Mistakes Most Small Businesses Make in Their Website Copy
Your website has one job: to turn visitors into customers. But too many small business websites make the same copy mistakes, leaving potential clients confused, unconvinced or clicking away. The good news is that they're all easy to fix! Here are 7 mistakes businesses make in their website copy and my tips on how to fix them.
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Mistake 1. Talking About Yourself Instead of Your Customer
You’ve written something like this:We've been established for 15 years and pride ourselves on our excellent service.
People care less about your history and more about how you can help them, so try: Need reliable support you can count on? We'll help you solve the problem quickly and without the jargon.
Mistake 2. Using Vague, Generic Language
If your website says things like Quality Service, Friendly Team and Competitive Prices then you’re likely blending in with everyone else. Instead, be specific. Tell people what makes you different and why they should choose you.
Mistake 3. Forgetting a Clear Call to Action
Don't make visitors guess what to do next after reading your website. Every page should answer one simple question: What's the next step?
Make sure every page includes a CTA, such as:
Book a discovery call
Get a free quote
Download our guide
Contact us today
Mistake 4. Writing Huge Blocks of Text
Nobody reads walls of words online, they skim read, so keep paragraphs short, use subheadings and break up information with bullet points so visitors can find what they need in seconds.
Mistake 5. Trying to Sound Too Clever
Big words and industry jargon don't make you sound more professional, they make your message harder to understand. Clear, conversational copy always wins.
Mistake 6. Not Explaining the Benefits
Features tell and benefits sell, so instead of: We offer monthly bookkeeping.
Show people how their life gets easier: Stay on top of your finances without spending evenings buried in spreadsheets.
Mistake 7. Hiding What Makes You Different
If your website could belong to any business in your industry, it's time for a rewrite. Remember to tell people:
Who you help
What you specialise in
Why you're different
Why they should trust you
