A Main Reason Why Websites Don’t Work

One of the main reasons why websites don’t work is because the content is not clear or persuasive. Below, we’ll analyze two different websites to see the difference between poor content and great content.

Why is quality content so important? Because many people search the internet looking for a solution to a problem. When they land on your website, you have about 8 seconds to show them you have the solution they’re looking for… or they will go to another website.

So it is important you have an attention-grabbing headline with clear and persuasive content. But unfortunately, so many websites have poorly-written content. How does your website compare?

Two Different Websites: Which Is Better?

Let’s take a look at the content of two fictitious websites, so you can see the difference.

Let’s say you’re a beginner backpacker looking to buy a backpack to go on your first backpacking trip. Which company would you buy from based on their website? (Note: these are fictitious stores and websites for illustrative purposes.)

* * * * *

Welcome to ABC Backpacker Supplies

We thank you for visiting our website. John Smith, the CEO of ABC Backpacker Supplies, established this store to provide backpackers with the quality equipment that they need to enjoy backpacking. John Smith has been backpacking for over 20 years now. He has hiked on trails in 45 states and 10 foreign countries and he through hiked the AT twice and the PCT once, so he has exceptional knowledge about and experience in backpacking to help backpackers get the quality products, supplies, and equipment that they need at an affordable price. Please browse our list of products. We are sure you will find what you are looking for. And if you have any questions, please contact us.

* * * * *

OR . . .

* * * * *

The Backpack that Perfectly Fits You

People come in all shapes and sizes, and so do our backpacks. Having a backpack that perfectly fits your back is essential to an enjoyable backpacking trip. Here at Acme Backpacker Outlet, we have the perfect backpack just for you.

To find your perfect backpack,

• Watch the short instructional video below on how to measure yourself.
• Measure your back, chest, and hips.
• Put these measurements in the boxes below.
• Click, “Find My Perfect Backpack.”

We’ll display a list of backpacks that are right for you based on the measurements you entered. If you have any problems or questions, feel free to call us at 800-555-1234. We’re happy to help you choose the backpack that is right for you.

Or come into our store. A professional will take your measurements. Then after a short interview to determine your backpacking plans, they’ll help you choose the backpack that is right for you and is within your budget.

* * * * *

Analysis: First Website

Let’s analyze these two websites. You land on the homepage of ABC Backpacker Supplies because they don’t have a page dedicated to just backpacks.

The title says “Welcome,” and the first line says “Thank you for visiting our website.” Ho-hum. Not very exciting. While you may want to be polite in welcoming your visitor to your website and thanking them, it isn’t necessary. It doesn’t get your visitor excited or persuade them to keep reading further. This is a poor headline, but I see it on many websites.

Then the content goes on to talk about why John Smith started this store and about his qualifications. This should not be on the Home page. Save the bio for the About page. But even then, the About page should be more focused on the benefits you can provide your customers instead of tooting your own horn.

Look at that long run-on sentence in the middle! That can be broken up into three shorter sentences.

And you may wonder what is AT (Appalachian Trail) and PCT (Pacific Crest Trail). Don’t use jargon or technical terms the average person doesn’t know. Keep it clear and simple. An eighth grader should be able to read and understand your website.

I can’t overemphasize this. I have read the content on many websites and I have no idea what they’re talking about, because they use big words, technical terms and long sentences.
Remember, clear and simple is the key.

And finally, this website has no compelling call to action. They are not getting much traffic or sales.

Analysis: Second Website

You land on the backpack page of this website. One look at the headline, and you know you’ve found the solution to your problem. You start to read the content and see that this website gives you the information and tools you need to find the right backpack for you. The content is clear, easy to read and understand.

Then notice the compelling calls to action: Watch this short video, put in your measurements below, click the button to find your perfect backpack. How fun is that? And if you have any problems or questions, there’s a number listed right in the text that you can call.

Of course there’s more to choosing a backpack than your body measurements, which the website goes on to explain. But you get the idea. This content engages the visitor and speaks to their needs and problems.

How Does Your Website Compare?

Ask yourself the following questions:

• Does each page (including the homepage) of your website have an attention-grabbing headline?
• Is the content inviting, interesting, and informative?
• Does the content clearly show you understand your visitor’s problem?
• Does the content clearly show you have the solution your visitor is looking for?
• Is the content easy to read and understand?

It’s amazing how so many websites fail to do this. This is why it’s so important to have a professional copywriter write the content for your website. The content in the first example above is the way many people write. But the content in the second example is how professional copywriters write. You can see the difference.

And that difference can generate thousands or even millions of dollars in more sales for your company. That is why it’s worth investing in copywriting services.

Request a Website Content Audit

If your website is not bringing in the leads and sales you expect, maybe it’s because the written content is weak. Request a Website Content Audit to discover why and what you can do to correct the problems.

Diagnosing and correcting the problems with your website content will get your website working again, bringing in more traffic and increasing sales. Each day you wait is another day in lost sales.

Contact me today to discuss how we can get your website working even better. Or go here to learn more about what a Website Content Audit is and how it can help you.