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Is Your Website Copy Missing the Mark? Here’s How to Fix It.

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We’ve all read website content that simply didn’t deliver. Whether we were looking for an answer to a pressing question or searching for some inspiration, we’ve witnessed copy fails. It’s in these moments where we start to ponder our own copy, wondering if we are leaving our own audience wanting more. It’s at these times when we finally start to make sense of those decreased page views and email open rates.

If your website copy is missing its mark, chances are you’re simply focused on the wrong thing. Instead of centering it around your audience, you’ve written copy for yourself. Don’t worry, though. This is a fairly common issue that comes with a straightforward fix.

Are You Creating Content for the Sake of Creating It?

Content creation takes a focused approach—you should have a reason behind everything you’re producing. That reason should be adding value to your audience’s lives. Creating content for the sake of creating it does not add value. Copy that is written simply to fill space just decreases your website’s value in the hearts of your ideal audience.

Are You Focused on the Right Audience?

Who or what you think of when you write can greatly affect the message you’re sharing. For instance, if you more concerned about generating business, you’re likely writing more for trying to “game” the search engines than you are to provide real value to your audience. But if you write with your ideal client in mind, your copy with truly reflect their needs and desires. It will feel personal and connect at a deeper level.

Remember, “everyone” isn’t your audience. You cannot serve everyone, and everyone will not find value in what you provide. So speak directly to the heart of the one you can best serve. Fail to do this, you are guaranteed to miss your mark.

3 Ways to Fix Web Content That Misses the Mark

If your copy needs repositioning to make greater connections and provide better value, there are ways to change direction. We encourage you to try one—or all—of these recommendations.

1. Discover Your True Audience

Take time to discover your audience’s persona. Who are they? What makes them happy? What do they desire above all else? What do they look like? How do they speak? Where do they hang out online? What concerns or fears wake them up at night?

Answering these questions will help you connect with them on a deeper level, giving you more insight for creating copy they want to read.

2. Speak to Them, Not About Them

Your copy should speak to your audience, not about them. You can quickly shift your copy around by using “you” and “your” instead of words like “they” and “them.” You want your audience to know that you are meeting them where they are at that moment.

This type of invisible conversation will create a lasting connection that is priceless for conversion.

3. Answer Their Questions and Address Their Needs

When writing blog content, social media content or website content, make it useful. Answering audience’s questions or addressing a need they possess. And always remember benefits over features.

Only by drilling down to how your service will solve your ideal audience’s problem will your copy make an impact.

Changing Your Focus Is Worth It. Hop to it Today!

It can be hard to change your mindset when it comes to your copy, but it is totally worth it. So get to fixing what you have. And if you find you need help with refocusing your content, know we’re here for you. Reach out to us today at 612-643-1824 or send us a message.

Cari O'Brien

Founder & Chief Word Nerd
Cari has been providing content marketing services to businesses for over 15 years. She writes and speaks frequently about brand messaging, SEO copywriting and audience-focused copy. She’s the creator of the Connection Copywriting Method and the online writing course, Write that Site®.

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