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7 mistakes business owners make with their web copy

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Business owners who write their own website content often find that visitors are scarce and response is low. Discover the 7 most common mistakes and how to correct them. Topics covered include geo-specific SEO, formatting, copywriting, negative framing, and more.

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7 mistakes business owners make with their web copy

  1. 1. Top Seven Web Copy Mistakes Business Owners Make
  2. 2. Fix the top 7 mistakes in your web copy!
  3. 3. What’s Keeping Customers from Responding to Your Web Copy? It might be… 1. Lack of relevant SEO 2. Poor formatting 3. Wrong amount of content 4. Irrelevant content (fluff and filler) 5. Failure to initiate a relationship 6. Negative framing 7. Imitation instead of innovation
  4. 4. What Is On-Page SEO? On-page Search Engine Optimization is the use of specific keywords or phrases on a web page that tell a search engine (like Google) what the page is about. People doing a web search for a specific keyword or phrase are more likely to find a page on your site if it is optimized.
  5. 5. When You Don’t Need SEO You probably don’t need SEO if you are the only company on the web offering a particular product or service. For example…
  6. 6. Crocodile Speed-Dating!
  7. 7. Local Businesses Need Geographically Specific SEO Geo-specific SEO uses keywords about your product or service along with the name of your city, state, or region. For example: “commercial cleaning services DFW” Don’t compete with every company in the world. You won’t win. Target YOUR customers.
  8. 8. Bad Formatting Kills. Stop Making Readers Click Away! Tips for Getting It Right…  Use headers and sub-headers.  Intersperse bullet lists between paragraphs of text.  Use some images, but don’t overdo it.  Keep the formatting clean and simple!
  9. 9. Be Easy on the Eyes Wrong This is a single block of text. It is not reader-friendly because it does not cater to the scanning habits of today’s online readers. Lengthy paragraphs work fine for books, but not as well for reading on the screen. Also, the font is small and the text is aligned to the left so there is a jagged, unsightly edge along the right side. Fully justified text often looks less choppy. Right This works well for a number of reasons:  It’s concise  It is easy to read  Everyone likes bullet points!
  10. 10. Science Is Cool! Heat Map Showing How People Typically Read On-Screen
  11. 11. The New Home Page Is Lean Responsive web design means text-heavy home pages are going out of style. Visitors need to grasp your brand message at a glance on any device:
  12. 12. Offer the Highlights and Invite Readers Inside to Learn More Wrong Right
  13. 13. Don’t Skimp on Content for Internal Pages! Make sure interior pages offer enough information to keep readers engaged. BUT… Don’t get fixated on word count and ignore quality. You need both.
  14. 14. According to : “One of the most important steps in improving your site’s ranking in Google search results is to ensure that it contains plenty of rich information that includes relevant keywords, used appropriately, that indicate the subject matter of your content.”
  15. 15. Is there a magical minimum word count for a web page? Not necessarily. But consider this: If a page contains only 100 words of content, readers can scan and click away in seconds. To Google, that behavior may indicate the content is not very useful. Bottom Line: Your visitors should feel the content is worth the click!
  16. 16. Talk about what matters to your website visitors Everything about your business might be fascinating to you. Your customers only care about the things that are relevant to them. Don’t get bogged down in technical details.
  17. 17. What Do Customers Like? Boring  A detailed history of widgets  How widgets are manufactured  Current debates between different widget makers Awesome!  How to select the best widget  Color, style, and material options  Ways to use the widget to make life more enjoyable
  18. 18. Focus on Relationships 1st, Benefits 2nd, Features 3rd  Establish credibility and rapport  Talk about how the product or service helps solve a problem  Highlight important features so customers understand what you offer
  19. 19. Basic Structure for Sales Copy on a Business Website 1. Demonstrate that you understand the customer’s problem (empathize) 2. Present the solution (with an emphasis on benefits and a description of features) 3. Suggest reasons they should choose your company (focus on key differentiators and build more trust) 4. End with a call to action (something they can do right now)
  20. 20. Going Negative Is Bad for Your Image…Really Bad Poor Framing Puts You on the Defensive: “I am NOT a crook!
  21. 21. Don’t Put the Wrong Idea in the Customer’s Mind... Example of poor framing: “We offer a 100% money back guarantee. If you aren’t fully satisfied, you can cancel your contract at any time.” Your customer subconsciously hears: “You aren’t fully satisfied. Cancel your contract.”
  22. 22. Positive Framing “Over the past ten years, we’ve received hundreds of outstanding reviews from happy customers. This track record gives us the confidence to offer you a 100% satisfaction guarantee. We look forward to working with you.”
  23. 23. Want to answer a possible question or objection? If 5% of your customers have a concern, don’t plant the same concern in the minds of the other 95% by addressing it in a page of sales copy. Instead…
  24. 24. Put it in the FAQ Section! That’s where it belongs.
  25. 25. Why You Shouldn’t Imitate a Successful Competitor Obviously, you shouldn’t copy their content. That’s:  Wrong  Illegal  Pointless (Google knows what you did!) But what about imitating their strategy?
  26. 26. It’s Too Late for That Now Fact: The strategy your highly ranked competitor used over the past five years to grab the #1 spot in Google search results is NOT the same strategy you can follow to claim that spot for your website. The web is changing too quickly…
  27. 27. Get Fresh Don’t Imitate. Innovate!
  28. 28. Big Marketing Budgets Don’t Always Win Online. Companies that have been at the top of the rankings for a long time often get complacent. They let their web presence go stale. Take advantage of opportunities your competitors overlook. Don’t outspend them. Outthink them.
  29. 29.  Long Tail Keywords  Faithful Blogging  Attractive Infographics  A YouTube Channel  Slideshows (SlideShare)  LinkedIn Marketing  Strong Social Media  A Responsive Website  Expertly Crafted Copy! Good Strategies for the Underdog
  30. 30. Are You Ready to Reinvent Your Business Website? Contact me at 682-478-7243 or email to talk about: Strategy Branding Content
  31. 31. Connect with Daisy: LinkedIn Facebook Call Daisy McCarty at 682-478-7243 or email to book a presentation, training event, or workshop. Together, we can make your message sing!

Business owners who write their own website content often find that visitors are scarce and response is low. Discover the 7 most common mistakes and how to correct them. Topics covered include geo-specific SEO, formatting, copywriting, negative framing, and more.


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