Updated: Jul 31, 2022
When it comes to your website copy, you have only about 3-5 seconds to grab the attention of a new visitor. Of course, there are design element that are crucial in making your website optimal for users, but the content is key. Your viewers need to effortlessly understand the product or service you offer and why it is right for them.
Whether you’re developing a new website this year or reworking your copy, there are three common mistakes small business owners make in homepage website copy. This is especially common among small businesses that offer services.
Let’s break that down.
Your website copy must be simple
It’s a good idea to always assume the visitors to your site are busy, distracted and in a hurry. Because they are. Like it or not, this is the reality for most internet users today, so the onus is on the business owner to grab their attention. What is the service or product you offer? Can your viewer understand that offering without having to think about it? The second a viewer can’t understand what your service is, you’ve lost them. As in, they’ve literally gone from your site and likely won’t return.
This might seem obvious, but businesses that offer many services can have a hard time summing up what they offer in a simple structure. But, no matter how complicated your services are, you still need one simple brand statement that sums up what you do. That simple statement should appear in big, bold letters above the fold on your site. Check out this starter kit to help you develop your simple statement.
You can include the details of all your services in other internal pages on your website because there are of course viewers who will want all the information on what you offer. But, keep your website homepage copy really simple for all your new visitors who don’t already know, like and trust you.
Don’t focus on yourself in your homepage copy
Take a look at your homepage and make sure it doesn’t read like an “All about me” page. This is especially common if you offer services, like counseling or creative services. Small business owners will start out in business because they are an expert at what they offer, and then their website homepage will read more like a resume.
Don’t get me wrong, much of this content may be important, but it doesn’t belong on your homepage. Focus instead on what you offer, how people can get it and why they should want your version of it.
Address the problem your audience has and how you can solve it
Website visitors typically comes to your site with a need. Your homepage should directly address the problem that they have and explain that you are the perfect business to solve it.
You can get to the heart of this by putting yourself in your viewers’ mindset. What are the questions they commonly ask you? Where do they start out when you typically first meet them. Your homepage content should speak to them where they are at. Acknowledge the problem they have, let them know you understand it, you’ve seen this before and you can make it better.
Now, be sure you make it really obvious to the user how they can work with you and benefit from your services. this may seem obvious, but it’s a mistake that small business owners offering services often make.
Once you simplify your site, focus on your services and your potential audience, you will all set to capture the attention of your audience.