5 Bad Copywriting Habits to Avoid on Your Website
We all have our own individual style when it comes to writing. Some people write in long, flowing sentences. Some like to use short, punchy paragraphs. (I tend to overuse parenthesis.) These writing habits are what creates your unique writing voice.
But when it comes to copy, some of these writing habits are hurting you more than they’re helping. They turn off your readers, leave people confused, and lose you sales. These are the tendencies you need to edit out of your copy to make it stronger.
Here’s five bad copywriting habits to watch out for when writing copy for your business:
Ditch the Pitchman
A funny thing happens to some of us when we try to “sell” something. We start sounding like a infomercial, pulling out tired phrases like “but wait, there’s more!” We talk about the deals available for a limited time only that you can bring home for 3 easy payments. (Order now and we’ll even make that last payment for you!)
Don’t do this in your copy! Not only do you sound cliched, you also sound scammy. These phrases are huge red flags and people start to suspect you might be trying to pull one over on them. Look for any hyped up pitchman-type phrases in your copy and cut them out! Anything that sounds like something the ShamWow guy would say needs to go.
Cut the Hedges
Nothing turns people off your copy faster than when you sound like you don’t even believe in what you’re selling. Even if you think your service is the best thing out there, you may be sending out a different message if you’re using hedge words. These are words like maybe, possibly, probably, likely, somewhat, etc. When you use these words in your copy, they make you seem unsure.
Would you want to hire a virtual assistant who says “Working with a VA will probably save you time every week”? No, you want to work with the VA who knows she’ll save you time, because she knows what she’s doing. The first one may be just as competent, but her copy’s telling a different story.
Hedge words cut the impact of what you’re trying to say and undercut your confidence. When it comes to selling your services, you want to be as confident as Paris Geller going after Brad in a debate (but maybe a touch less hostile). Ditch the hedging and sell your services with certainty.
Bring in the Mind Reader
Good copy makes your clients feel like you’re reading their mind. Bad copy makes your clients try to read yours.
This happens a lot when you write your own copy, because you’re so close to the offer. You unintentionally end up writing a vague sales page that leaves a lot of questions in your client’s mind.
Instead, spell out everything that’s included in the offer. Go over how the process works. Tell them what happens after they hit the buy button. Think about questions past clients have had and answer them in the copy. (Or in an FAQ section - they’re perfect for this!)
If you’re leaving people with questions, they’re less likely to buy. Some might contact you and ask, but a lot of people won’t even take that action. Give the important details upfront!
Humanize the Robot
“I am a professional. I am qualified. Beep-boop-beep.” Sometimes when you try to come across as a “professional business person” you end up sounding like a cold robot.
So how do you stop sounding like a robot? Loosen up your language so you don’t sound so stiff. Use contractions to make your writing sound more conversational. Break some grammar rules. Because who actually speaks in perfect grammar all the time? (Not many humans I know.)
Add some personality to your copy and show your readers another side of you. People do business with people they like. The first step to being liked is showing you’re a person.
End the Scavenger Hunt
This one is such an easy fix, but I see it all the time. You want people to join your email list, so what do you do? Hide your opt-in all the way at the bottom of your sidebar. On your sales page, you bury your calls to action in the middle of your body copy. Don’t let your calls to action get lost in a wall of text.
If you want people to take action, make it easy for them to find the next step. Make your buttons and sign ups big + obvious. Use design and color to make them stand out. Don’t make people search your site for ways to give you their email or buy your services.