Why your website copy isn’t converting (and how to fix it)

Your website looks great, right?

Your brand colours pop, the layout is sleek and modern, and you’ve spent hours crafting the perfect images to capture attention.

You think it’s a sparkling piece of art, and you’re proud of it.

So why aren’t your visitors converting into customers?

The answer might be hiding in your website copy.

Words have power too!

And if your website isn’t saying the right things to the right people in the right way, people won’t take action.

This handy guide will break down the common culprits in non-converting website copy and, more importantly, how to fix them.

The role of website copy in turning visitors into loyal customers

I like to think that your website is your digital salesperson.

It has one very important job – to convince visitors to stay, trust you, and eventually buy from or work with you.

But if your website copy is confusing, boring or missing the key ingredients of persuasion, people will bounce faster than excited kids on a trampoline!

Strong, persuasive website copy should:

• Grab attention immediately with compelling headlines
• Clearly explain what you do and why that matters to your visitors
• Speak directly to your ideal customer’s needs, desires and pain points
• Make taking action easy and irresistible (buying, booking, enquiring)

If your website looks amazing but isn’t doing these things, let’s talk about what might be going wrong.

Top 3 common website copy mistakes (and how to fix them)

Here are the most common website copy mistakes that most people make and a quick tip to fix them.

Unclear brand messaging

If someone lands on your website (that can be a feat in itself!) but has no idea what you do within 5 seconds, that’s a problem.

Your website homepage should clearly state who you are, what you offer and why that matters.

Bad example:

We provide innovative solutions for modern businesses. (That’s too vague! What solutions? What type of business?)

Good example:

We help solo business owners grow their online presence with done-for-you digital marketing services. (Clear and specific)

Quick fix:

Look at your homepage and ask yourself, ‘Would a stranger know what I do from the first couple of lines?’ If not, rewrite your main message to be clear and specific.

Weak or missing Call to Action (CTA)

Think of a CTA as a friendly nudge that tells your visitors exactly what to do next. Never assume people will know what they’re meant to do.

If someone is browsing and is not given a friendly nudge to take the next step, they’ll wander off and find the next person.

Bad examples:

• Click here (too vague – click here for what?)
• Submit (cold and uninspiring)
• Learn more (but then what happens?)

Good examples:

• Get your free consultation now (clear, enticing and free!)
• Shop now and enjoy 10% off your first order (instruction given + an incentive)
• Download your free digital marketing templates to grow your business (a longer CTA that tells them precisely what they’ll get)

 Quick fix:

Make sure every page on your website has a CTA that:

• Is clear and specific
• Highlights the main benefit
• Creates a sense of urgency
• Is short and scannable
• Stands out on your page

Boring or genetic headlines (without SEO)

Headlines serve 2 main purposes:

1. To instantly capture attention and make visitors want to keep reading (and know they’re in the right place)
2. To act as guides so Google knows how to rank your website (using your keywords)

Bad example:

Welcome to our website. (No one cares. Sorry! Plus, no one will ever Google ‘welcome’ to find what you do)

Good example:

Struggling to convert website visitors to loyal customers? Here’s how a website copywriter can help. (Addresses a pain point straight away and offers a solution + uses keywords to help Google rank you)

4 quick fixes that can instantly improve your website copy conversions

If your website copy needs a glow-up, here are a few easy tweaks that can make a big difference:

• Use ‘you’, not ‘we’ to speak directly to your audience’s needs.
  Remember: they’ll be thinking, ‘What’s in it for me?’ – so make it more about them and less about you.
• Break up long paragraphs to make your copy easy to scan with short sentences, bullet points and subheadings.
  Remember: most people scan webpages, so make your headings enticing to guide them through your page.
• Add social proof like testimonials, reviews and case studies to build trust.
  Remember: people trust people, and most people online will read reviews before buying a product or using a service.
• Make your CTA stand out with buttons, bold text and clear benefits.
  Remember: your CTA button shouldn’t get lost on your page. Use one above the fold, then some scattered throughout, surrounded by white space to make them noticeable.

When to DIY website copy vs when to hire a website copywriter

As with many things business, there’s a time for rolling up your sleeves to DIY and a time for calling in the pros for expert help.

DIY your website copy if:

• You know your brand voice
• You’re a decent writer and enjoy creating content
• You have time to write
• You’re on a tight budget but willing to learn, put in the effort, write, test and rewrite

Hire a website copywriter if:

• Your messaging is all over the place
• Your website isn’t converting, and you don’t know why
• You want polished, high-converting copy that does the selling for you
• You hate writing, don’t have the time and don’t want to think about it

Your website copy should work for you, not against you. If it’s not converting, it’s time to make some tweaks or bring in an expert who can help.

You can read the top signs your small business needs an SEO copywriter right here.

Do you have a website that needs a refresh?

There’s no better time!

Get in touch with me today – I’d love to help.