Are you sure your website's really talking to your clients? In a way that they'll respond to?
Miss the mark and it's your business that'll take the hit.
Here are my 3 quick copy writing fixes that you can do right now to make sure your website's doing its job right.
Quick Fix 1: Tell them quickly what you can do for them
The number one reason for people to leave your website without exploring is that visitors don't know how you can help them.
Either you're not telling them quickly enough or what you're saying just isn't clear .
How to fix it: As soon as a visitor lands on your home page have a statement telling people quickly and simply what you do. Without them having to scroll down. On your other web pages tell people quickly and simply what that page is about.
Write it. Read it out loud. Read it out loud to someone else (who isn't in your business). Keep it simple and make sure it addresses why someone might need you.
Here's a great example from Kim at Flame and Scent. Right up front you know exactly what you're getting from the website.
Quick Fix 2: I, You, We or Us?
Are you gathering your people to you? Quit using third person and really connect with your visitor by using "you", "we", "us".
And whilst we're at it, make sure you use "you" more than "I" - that way you'll make sure you're talking more about your client than you.
Here's an example from my friend Donna at Decryption Bookkeeping. Do you see how the use of "you" and "your" brings it straight to the reader and makes it personal?
Quick Fix 3: Be yourself
Even if you're not your business, your personality can still help you connect with your visitors. Use words, phrases and sentiments that are yours and also those of your clients.
How to do this? There's got to be a reason why you chose to do what you do. Even if it was just to make money, why did you choose this way and not another? Telling this to your visitors brings the human into the business. And we all want to connect with humans.
One thing to remember is to keep personal stories relevant to your customers and your business. Write down a take-home-message that you want to get across from the story and why it's relevant. Make sure it's something that connects with your visitor.
How to do it: Check out your "about" page. Write a small paragraph about WHY you do what you do. Then take it from there.
What to do next