3 easy-to-fix mistakes we keep making with our web copy
MISTAKE #1: FOCUSING ON YOURSELF, NOT YOUR READER
Your website is NOT about you. Your website is about your dream clients. They need to arrive on your site & quickly realize that they’ve found their online haven – a safe space created just for people like them.
Have you ever had a conversation with someone at a party that talked too much about herself? No doubt, you walked away thinking that woman was not interested in me at all. It’s an awful feeling.
Do you want your dream clients feeling that way about you? Definitely not. You want them to feel at home with you.
Using the words "I, me, my, we, us, ours" is a surefire why to have a me, me, me website that turns off your best & brightest clients. Instead, when you use a lot of "you language," they walk away feeling like you've taken the time to understand them & that you genuinely care about them.
That's a much better start for a relationship than talking about yourself too much.
MISTAKE #2: SELLING THE PROCESS, NOT THE VALUE
The process is not as important to us as the outcome.
I don’t care what design program my designer uses to create my graphics; I just care that they look good.
I don’t care what order my business coach teaches me all her knowledge; I just care that she helps me grown my business.
No one buys 5 hours of coaching, for example. They buy what that coaching gives them - what it helps them be, do or have.
See how that works? What you do to get them results doesn't matter as much as the results themselves.
So don’t get caught up on the process that you forget to explain what’s in it for me & the value of your work.
MISTAKE #3: TALKING ABOUT HOW GREAT WE ARE...INSTEAD OF SHOWING IT.
What's the more memorable of the two?
1: "I'm passionate about design."
2: "After launching her new brand, one of my clients went on to triple her newsletter sign ups & almost double her discovery calls because of the smart, stunning website design I created for her that supported her business goals.”
Show, don't tell. One of the biggest mistakes we make...over and over and over.