The copy you publish on your site is the most pivotal element that ensures your visitors are engaged and interested in your content. Although copywriting is a specialist field on its own, you do not need to study toward a degree to churn out web copy that is effective.
There are certain basic errors that online marketers commit when writing web copy and these mistakes can be described as “fatal sins” because they are completely improper. In this article I will enlighten you on these errors and I will provide the necessary knowledge to help you steer clear of unacceptable copywriting practices.
It’s Not All About You
A common mistake made by many web content writers is misdirected copy. Instead of speaking to the reader many writers write in the first person by using words like “me”, “myself”, and “I”. This is a fatal error and somewhat selfish in my humble opinion! This approach destroys any hope of you connecting with your reader and can indirectly cause your website visitor to feel detached.
Your web copy has the power to draw a visitor in, mesmerize them, and it can even evoke intense emotion within your reader if it is done right. Writing in the second person by using words like “you” and “your” is the first step to creating a relationship with your reader through your content.
Over-Hyped Sales Copy
A few years ago online buyers where easily taken in by hype and conspicuous sales copy. But the sane “once bitten, twice shy” certainly runs true with regard to current online buying behaviour. Online customers have grown wary and are extremely tentative when they encounter sales copy that is over hyped. This type of copy is like a door-to-door insurance salesman that can’t take no for an answer – it becomes annoying to the reader.
Instead of following the former approach you should rather focus on providing an informative and detailed review of the product you are selling. Point out the features of the product, the positives as well as the negative aspects. Be subtle in your praise and unbiased in your overall review. And most importantly – use the product before you actually review it.
Web Copy That Spreads Misinformation
Authority is a significant determining factor in turning a visitor into a buyer. The knowledge you share in your copy can heavily influence the buying decision and one way to completely destroy your authority on any subject matter is by spreading myths and misinformation. For instance: if you want to establish yourself as an authority figure in the SEO software niche, you will need to ensure every product you promote, every article you write, and every newsletter you send out is thoroughly researched and your web copy contains information that is factual.
To elaborate further: lets say you are trying to sell some type of spinning software, and you use duplicate content penalties as your basis for promoting the product in your web copy then you are opening yourself up to be lambasted. The reason being, there are many myths that revolve around duplicate content and even a newbie will be able to separate truth from lie on the subject matter.
If you commit any of these “fatal mistakes” you will be doing yourself an incredible disfavour. Always ensure you speak to your reader directly, you avoid conspicuous sales copy, and you cross check every letter that you publish on your site. By doing this you will evade the judgement of a buyer who is turned-off because you committed one of these fatal sins.
This is a guest post by Saksham Talwar, who is a part time online entrepreneur and marketer. He likes writing at his coupons blog where he shares Network Solutions offer code and 123inkjets coupon codes. You too can do a guest post on CollegeFallOut.