How flawed website copy can turn customers away

Your business website is the welcome mat for your company. To attract and grow a customer base, you'll want to make your site appealing so visitors will stick around and explore your pages to see what you are offering.

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First impressions are critical. If a would-be customer's initial glance at your company's home page is one that gives the perception of low standards, chances are they'll quickly bounce on over to a competitor's page.
Flawed website copy could easily turn customers away because it gives the perception of being amateurish.

As a result, people likely won't take your product or service seriously. Companies that don’t pay close enough attention to ensure website copy is unblemished, increase the risk of potential customers wondering about the quality of products or services. When people shop, they want value for their money and, if their impression is they are going to receive shoddy service or an inferior product, that company won't make the sale.

Website copy should always be professional looking, free of errors, and aesthetically pleasing to the eye. Here are some of the top website mistakes to avoid when adding copy to your website.

Unprofessional tone

Your web copy should demonstrate the quality of your product or service. If your copy is unprofessional sounding in nature, this is going to quickly turn any website visitors off. Web copy that sounds like it was posted in a web forum or other casual environment won't attract an attentive audience. Ideally, you want to establish a voice that aligns with your company’s approach and values. Be sure to be consistent with whatever tone you choose.

Lack of knowledge

Through your copy, blog posts, and other entries strive to demonstrate your knowledge and offer something useful to your customer base. Empty words without value won't bring the results you seek. However, demonstrated knowledge with solid information shows you're serious and know your stuff. Show your confidence in your industry knowledge and give consumers reasons why they want or need whatever you are selling.

Riddled with errors

Errors are a major turnoff in the web environment, especially for professional businesses. Your web copy should be carefully written, spell-checked, and proofread. Then proofread it again, preferably by multiple people. 

Outdated information

Old information isn't useful to your returning customers. Companies that let their web copy lie dormant will likely find themselves losing web traffic. Aim to keep content fresh and up to date. Once your customers (and potential customers) realize your pages are continuously updated, they'll be more likely to make return visits to see what is new.

No contact information

Some companies forget to include contact information. An email address is helpful, but adding a mailing address and a phone number is even better. Most experts recommend you include all of this information. Adding full contact information gives you credibility and adds a tangible connection to your company. It's also a good way to build trust and show you are legitimate.

Copy has a 'me' tone

Companies that take on a "me, me, me" tone in attempts to boost their image may find this approach backfires. The tone should not be on "I" but should be gravitated towards "you" (the customer) and what your company can do for them. People aren't interested in stroking your company's ego, they want to know what you can offer them for their hard-earned money. These days, the marketing and sales process is a two-way street. Consumers aren’t interested in being preached at, they want to engage. Removing any “me” copy demonstrates you want to have those conversations they seek.

As the old adage says, content is king. Flawless website copy is professional and attractive, but error-laden words are likely to drive customers away. Make your words free of mistakes, keep up to date, sound knowledgeable, give your customers a way to contact you and focus on their needs. By designing your web copy in this way, you'll be able to prevent pushing your customers away in today's highly competitive environment.