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A new website's content must be just as well-crafted as its design and programming if it is to hit all the right notes. However, as you might expect, there are many ways for content in a web development project to go wrong.

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Knowing these traps is half the battle in avoiding them. Content is frequently treated as an afterthought, hastily produced in order to fulfil a project's deadline.

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25 Common mistakes in website copywriting and how to avoid them

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I've worked with start-ups, SMEs, and multinationals, and I've seen organisations of all sizes and industries make the same content mistakes. Your website is the front door to your business, and if visitors don't get the user experience they expect, they'll go as quickly as they arrived. Here are the most common faults I see and what I can do about them.

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1. Composing long, winding introductions

I cannot overstate the importance of first impressions. Too often, marketers start their copy with a long, drawn-out paragraph that can immediately overwhelm and turn off even the most devoted prospect. Instead, start with a few small assertions that are separated into mini paragraphs. The language becomes instantly more digestible, enticing the audience to continue reading and stay interested - a huge plus for any pitch.

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2. Writing inwardly

It's easy to do. You deal with your products and services all day. You've put a lot of thought and passion into every new product idea and point of differentiation. You enjoy thinking about, enhancing, and discussing your items. It's only natural to want to shout from the rooftops about your product's glory.

The issue is that no one else wants to hear your story. No one has time o admire your grandeur. They're too busy thinking about their own lives. ‘How does it benefit me?’ is the fundamental question a high-level webpage answers.

I’ll use products as an example, but it applies to other pages as well. It isn't about you. A well-written category-level product page talks about a little about features, more on benefits, and way more about the experience. This last component is crucial, and where most pages fall horribly short.

Say I have 400 words to sell a technical product, I’d focus 50 words on the features, 100 words on the benefits and 150 words on the experience.

• A “word budget” promotes discipline. It also eliminates one of the major causes of Web development project delays, figuring out how to approach each specific product page.

• Focusing on the experience pushes you to consider the page's intended audience. The point is having an audience in mind prevents a webpage from devolving into the cursed, watered-down, 'everything for everyone' marketing that says nothing.

• A high-level page's purpose is to generate interest in a product. Then they want more details about features and benefits. Perfect. Tell your message in detail on a product sub-page. Companies don't have to ignore features and perks - they just have to resist the impulse to bombard visitors with them as soon as they walk in.

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Outward writing tips:

• Gather input from consumers and prospects before writing. Do they buy from you or not? How has doing business with you affected them?

• Begin with a plan. Assign each feature a benefit and each benefit an experience.

• A customer can read a sample and then explain why they might want to buy the product. That's the ultimate test.

• Do the same with a stranger to your product or industry. You're winning if they get it.

We, not you. Prioritise your visitors. Consider:

a) Do you want to hear 20 reasons why the company or product you're reading about is fantastic when you visit a website?
OR
b) How can the product or service help you?

I'd guess you'd prefer (b). Your ‘About Us' page is for establishing company credibility, but most importantly, visitors to your website want to feel valued.

Think like a visitor. Instead of listing product features and business credentials, describe how a product or service can benefit the visitor. The language switches from ‘we' to ‘you'.

Focusing on product features over value proposition. The hook in marketing copy is commonly confused with product description, which comes later in the customer journey. First, handle the issues or tasks at hand to address for the reader. Ignore product specs. Concentrate on the benefit. How does your product improve or simplify life? Is there a surprise benefit? How is it superior to other options?

Writing for the brand rather than the customer. Marketers should focus on the wants, needs, desires, and direction of their customers and communities, rather than their own internal brand perspective. Copywriting that considers phrase structure, word choice, and even clever banter that resonates with the end-user is vital.

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3. The lead is buried

Subtlety is difficult to convey on a website. Within seconds, visitors determine whether to stay on your website. Your conversion chances will vanish if you can't immediately express why a page is vital to them.

Check your web pages. What's the status of your leads? Are you starting with the most important point? Are you offering visitors a cause to stick around and read more? If an in-house writer is unfamiliar with web writing approaches, they may approach the project as if it were a novel, thinking that visitors will read it from beginning to end.

This assumption is simply wrong. People scan and skim across websites, their eyes bouncing around like pinballs. Visitors are likely to read the headline and the first few lines of text on any given webpage. Any body content they read after that is a bonus. Expecting someone to read a complete page of text from beginning to end in a single sitting is wishful thinking. The most significant words on the page should be the most straightforward to locate, understand, and grasp.

A few pointers on how to get the lead out of the ground:

Before you write, ask yourself, "What is the most important takeaway I want visitors to have after visiting this page?" That's your lead.

• Use a bold typeface to emphasise your lead idea. When you can't fit it into the first sentence, this is extremely useful.

• Use simple language.

• Use subheadings, the first line of a paragraph, and bullet points to keep your most critical information above the fold.

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4. Saying too much

Brevity is the soul of conversion...

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Overloading visitors with information. Provide visitors with the information they expect from a page. One webpage for one subject. Anything else is distracting and confusing. If someone visits your 'Services' page, don't overwhelm them with information that belongs on your 'About Us' page. Visitors don't want to sift through a lot of information to locate what they want.

Too much text. Most users do not read a web page in its entirety. Unlike blog entries, which are used to provide in-depth information, website pages are used to help visitors make quick decisions about your business.

Give your material a fighting chance by:

• Use headings and subheadings to facilitate skim reading and

• Using bullet points – instead of ten commas, use a simple, concise list.

• Every word must be counted – no fluff!

It is not a good idea to write excessively long paragraphs with a lot of copy on each page. Although words on a website are vital, visitors do not want to sift through walls of text that go on and on about a company's history, competence, and so on.

With copywriting for websites and social media, concise writing is good writing. Remember to go over and revise your work a few times during the writing process to eliminate unnecessary words. The extra work you put in will pay off in the form of tighter, easier-to-read words.

"I would have written a shorter letter but I did not have the time," as French philosopher Blaise Pascal said.

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5. Writing for a non-native market

Different countries have different marketing methods and styles. Have you ever thought to yourself while travelling overseas, "Who would buy anything with that kind of advertising?"

Marketing language usage differs dramatically between countries. If you're targeting a market in another country, it's a good idea to hire a copywriter experienced in writing for that market. This is something that a lot of multinational organisations get wrong. It's not only about linguistic intricacies. It's also about getting the cultural meaning correct.

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6. Leaving questions unsolved

Provide visitors with all the information they require. Unanswered queries can breed distrust and irritation. If a person can't locate what they're looking for and can't find it promptly, they'll go to a competitor. What are the most common queries my customers and target audience have regarding my products and services? Make sure that the answers to these questions are included in your pages and that they are easily accessible. Add a FAQs page if necessary.

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7. Forgetting whom you're talking to

Put yourself in the shoes of your viewers. Copywriting 101 – know your audience. With every word, consider whom you're speaking to and whom you want to engage. Keep it relevant and on-point.

You wouldn't deliver a speech on how to cook the perfect steak at the PETA Christmas party. Research your current and target markets before drafting any copy. For each group, tailor your content and modify your tone of voice. When web page copy works it:

• Speaks to a visitor who wants to be reached.

• Makes use of language that the visitor is familiar with and can relate to.

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This leads to three easy website copywriting rules:

• Research your market and write with them in mind.

• Use a market-friendly tone of voice wherever possible.

• Speak in terms that the market will understand – this often entails simplifying the complex.

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This is an area where tech companies are especially prone to failing. Rather than highlighting a product's benefits, they will frequently discuss technical engineering feats and design elements that are irrelevant to the average buyer.

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8. Forgetting about SEO

If you want your page to rank, make the search engines happy. If you want to be noticed on Google, each page must be search engine friendly, but what does that entail? There are a few guidelines to follow while developing on-page content:

Use of keywords. Choose one primary keyword for each page and use it only a few times on each page in key places:

• Your H1 title tag.

• Within the body text's first 200 words.

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Avoid keyword stuffing. Rather than repeating your main keyword, write naturally, utilising words that are semantically connected to it. This will add more meaning and context to your work and make it more intriguing.

Writing for Google-bots. Do you want to climb the Google rankings? With search engine optimisation, a solid rule of thumb is that informative and interesting material is usually favoured by search engines. It's critical to conduct thorough keyword research in accordance with your content strategy, but don't overuse keywords in body text and keep tailoring your writing for your (human) audience.

Google ultimately rewards high-quality content that visitors enjoy. In order to rank, your text must demonstrate EAT:

• Expertise

• Authority

• Trust 

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Make it simple to read. Keep an eye on the readability of your content. It's not just your customers that desire a quick read. The ability of search engines to analyse the readability of your material is growing increasingly sophisticated.

• Use simple words that are easy to digest

• Avoid complex sentence structures

• Use sub-headers and bullet points to aid in scanning

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Today's content must be entertaining, on-brand and discoverable. Many copywriters get the first two, but whether it's on-site search, external search engines, or product pages on an e-commerce affiliate site, it's vital to adopt a content strategy that incorporates SEO-focused keywords and target audience language.

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9. Focusing too much on SEO and forgetting human readers

It's easy to slip into the trap of focusing too much on SEO. Online marketers may become engrossed in creating content for SEO purposes. While SEO is important, keep in mind that a human will eventually read your content. Always strive to write useful text that your clients and peers will want to share. Include those keywords in the title and headers of your page, but don't go overboard.

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10. Weak testimonies

It's important for social proof to be significant. Testimonials can be a powerful tool for establishing trust, but they must be chosen carefully. It's sometimes preferable to have none than to have ones that don't explain how your service helped the customer. You know the empty ones: 'Alex is incredible' or 'Alex is a dream to work with.' These statements are all well and nice, and quite possibly true, but don't tell the visitor why you're better than the competition. Instead, encourage your clients to say a few words on how you assisted them.

11. Ignoring the fundamentals

Remember that informative copywriting must answer the who, what, where, when, and why questions. Make your writing relevant to readers by providing context. In our fast-paced society, we have little time to persuade readers that our content is worthwhile. People will rapidly move on if they have to work too hard to grasp and be engaged by your content.

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12. Failure to split the copy

Remember that a rising portion of your audience will be reading on mobile devices if you're writing web copy. As a result, it's critical to break up writing into manageable chunks and include plenty of visual clues to help readers navigate and scan your content. "Bulleted lists attract attention, support scanning, shorten text, and reveal the relationship of items," as per Nielsen Norman.

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13. Inconsistent brand voice

Most brands have a strict design style guide to guarantee that logos and branding are applied consistently, but few have a copy style guide. This results in a disorganised mix of tones across all communication channels, lowering customer trust in your brand. Adopting a copy style guide is a simple method to improve how your entire company communicates, both internally and externally.

One of the most common copywriting blunders is choosing a voice that isn't consistent with the brand. I like to adopt a conversational tone that is authoritative and informative.

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14. Using jargon and overused phrases

One of the cardinal rules of good copywriting is to avoid clichés at all costs. Unless you're writing for a highly particular niche sector or technical publication, where you can be positive that your audience will understand every phrase, avoid using jargon.

Every piece of copy should be as plain and straightforward as possible. Explain technical words right away, and don't assume that all of your readers will know acronyms, no matter how common or obvious they may appear to you.

Insider language, jargon, and acronyms are among the most typical copywriting mistakes. You've fully failed at the point of communication if your audience doesn't grasp what you're talking about. The simplest approach to avoid this issue is to have someone from outside your team read your communications to ensure that they are clear.

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15. Overly friendly and familiar

Many businesses finally realise that speaking in a nice, conversational tone makes them far more approachable. In a desperate attempt to be entertaining and charming, a small number of brands have gone too far and adopted a tone that borders on weird and inappropriate. It's critical to achieve a balance - make it casual but professional, and don't stray from your brand's core values.

Return to the basics if you want to update and modernise your company's tone of voice. What is your company or product? What do customers and potential customers think about it? What changes would you like to make to this image? How far do you believe you can go without alienating or cringing-out your core customer base?

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16. Broadcasting rather than engaging

Times are a-changing, but this is still a common blunder for businesses with not just social media copy, but websites. Without engaging in a discourse or listening to comments, they shout about themselves and their products.

Ignore negative feedback at your risk - respond to issues and show humility. It's a two-way street when it comes to stimulating dialogue. How many times have you been introduced to someone only to discover they're a 'broadcaster,' droning on about themselves without ever asking a single question or expressing any interest in you? Listening teaches us a great deal.

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17. Using an overly promotional tone

Copy that is both effective and well-written can increase sales. Marketers must provide a clear call to action without being unduly promotional or reading like a sleazy ad. Customers will see right through it. Instead of trying to overtly sell a buyer anything, good copy should highlight the benefits of a product.

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18. Use of negative language

By utilising negative phrases while expressing a positive message, writers can give their work a bleak tone. Simple changes, like "It's important to never..." to "It's important to always remember to..." can make a big difference in how a reader feels about what they've read.

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19. Assuming people won't read online

When producing web copy, we used to be encouraged to keep things short, based on the assumption that readers wouldn't read big pieces online. This is no longer the case, and businesses are rapidly realising the benefits of investing in long-form content.

Investing in useful, interesting, and clever content is becoming a critical strategy to have your company's voice heard as traditional advertisements become less effective online. It's also another technique to show Google that you have the Expertise, Authority, and Trust it craves.

The landscape for online copywriting continues to evolve and grow as technology progresses, the use of voice search grows rapidly, and the demand for long-tail content rises. All we have to do now is make sure we're all on the same page.

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20. Using run-on sentences

Following a run-on sentence is like chasing a scared chicken around the coop - exhausting, tough, and probably not worth the effort in the first place. Don't make website visitors go back and re-read long sentences that are difficult to follow. A reasonable rule of thumb is that if a sentence is over two lines long, it should be broken up.

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21. Failure to provide supporting links

Every organisation aspires to be regarded as an expert authority in its sector. However, most people are instinctively distrustful of what they read these days, particularly when it comes from a business. If you can back up your claims in your writing with statistics, research papers, or comments from other experts, it lends credibility to your claims and makes it easier for the reader to believe what you're saying.

22. Ignoring your reader's point of view

The most common error made by most new writers, regardless of field or project type, is failing to consider the views, beliefs, and desires of those who will read their work. There are a lot of things you know intuitively about your subject that readers don't, especially if you're writing in a profession where you have a lot of expertise.

Remember to stop and consider how something might sound to your reader while you write and revise. Ask yourself if they'd comprehend what you're saying - too much jargon or advanced concepts will cause people to lose interest and look for something else to do. It could be beneficial to have someone with less experience check your work to ensure that it is understandable.

To write effective web copy, you don't have to be the next Shakespeare or Hemingway. All it takes is a laser-like focus on your purpose, the ability to connect with your audience, and avoiding typical mistakes.

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23. Ineffective or non-existent calls to action (CTAs)

Without a compelling call to action, even if you've produced a stunningly beautiful page, it's almost useless. It's completely unrealistic to expect visitors to be so moved by your amazing text that they will call or fill out an online form pleading with you to contact them.

Visitors expect to be guided in the actual world of web marketing. You've already lost them if they have to pause and consider their next move.

Every page is a chance to compel your reader to act. Whether you're asking your visitor to 'Buy Now,' 'Read More,' 'Contact Us,' or 'Like,' every web page should have a clear call to action. Instruct the reader to complete a certain task and provide a logical method for doing so.

CTAs are classified into one of four categories, described below in descending order of commitment:

• Place an order

• Enrol, subscribe, enter

• Get a quote

• Learn more

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The first step is to recognise the importance of a call to action on every page. The second step is to match the right CTA to the page. A "soft" CTA, such as "Request more information" or "Schedule a consultation," is typically used on high-level product category pages. Detailed product pages, on the other hand, require a "hard" CTA, such as "Order now."

Examples of compelling calls to action:

• "Savings of 15% when you order now"

• "Discover the 5 secrets to long-term weight loss"

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The following factors bolster calls to action:

• Testimonials: It’s worked

• Credibility statements: It’s reliable

• Warranty or guarantee: It’s risk free

• High value: It’s worth having

• Urgency: It’s now or never

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Unfortunately, many business websites' calls to action appear to be afterthoughts - ambiguous, bland, and dull. Customers want to be led, so keep that in mind. More than a "Call for more information" is required for effective leadership.

One final point about CTAs - it's often a good idea to have a primary and secondary CTA on each page. A prospect might not be ready to buy right now, but they might be willing to read and download a white paper. Today's white paper could be the conversion of tomorrow.

Two tips for effective calls to action:

• The biggest reason why companies don't have effective CTAs on their websites is that they don't have any. Conduct a brainstorming session before getting too far into website development to start finding action steps that website visitors would be keen to take.

• We must join design and content at the hip for CTAs to be effective. A call to action can be made or broken by the placement of an arrow, the font, and the colour of a button.

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24. Not keeping your eye on the conversion ball

The errors and fixes listed above revolve around one thing – conversion - in case you didn't notice or glanced to the end, as most website readers do. David Ogilvy, the advertising legend, is responsible for one of my favourite phrases, “If it doesn't sell, it isn't creative." Ogilvy, possibly the finest copywriter who ever lived, realised the primacy of persuasion. You may like a gentle or hard sell, but why is your webpage there if it isn't selling?

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25. Creating your own copy

It is cost-effective to hire a skilled freelance copywriter. To save money, small businesses and non-profits often handle their web writing in-house. If you have someone on your team who has a knack for words, this may be adequate, but copywriting is a specialised skill.

When you employ a copywriter, you're hiring a professional who knows how to write for the business world. Working with a freelance copywriter is typically less expensive than writing the copy in-house. If you can't afford to hire a copywriter for every job, start with the essentials, like your website and key marketing materials.

Having trouble attracting new website visitors, or do too many of them leave without making a purchase? Let's fix this! Get words that work from a website content writer in the UK.

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