet your needs. Once your chosen website loads, you’re faced with a massive amount of copy with very little structure, otherwise known as a dreaded ‘wall of text’. This will probably be an immediate turn-off and you’ll take your search elsewhere, right?
Website visitors appreciate well-structured, easy to digest pieces of content, and this applies to all varieties of web copy, including blogs, eDMs, email newsletters and website content. Break up big blocks of text by sorting them into smaller paragraphs and adding interesting subheadings that shed some light into what you have to offer. Images dispersed throughout the copy also make a world of difference. The goal is to grab the reader’s attention and encourage them to explore your site further. Don’t forget, white space is your friend! If you’re feeling stuck, our ultra-creative graphic designers are experts at this kind of thing – give us a call!
FAIL #3: No regard for SEO
The world of SEO can be tricky and filled with confusion. It’s constantly changing, and what may have applied one week can completely change in the next, leaving you pulling your hair out in frustration. If you don’t have the time to learn and re-learn every new SEO update that emerges, then try and keep two basic SEO guidelines in mind: Don’t overdo it and don’t neglect it. You need to find that sweet spot between keyword stuffing and disregarding SEO altogether.
Not considering SEO at all when creating web content is a major copywriting blunder. In order for search engines to rank your site and in turn attract visitors, you need to include SEO keywords that are relevant to your business. Chat with one of our SEO experts to get your web copy on the right track.
FAIL #4: Too slow off the mark
Be wary of droning on too much when writing copy. You might think that absolutely everything about your business is important to convey, but sometimes it’s best to follow the ‘less is more’ school of thought. Be as clear and concise as possible to keep the reader engaged. It can be easy to get carried away when writing copy, especially when it comes to web writing as there are usually no set limits.
Always read over your content and ask yourself, “Is this information absolutely necessary to include?” It also helps to have other people read over the content to give their feedback. A fresh set of eyes is a great way to offer perspective, and running your current content by our copywriters may be just what you need to get your online presence on point.
FAIL #5: Writing tone is off-target
Before you write a single word, sit back and think about your audience demographic. If you’re a business owner you probably already have a pretty good idea of who your audience is, but this can be easily overlooked when it comes to creating content for your business. You want your readers to be able to instantly relate and by adjusting your writing style in just the right way, you’ll start to see better results.
Formal and stilted copy will make it difficult for your audience to connect with you, regardless of what product or service you’re offering. By using a casual and friendly tone, you’ll appear much more accessible and therefore entice them to stick around and see what you’re all about.