Most business owners don’t like writing the content for their website.
They wait for the web designer to create the design. Then they rush together some content.
Or they rely on the designer to provide the content. Or they have an intern write the content.
I get it. It’s not very fun to write. And it’s surprisingly difficult to write about yourself.
Odds are good that your content could use a little updating. Here are a few mistakes to watch out for…
1. Too Much Explanation
We’ll actually start with a common mistake that goes against the common perception. Normally you’ll find businesses with little explanation on their website. That results from business owners not really wanting to write the content.
But on the flip side is the website that provides too much information. Usually too much technical information that the customer doesn’t want to read or even know about.
Most people don’t want to know how their iPhone is made or all the technical details that are going on inside. They want to know what they can do with it.
2. No Pricing
By not putting pricing on your website you’re adding a step to the process for your customer and for you. Now your prospects will call you or walk into your store and ask what your prices are.
By putting your updated pricing on your website you’re filtering our customers that can’t afford you. And when customers do contact you or walk in the store they are already comfortable with the price.
3. Confusing Headings
Headings should be simple. They should state what the customer gets or what you provide. That’s really it. It’s not always easy to implement though. Sometimes the best way to figure out your headings is to ask a recent customer what they think you provide.
4. Too Many Headings
Another issue is having too many headings on the website. If there are too many it can be confusing to someone visiting the site. They’re not sure where to look. They aren’t sure what your top products and services are. They get lost and confused and will probably leave to find another provider.
5. Over-Creative Language
Sometimes we outthink ourselves when it comes to copywriting. We try to get creative with the language we use to sell our services.
For now, skip the fancy taglines and things like that. Just focus on the basics so the customer understands who you are and what you’re selling.
6. Too Many CTAs
A CTA is a button or link or action on your site that you want the customer to take. To contact you. To download something. It’s easy to add these to your site. For some reason, it’s difficult for business owners to remove them. As a result, customers get confused by what action they should take. And they either take the wrong action or they get overwhelmed and leave the site.
Each website page should have one primary CTA. Everything else should be and look less important.
7. Incorrect “About Us” Info
Many businesses write about their services and products on their About page. This information should be on the homepage and on the services page. It probably is, but it’s often repeated again on the about page.
When people look at your about page, and they do this often, they’re looking for things that are more personal. The history of the business. The people that work there. Things you might share when you’re introducing yourself to a new prospect.
8. No “What To Expect” or “How It Works” Section
Sometimes the reason a customer won’t contact you or take the action you want on your website is because they’re scared. Not scared in the sense of a horror movie or anything like that. But scared in the sense that they’re not sure what will happen.
That’s where a “What to expect” section can really help put the customer at ease. Sometimes it doesn’t even have to be anything verbose.
Say you’re a dentist and you want new customers to call and book their first visit. On the surface, that’s a big commitment for someone. Write a few bullets for the customer so they know that when they call that they get a free first visit. They get to meet the dentist and ask questions. They get to go over their history and any concerns and issues.
That type of thing.
9. No Photo Descriptions
Photos are great for a website. Sometimes a photo can say all it needs, but other times a little caption or description can provide the proper context. Think about the photos you see on Instagram. Sometimes you’re confused unless the person adds a little caption to help set the scene.
10. No FAQ
An FAQ section on a website is the place for common questions you get that don’t really fit into the main flow of your website. For example, a dentist website may have an FAQ page that answers the question, Are there payment plans available?
Just about every website makes a content mistake here or their. These are some of the most common little issues. Take some time to look for them on your site now. Then setup a reminder to audit the content on your site every 6-12 months to make sure things are always improving.