I’ve studied the copy on over 100 websites in the past 12 months.

Here are 4 common mistakes I see repeatedly and how to fix them.

1. Cryptic headlines

Headlines are what catch the eye. Your reader should instantly see the benefit. Being clever with headlines causes confusion. It forces your viewer to have to think and to question. People are already drowning in digital noise. They don’t want to have to figure it out.

So, just tell your reader what you do and how you can help.
Try to do it in 8 – 10 words.
Your subheading is there to expand on this, so keep your headline short.

As you write, remember that your reader just wants to know ‘What’s in it for me?’. Help them to quickly see the main benefit of your offer. How does your offer improve your client’s life?

2. Me-centric copy

How you started your business is not the point.
How long you’ve been in business is not the point.
How successful your company has become is not the point.

The harsh truth is:

• People don’t care about your company or the finer details of your offer (at least not initially).
• People do care about how you can help them to fix their pain points.

Reframe all of your copy with this in mind.

• Talk about those pain points from different angles.
• Demonstrate empathy and understanding.
• Walk in your readers shoes.
• Touch on your solution.
• When you build trust and relevance you get attention. Then it’s time to educate on the benefits of your offer and how it solves your readers problem.

3. Weak Sub-Headings

Most people do not read all the text, they skim the page.
For a skimmer the sub-headings on your page give a snapshot of your message and relate to the Headline.
Your sub-headings must bring out the main points, the gist of your message. They should flow, advancing your message.

4. Dead-end pages with no CTA’s (Call to Action)

A website page without a call to action is like a dead-end street. The only option is to exit. This is a wasted opportunity and happens more often than you think.
The purpose of a CTA to bring your website visitor further along in their relationship with your business. It tells them what to do next.
‘Buy now!’  ‘Book your coaching call!’  ‘Sign up for our newsletter!’
Every page should have at least one CTA.

Avoid these 4 pitfalls and you’ll have a website that draws your ideal clients to take action.

Contact me for a website homepage review, we’ll get your homepage copy on point and laser focused to attract your ideal client.