The design of your website gets visitors to stay. The copy convinces them to act. Most business websites make the same copywriting mistakes that cost them enquiries every single day.
Lead With the Customer, Not Yourself
The most common mistake: websites that open with ‘We are [Company Name], established in [Year]…’ Nobody cares. Your visitors are asking one question: ‘What can you do for me?’ Lead with the benefit you deliver to customers, not your company history.
Focus on Benefits, Not Features
Features: ‘We use the latest technology.’ Benefits: ‘Your website will load in under 2 seconds, keeping visitors engaged.’ Features describe what you do. Benefits describe what the customer gets. Always lead with benefits.
Use Social Proof Everywhere
Don’t wait until a dedicated testimonials page to show reviews. Sprinkle social proof throughout every page — a quote here, a statistic there. ‘Join 47 Bedford businesses who trust us with their websites’ is more persuasive than the best sales copy you can write.
Write for Your Customer, Not Your Industry
Avoid jargon your customers don’t understand. Write in the language they actually use when describing their problem. If a customer says ‘my website doesn’t come up on Google’, use those words — not ‘organic search visibility optimisation’.
Every Page Needs One Clear Next Step
What is the single most important action you want visitors to take on each page? Make that action obvious, easy and repeated multiple times throughout the page.
Need help with your website content? WebDevLab can help.