When you hire a professional writer to create the content for your website, it can be a frustrating and disappointing experience when something doesn’t go as planned. You know your business and brand better than anyone else so it can be challenging to find someone who fully grasps what it is you’re trying to say.
It’s critical that your website’s content accurately reflects who you are and connects with your target audience. Writers, just like anyone else, are capable of making mistakes. Unfortunately when these mistakes are made with your web content, it can negatively impact your business and your bottom line. The best defense is to be on the lookout! Here are six of the most common mistakes writers make with your website’s content.
1. They lose your voice
Your brand and business should have a distinct voice. For example, maybe you prefer a causal and humorous tone. Or maybe your business is more formal and professional. One of the biggest mistakes writers make is forgetting to incorporate this tone consistently into your website’s content. Often this tone gets overpowered by the writer’s voice, leaving you with content that reflects him or her more than it does your business.
2. They leave out key pieces of information
You hold the key to the most important information that should be included within your website’s content. It’s important that you communicate all of this with your writer so that he or she is knows what to incorporate. However, even with this key information at hand, writers will still forget to include it in the content. This might be a part of the history of your business, a particular service you offer or contact information. Check and double check your content to be sure what should be included is included.
3. They make it time sensitive
Fresh website content not only looks professional, but it helps with SEO as well. However, there is a fine balance between creating fresh content and burdening yourself with content that always has to be updated. Writers often make the mistake of not making content “evergreen” – in other words, not writing the content in such a way that it always stays fresh. Mentioning specific dates, numbers and upcoming events will commit you to having to update this content on the regular, – and many business owners simply don’t have the time.
4. They lack a call to action
Your website should drive customers to take some sort of action. The most obvious and desirable action for many businesses is to buy something! Writers make fatal errors for your business when they forget to include clear and convincing calls-to-action within the website’s content. Make sure they know exactly what your call to action is and stress the areas in which you’d like it emphasized on your website.
5. They write too much
It’s true – you can have too much of a good thing. Too much content will overcrowd your website and overwhelm your customers. When presented with long paragraphs and multiple pages of content, many people will tune out completely. You should want to keep visitors on your website as long as possible and encourage them to visit multiple pages. Short and concise content will help lead users through your website and keep them interested.
6. They disregard your direction
Finally and most importantly, writers need to follow your direction. Sure, they may have valuable input and strategy for your content, but at the end of the day it’s your business and your website should read the way you want. A common error that writers make is making the content entirely different than what you described. If you envisioned a fun and conversational tone, but were given content that is stuffy and disengaging, this will completely change the feel of your website – and the feel of your business as a result. ~Stephanie
What do you think? What mistakes have writers made with your content? Share your thoughts!