Understanding the Importance of Effective Copywriting

When launching their websites, many entrepreneurs believe that the hardest part lies in the design and functionality. They often think that writing copy is a straightforward task that anyone can handle—especially those who blog. However, it’s only after they face lackluster results that they start to reconsider their messaging. Could there be merit to the idea of conversion copywriting?

Although copywriting is vital, it alone won't guarantee success. I frequently remind my clients that a solid marketing strategy is essential. Yet, incorporating poorly crafted copy into that strategy is akin to using subpar oil in your engine—it will lead to increased fuel consumption (higher ad spend and longer time to achieve results) and could cause serious harm to the overall system (lower conversion rates and lost opportunities).

Here are three common mistakes I often notice in web copy created by non-copywriters (including other writers).

Mistake 1: Focusing Too Much on Yourself

Your website should not revolve around you. If you want to highlight your achievements, wait until potential clients have read a few paragraphs. Research indicates that when users visit a website, they typically ask themselves three questions in this order:

1. Where am I?
2. What can I do here?
3. Why should I do it?

Unfortunately, many web pages start by addressing the third question in a convoluted manner, which only adds to the confusion. Instead, aim for clarity and empathy in your messaging.

> "There is a secret every professional artist knows that the amateurs don't: being original is overrated. The most creative minds in the world are not especially creative; they're just better at rearrangement." — Jeff Goins

Mistake 2: Trying to Appeal to Everyone

Entrepreneurs often fear missing out on potential clients, leading them to cast a wide net instead of being specific. I've collaborated with marketers hesitant to mention the 20% average improvement in results they've achieved for clients because they believed it should be even higher. As a result, the subheading simply states they help clients gain more leads. Would you consider that more appealing than stating "get 20% more leads"?

Similarly, I worked with a web developer focused primarily on eCommerce who refrained from highlighting this expertise for fear of alienating other potential clients. Consequently, he came across as just another generic web developer.

Your website copy will resonate better if you’re specific. Yes, you might miss some opportunities, but if your target audience is substantial enough to fulfill your growth ambitions, your priority should be to capture their attention—even if others remain oblivious to your message.

> "Instead of representing the buyer's expectations, needs, wants, and concerns, many personas are built around a profile of what the business would like its ideal buyer to be." — Jennifer Havice

Mistake 3: Failing to Listen to Your Audience

As Stephen Covey noted, "Most people do not listen with the intent to understand; they listen with the intent to reply." Entrepreneurs often fall into this category. With their ambitious goals and larger-than-life visions, they can be too preoccupied to truly hear what others are saying.

For example, a SaaS company I consulted for emphasized their clients' satisfaction with their product, attributing it to "innovative features." After interviewing several clients, I discovered that their primary delight stemmed from the platform's ease of use compared to competitors. While the innovative features might contribute to that ease, that’s not how clients articulate their experiences.

To create an impactful website, remember that you are not the protagonist; your client is the hero, and you are merely their trusted sidekick.

Leveraging Chat GPT Effectively

Chat GPT can be a fantastic resource when wielded by an experienced copywriter or marketer, but it may not deliver the same results in the hands of a busy founder or a narrative-driven blogger. It has been likened to Canva; when it emerged, anyone could produce decent designs. However, this only heightened the value of professional design crafted by skilled individuals.

Should you use ChatGPT for your content needs? Absolutely. However, you'll still need to address the issues discussed above.

Final Thoughts

Successful entrepreneurs recognize that marketing is paramount. While it includes developing a viable product, that’s just the beginning. Don’t overlook the journey ahead, especially the significance of copywriting.

If you aspire to build a six-figure, one-person business, subscribe to my free One-Person Business Success newsletter here.

For those seeking a copywriter or ghostwriter who understands the nuances, feel free to reach out to me at [email protected].

Chapter 1: Common Copywriting Errors

This video outlines the most frequent copywriting mistakes and how to correct them, providing insights to enhance your writing.

Chapter 2: Elevating Your Copywriting Skills

In this video, learn about significant copywriting errors that can drastically reduce your sales page conversions and how to avoid them.