Website Copywriting and Content Mistakes
Opening With Flash Animation
Marketing people love Flash, web users hate it. There are millions of pages of information available online, Flash slows the user down and they aren't going to wait for the animation to finish. Strong copy, not useless animation is going to grab those people. Don't forget the iPhone and iPad don't even see Flash natively, and search engines aren't happy with it either.
"Welcome to My Website"
This is your business. Start off with what you do and identifying the benefits, or emotional triggers in your copy that people will react to. Besides, that opening hurts your search engine listing as it doesn't say a thing about your business.
No Compelling Headlines or Subheads
In print our eyes see the picture first, not online. The first thing web users see is a headline. Your eyes drift down the page looking for obvious word-terms related to your search. Headlines get attention. Scanners (of which I'm one) can gloss over the bulk of the content and get the gist of the story with only headlines and subheads. Once they know this is what they're looking for, they'll start again this time actually reading the copy.
Underestimating the Importance of Good Content
Good content describes what you do and convinces the reader to take action (click, read more, purchase etc.). Good copy is friendly, informative, and engaging. It invites the reader to come back and visit again. It's the reason the visitor signs-up for your newsletter, tells their friends about you, and feels ever-so-comfortable on your website. You might make a sale with bad copy, but that doesn't mean the customer will ever pass you- and your business on to others.
Not Building Copy Around Keywords and Phrases
Search engines put sites with relevant keywords and key-phrases higher on the search list. Determine what words your target market would type in to find you; experiment by using those words in a search engine and see what shows up. Build the keywords and key-phrases into your copy, they need to be a natural part of your content. Remember, the words will always be changing so you will need to update the content on a regular basis.
Not Enough Whitespace
Don't clutter up your pages with too many confusing options. Use well-placed white space to pull the reader through your content from start to finish. Reading on a computer screen is very tiring on the eyes; online reading is 25% slower than reading print. Make it easy on your customer. Break up your information by use short, attentive sentences, single thought paragraphs, and lots of bullet-point copy.