Learn how to spot the top missteps made in website copy from two professional copywriters.

1. Better Copy
AVOIDING COMMON MISTAKES.
A crash-course in identifying the
common web copy mistakes, by Sidecar
Creative.

2. Introduction
AVOIDING COMMON MISTAKES.
Here's a truth bomb: you don't need to
be a professional writer to identify the
common web copy pitfalls - you just
need to know what to look for...
...and we're about to show you.

3. Breakdown
AVOIDING COMMON MISTAKES.
1) The About Us
2) The Headline
3) The Opening Paragraph
4) The Body Copy
5) The Language
6) The End

4. The About Us
AVOIDING COMMON MISTAKES.
It might be called "About Us" but it's
more about your audience, and making
them feel something for your business.
- Keep it to 2 paragraphs.
- Don't give a lecture, tell a story.
- Be compelling (why did you really start
the business?)

5. The Headline
AVOIDING COMMON MISTAKES.
On average, 8 out of 10 people will read
your headline, but only 2 out of 10 will
read the rest.
- Does your headline offer a reward?
- Does it convey a unique benefit?
- Is it surprising, intriguing or compelling?
(If not, rewrite it.)

6. The Opening
Paragraph
AVOIDING COMMON MISTAKES.
For the 20% of readers who make it from
the headline to your opening paragraph,
you'd better have something bloody
good to say.
- Present the problem/challenge.
- Allude to the solution.
- Explain how you can help.

7. The Body
Copy
AVOIDING COMMON MISTAKES.
Yes, the bear is there to snap you back
into attention - just like good body
copy. And yes, it's a very creepy bear.
- Serve up a mix of short & long
paragraphs.
- Use bullet points. Often.
- Why is the product/service important?

8. The Language
AVOIDING COMMON MISTAKES.
Compelling copy takes time and effort.
Identify your brand's voice and use it
throughout your site.
- Write in the active, not passive.
- Use your audience's language.
- Provide clear direction for the reader to
act on.

9. The End
W: SIDECARCREATIVE.COM.AU
Spend time on your copy. If you don't
enjoy reading it, chances are your
audience won't either.
If you are completely stuck, ask your
friendly neighbourhood copywriter to
audit your website (or other marcoms) to
see what can be improved and fine tuned.