Chances are, when you opened up for business, you did all the right things to make sure customers walked through that door. Your company’s name was proudly displayed on a big sign. Maybe you even had a large storefront window with a display of your best products.
Like a storefront, a website needs some basic copy to pull it all together. If your website is guilty of any of the copywriting mistakes below, then it’s discouraging customers from contacting you.
1. A clear description of your business is not near the top of your homepage.
Visitors will only spend a few seconds determining whether yours is the business that can solve their problems.
Are you a website design company or an online marketing firm?
Are you an interior designer or a fine furniture wholesaler?
Are you a collection agency that specializes in business to business collections or business to customer collections?
A potential client performing an Internet search can get a variety of results. Some fit, some don’t. Save their time and yours by being very clear about your business’s services or products.
Put this information at the top of your homepage. Visitors will hit the “Back” button if they don’t know immediately that yours is the business they’re looking for.
2. There’s no call to action.
It seems obvious that if your business website has your number, then you want potential clients to call you.
Copy communicates like body language. Just as your gestures add significant meaning to the words you speak, the way copy is written expresses meaning beyond the words themselves.
“Call me today” tells the reader you are waiting for the call. Not only are you expectant, but you’ll be happy to talk. It’s an invitation. With it, you are promising a pleasant experience. Without it, you are subconsciously communicating that you have better things to do.
Think about it. Your home may always be open to guests, but how many stop by without the invitation?
3. You’re not singing about your Elvis Factor.
How do you shake things up? How are you creative? How are you better?
Figuring out what makes your business unique from your competition is easier than you think.
If you are just starting out, you can focus on the smaller clients who may be intimidated by the big players.
If you’re already one of the big players, what got you there?
What service, no matter how small, do you offer that the others don’t?
The right elements in your website’s copy will make you memorable and encourage visitors to contact you. Like a storefront display, your mannerisms or even your clothes, the words on your site speak volumes. What does your website say about you?