5 website copy space-wasters
Are you making good use of the space on your website? In this post, I'm sharing my best tips to help you eliminate website copy space-wasters! From website copywriting tips and website copywriting examples to website copywriting inspiration, you'll learn how to write copy for your website that connects with you dream clients and helps market your private practice, group practice, or other health and wellness business.
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What if I told you I could help you get more oomph from your website, simply by tweaking a few things?
Just one catch:
You've gotta be open to recognizing the word waste that's currently happening there.
Now, before we proceed with words like "waste", here's a gentle reminder that this is a SHAME-FREE ZONE.
Pretty much everything I share is inspired by:
a) issues I see in my work with other health + wellness business owners
b) mistakes I've learned from in my own business
c) direct requests for help from you
d) all of the above!
So, now that we know we're all in this mess together... ;)
Read on for 5 common copy "space-wasters" that might be eating into your valuable website real estate:
Space-waster #1: A "welcome" statement
As in, literally using the word "welcome" in a prime location on your site.
This might appear as a headline above the fold (i.e., before visitors scroll down the page).
Or it might be one of the first lines of copy visitors read below the headline:
"Welcome to my site."
"Welcome to my little corner of the internet."
"Welcome! I'm so glad you're here."
It's very common to see some variation of this on a website. And it's a waste of space.
Friend, visitors to your site expect that they're welcome. It's a given.
"Welcome!"-ing them is merely stating the obvious. Which is a missed opportunity to convey something more meaningful.
Try this instead:
- Ask yourself what initial questions your dream client might be asking when they land on your site. What are some clear signals you can send with your copy to help them decide if they're in the right place *for them*?
Space waster #2: Your newsletter sign-up
To be clear:
Inviting site visitors to join your email list can be an excellent use of space.
But, it all comes down to the execution.
Let's set aside factors like the positioning and design of email opt-ins (although those are important pieces to consider!) and focus instead on the actual words you're using to encourage sign-ups.
Hands down, the most common email opt-in space-waster I see is generic copy:
"Join our newsletter!"
"Sign up so you never miss a post!"
"Free news and updates!"
This is a great opportunity to practice some basic empathy for your site visitors, and to reflect on your own behavior as a website visitor.
If your email opt-in could be dropped into a random other business owner's website and fit in just fine... it's not specific (and thus, probably not compelling) enough.
Try this instead:
- Write down the name of whatever you're offering (e.g., checklist, guide, video, quiz results...) in exchange for a visitor's email address.
- Set a timer + list out as many of the potential benefits of this freebie as you can.
- Use your list to craft an enticing headline + 1-2 lines of additional copy, to invite site visitors to join your email list.
Space-waster #3: Quotes by people who aren't you
(BTW: I'm not talking about testimonials. That's a totally different animal.)
I'm talking about a quote from someone you admire, featured prominently (or, frankly, anywhere) on your site.
*I can almost feel you bristling through the screen.*
"But, Brené(/Esther/Sappho/Thich Nhat Hanh/_____) already captured perfectly the precise meaning I want to convey!!"
Maybe they did.
But, here's the thing:
"Saying it perfectly" is not the point.
When your dream client lands on your site, do you know who they're hoping to meet?
Do you know who they (probably) never learned about in school?
So, WHY are you using YOUR precious virtual real estate to feed them someone else's words?
Friend, I know this can be uncomfortable. We're not trained or encouraged to embrace our own thought leadership.
But, that's exactly what your dream client's craving.
Try this instead:
- Locate a space on your site where you're currently (or considering) featuring someone else's quote.
- Ask yourself: What's the MOST important thing I want site visitor's to know or feel when they read this?
- Draft a fresh, concise piece of copy (in your own words) that's designed to elicit the same response. Replace the existing quote with it. (Skip the quotation marks + attribution to you. Let it stand on its own in bold. See how that feels.)
Live Q+A Replay
"How can I use quotes effectively in my copy?"
That was our Question of the Week, submitted by email subscriber, Ryan Grist.
Check out the video below for my answer:
View this post on Instagram
Space waster #4: Unhelpful testimonials
Sure, that testimonial might feel good to you.
But, if it doesn't help the person landing on your site, then it's eating up valuable space.
What makes a testimonial helpful?
- Clearly identifying + describing a pain point or struggle your site visitor's likely experiencing
- Providing insight into the experience + process of working with you, taking part in your program, etc.
- Honestly sharing early signs of growth/change vs. a flashy "Before + After"
- Addressing real-life hesitations + what made them decide to work with you anyway
- Emotion-focused benefits they've experienced (i.e., what does life feel like now compared to how it used to feel)?
Try this instead:
- Check out this post on using testimonials effectively in your copy
Space-waster #5: "I enjoy..." statements
Your pleasure as a business owner matters. Of course it does!
But, leading with your experience of your work (e.g., "I enjoy using humor in my work with clients...") can undermine your site's focus on the visitor.
Try this instead:
- Reframe "I enjoy..." statements to center the client's experience instead (i.e., "We'll laugh together in our sessions...")
Want to explore more ways to craft effective website copy to market your health + wellness business? Check out these blog posts:
- 3 common website mistakes (+ how you can fix 'em!)
- 3 sneaky places to find website copy inspiration
- How to write great private practice website copy
Let's take action!
Ready to implement what you learned in this post? I like your style!
- Choose 1 of the tips in this post and try it out in your business.
- Looking for 1:1 copy support? Right this way, friend.
- Want more actionable tips + real-life examples to help you reach more of your dream clients? Join my Close Friends list over on Instagram!
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