The Five Copywriting Mistakes (That Kill Your Chances of a Conversion)
Anybody can write copy but it takes finesse to do it well. Learn how copywriting directly affects your conversion rate.
How much does copywriting affect your business?
Probably more than you realise.
According to digital marketing stats, 72% of marketers say that content increases engagement. On top of that, 72% say it also increases leads.
So, copywriting offers a stellar return on investment…
If you do it correctly.
Producing engaging content is a challenge that many businesses struggle with. In fact, 60% say that they can’t do it consistently.
There are a lot of mistakes that make your copy less likely to convert. You can take copywriting courses or engage in copywriting services to solve these problems. A simple search of “copywriter Melbourne” may yield many results.
But there are some simple mistakes you can rectify on your own.
Take a look at some common mistakes that people make that can kill conversion rates.
Mistake #1 – Structuring the Content Poorly
Even the best ideas can go awry. That happens a lot when designing the structure of content.
For example, you may choose to use a multi-column layout, as you see in the newspapers. That layout works well in the papers because readers can choose what to read and ignore. But when it’s squeezed into one row on a website, however, that wall of content is a bit daunting.
Rather than condemning your copy to a slow death, try testing out a layout with a single column. One idea flows into the next with these layouts and it’s a logical way to absorb information.
Also, you can try to break up that great wall of text with graphics, subheadings, and text boxes. Inserting visual breaks help readers through the page and make the idea of reading a large chunk of content less intimidating.
Mistake #2 – Writing for Yourself Instead of Your Audience
Writing seems like an easy task if you’re writing in a way that appeals to you. It’s a natural way for you to communicate so the words simply flow from your fingers.
Unfortunately, writing copy doesn’t work that way because what you want to talk about doesn’t matter.
What does matter is what your audience wants to hear from you.
You need to write in a way that’s easily relatable to increase brand attachment. Also, avoid making costly mistakes by pitching to the wrong person. As a good rule of thumb, you may want to do extensive research about your target audience before you write a single word.
Mistake #3 – Trying to Write for Everyone Instead of Focusing on a Specific Niche
This mistake sometimes happens with inexperienced copywriters. They have to write about something they know absolutely nothing about, so they keep everything generalised.
The result is a piece of copy that looks correct and sounds correct. But it may not convey anything specific.
To counter that temptation to over-generalise, don’t shy away from including details in your copy.
Yes, you need copy that’s easy to read and scan, but at the same time, you need to attract a specific niche. Write with that niche in mind and don’t worry about readability for people outside of it.
Saying something like “we can elevate your marketing exponentially” is a bland, general statement. It doesn’t convey much.
Instead, get into details. Talk about lead generation, business growth, and ROIs.
You’ll generate more interest and weed out people who aren’t sure what you’re offering.
Mistake #4 – Using Jargon (Without Explaining It)
If you’re interested in a niche, you should understand the jargon, right?
Assuming your future clients speak the jargon of your industry is one of the biggest copy mistakes you can make. You may think it demonstrates your technical know-how. But in reality, it may intimidate some readers and chase them away.
If you do choose to use jargon in your copy, make sure to follow it with an explanation. That way, you exhibit your knowledge on the subject and teach readers something new at the same time.
Choosing the right time to use jargon is something that Hovig Evanian of Smart Money Wealth Management knows well. He’s the director of a wealth advisory firm that helps people prepare for a better retirement.
Financial services are an intimidating topic for many people, especially those who are new to it. Using too much jargon in copy can scare prospects away before they ever talk to you. That’s where Growth Marketing Systems stepped in for Hovig. We helped Smart Money advertise on social media platforms and connect to their audience in a relatable way.
Since teaming up with GMS, Smart Money increased their number of leads by 300% and they talk to their clients “in a much better way.”
Sometimes you have to use jargon when you speak to clients. But the way you relay it makes all the difference in the world.
Mistake #5 – Only Writing for One Type of Device
Keeping your writing focused on one type of device can kill your conversion rates because you’re losing out on potential audiences. Especially if the device you cut out is the mobile sector.
In 2009, global web pages served to mobile was a paltry 0.7%. But that number grew exponentially over the years. Nowadays, more than half of global web traffic happens on a mobile device.
Optimising for more than one type of device allows you to tap into all audiences and maximise your reach. That may mean that you have to pay special attention to specifics like:
- Visual design optimisation for mobile devices
- Larger fonts for older audiences
- Scannable headlines
- Shorter paragraph sections
- Eliminating unnecessary words
- Increase relevant imagery
Copywriting is translatable from one device to another. You don’t necessarily have to create separate pieces per device. However, you do have to pay attention to copy structure so that it translates readily from one device to another.
Great Copy Takes Practice
If you found that you made some of the mistakes on this list, don’t worry! As the saying goes, practice makes perfect. And now that you understand your mistakes, you’re in a better position to correct them.
Just remember to write for your specific audience and account for whatever device they may use. Perhaps most importantly, speak to your audience’s needs rather than writing about your own topics.
If you need help with your copy, we’re here to guide you.
Contact Growth Marketing Systems for a free strategy session and more information about how we can help increase your conversion rates.