Three Common Website Copy Mistakes (and Tips to Fix them)!
If you’ve ever written your own website copy, you’re probably wondering…
“Should I say that?”
“Does anyone care about this part?”
“Does this sound weird?” (hits delete on the same paragraph for the millionth time)
Knowing exactly what to write on your site can be tough— as a website copywriter, I get it!
After working with many clients to audit and write their website copy, I’m sharing what you might be missing in your copy and some tips to fix it!
As a visual learner, I’m also so excited to help you fix your own site copy by sharing some examples for you from a recent copy audit!
I recently had the pleasure of auditing copy for Heritage Baby Designs, a Canadian-based ring sling and baby carrier company. I’ve known Kayleigh, the owner and founder, for years (she was actually my first business mentor!), so as you can imagine, it was an honour to work on this with her.
Kayleigh recently launched a virtual postpartum support group and in her own words, she wanted her copy to “sound more like her” with warm, welcoming, big sister vibes. Challenge accepted!
Here are the three most common website copy mistakes to avoid on your website:
Mistake 1: Not writing with your customer in mind
Pull up your website and let’s try something really quick:
How often do your sentences say “I”, “me”, or “our brand”?
I call this “brand-centric” copy: consistently referring back to yourself/your business to share how you help customers or clients.
Why does this matter?
If you’ve ever met someone at a party (or any other occasion) who just spends the entire time talking about themselves and never lets you talk about yourself except to insert an occasional “oh” and “hmmmm”…
That’s what your website feels like when you’re spending the whole thing talking about you and your brand.
If you just read that and thought “Maddy, IT'S LITERALLY MY WEBSITE. WHAT ELSE WOULD I SAY?”…
Everything you write should be customer-centric.
As humans, we're kind of self-centred. We want to know what something has to do with us before we buy into it.
Your customer cares about you, but not more than they care about what you can offer them.
Here’s how brand-centred and customer-centric copy could sound for a website designer:
Brand-centred: “I'll design and build the website of your dreams"
VS.
Customer-centred: “You'll walk away with a custom-designed website of your dreams”.
See the difference? In the customer-centred version, you took your brand out of the equation and made it about your audience. Now, they can picture and understand exactly what they'll get working with you!
Here’s a great example in the original copy from Heritage Baby Designs:
Text reads: When I started Heritage Baby Designs, it was with the hope of bringing comfort and ease to new parents. I was quickly presented with a number of issues with the way ‘we’ approach postpartum today. I feel strongly that we exist in a system and cycle of ill support for new families, so here’s my go at offering up a program to help those I can reach. With the help of some amazing friends I trust who have experience and knowledge in various disciplines, I present the Heritage Postpartum Support Group.
Tips to fix it:
Focus on customer-centric copy. Where can you switch “I”, “us”, or “our brand” for “you”?
2. Think about how the product/service you provide will help your customers. For example…
Will it provide support to new parents who desperately need it?
Will it help your customers fix their messed-up sleep cycle?
Does it help business owners get the website of their dreams up and running ASAP?
Will it help creatives FINALLY stop procrastinating writing their website copy?
Here’s the updated copy from Heritage Baby Designs after implementing a customer-centric approach:
Text reads: “Congrats, you birthed a tiny human! Now, your days are full of broken sleep, cluster feeding, and trying to figure out if how your body feels is “normal”. Whether this is your first or fifth baby, you’ve probably figured out by now that our society doesn’t offer any support for new families. Late night Google searches and scrolling through Instagram hasn’t helped you find a space for connection or non-judgmental advice.”
Mistake 2: Using Storytelling to shame
Storytelling is having its renaissance right now. Seriously, every fifth Instagram reel I see is someone telling me I need to use it in my marketing.
Don’t get me wrong, storytelling sells. But if you’re making your customers out to be the problem— you’re getting them to buy based on shame, not because you can help.
Let’s be clear: your customers aren’t the problem.
Imagine posting on Instagram trying to get your ideal clients to come to you by saying, “you’re lazy, but don’t worry. My XYZ framework will help”
Okay, HARSH. Instead, let’s focus on the actual problem: “Lately, you’ve been having a hard time getting out of bed because work drains you. The XYZ framework will help get to the root of the issue and re-energize you so you can enjoy your life again”.
See how that quick change makes your audience feel seen instead of attacked?
How to fix it:
Position your copy as if it’s you + your client vs. the problem.
Let’s go back to Heritage Baby as an example:
Kayleigh’s selling workshops to support postpartum parents.
The problem isn’t that parents suck at handling the stress, sleep deprivation, and everything else that comes with having a baby.
The real problem is that society doesn't provide enough support or resources for postpartum families.
If we’re following the [you + your client] vs. [the problem] formula:
Kayleigh’s workshop helps support parents and fight back against the problem— lack of societal support.
Mistake 3: Forgetting to address any objections or questions
Let’s be real: we’re all busy people. Your target audience is probably trying to read your website, make a coffee, and catch up on the latest episode of their fave true crime podcast all at the same time.
The best thing you can do for your audience is make it easy. Instead of waiting for your audience to come up with questions or objections when reading your site, address them right in your copy.
How to fix it:
Let me show you how we addressed these questions in Heritage Baby’s final copy:
Text reads: Join the Heritage Postpartum Support Group, a six-week virtual program to help postpartum families connect and thrive under their new “normal”. Enjoy each class from the comfort of your couch, even as you’re nap-trapped, feeding, or covered in spit-up.
Have a baby between 1 and 9 months old? Learn how to help heal your body, bond with your baby, and find a rhythm for your new lifestyle no matter where you are in your postpartum journey. You’ll be able to easily apply everything you learn from virtual classes on baby wearing, mindfulness, infant sleep, and more. You’ll also connect with a community of postpartum parents that get exactly what you’re going through.
Kayleigh’s audience is busy new parents, so we needed to answer every possible question they could have right in the copy. If not, they might completely forget and not sign up.
Here are some of the questions we addressed:
What age is it good for?
How long is the program?
Who is it good for?
What will I learn?
Is it weird if my baby is with me during the class?
Do I have to look perfectly polished coming to class?
Where is the class held?
By thinking about any questions her audience had before, we seamlessly incorporated those answers right into her copy.
If there’s something you really want to highlight OR a question you get often, I’d recommend putting it in your FAQ section of your site as well!
Set aside some time this week to audit your copy with these tips! Your audience will thank you.
BEFORE YOU CLICK AWAY…
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Peek at my (new) services page: Want help avoiding these web copy mistakes? Explore my done-for-you and done-with-you website copy options!
Learn more about marketing on the blog: Curious about if you should include your pricing on your site? This one's for you!
