Six Mistakes to Avoid                               

 As a professional copywriter, every day I come across a number of errors that beginners make when attempting to write their own websites. Here’s six of the most common mistakes:

Writing Without a Target Audience and Without a Goal for the Website

A good website is a carefully constructed piece of marketing, -- every single word and image you post should be geared toward your target audience. Specifically, your website should have one single function: to solve the problems of your client, customer or prospect. Without a specific target audience and without setting a goal for your website, your copy has no rudder – and no direction. It also has no way of defining its success. Learn more about writing for a target audience and setting a goal for a website.

Writing About Features Instead of Benefits

Beginners often make the mistake of writing about features instead of benefits. Features merely describe your business, product or service, while benefits explain how those features will actually help your customer or client. You need to tell your audience how your product or service will solve their problems. While features merely inform, benefits sell.

Incorrect Use of the About Us Page

Contrary to its title, the About Us page should not really be about you! This page, like any other page on your website, needs to be about marketing your product or service to your target audience. Although you are writing facts about yourself, choose only those facts that are relevant to your customer’s needs and be sure to present those facts as benefits (not features) for the client.

Ignoring Basic SEO in Favor of High Tech Gimmicks

The more high tech your site is, the better, right? Wrong! Forget the splash page, the flash home page, cool sound effects, music, animation and other high tech devices. These gimmicks cut you off from your target audience (not everybody’s computers are able to play these features), and they render you invisible to search engines. Not to mention that many people find these features simply annoying. Play it safe and put SEO before high tech.

Posting Personal Material

One would think that this is a no-brainer but it is astounding how often I see people posting inappropriate personal material on their websites. This is not the place to post a picture of your precious cat “Boo-Boo” or your darling grandchild “Emma.” And unless you are Margaret Atwood, do not post the poetry you wrote when you were in college. If you feel the irresistible urge to post pictures or text that are near and dear to your heart, get yourself a Facebook account and post the items there – but leave this stuff off of your business website.

Forgetting to Keep it Simple

Are you trying to be cute or funny when you write? Or mimic a style of writing you think is intelligent or cool? Warning! This usually fails dramatically!  When writing copy for your web pages, remember the "K.I.S.S." rule:  Keep It Simple, Sweetie.  Use simple language and keep the tone of your writing conversational. Stay away from complicated language and "hip" terms unless your website absolutely requires it.  You should not be writing with any other goal in mind other than solving the problems of your target audience. 

So there you have it.  Six points to help you stay on track while writing your website.  If you follow these six points, you will avoid most of the mistakes that beginners make and will save yourself a lot of time and energy.  Good Luck!   

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