THIS Website Copywriting Mistake Is Costing You Business (Fix It!)

The words on your business website should be there to help you ATTRACT your dream audience and CONVERT those valuable visits into leads or sales.

Sadly, many companies fail at this because of some website copywriting mistakes. This one in particular is my pet peeve, especially since it’s actually SO easy to avoid once you know about it! 

Have you got it on your website, too? Let’s find out.

One of the most common website copywriting mistakes: a weak and vague opening

Your home page is sort of like your elevator pitch.

Does it feature the most overly complicated and ridiculously vague website copy? Then it’ll make your potential customers wish they had taken the (competitor’s) stairs instead!

Vague as to what you actually do…

‘Synergy.’ ‘Solutions.’ ‘Cutting-edge company.’

All the overused buzzwords of someone’s industry but… no clue as to what this company actually does. 

This is one of the most common website copywriting mistakes, so I’m pretty sure you’ve bumped into such copy yourself, at some point.

You land on the home page, are presented with a vague mission statement, have to scroll down for a few minutes in order to understand what this company actually sells, or… you don’t even bother scrolling down in the first place. After all, why should you? Your time is precious. 

If this company is already wasting it, it’s much more convenient to jump onto a competitor’s website that’s immediately clear about their USP.

… and vague as to who that’s for

If there’s one thing that’s worse than ‘solutions’ is ‘solutions for everyone.’

“We work with any company.”

“Our product is perfect for everyone.”

I totally understand that, when you’re a woman solopreneur or a female-founded business, it’s easy to get scared thinking that, by niching down, you could miss out on more sales.

However, the opposite is actually true!

When you try to please everyone, you please no one.

If your home page doesn’t immediately convey who your products or services are for, how can people identify with them?

Or, better: what problems or theirs can you solve?

Why this website copywriting mistake is costing you money

Here’s the harsh but absolutely necessary truth. Ready for the red pill?

Your customers don’t care about you. They care about what your products or services can do for them. 

If the above-the-fold website copy (aka what you can see before scrolling down) on your home page doesn’t tell them that, why should they bother with you?

They haven’t got time to scroll down and decipher your cryptic website copy peppered with cliches, buzzwords, and vague statements.

They need to find that out immediately and have a “hey, this is exactly what I was looking for” kind of moment.

If you try to appeal to everyone, nobody will experience it.

How to avoid this website copywriting mistake or fix your vague above-the-fold section [Be clear and specific!]

Here are some actionable tips that will help you set yourself apart from your competitors and make the right impression on your new website visitors.

1. Reread your home page copy with fresh eyes

First of all, be strong and check whether or not this applies to your business website.

Open it right now. Looking at it as if you were seeing it for the very first time, ask yourself:

• Is my above-the-fold copy powerful enough to make my visitors want to scroll down to find out more?

• Is it clear enough for them to understand what I actually do and how this relates to them?

If not, don’t worry: we can fix this popular website copywriting mistake!

2. Make your first couple of sentences immediate and audience-oriented

• Start by reminding yourself who your specific target audience is. If you don’t know, you must definitely conduct some market research before tweaking your website copy

• Remember that the first thing your visitors should see once they land on your home page is a short but clear sentence that conveys what you do and how this benefits them

• If needed, some explainer copy to give them a bit more context

Once they scroll down, the rest of your home page website copy should be still clear, speak directly to your dream audience, and showcase how your products/services will solve their pain point.

However, you first need your opening to be show-stopping.

And trust me: this doesn’t have to be boring. 

You don’t necessarily have to say “We create meal kit deliveries for time-poor people” (although that’s still MUCH better than “We offer dinner solutions to everyone”).

Excellent copy can convey the very same concept in less predictable ways. For example: “Craving restaurant-worthy dishes but are short of time? We’ve got you!”

Then the explainer copy can give them a bit more context. 

3. Get inspired by websites with excellent above-the-fold copy

To get you started, here are some examples of companies doing it right:

It’s not a ‘reading solution’ or just another book subscription box. It’s for readers who want to discover new authors and more ‘underground’ stories rather than sticking to the most popular reads. 

And they don’t even have to waste time finding them, because this service will handpick them and send them straight to them.

This website is specific as to what they offer: indoor plants (not just plants, or gardening solutions… indoor plants only), and they manage to get you excited about using them to decorate your home.

This meal kit delivery company immediately showcases its focus on quick but healthy food to attract time-poor customers who don’t want to eat badly.

Facetheory clearly targets vegan and eco-conscious customers but makes it clear to them that this choice won’t mean compromising on the levels of quality and satisfaction that they’re used to.

Pretty cool, right?

Need help fixing other website copywriting mistakes for your badass female-founded brand? 🙌

Now that you’ve discovered what website copywriting mistake had been sabotaging you right from the start, is there anything else that needs improving?

• Start receiving tips and content prompts to connect with your dream audience through your marketing copy

• If you’ve realised your current website copy hasn’t been helping you attract more prospects and turn them into leads and sales, let’s replace it with words that will

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