You have a very limited window to make a good impression with your website. In a really short place of time, you need to communicate who you are, what you do, and what you sell all with the copy on the page.
But it doesn’t stop there, your copy is also important for the success of your marketing, conversion rates, and branding message. So basically, bad copy means no customers or clients will convert from your website.
In my previous article, I discussed how you can write the copy yourself (and shared some tricks and tips) but I also wanted to point out some of the things to avoid and talk about copywriting mistakes that are common as a health or wellness coach.
So let’s discuss some common copy mistakes that can hurt your sales, and how to avoid/fix them.
#1 Having no unique selling proposition (or, even worse, having a bad one)
Let’s face the facts: the health and wellness industry is extremely competitive! What you’re trying to sell is what many others are selling too, so ask yourself this: what makes you special? What is so unique about you, your brand, and what you offer?
Your unique selling proposition (USP) is what should make you special. Does it?
The biggest copywriting mistake here is to just focus on the generic benefits like: ‘affordability’, ‘fast-results’, or ‘quick results.’
But that’s been done before. So even if these are your benefits, you need to frame them in a way that shows bigger value!
Pricing is possibly the worst USP you can choose, particularly as a service-based business because it’s easy for your competitors to undercut you. It means you’ll attract a lot of customers or clients that are price-focused, less loyal, and don’t necessarily value your services for what they bring, just the financial value.
So to spare you the realisation that your clients aren’t loyal to you at all, work on a USP that can’t be copied or undercut that easily. Offer real value instead of a cheap price point!
Then, use your key phrases and words to emphasise this throughout your website copy.
#2 Not explaining your reasoning
Not everything about your business aims to make your clients feel good, which is okay because you must be profitable too!
For example, your one-on-one costs more when it’s outside your regular business hours, or you have a lock-in period where the purchased service/product cannot be cancelled in the last 12 or 24 hours. While it’s sensible to you, your prospects or clients might not understand why you do things this way.
The simplest thing to do? Offer an explanation.
Instead of simply saying “Costs are 50% higher outside of regular business hours” you can go with “Because of the additional resources needed to be available round the clock, the costs of services outside of regular business hours are 50% higher.”
Even if they don’t like the reason, they will know it, and it will be easier to accept it. This was researched back in the seventies and revealed that the reason will help you achieve your goal (your goal here being conversion) even if the explanation is not to your prospect’s liking!
Caveat: I wanted to add a little note to this because you don’t have to explain yourself. As a business owner you set your rates, your terms, and ultimately your website. BUT, some client and customer types are really sensitive to stricter product and services so will need this explanation to convert.
#3 Not testing similar offers
One of the easiest copywriting mistakes I see is a lack of testing. It’s okay if you try something and it doesn’t work, but if it doesn’t work or resonate why is it still on your website?
Usually you’ll be talking in positives on your website, for example explaining all the benefits you can bring. But have you tested the conversion rates if you also intertwine the negatives? Have you explained what will happen if someone doesn’t choose your services, what will their life look like? What pain point will they continue to encounter?
The same strategy is true for discounts. A discount is great for your prospects, but not that good for you in the grand scheme of things. So, instead of dropping prices, why don’t you give them something extra to boost your conversions?
Think about it this way: The average customer won’t really see the difference between 20% off and 20% extra. But you will! So instead of dropping your service prices, add something extra to incentivise prospects to buy and turn the negative into a positive.
#4 Empty phrases
What do you think when you see words like “industry-leading,” “innovative,” or “top class”? Well, I for one don’t trust them one bit! Everyone claims they are innovators, industry leaders, experts, and have top-class services and products.
Empty phrases like these are just like empty promises – they do the most harm! Scan your copy for these types of phrases. The easiest way to detect them? Ask yourself what each of your claims mean. If you can’t give a definitive answer right away, it’s time to remove it from your copy.
In addition to the ones mentioned, some words and phrases to avoid are:
- Next-generation – So overused; everyone apparently uses next-gen approaches now! Stick to the now and how you help.
- Unique – Overused and doesn’t necessarily mean you’re better.
- Disruptive – Is this a good thing? Or bad? Disruptions in the industry are still bad for most businesses, so better avoid this term. It also has mixed reception depending on your audience.
- Leading – Overused and often lacking proof it’s true. If you’re better, be on point how (you have better qualifications, for example, so showcase them with specifics! That will set you apart).
- Authentic – If you are, you don’t need to emphasise it!
Instead of phrases devoid of real meaning, write something that’s more palpable – for example, “an individual (or custom) approach that helps you build healthy habits and thought patterns.”
It’s much clearer that way and will naturally help you build trust with your audience as they read.
#5 Not backing up your claims
This brings me onto another huge issue with the health industry as a whole. Not backing up claims!
You can claim you are the best and that your approach is backed by studies and science, but do you offer any proof? Give them the facts and figures!
Don’t be afraid your prospects will wander off if you offer an outbound link to a study and will end up in another bounce from your page. When you add a source to your facts and figures, you’re building up your reliability.
The numbers you mention become much more than just a random figure that you could have easily just made up! With a reliable source behind the number and statement, you communicate that you know your industry and work hard to stay in the know.
This is the same for social proof and testimonials. Where possible if you’re including them on your website link a testimonial to a case study, your client’s page, or even an information or study page showing results. This adds a lot more stock into your success and results.
#6 Too. Many. Lovely. Brilliant. Awesome. Adjectives
See what I did there?
Adjectives are great (haha), but too many will water down your message and wear the reader down.
Take a look at these two statements:
- A truly individual approach towards your wellbeing and health creates a whole new refreshed and powerful you.
- The individual approach towards a powerful you.
As you can see, when it comes to adjectives, less is more. Too many and the reader will fail to see the point and miss your message. One adjective per noun is enough.
To boost conversion, go for emotion with your adjectives. In the example above, I’ve chosen powerful as the main adjective of the sentence. It trumps new since it relays more emotion and communicates to prospects they will finally get a grip on their life, which is what they are looking for.
#7 Relying on facts or story only
Finally, let’s head back to facts and figures. Yes, they give you reliability and increase trust from potential clients, but focusing on them without telling your story will result in very bland copy and you’ll struggle to build that connection you need.
Weave numbers and facts into your story instead of just listing them one after another. Facts will give your story the needed substance, but it’s the story that gives real meaning to the facts you’re listing.
There’s been research that looks into how stories and facts affect each other, and they can really get in the way in some instances.
A strong (and concise) story and substantial facts to back it up are the best way forward here!
Check your copy and see where you’re thin of facts and add a bit more story there (but avoid the copywriting mistake of waffling!) See how it works out. Then, go on a story diet around strong facts and see how it will affect your conversion. Just make sure you do one thing, and then move to another, so you know which affected conversion and how.
A strong copy makes sales
Ultimately copywriting takes time to perfect, particularly as you’re working through your branding and website! If you need help refining each piece of the puzzle and want to boost your sales, get in touch with me today and let’s drive those conversions through the roof!