Copywriting sounds basic, easy. You write up some articles for clients to read, and engage them in your site. Bada-bing, they make a purchase, conversion in check, it’s that easy right?
Copywriting can be a touchy process, and is ever-changing in its trends and methods. While it can be hard to keep up with the trends, there are some basic things you should avoid to when copywriting.
Take note of these bad habits, and avoid repeating these innocent mistakes in your writing, and you can improve your copy and your conversion rate:
Your Headline is Catchy But Misleading
The best way to stop leads from reading your article is by frustrating them with titles that are fun and exciting, and then boring them with copy that doesn’t match the header. If your message is informative and helpful to the reader, make sure that you attract the right clients by writing a headline that matches and previews the information. By keeping a cohesive tone and message, you will gain attention from prospects with real intent.
You’re Talking Down To Your Client
The worst way to start off your copy is by taking on the wrong tone, voice, and style. If you are too stiff and professional, the client may be intimated, or bored, by your writing. By including big words and jargon that others are not aware of you will also confuse and frustrate your prospects. On the other hand, if you are too unprofessional, you may seem unreliable to the lead and can scare them off as well.
To avoid losing your leads, write your copy in a friendly, and relatable style. Address your potential customers like you would a friend. Keep your language short and simple to understand, yet professional. Don’t get too personal, or too unprofessional by speaking about inappropriate topics, or include swears or improper grammar. Keep it appropriate, yet easy to read, and your copy will see better results.
You’re Not Bringing New Work The Table
Whether you do your own copywriting, or you have a professional come in to write for you, one of the biggest mistake you can make is not being consistent with producing new work. While the pieces of content you put out may be amazing, you are not going to stay on the radar with one piece a month or even a week.
You need to step up your game, and have a schedule to produce articles that get your company recognized and relevant. A copywriter’s work is really never quite done, even after a hit piece is produced.
Your Writing is Lengthy And Lyrical
Sure, you have a lot of information you want to convey to your readers, but creating one long article to fit it all in is probably the last thing your prospects want to read. Your articles with thousands of words are scaring leads off, because nobody has the time to read it all.
This doesn’t mean you have to cut out all that imporatant information, but instead, you should try breaking it up into smaller articles, with a clearer focus. Make the point of the article short and sweet, and potential clients will appreciate the clear and easy to find information that you gave them. Cut the length and unnecessary fillers to create better copy for your webpage.
Your Editing Process Left Behind Some Errors
A miniscule error is probably not going to be a deal-breaker, but poor editing habits can leave your company in turmoil with repeated typos. As copywriter and content strategist Cameron Siewert proclaimed in his article ’10 bad Copywriting Habits to Kick Immediately,’ “Clean, correct web copy makes you look like a grown-ass professional.”
Siewert’s statement may be a bit blunt, but his point is absolutely correct. If you want to gain respect, credibility, and sales, you need to portray a brand with minimal errors, and clean writing. Sloppy copy will only invite readers to exit their screen and write off your site for good. There is simply no coming back from such a lazy, yet serious mistake made in your copy.
Your Word Choice Is Tacky And Overused
When attempting to write compelling content, writers try to grab attention by including words and phrases that attract the eye. However, the big flaw with this approach is that readers are catching on to these key words, and are no longer impressed or tricked by this approach.
To improve your language and word choice, you need to avoid these “buzzwords.” According to Hubspot, buzzwords are words and phrases people use to attract attention, yet have no true definition or meaning behind them. A great example of a buzzword with no significance is “cutting-edge” meaning that it is new, and tries to trick the reader into thinking that it is much more of a big deal than it actually is. To see the rest of the list of meaningless and tacky buzzwords, check out the list on Hubspot.
By avoiding these bad habits, you can clean up your copywriting and help create conversions for your company with articles that will gain and keep the attention of productive prospects.