Copywriting Services > Top 10 Signs Your Website Needs To Be Rewritten
Top 10 Signs Your Website Needs to Be Rewritten
- People read buy don't buy
The biggest problem with web copy is that there is no clear unique value proposition. The second is that there is rarely a clear, compelling call to action with an accompanying way to take that action.
- It reads like a brochure. A really bad one.
Product marketing doesn't often make compelling web copy. Specs are necessary, but they’re secondary to establishing a connection with your visitor by providing the information they want, where they expect to find it.
- It's prescriptive, not conversational.
Stop talking at them, websites need to “predictably listen” to their customers and answer their questions and concerns in a voice that’s human. Real.
- What the heck do you mean?
If you can’t be clear, how can you be understood? Nobody buys from a business that’s completely unintelligible.
- It's all about you, you, you.
Avoid the temptation to talk about how great you, your products and services are. If you cannot quantitatively support a claim, skip it. If you can, great. Most business websites fail because they are more concerned with projecting a certain corporate image that appeals to its president than to its customers.
- Bad grammar am a turnoff.
Does this really need to be explained? If you don't have rock-solid grammatical chops, don’t try to write. You will sour every otherwise-perfect selling opportunity.
- You scream instead of persuade.
Multiple, competing headlines, starbursts, special offers, twirling, blinking text. It's all crap. It makes you look cheap. It undermines your value proposition and confuses visitors. Simply say what you do, why it’s beneficial to the consumer and how much it costs. If that doesn't do the trick, try a new business.
- Where's the beef?
Don’t make visitors dig for the good stuff. Tell them up front what they want to know, why it's good for them and point to other pertinent info. Nobody is going to click more than once or twice to find what they’re looking for. They'll sooner click on a competitor's site than dig through your indecipherable rubble.
- How do I buy?
Please, please make it easy for your prospects to buy. Don’t make them click through multiple pages. Don’t make them search for a phone number, form or shopping cart. They want to buy, so make it easy on yourself to collect.
- You aren't rich yet.
Copywriting can improve traffic to your site, push your website up search engines’ rankings and turn visitors into buyers. It’s the lowest possible investment you can make that will significantly improve the performance of your website.
