Choosing between a creative copywriter and a conversion-focused one can be difficult. But at the end of the day, it all comes down to what you want to achieve.
While both have their advantages, conversion-focused copywriting ultimately drives results by using science and data to influence your audience’s decisions.
Creative copywriters are skilled at writing imaginative narratives. They help brands establish a unique voice, build emotional connections, and grab attention through engaging stories. However, while those things are important, this approach can sometimes overlook the final step: conversion.
Their focus is often on aesthetics and brand storytelling. For example, if you're looking to create an unforgettable ad campaign, a creative copywriter will spin an artistic narrative that gets people talking. But is “getting people talking” enough? It depends on your goal.
Creative copywriters are best for:
Creativity is important. But without a clear strategy guiding users to a specific action, this type of copy can fail to turn interest into results. You might grab attention, but are you getting conversions?
Conversion-focused copywriters are the engineers of the copywriting world. Every word has a purpose: to get the reader to act. Whether it’s buying, signing up, or downloading, conversion copywriters use data-backed strategies to drive results.
Research by Daniel M. Oppenheimer (2006) shows that simpler, more direct language is easier to understand and act on. That’s why conversion-focused copy avoids ambiguity and focuses on clarity to deliver results.
This approach also uses buyer psychology. Techniques like loss aversion, as seen in Tversky and Kahneman's research (1991), highlight what prospects might lose by not acting—making them more likely to take the next step.
Social proof, a critical tool in conversion copywriting, is backed by Robert Cialdini's (2018) research, which shows people are more likely to act when they see others doing the same. That’s why reviews and testimonials are so powerful in driving conversions.
Conversion copywriters are best for:
Conversion copywriting differs from 'just' creativity because it uses tactics like urgency and social proof to guide users toward a purchase. Research shows that urgency techniques—such as scarcity messaging ("only three left!")—can significantly increase conversion rates.
When your goal is to convert prospects into customers, conversion copywriting is the clear choice. That's not to say creativity isn't important. A good conversion copywriter will be using creativity alongside conversion tactics. But solely relying on creativity without following the science will have negative effect on conversions.
At Gibson Copy, we understand that brand voice is essential (we don’t skip that work), but a strategic, results-driven approach is what brings the best value.
Imagine you’re a SaaS company offering a productivity tool.
A creative copywriter might write a clever headline or a beautiful story about how your software transforms lives. But, a conversion-focused copywriter will highlight specific pain points—for example time wasted on manual tasks—and present your tool as the solution. The result? More sign-ups and fewer bounces.
While creative copy is great for brand awareness and engagement, conversion-focused copywriting is the thing that drives business growth.
It’s about creating copy that doesn’t just sound good but delivers results.
At Gibson Copy, we combine creativity with conversion to ensure your copy isn’t just beautiful—it works.
Dr Hannah Gibson
Founder of Gibson Copy
The days of typing up a few words about your business and emailing them to your web designer are gone. A solid online presence with well-structured website copy is crucial to the success of any business — and it’s only becoming more important.
The online space is crowded, and your potential to stand out depends on adding the right words to your website. Website copywriting plays a critical role in achieving this goal. But what exactly does a website copywriter do, and why are they so important?
In this article, we'll explore the role of website copywriters, their skills and responsibilities, and discuss how they help businesses thrive in the digital world.
A website copywriter creates written content for websites. This includes homepage text, product descriptions, blog posts, and other text appearing on a website.
The main goal of website copywriting is to engage and persuade visitors. This leads them to take desired actions, like making a purchase or signing up for a newsletter.
Here are the reasons why you should hire a website copywriter:
Effective website copywriters are not just content creators; they're masters of persuasion. In website copywriting, techniques are used to capture the target audience's attention, evoke emotions, and motivate action.
These techniques include persuasive language, storytelling, addressing pain points, and highlighting unique product/service benefits.
If you’ve ever read a sales page and been compelled to buy, you’ve experienced the power of persuasion. But these techniques are not just used to buy products or services. They are also used to convince people to sign up for mailing lists, make bookings, or simply enquire.
A copywriter for website helps businesses effectively communicate their brand message. They understand how to convey a company's values, mission, and unique selling points through engaging messages across all website content.
They also use consistent messaging that helps establish brand identity and fosters trust with the audience (with trust comes loyalty).
Website copywriters are excellent at writing headlines and subheadings that grab attention and encourage readers to continue. They also structure content logically and make it easy to follow, using clear language, short paragraphs, and lists when appropriate.
If you’ve ever landed on a website and been bored to tears, it’s probably because the brand message was non-existent or unengaging.
SEO is another critical aspect of copywriting for website. By incorporating relevant keywords and optimising meta tags, headings, and content, website copywriters can improve the website's visibility. Higher visibility results in increased organic traffic, higher conversion rates, and greater revenue.
Skilled website copywriters understand how to balance keyword usage with readability and user experience. They avoid keyword stuffing and ensure content reads naturally while remaining optimised for search engines.
A copywriter for website plays a crucial role in enhancing user experience. Clear and concise content makes it easier for visitors to navigate a website and make informed decisions.
Website copywriters consider the overall design and layout of the website, impacting how the message is received. A well-designed and easy-to-navigate website engages readers and encourages them to explore further.
Including visuals like images and videos helps create a more dynamic experience. Breaking up large blocks of text with visuals makes content more appealing and digestible.
A website copywriter plays a vital role in establishing trust with your target audience. By crafting authoritative and informative content, they demonstrate your business's credibility and expertise.
In addition to producing high-quality content, website copywriters often incorporate social proof elements. This includes testimonials, case studies, and industry recognitions that showcase your business's success and the value of your offerings.
A website copywriter is essential for any business looking to establish a solid online presence. They combine persuasive writing techniques, SEO knowledge, and a focus on user experience to create engaging, informative, and compelling content that drives action and increases revenue.
By understanding the importance of website copywriters and incorporating their expertise into your website's content, you can create a more engaging online experience for your visitors. This ultimately drives conversions and grows your business.
Ready to transform your website copy into a powerful marketing asset? Drop Gibson Copy a message today, and let us help you craft compelling content that boosts sales and conversions.
Dr Hannah Gibson
Founder of Gibson Copy
How do I become a web copywriter?
To become a website copywriter, practice regularly and seek opportunities for improvement. Gain relevant qualifications or take online courses to enhance skills. Develop expertise in understanding briefs, adapting styles, conducting research, and mastering online marketing. Establish a niche while building a portfolio to showcase your work.
How to practise website copywriting?
Understand your audience by creating buyer personas and tailor your content to their needs and preferences. Craft clear and concise headlines for scanning readers, focusing on delivering key messages effectively. Maintain a positive tone to build trust and engagement with your brand.
How do beginners get into copywriting?
Study and learn through podcasts, blogs, books, and practical programs. Practise regularly to refine your skills, acknowledging that initial attempts may be imperfect. Join a supportive community of peers to seek advice, feedback, and guidance.
What skills should a copywriter have?
Copywriters require a diverse skill set for success. This includes strong writing and communication skills to create engaging content aligned with client expectations. Technical proficiency, creativity, problem-solving abilities, interpersonal skills, and research proficiency are also vital for producing effective copy that meets business objectives.
Have you ever noticed how certain writing pieces grab your attention and keep you hooked? It's no coincidence – the most engaging writers understand the power of copywriting psychology to captivate their audience.
In today's content-saturated world, standing out requires more than just great writing; it demands a deep understanding of how the human mind processes information.
In this article, I will dig into persuasive copywriting using psychology to engage influence and sell. I’ll discuss how understanding the ideal reader's mindset and creating an engaging website experience will help to convert visitors into enquiries and, ultimately, happy customers.
Gaining a deep understanding of your target audience, including their demographics, preferences, and pain points, enables you to craft a message that truly resonates with them.
When visitors arrive on your website, they often have questions or concerns. It's essential to prioritise the emotional aspects of their experience. Connecting with their emotions can foster a stronger bond with your audience and make your copy more persuasive.
The easiest way to achieve this is by listening to people. In the psychology of copywriting, you must pay attention to their feelings when they first interact with you.
What questions do they ask? What concerns or worries do they have? This will help you write website copy that is more engaging and more likely to have a bigger impact on your dream customers.
Anticipating and answering your ideal reader's questions is critical to effective copywriting.
Psychology copywriting includes highlighting the benefits of your products or services, addressing potential objections, and offering solutions to their problems.
Remember, the goal is to guide your readers through a sales conversation that leads to your chosen call to action (usually more enquiries from eager people ready to buy).
What many people get wrong is thinking that their website copy is about them or their business. It’s not. It’s about how you help your customers and what problems you solve. And most of all, it’s about alleviating any worries or concerns they might have about taking the next step (call, book, contact, etc.).
While this article focuses on the psychology of copywriting, it's necessary to acknowledge the importance of design and layout to how the reader receives the core message.
A well-designed and easy-to-navigate website will keep readers engaged and motivated to explore further. Incorporating visuals like images and videos also helps break up long text sections, creating a more dynamic experience.
Another crucial factor is establishing trust with your reader. You can use testimonials, case studies, and other types of social proof to showcase your credibility and the value of your offerings.
The work doesn't end when your website copy is published. Continuously monitoring audience feedback and website analytics will provide valuable insights into areas for improvement.
Refine your copy based on these findings to optimise conversion rates and better serve your audience's needs. Staying current with industry trends and adapting your copy to reflect evolving consumer preferences will help you maintain relevance. It also ensures your copywriting psychology remains effective.
Copywriting psychology for your website requires a deep understanding of your audience and the emotions they experience when visiting your site. By addressing their concerns and creating an engaging website experience, you can turn an otherwise uninspiring website into a powerful asset that drives conversions and grows your business.
Ready to transform your website copy into a powerful marketing asset? Drop Gibson Copy a message today, and let us help you craft compelling content that boosts sales and conversions.
Dr Hannah Gibson
Founder of Gibson Copy
What is emotional copywriting?
Emotion copywriting involves writing content that elicits emotional responses from the audience. It taps into feelings, desires, and experiences to connect deeply with the brand or message. Through carefully chosen language, storytelling, and psychological triggers, emotion copywriting aims to evoke specific emotions that drive engagement, empathy, and action.
How to use emotion in copywriting?
You can create an emotive copy by understanding your audience's language, employing trigger words, and leveraging emotional attachments. Transform negative emotions into positive ones and demonstrate empathy to unify the impact of your message. Become aligned with your audience's mindset to connect and resonate with them effectively.
What are some common emotions used in copywriting?
Common emotions used in copywriting include fear, greed, and exclusivity. By tapping into these visceral feelings, you can create a sense of urgency or desire that compels the reader to take action. However, the best copies often go beyond superficial emotional triggers to connect with deeper human motivations and aspirations.
How can you identify which emotions to target in copywriting?
To identify which emotions to target in copywriting, understand your target audience's pain points, desires, and psychological drivers. Then, conduct market research, analyse customer data, and empathise with their emotional state to uncover the feelings most likely to resonate. From there, craft your messaging to strategically tap into those core emotions in an authentic and persuasive manner.
If you’re not starting every website project with the copy first, you’re losing money and time.
Pretty website designs aren't enough. Visitors decide in seconds if they'll stay or go. You need words that instantly grab their attention and convince them to take action. Good copywriting is that powerful.
It’s a sensitive topic for both copywriters and designers, but honestly, copy first is the key to successful web design — not just in terms of results but also for streamlining the process.
In this article, I'll explain why.
When it comes to website design, time is everything. Clients want their websites up and running as quickly as possible, and designers want to sign off so they can move on to the next project.
By having the website copy ready first, designers can speed up the process and avoid delays. Plus, having a clear brand message and tone of voice helps create a design that fits the brand's vision and goals more quickly.
Since 2019, I’ve worked with countless web designers, and all of them have said the same thing: Having the copy for website ready to go before the design process starts makes life so much easier!
Copy is the foundation of any successful website because it sets the tone and voice of the brand. When website designers clearly understand the brand message, they can create a web design that complements and enhances it. Therefore, designing without a website copy is like trying to build a house without a blueprint — impossible.
Time and time again, the web designers I’ve collaborated with say that working with my copy from the start of the project improves their designs. Because copy leads design, creating without it means designing blindly.
Great web design is crucial because it attracts attention and builds authority. However, the website copy does the heavy lifting when it comes to sales. The right words on a blank page can be more persuasive than a pretty website with no substance. It’s the copy for websites that connects with the audience, tells the brand's story, and encourages action. By starting with copy, web designers can create a website that not only looks good but also drives actual results.
For example, one of my consulting clients tripled their sales in just 24 hours after tweaking their homepage's website copy. This is a trend we see consistently across industries.
Starting with the copy for website doesn't mean that design isn’t as important. Website designers use creativity to bring the brand's message to life. Having the copy in place first allows designers to make more informed decisions and create a more cohesive design.
Pre-2018, when I was still designing websites, I took the website copy I was given and shaped it into place. Better quality copy needed less tweaking, meaning projects were more likely to go live on time.
‘Copy first, design second’ is a critical step in the web design process. By starting with the copy for websites, designers can save time, create more strategic designs, and ultimately create websites that connect with the audience and drive results.
The key takeaway? If you're a web designer, remember the power of words when you get a website copy for your next web project.
Ready to create a successful website design with the help of a copywriting expert? Drop Gibson Copy a message today, and let us help you create compelling content that boosts sales and conversions.
Dr Hannah Gibson
Founder of Gibson Copy
What is a website copy?
Copy for website consists of the text you use on your homepage, about page, product pages, and other main pages across your website. It includes headlines, subheadings, body text, and calls to action (CTAs). Essentially, website copy refers to any text on your site that isn't part of your blog posts or content marketing.
How to structure website copy?
To structure copy for websites effectively, focus on clarity and engagement. Use compelling headlines to grab attention. Include concise subheadings to guide readers through key points. Break up information into brief paragraphs or bullet points. Conclude with a strong call to action that directs visitors toward the desired goal.
How long should a website copy be?
The ideal length of website copy ranges from 300 to 2,000 words for optimal results. For blog posts, experts typically suggest a minimum of either 300 or 500 words. However, there's no strict rule regarding the exact word count for any particular page.
How often should you update your website copy?
There isn't a fixed schedule for updating or adding website content. Some pages, such as a blog, may require regular updates, while others, like a contact page, are typically more static. Nevertheless, maintaining an updated website is crucial for effective digital marketing and a positive user experience.
Everyone’s fighting for attention. So what’s the secret to standing out? Brand messaging! It is the essential foundation of your marketing strategy because it communicates your company's values, personality, and unique selling proposition to your target audience.
If done right, your brand message will create an emotional connection with customers and differentiate you from competitors. If done wrong, you'll be deathly insignificant.
This article will show you how to create a successful brand message for your business. But first, what is a brand message?
A brand message communicates the brand’s unique identity through both verbal and nonverbal cues. Its goal is to inspire and motivate consumers so they become more inclined to purchase your product. It should build a relationship between your brand and your customers.
Brand messaging is necessary because it helps customers understand what a brand stands for, what it stands against, and what it offers. Customers who identify with a brand's values and personality are more likely to buy, develop brand loyalty, and become repeat customers.
Here are three iconic taglines that got their brand messaging right:
But there's more to a brand message than just a fancy tagline. Your business will need to communicate all of its components throughout its website, social media, and marketing campaigns if it wants to differentiate itself and stand out from the crowd.
To create a successful brand message, you must first define your brand values and unique selling proposition. Your brand values should reflect your mission and vision, and your unique selling proposition should highlight what sets you apart from your competitors. Once these elements are defined, you can use them to create your brand messaging.
Here are tips to create a brand message that works:
Here are the components of a strong brand message:
Nailing your brand messaging will help your business stand out in a crowded market. By clearly understanding and communicating your brand’s purpose, values, and what makes you unique, you can connect with your audience on a deeper level.
Keep it real, simple, and consistent to create a message that sticks. Use emotions and stories to engage people and build lasting relationships. With a strong brand message, your business won’t just stand out – it’ll thrive by earning the loyalty and trust of your customers.
Need help creating a strong brand message for your website? Drop Gibson Copy a message today, and let us help you create compelling content that boosts sales and conversions.
Dr Hannah Gibson
Founder of Gibson Copy
What are the 3 C's of brand messaging?
The 3 C's of brand messaging are consistency, clarity, and character. Consistency ensures that your brand message is uniform across all channels. Clarity guarantees that your message is easily understood and communicates your value proposition effectively. Character infuses your brand with a unique personality, making it relatable and memorable to your audience.
What is brand identity vs brand message?
Brand messaging and brand identity are closely connected. Once you decide on your brand message, defining your brand identity becomes easier. Your brand identity includes all the visible elements like colours, design, logo, website, and social media accounts.
What is the difference between tagline and brand message?
Brand messages and taglines are often mistaken for each other, but they serve different purposes. Taglines briefly communicate who you are and what you stand for, while brand messaging provides the detailed explanation. Tagline is part of brand messaging.
What is the difference between brand message and marketing message?
While the brand message highlights the core values of what you do, the marketing message makes it simpler for your audience to understand by clearly showing the benefits of your services and how they can gain from your brand.
If you take one thing away from our time together on this blog, please let it be this: write your website content in one document. This advice is relevant for those designing a website for themselves and those working with a web designer.
This might sound simple, yet almost everyone does the exact opposite. This blog explains why writing your website content in one document is crucial.
In my early years in business as a new web designer, I used to receive website copy content from clients in a disorganised manner:
This chaotic method of content delivery is more common than you might think. Many web designers share similar stories of frustration. I've even heard of designers receiving website content "scribbled on a scrap piece of paper and posted through their letterbox." Shocking, right?
While some web designers have found ways to manage this, especially those collaborating with me, many still struggle. The trouble is, when clients aren’t given clear instructions and boundaries, they don’t realise they are doing something wrong. It’s not the client's fault, but they do suffer.
It's crucial for web designers to set expectations early in the relationship, ideally before any money changes hands. By doing so, the project runs smoothly. Solving the website content headache by writing in one document is vital for a successful outcome for both parties. This approach speeds up content collection and ensures everyone feels relaxed about the process instead of stressed and confused.
A happy web designer equals a happy client and vice versa. Win-wins are always the best outcome for doing business.
Writing a copy directly into your website (if you’re building it yourself) or spreading it across various documents negatively impacts the overall success of your website. Here are four reasons why:
Your website is a living, breathing organism. Each page must connect with the others, weaving your message through a web of internal links. This is why I refuse to write isolated pages from a more extensive website. Without cohesiveness, the tone will be inconsistent, and the pages disjointed. Writing in one document helps build cohesive website copy.
You need to keep your website content concise while covering your entire message. Proper planning is essential, and this can only be achieved by writing the entire website copy in one document. This ensures you cover the right information without waffling or missing important bits.
Writing content directly inside your website-building platform distracts you with colours, fonts, and other design elements. This applies to both web designers and DIYers. To build empathy and understanding—core values at Gibson Copy—you must focus solely on writing, undistracted by design elements.
Start by listing your pages at the top of your document. This simple step is crucial to avoid random, disjointed pages and disorganised content. Proper organisation ensures all headings, subheadings, and sections are correctly positioned and nothing is missing.
Writing your website content in one document is a simple yet powerful strategy. It ensures cohesiveness, maintains conciseness, eliminates design distractions, and promotes proper organisation, significantly enhancing your site's quality and effectiveness.
Whether you're a business owner creating your own website or working with a web designer, adopting this method will streamline the process, reduce stress, and lead to a more polished final product. Don't underestimate the power of this unified approach - it could be the key factor that elevates your website from good to great.
Ready to transform your website copy into a powerful marketing asset? Drop Gibson Copy a message today, and let us help you create compelling content that boosts sales and conversions.
Dr Hannah Gibson
Founder of Gibson Copy
What does a website content writer do?
A website content writer is a professional who specialises in creating content for websites. Each website targets a specific audience and needs the most relevant content to attract and retain business.
What skills are required for website content writing?
Effective communication skills, excellent grammar and punctuation, and strong research abilities are essential in website content writing. Creativity, originality, adaptability to different tones and styles, and an understanding of on-page SEO principles further enhance a writer's effectiveness. Additionally, storytelling skills and attention to detail are crucial for producing high-quality content.
How much content do you need to start a website?
Ideally, your website should include a landing page for each specific product or service you offer, along with supporting blog posts and FAQs to address potential customer inquiries. The most effective websites feature thousands of pages. Having just 20 pages won't suffice.
How much does it cost to run a website for 1 year?
The average website maintenance cost ranges from £300 to £45,000 per year. Common maintenance expenses include domain SSL certificates and software or web hosting renewals. Additional costs may involve purchasing extensions or investing in a major website redesign.
Hold on tight — it's going to be a good one.
First off, let's set the scene.
In 2019, I wrote an article, "Five reasons copy should come before design".
At that time, I'd recently niched my services from web designer to website copywriter, and my theory of content before design was just that, a theory.
Three years later, and after helping hundreds of web designers and their clients to get a clear, compelling and results-focused website, I'm sharing my updated thoughts.
(Second edition if you like).
So, jumping straight in with a plot spoiler.
In one hundred per cent of cases, COPY SHOULD BE YOUR FIRST PRIORITY when designing a new website.
Zero "tweaking" content (urgh, hate that word)
And zero pushing any old content into the design.
This newsletter will explain exactly why your website copy should be your FIRST priority.
To be clear (and to explain why I keep using capital letters), FIRST priority is different from top priority, and I use the word 'should' because I know not every project works out like this.
You might be in the middle of a website build now, wondering if you've given enough consideration to the copy. It happens, so no judgement. I'm here to help, whatever stage you're at.
Anyway, that said, here are your top priorities when creating a new website, in no particular order:
- Website copy
- Photography
- Visual branding, graphics etc.
- Technical set-up (platform choice, accessibility, speed, etc.)
- And SEO
(Feel free to add anything I've missed in the comments).
So, now to answer the why. Out of all of these priorities, why should website copywriting come first?
To answer that, we need to look at what a website IS.
A website is a 'hub' that all roads lead back to
I've been saying this for years, and nothing has changed about that.
Think of it like this; your website is the 'hub' for your business online. It should contain your entire brand message.
This basically means everything your audience needs to know about your business/product/service before they buy from you (or at least click your call-to-action anyway).
Including:
Here's where it gets a bit more complicated, so stay with me.
All of the information above MUST go onto your website.
BUT, there's a science behind exactly WHERE it needs to be placed.
If you don't follow this science, your website visitors will get bored and leave.
You can't make them dig for information. You need to get into their head and give them what they are looking for at the exact right moment they are looking for it!
I'll say that another way, it's crucial to understand the journey someone is taking through your website so that you can give them just enough information to lead them onto the next step in their journey and ultimately into your inbox.
DO NOT UNDERESTIMATE THE SCIENCE
That's why you need to make website copy your first priority.
There's a science behind how your content is structured, and you absolutely can not just squeeze your copy into a pre-made design.
Or "tweak" while you go if you're DIYing.
Well, I guess you can, but you certainly won't see the website results you so desperately want and need if you do that.
So I'll say it again.
Follow the process and DO NOT UNDERESTIMATE THE SCIENCE.
I'll share more in next week's newsletter.
Until then...
Dr Hannah Gibson
Director at Gibson Copy
************
When you join my self-study course Write Your Website Copy In 5 Days, you get an advanced website copywriting template so you can follow the science behind persuasive copywriting without getting overwhelmed.
Click here to find out more Write Your Website Copy In 5 Days
I spend a huge chunk of my week reviewing website copy (usually) for small service-based businesses that are in the process of getting a new website.
I've seen every mistake in the book (easy mistakes to make when you're not a trained copywriter).
So, I decided to share them in the hope you're inspired to avoid them!
1) No headline on the homepage.
2) A 'clever' headline that confuses the reader and does nothing to show what the business does and who they help.
3) No benefit led sub-heading on the homepage (missing a huge opportunity here).
4) Not making it immediately obvious what problem the business solves.
5) Not making it immediately obvious what solution the business offers.
6) Not giving website visitors a clear, consistent and COMPELLING call-to-action throughout the copy.
7) Boring subheadings (get creative and add some intrigue, please!).
8) Not overcoming objections/clearing up common misunderstandings.
9) Boring About pages.
10) About pages that forget to highlight the businesses USP.
11) No clear and compelling call to action on the about page.
12) No FAQ page (missing a trick there!)
13) No clarity between the sections (just repeating the same boring stuff without a well-defined structure to the points raised).
14) Not using the contrast principle (using contrast between sections keeps people on the website and engaged).
15) No personality.
16) Not enough text.
17) Too much text.
18) Not splitting up long chunks of text with subheadings.
19) Boring contact pages (another huge missed opportunity to give your visitors one final push to make an enquiry).
20) Being shy with your achievements (shout loud and proud about your skills, experience and qualifications. If you don't, who else will?!)
21) Focusing on the features instead of leading with the benefits.
22) Focusing on the benefits and forgetting to cover the features!! (Remember to add "What You Get" and "How it Works" sections).
23) Introducing the homepage with bullet points. I prefer a nice meaty paragraph to really draw the reader in.
24) Technical jargon that no one understands but the business owner.
25) The wrong tone, for example, a corporate tone for a personal brand.
26) Not using contractions (you're, it's, don't) which usually read better than the full words.
27) Not repeating the call to action enough (keep sticking it in there!).
28) Not making good use of adjectives (describing words that help the reader visualise things).
29) Starting sentences with "I" or "We". It's ok to use the first person sometimes, but try switching the sentence around so you don't start it with "I" or "We".
30) Starting HEADLINES with "I" or "We" is a big NO (in my personal opinion).
31) Burying your USP on the about page. I've seen this quite a few times - the big juicy thing that differentiates your business is hidden three-quarters of the way down the about page.
32) No thought of keywords (if SEO is a priority).
33) Keyword stuffing (although, to be fair, I've only seen this a couple of times).
34) Spelling mistakes (get a proofreader).
35) Really bad grammar (doesn't need to be perfect old school or anything, but you've got to get the basics right).
36) Page headlines that are too long (you can say a lot in just a few words)
37) Forgetting to add your brand values. Not just to "tick a box" but to really show people what your business passionately believes.
38) Not showing empathy. All businesses can show a bit of empathy for their customers, admittedly some more than others.
39) Not using second-person pronouns enough (you, your, you're).
40) Sentences that are too short with not enough details in them (details sell).
41) Sentences that are too long (no one wants to read a never-ending sentence).
42) Very long paragraphs (Short paragraphs are better for mobile, and since most users are on mobile these days, it's better to write with this in mind).
Woohoo!! I made it to 42 ✍️?
If you enjoyed reading this, come and say hi to me on LinkedIn
Hannah Gibson, PhD
Learn to write lead generating sales copy
Owner at Gibson Copy Ltd