A PTS Top Ten Report

Writing for the Web
Top 10 Text Mistakes

Text Mistake #1 - Focusing on Features and Ignoring Benefits

If you know anything about direct response writing, you know that benefits, not features, sell. And if you don’t know anything about direct response writing, now’s the time to learn—before you create your website copy.

It doesn’t matter if you’re an international forensic accounting investigations firm with offices around the world, a consultant serving high-tech manufacturers, a global business development firm, or a local accountant, attorney or mom-and pop retailer looking to grow a business online.

No matter what you provide, no matter what you sell, you must find the benefits associated with your offer, and communicate them clearly to your target audience.

Text Mistake #2 - Not Asking For a Response

It’s been proven time and time again, that in order to get prospects to do something, you have to ask them to do it. What do you want them to do when they’ve finished reading your well-written and keyword-rich home page? Do you want them to click on your services link to learn more about what you do? Or to click on your About Us page so they can develop confidence in the fact that you’re a real person, with the necessary expertise to help solve their problems?

Then ask them. Say, “Click here to learn more about us.” And when they’re presented with your offer, whether it’s for a product or service, go ahead, ask them to buy. Say, “Click here to order now.” Do you want them to call or email you to request a quote? Tell them so. Help guide them through your particular sales process.

Text Mistake #3 - Not infusing your text with keywords

Search engine spiders rank your site based on the quantity of keywords you use in your copy, as well as how and where you use them on the page.

Text Mistake #4 - Cramming too much information on to your home page

Break up information onto multiple pages. On your home page, develop headlines for your information with a short description or deck. Make each headline a link to a page that contains the full information. The goal here is that you provide access to your information, not necessarily all of it at once.

Text Mistake #5 - Writing large blocks of text without interruption

Keep one idea per paragraph as users will skip over additional ideas if not caught in the first few words of the paragraph.

Text Mistake #6 - Using ambiguous or "cute" text.

Example: Labeling a link "What's Coming Up" when "Upcoming Events" or "Events" would be more intuitive. Be clear and write from the visitor's perspective.

 Text Mistake #7 - Not thinking like your customers

You've selected, organized, and edited your Web site content. But before you celebrate, you have to give your masterpiece a final audit from the point of view of your customers. Is the voice of the content consistent with the voice of your customer (e.g., conversational, dignified, or youthful)? Have you included enough information to encourage a click, call, or buy -- or is there too much? Does the content make an understandable, informative, and irresistible argument for your brand and products or services?

Text Mistake #8 - Not bulleting your information

Rather than forcing long streams of information (benefits, features, etc.) into paragraphs, convert them to bullet points. Your content will flow faster and read easier.