The words you choose for your website can determine how successful the site is going to be. If you’re creating the content for your website, don’t let these common mistakes creep into your writing!
One of the downsides of writing your own website content is that your passion for your product or services can become an information overload when it’s written on a web page. It could be detailed, useful stuff, but if the paragraphs are too long and complicated, it will turn most people off.
When writing the content for your website, make sure that every word has a purpose, so that the end result is not too little, not too much. Just enough. I think it’s impossible to achieve this on the first draft, so don’t fret about getting it right first time. Once you have written your content, read it through and delete anything that doesn’t add value.
Don’t assume that people will read every single word of your website content. They will get distracted by an email, a Twitter notification, a work colleague asking them if they want a cup of tea. The headline could be all they read. (according to copyblogger, 8 out of 10 people read headline copy on average, whereas only 2 out of 10 will read the rest.)
So, don’t forget to spend time crafting good headlines that convey the main messages you want to get across.
All About Me
A website that’s all “Me and We”, rather than “You and Your”, is not going to be very successful. Of course, you need to talk about who you are, but if you never acknowledge your potential customers, they are going to go somewhere else.
No one wants their website to sound egocentric, but if you are not intentional about the way you write your content, it might happen by mistake. The best way to avoid a boastful sounding website is to start by asking the question “How do we make people’s lives better/easier?” Use your answer as a starting point for your content.
Writing for Robots
I think it’s easy to feel overwhelmed by SEO and worry that our website will never be found in Google. It’s tempting to start overusing keywords and in doing so we forget that we are writing for actual people. While it’s important to choose your words carefully, so that search engines can recognise how to rank your website, you should never force phrases into a sentence for a search engine’s sake. It won’t make sense to real people.
Instead, try to write as if you were describing your business to someone in person. Make it clear what your business is about and you’ll naturally start using the words Google wants to see, anyway.
Forgetting to Proofread
Whether it’s a comma in the wrong place or it’s as ridiculous as “covfefe”, forgetting to proofread can have some embarrassing (and potentially meme-worthy) consequences. Spelling and grammar mistakes are a real turn-off and give the impression of negligence, incompetence and sloppiness – probably not values you aspire to!
Even the best of us fail to pick up on these mistakes sometimes; we’re not perfect! That’s why it’s a good idea to give your work to someone else to proofread as they are more likely to identify errors. If that’s not an option for you, taking a break before proofreading can also help you to see the text afresh.
If you’re writing the content for your website and would appreciate some assistance, I’d be happy to edit, proofread, or even write from scratch if it’s all getting too much! Just get in touch and we can chat.