Or better website copy?
Every business experiences periods when website visitor numbers dwindle, a few passers-by glancing over your home page, barely registering.
It’s understandable to want answers about your search engine rankings and natural to wonder if it’s because of the way the site looks or works.
Whilst things like download speed and page refresh rates are important, in reality, it’s probably got far more to do with what the website says and how you come across.
Before you think about spending money on a new site or a cosmetic makeover, know that window dressing can only get you so far when so many sites offer competing products and services.
Your website has to make an instant connection; it has to offer an answer, preferably the answer. That’s down to the copy, particularly your home page.
Five ways weak copy can turn browsers away
- The copy lacks empathy, is all about you and doesn’t make a connection with people.
- Distracting snippets compete and confuse, wasting time and energy.
- Even worse, big chunks of blah, blah.
- Poor standards of written English and a droning passive voice are damaging your brand.
- Expertise isn’t represented, nor trust built on out-of-date or incomplete information.
What can you do about it?
Read your web copy as if you’re looking for something, needing someone who can help you.
Ask yourself these questions, honestly (and as many other people as you can trust to be honest with you to do the same).
- Does your copy do that?
- Does it do it quickly (within seconds) with empathy, authority, and conviction?
- Does it solve a problem or waste time?
If any of the answers are no, or I don’t know, it’ll pay to sort that out before you do anything else.
And, let’s not forget, if you do decide to go ahead with a new website, you’ll need new content anyway (because what’s the point otherwise)?
Reappraising and updating your website copy is never wasted effort or money.
So how do you do it? You’ve got two options:
- Perform a simple audit as explained below.
- Ask a professional to review it for you. Some will do that for a fee that’s redeemable against any subsequent writing, some will charge a flat fee, regardless, and others may offer it as a free but very basic service.
Whatever the cost arrangement, you should also get a report of their findings, a plan to put it right, a costing for any work they suggest and the option to say no.
Option 1: How to self-audit your web copy
Even if you intend to get a professional review, I’d always suggest self-auditing your copy as a first step.
If you subsequently refer to a professional for their independent view, it’ll help to have these pointers and to know the scope of the potential problem.
- How many mentions of the word ‘I’ or ‘we’ (the business) and how many mentions of the word ‘you’ (the customer)? The ideal ratio is at least three mentions of ‘you’ to every mention of ‘we’.
- Do you have plenty of directional subheadings and bullet points?
- Is there a call-to-action on every page (contact us, live chat, place your order, etc)?
- How about sentence lengths? You need a mixture of short and longer ones to create interest and pace. Web page sentences should be shorter than you’d read in print. Twelve words are enough.
- How many sentences are passive?
Passive: The XYZ law will be introduced by the government next April
Active: The government will introduce the XYZ law next April
- Active language is more positive and encourages readers to take action. Passive language isn’t incorrect, but it takes longer to read and comprehend.
- Is the language pseudo-impressive, highfalutin jargon? Eh, you do what?
Shorter and smarter words work better in web copy; four syllables are too many.
- Do you like how the copy reads? Does it represent how you want your brand to come across?
Option 2: Hire a professional to review your web copy
Most professional copywriters offer this service, although the costs, scope and depth of the work will vary, so make a few enquiries to find the level of service you need.
Most copywriters will offer this service, although the costs, scope and depth of the work will vary, so make a few enquiries to find the level of service you need.
Whatsit Doodah Writing offers this service, which features:
An overview and immediate impression of your site.
A troubleshooting report on specific items and areas.
Highlights spelling and grammatical errors with corrections.
Recommendations for ‘fixing’ your copy and suggestions to improve visitor engagement.
WDW Package A: Review, recommendations report and spell/grammar check. Cost £400
WDW Package B: Review, recommendations report, spell/grammar check, plus re-write of either Home page or About Us page. Cost: As above, plus one page rewritten: £650.
WDW Package C: As above, to include re-write of both Home and About Us pages: £800.
To give you a head start, here’s my blog on writing About Us pages that draw attention and tell your story:
If you decide that you do want a new website (as well as revamped copy) and don’t have a clue who to use, I recommend you check these guys out https://thriftysites.co.uk/
Ask a professional
If you’re still undecided, you can book an informal, no-obligation and totally free 20-minute discovery call with me to get a general understanding of your business, the issues you’re facing, how I can help and approximate writing costs. Use the contact page to register your interest: https://www.whatsitdoodah.co.uk/contact/
