I’m not one for hard rules as a soulful creative, but I also believe that ‘mistakes’ can be really educational. In this post, I’ll take you through 3 mistakes to avoid when writing your website copy, that I see as a copywriter for creatives.
#1: Writing Without A Plan
You wouldn’t build a home without a blueprint… so why write your website copy without a plan? Believe it or not, I see this all the time (and if that’s you, there’s no shame here whatsoever! I’m simply here to show another, simpler + stronger way).
The thing is… that when you take the time to plan before writing your website copy, you’ll actually be writing stronger copy… and saving yourself time.
A few tips for beginning to plan your website copy:
- Create a Draft. Don’t open up your website builder to write your copy. Start with a simple word processor document. I see it all the time where soulful creatives decide to DIY their website copy and begin just plugging in copy on the builder. The reason why this is a problem is that it a) doesn’t allow for you to actually take the time to strategize the content and b) doesn’t allow you to walk away and come back to truly edit the copy for flow, grammar and spelling.
- Turn Inward For Reflection. When I work with a soulful creative as their copywriter, I ask them multiple questions in my onboarding process, and highly encourage you take time to ask yourself some fundamental questions, such as why you do what you do and who you’re here to serve in detail.
- Research. It’s important that you take some time looking around at others who inspire your ideal client, to get an idea of the outline and layout that you’d like your website copy to take in order to appeal to your ideal client. Consider what types of content your ideal client consumes, the brands they support, and more. For example, if your ideal client’s favourite media source is TheSkimm and they love Apple (okay, this is pretty general, but you get the idea), we know they like to have quick, snappy information, rather than long paragraphs to digest.
#2: Writing Without a Clear Ideal Client
About a year ago, I had a phone call with a well-intentioned new entrepreneur wanting to hire me to write her entire website copy, when she couldn’t actually articulate to me the true who behind who she wanted to serve. Full website copywriting is a multi-thousand dollar investment, and I never in good conscious can take on clients at this point… why?
Because copy that’s trying to appeal to everyone is appealing to no one.
What I mean is that before hiring a copywriter or DIYing your website copy, you must understand who you’re trying to speak to.
Your ideal client is this person.
Before you write, take the time to get clear about this person. Psychographics (age, gender, etc.) were once the #1 way to classify target market, and in many marketing agencies still would be in many ways. And while psychographics and sociographics are important, they’re not everything when it comes to crafting soulful copy.
What’s also important are the values you share, and taking the time to consider that will make your copy all the more impactful.
#3: Writing Without Backup
And for the final mistake, which is actually the one I see the most frequently… writing without backup! Even copywriters use backup tools, like Grammarly and Hemmingway App, when editing our copy to make sure it’s in tip-top shape!
Another amazing tool is to have an idea reader take a look at your copy. This could be a business bestie, or a past client; it doesn’t matter so long as they fit within your ideal client avatar. Ask them how the copy appeals to them, if they would change anything, and if there were any areas that left them feeling confused or uncertain. The key to soliciting feedback is to be at a place where you are not attached to your final copy and see it truly as a way of serving your ideal client… not yourself. That way you can welcome constructive feedback and criticism to make your copy the best it can be!
I hope you enjoyed this overview of the mistakes to avoid when writing your website copy. If you did, then you’ll love what’s coming next!
Ask Yourself These 5 Questions First!
There are some very important questions to ask yourself and elements you need to gain clarity on before you begin DIYing your own copy in your creative business. This free workbook is here to guide you through that process!
Other Copywriting Resources For You
My 3 Top Copywriting Tips For Entrepreneurs Who Hate Writing
What Exactly Is Copywriting & Why Does it Matter?
Copywriting Tips: The 5 Website Copy Must-Haves
