Website Not Getting Any Leads? You Might Have a Copy Problem
Let’s imagine you’re about to go on your first-ever camping trip.
You know you need a tent, but you think all tents were created equally. You have no idea whether your tennis shoes are good enough for hiking, and it hasn’t even occurred to you that a camping stove is the difference between eating cold canned chili like a dog and enjoying a pleasant meal after a long day in the elements.
But you’ve heard there’s this cool outdoor gear co-op called REI, so you go there to check them out.
Now let’s imagine you get to the store and you’re immediately confused.
There’s no signage pointing you toward the camping or apparel sections, and there are no tags on the merchandise to help you understand why one tent costs $200 and the other costs $500. In fact, there aren’t even any salespeople to help you find what you’re looking for, answer your questions, or ring you up.
You’d feel disoriented, annoyed, and eager to get out of there.
So, you end up buying a cheap tent at Walmart (it leaks), you hike in your old tennis shoes (and twist your ankle), and you eat cold chili out of a can (like a dog). You have NO idea why people actually enjoy this camping thing, because you don’t know how much better it could be.
Are your website visitors having this experience?
Think of your website as your business’ brick-and-mortar.
Some people come because they know who you are and they believe you can help them.
Others sort of wander in, vaguely aware of what they want, and they need someone to show them what they need.
That means your website copy needs to appeal to and make sense to ideal potential clients in both types of audiences.
Your website copy isn’t just your storefront—it’s the signage that gets people’s attention and directs them. It’s the tags on the products that explain the fancy features. And it’s the salespeople who help visitors find what they need and make an informed decision.
Problem is, most DIY website copy doesn’t address its visitors’ most burning questions.
Most commonly that’s because it’s:
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Too focused on you or your business (instead of your ideal client), or
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Too focused on the features of what you’re selling (instead of the big-picture benefits)
But how do you know if your virtual brick-and-mortar misses the mark?
If you can’t remember the last time your website got you a lead or new subscriber, that’s one sign your copy isn’t doing its job.
Now, it could also be a marketing or design problem. After all, good copy can’t do all the heavy lifting if no one’s visiting your site or the layout is confusing.
But if your copy isn’t sparking connections that lead to sales by helping your ideal clients make an informed decision about working with you, you’re leaving money on the table.
Your website copy needs to:
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Get your ideal client’s attention
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Establish a connection
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Compel right-fit people to take the next action
And somewhere in there, it needs to demonstrate the big-picture benefits of what you’re selling and differentiate your business from the competition.
THAT’S how you generate website leads.
It’s not as simple as getting a pretty Squarespace template, writing some words that sound good, and adding a contact form.
Someone who specializes in website copywriting knows this, and they know what questions visitors are likely to be asking before deciding to work with you.
