Sometimes you have to be a little cringe to learn the big lessons, you know what I mean?

Because if you’re not being a little cringe, you’re playing it too safe.

I’ve learned some really big lessons in my short time in business, so I’ve learned a thing or two about being a little cringy.

Understanding how to be an effective copywriter has been the single most transformational skill I have learned in my business journey.

But my website copy wasn’t always stellar — yes, I’m calling my copywriting stellar because I am so freaking proud of what I created, and I’m allowed to brag, okayyy.

I digress…

The first version of my website was, dare I say it, terrible and straight-up CRINGY — I even have proof, so keep reading if you’re curious.

I didn’t understand how to write website copy or how to create thoughtful designs for my copy to live…and I left a lot to be desired.

I wasn’t getting any traffic.

I definitely wasn’t converting the little traffic I had.

And I certainly wasn’t mesmerizing my ideal client.

Please don’t make the same mistakes I did, nurse friend.

Save yourself from the cringe — or at least copywriting cringe because I’m sure you’ll find more cringe and learn other tough lessons you didn’t expect along the way.

(And that’s okay, because if you’re being cringy then that means you’re willing to step out of your comfort zone and do what it takes to scale the business of your dreams.)

Are you making these same mistakes and effectively sabotaging your website’s conversion rates?

1 | Your copy isn’t readable.

Don’t overcomplicate your message. Write so that your readers understand after a single read-through. If you can say less and still get your point across, then say less.

To write readable copy, keep your paragraphs short, use simple sentences, and incorporate headings to break up lengthy sections of text.

Long sentences and big words are typically harder to read, and your audience won’t stick around long enough to actually read the text if they can’t scan it first. So write shorter sentences, create shorter paragraphs by hitting enter more often, and use fewer parentheses and em dashes.

Okay, wow — I love a good em dash; I feel personally attacked by that sentence (just kidding).

Do you see what I did there?

Large blocks of text with multiple commas, semicolons, em dashes, AND parentheses are incredibly difficult to read. It’s only going to confuse your readers. And confusion doesn’t convert.

If your average reader doesn’t understand the sentence, they’ll skip it, and you can bet your bottom dollar they’ll miss out on your message, won’t take your desired action, and won’t become loyal customers.

2 | Your copy is confusing.

In order to write a clear message, it helps if you’re really clear on the goal you’re trying to reach first.

Try to answer these questions when crafting your message:

What is this message really about?
What am I trying to convey with this message?
What do I want my reader to get out of this message?
What do I want my reader to do next?

See, your audience is full of busy readers who don’t have time to decipher your message. They don’t want to spend time figuring out what you’re trying to tell them, and they won’t.

So leave the wordy, scholarly articles for your college professors.

Be clear and concise, and whatever you do, don’t be cute.

One of the best lessons my copywriting mentor taught me is this:

“Cute” is confusing — stop trying to be cute.

Exhibit A: Cute naming convention for your services.

Using “cute” names for your services is confusing, unnecessary, and maybe even a little cringe (okay, probably a lot of cringe).

But don’t worry, we’ve all been there and done that, including me. The cringe helps you learn, and sometimes, you have to experience the cringe before you become the expert.

If I were to find a services page with the names I have listed above, “The Circadian Reset,” “the Delta Detour,” and “the REM Dreamer,” my first thought would be: HUH?

Because those names mean nothing, they are essentially nonsensical.

Seriously, if a visitor came across that copy, I’m sure they’d be thinking things like:

“What does this have to do with copywriting?”
“Why do I care about this?”
“This is a lot of text; why bother?”

I’m positive they’d just “X” out right then and there.

Cute and confusing website copy will result in inadequate targeting and segmentation for your ideal audience, which means that your website won’t reach the right audience with the right message and will fail to establish credibility in your industry.

So stop being cute and instead, make your copy as clear and concise as possible while still telling the story you want your audience to know.

Focus on the goal you’re trying to reach with your message and remove all the fluff.

3 | Your copy is more about you than about your ideal client.

I'm betting you created your business to make a positive impact in the communities you're passionate about.

So, remember that your website should also be for those communities.

It means you won't get to just write about the things you're most interested in.

The fact of the matter is that humans buy emotionally and justify logically, which means creating a great offer is only half the battle.

People generally only care about themselves, so tell them what THEY want to hear.

Focus on them and their needs/wants. Listen to what they’re asking and use your website to answer all their burning questions.

By understanding their desires, needs, and pain points and addressing them in your copy, you will attract the right audience, engage your ideal clients, and even build a good rapport with them by making them feel heard.

Write to that one person like you’re having a real conversation with a real human because that’s how it should feel to your reader.

If your copy is written with them in mind, you're more likely to connect with them and inspire them to take your desired action.

Make their choice a no-brainer.

4 | You’re focusing too much on the features and not enough on the benefits.

Focusing on the benefits of your product or service is more effective than highlighting its features because it helps to communicate the value it provides to your customers.

Features describe what your product or service does, while benefits explain how it helps solve a problem.

Customers are more likely to be interested in the benefits of your product or service rather than its features because the benefits tell them how your product or service will make their lives better.

When you focus on the benefits of your product or service, you are speaking directly to your customer’s needs and desires.

By highlighting how your product or service can solve a particular problem or improve their life, you are providing them with a compelling reason to purchase.

To effectively communicate the benefits of your product or service, you need to understand your customer’s needs, wants, desires, pain points, and motivations. You’ll be able to create a more emotional connection with your customers, making it more likely they will choose your product or service over competitors.

5 | You don’t have enough copy.

Whaaa? You’re saying I need to write more?

Yesss, I am.

While your readers might not read every word on your website (unless it’s super compelling and conversational, of course), Dr. Google and other search engines still need plenty of copy to be able to rank your site.

Search engines use complex algorithms to analyze the content of websites to determine their relevance to a particular search query.

So, the more content you have on your website, the more opportunities you have to include relevant keywords and phrases that will help search engines understand what your website is about. This, in turn, will improve your chances of ranking higher in search engine results pages for relevant keywords.

While there is no definitive answer to how many words should actually be on a singular web page, most experts (including me) recommend at least 300 words per page.

And this is exactly why having a blog on your website is still relevant.

By providing in-depth information on topics related to your niche, you can get the most out of SEO, demonstrate your expertise, and build trust with your audience.

Your copy and additional blog posts increase search engine ranking, engagement, social shares, and, ultimately, more conversions.

When people visit your website, they are looking for information relevant to their needs and interests. By providing plenty of high-quality content, you can ensure that your visitors find what they are looking for and are more likely to stay on your site longer, resulting in lower bounce rates, higher engagement, and more conversions.

6 | You’re not taking advantage of title tags and meta descriptions.

Title tags and meta descriptions are crucial elements of on-page optimization that significantly impact your website’s conversion rates. These two elements are critical in attracting potential customers to your website and convincing them to click.

Title tags appear at the top of the browser window and in search engine results pages, making them the first impression potential visitors have of your website.

Similarly, meta descriptions appear below the title tag in search engine results pages, providing a brief summary of what your website is about.

Using compelling and informative title tags and meta descriptions can improve your website’s click-through rate and ultimately increase conversions.

A well-crafted title tag and meta description can provide a clear idea of what your website offers and why it’s relevant to the searcher’s query.

They can also entice visitors to click through to your site by including persuasive language, such as calls-to-action or unique selling propositions.

By optimizing your title tags and meta descriptions, you can improve your website’s visibility in search results, attract more qualified traffic, and increase the likelihood of converting visitors into customers.

7 | Your design sucks.

There’s no easy way to say it, so I’ll just come out with it: If your design sucks, your visitor will “X” out faster than you can get good ole Bob his third applesauce of the night.

If visitors find your design confusing and hard to navigate, they are likely to leave without taking any action, leading to a higher bounce rate and lost opportunities for conversion. And no one wants a high bounce rate — I know you don’t.

Your website design helps to keep your readers engaged.

A professional, modern design is visually appealing, easy to navigate, and provides a seamless user experience that encourages visitors to stay on and interact with your content. It’s user-friendly, with easy-to-use menus, clear calls-to-action, and a cohesive aesthetic that includes a consistent color scheme, font package, and layout throughout the site.

Investing in a high-quality website design can create a positive user experience that increases engagement, makes the benefits of your product or services stand out, and encourages your visitors to take action.

So now you know…

Effective copywriting is not rocket science, but it does take some effort and practice to perfect.

By avoiding the very common mistakes discussed above, you can set yourself up for success and create copy that converts.

Remember to keep it simple, clear, and connection-worthy, and always keep your audience in mind. With time and persistence, you can create website copy that mesmerizes your ideal client and establishes your credibility in the industry.

So now you know…go ahead, nurse friend, and create the website copy of your dreams. And if you don’t want to write it yourself, I’m right here for ya! 😎

All the Ways You’re Sabotaging Your Website’s Conversion Rates