Every single page on your website should have a purpose – an end goal that you want your visitor to complete.
Whether the page is designed to get someone to send you an email, pick up the phone, buy a product or sign up for a subscription, using the right words to convert them is the difference between your website being a successful sales tool or a complete waste of time.
Auditing your website to make sure that each page is achieving the above can seem like a daunting task – how are you supposed to know whether a reader is going to do what you want them to do? All you know is that not enough (or any) of them are doing it at the moment.
Well, the end goal of this post is to provide you with the most common reasons why the words on your website are currently failing your business. The hope is that you then go to your website and assess whether you have committed any of the sins shared here and consider how to repent for them! Or better yet, book in a consultation with me and we’ll fix it together.
Let’s get started…
Reason #1: You’re waffling
In my spare time, I like to look at local business websites and see what can be garnered from them. Nine times out of ten, one of the primary issues is *waffle*. We love talking about how great our businesses are, but that can often translate into too much copy!
In the word of copywriting, all the waffle is often referred to as “empty words” or “empty phrases”.
Longer sentences should be saved for blog posts like this one – when you’re selling your business through the pages on your website, it needs to be short and sweet.
Don’t make your audience have to work to get to the point you’re trying to make!
Reason #2: The page is too long and too busy
Picture this: you’re sitting in the garden in the glorious sunshine and you’re thinking of getting some new garden furniture. You Google “garden furniture” to explore your options and you end up landing on a website that has LOADS of text blocks, little to no imagery and a lot of awkward distractions like advertising, boxes and garish colours. Blergh. It makes you feel like a migraine is coming on so you close the page immediately and look elsewhere.
While there may not be all that many websites left that look like they were made roughly around the time the Internet was first invented – long, busy and painful pages still exist!
Nowadays, the design of your website needs to be nice and clean and the text formatted in a way that makes it easier to read. Think spaced bullet points, icons to accompany USPs and clear call-to-actions.
Reason #3: Lack of focus
You can’t sell to everyone – no matter how much you want to. You also run the risk of dividing people’s attention by trying to cover too much information in one place.
For example, if you’re an electronics store that sells TVs, you wouldn’t start banging on about Blu-ray players – would you? You’d be surprised how many sales pages commit the crime of trying to sell too much in one place.
Make the most of adding relevant links to the page instead so if a customer is also interested in Blu-ray players, they have the choice to explore it further rather than being forced to.
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