1. Using too many personal pronouns throughout your homepage web copy.
Example: Our firm is dedicated writing creative web copy, which we have won awards for in the past. We are a creative team that delivers on time, every time.
Remedy: Put the focus on the client. A better way to phrase the above sentence would be: When your web copy is clear and reflects an accurate brand message, you will attract more clients and gain a larger online presence.
2. Putting business achievements at the very top of your homepage web copy.
Example: Our award-winning firm has won several international awards for our superior customer service including, X, Y, and Z.
Remedy: Many times, your homepage is the first impression you have on viewers. They’re visiting your website not to learn more about you, but rather, to learn more about how you can help them satisfy a need. If they feel you can satisfy their need / pain, then they will want to know more about your company. If they want to learn about your awards, achievements, and past clients, suggest they visit your About Us page.
3. Using industry jargon to illustrate your exceptional expertise.
Example: Our ZX5000 hyper-hydraulic computer systems are equipped with a dynamic adjustment response to touch pads that detect laser movement. Does that even make sense?
Remedy: Many times, your target market isn??t familiar with the industry jargon and when your web copy is full of it, you will lose your target audience quickly. Remember, the key isn’t to impress them with fancy words, it’s to project an accurate brand message that they can clearly connect with and understand.
4. Constantly spotlighting your process, motto, credo, and philosophy.
Example: We believe the children are our future. We aim to teach them well and let them lead the way. We strive to show them all the beauty they possess inside . . .
Remedy: Your target audience is more interested in how your company is going to fulfill their need with a valuable product / service. Your beliefs and philosophy should be woven into your brand message. You don??t need to shout your philosophy to the world on your homepage.
5. Talking at your audience and not to them.
Example: ??Our web design services are perfect for you because they are creative, unique, and unlike-anything out there.??
Remedy: Speak on the same level with your target audience. When you engage with them through web copy that projects a clear brand message, one that targets their struggles and pains, your audience will feel more connected with your brand. When you talk at your audience, telling them that your company’s products / services are the solution to their problem?they won’t feel a strong connect. Instead, they’ll feel distanced and alienated from your company.
1. Using too many personal pronouns throughout your homepage web copy.
Example: Our firm is dedicated writing creative web copy, which we have won awards for in the past. We are a creative team that delivers on time, every time.
Remedy: Put the focus on the client. A better way to phrase the above sentence would be: When your web copy is clear and reflects an accurate brand message, you will attract more clients and gain a larger online presence.
2. Putting business achievements at the very top of your homepage web copy.
Example: Our award-winning firm has won several international awards for our superior customer service including, X, Y, and Z.
Remedy: Many times, your homepage is the first impression you have on viewers. They are visiting your website not to learn more about you, but rather, to learn more about how you can help them satisfy a need. If they feel you can satisfy their need / pain, then they will want to know more about your company. If they want to learn about your awards, achievements, and past clients, suggest they visit your About Us page.
3. Using industry jargon to illustrate your exceptional expertise.
Example: Our ZX5000 hyper-hydraulic computer systems are equipped with a dynamic adjustment response to touch pads that detect laser movement.
Does that even make sense?
Remedy: Many times, your target market isn’t familiar with the industry jargon and when your web copy is full of it, you will lose your target audience quickly. Remember, the key isn’t to impress them with fancy words, is not to project an accurate brand message that they can clearly connect with and understand.
4. Constantly spotlighting your process, motto, credo, and philosophy.
Example: We believe the children are our future. We aim to teach them well and let them lead the way. We strive to show them all the beauty they possess inside . . .
Remedy: Your target audience is more interested in how your company is going to fulfill their need with a valuable product / service. Your beliefs and philosophy should be woven into your brand message. You don’t need to shout your philosophy to the world on your homepage.
5. Talking at your audience and not to them.
Example: Our web design services are perfect for you because they are creative, unique, and unlike-anything out there.
Remedy: Speak on the same level with your target audience. When you engage with them through web copy that projects a clear brand message, one that targets their struggles and pains, your audience will feel more connected with your brand. When you talk at your audience, telling them that your company’s products / services are the solution to their problem, they won’t feel a strong connect. Instead, they’ll feel distanced and alienated from your company.
If you like this post, you might also like:
- 7 Ways to Generate More Creative Web Copy to Ignite Interest in Prospects
- 3 Simple Steps to Revamping Your Current Web Copy
- Make it Simple for Customers and Prospects to Read Your Web Copy
- The Importance of Proper Grammar and Punctuation in Your Web Copy
- 10 Web Copy Blunders to Avoid
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