5 Ways Your Copy Is Failing You

Do you need more professional copy for your site?

If you’re not sure about why it’s important to have great copy on your website, here’s a quick rundown. 

Your copy is the way you speak to your customers. So, even if you have great marketing to get people onto your site, you need to be able to engage with them once they’re there. Poor, rushed or bland copy can really let you down at the last hurdle. It can make your brand look less professional and eventually, lose you sales. 

Here are a couple of the most common ways your web copy isn’t doing you justice. 

Not Making the Best Use of Your Site

Firstly, and most obviously, your site is your online storefront. You need to make the most of every page so that you make the most of every visitor that comes to take a look. 

If your copy isn’t great and doesn’t engage your visitors, you’re simply not making the most of the opportunity you have when you have a visitor online. 

Doesn’t Connect with Your Customers

Your copy shouldn’t be boring, bland or – worse – copied. Your copy should be custom for your brand based on your brand ethos, identity and most importantly, target customer. 

Every word on your site should connect with your customers and help them to form a bond with your brand. If it’s not doing this, you need to make a change. 

Not Search-Optimised

Search is huge. We all know this. While social media and paid marketing is also a huge part of most brand’s marketing strategies, the search-ability of your copy is what makes your site appear naturally for people who are physically looking for what you sell online. 

If your web copy is not optimised for search, you’re missing a trick. And a very important one. 

Makes You Look Lazy

If your copy isn’t reflective of your brand or if it’s very basic, this can also make your brand look lazy. The biggest and most successful brands have a specific tone of voice. They have worked on and moulded this tone of voice to ensure that it suits the brand and engages its target customer. This tone is embedded into every line of copy you’ll see on their sites. 

Not doing this shows your visitors a lack of effort. Which is not a good look. 

Ups Your Bounce Rate 

If your copy isn’t up to scratch and doesn’t grab your visitor’s attention, they’ll bounce. Literally. 

It’s good to keep an eye on your page’s bounce rate because this tells you that your visitors are arriving on a landing page and then clicking off and leaving straight away. Without visiting another page on your site. Not what we want. 

Your copy is there to help to guide them to the next stage in their engagement with you. Whether that’s clicking to another page, viewing another product, reading another blog or getting in touch with you. 

If your customers aren’t doing that, you need to look at what your copy is saying and how you can change it to make them stay. 

If you want to up your game and take the lead on your competitors, now is the time to take a closer look at your copy. 

Get in touch and let’s analyse what you have already and create a bespoke plan to get your site on top. You can see a little more about our website content creation service here too. 

Drop LC a message here or email me directly at kate@lifestylecopywriting.co.uk.

Until next time…