Why Generic Website Copywriting is Bad for Business

A few months ago I launched a quest to find a new dentist, and it was not an easy task. My last dentist, while trying to poke around inside my mouth, informed his assistant that I was a hypersensitive patient (and sent her off to fetch the nitrous oxide). I’m sure that had something to do with the fact that I was maniacally clutching the armrest while burrowing my head into the dental chair. Oh yeah, and my mouth kept closing all by itself every time he lunged at me with a sharp instrument.

A few dental procedures gone wrong had made me wary, if not downright fearful, of dentists. So I need a professional who is compassionate toward patients with dental phobias and anxieties. I’m looking for a dentist with an extra-special skill set.

Since I’m one of those technology-savvy generation Xers and because I am also an internet professional, I launched my search online. Google gave me plenty of options, and I got busy perusing the many dentists within a fifteen-mile radius. Within minutes I had about a dozen potential dentistry websites opened, and I got busy reading through them to see which one would tell me what I wanted to hear: We are sympathetic to your fear of dentists. We won’t hurt you.

I happened across one such dentist early in my search. The text on his site was friendly and comforting. There was even a photo of him. He looked like a nice guy and not at all like the demented dentist from Little Shop of Horrors. But I wanted a list of dentists to choose from. So I kept his site open and continued my search.

A short time later I found another one that looked pretty good. As I started reading through this other guy’s site, I got this weird feeling. Haven’t I read something like this before? Haven’t I just recently (in the past few minutes) read these exact same words in this exact same order?

Two dentists. Same city. Same exact copy. Bad for business.

Good Marketing vs. Bad Marketing

I realize that small businesses have budget guidelines they must follow and sometimes they have to take shortcuts. But using generic copy on a website is never a good idea.

First of all, it was a little creepy. I mean, why would two different dentists have the same exact message? I’m not talking about similarities where one dentist says “Scared of dentists? We understand.” and another says “We understand that you’re scared of dentists.” I’m talking about the exact same copy, down to the periods, commas, and conjunctions.

At one point I had both of these sites open and was clicking back and forth between them, trying to sort it all out. My first concern was that these two dentists had been duped by the same copywriter. I quickly deduced that they had indeed used the same copywriter, but it wasn’t an actual copywriter; it was a copywriting service. Except the copywriting wasn’t a service; it was a product.

The clues let me to an outfit that was selling generic website copy to professionals. Even worse, the professionals were buying it.

Let’s Get Personal

In some situations, discovering duplicate copywriting on two different websites might not rattle me one bit. I probably wouldn’t have thought much of it if I had been searching for a mechanic or a home inspector, professionals who offer relatively generic services. But I am searching for a dentist. I’m going to let this person medicate me, drill holes in my teeth, and then fill them up with strange substances. He might even pull a tooth, and he’s certainly going to do whatever it is that dentists do to give you a sparkling smile. And if the same text on his site is on several other sites, well, then I know the words do not convey his unique message and don’t represent him specifically. It’s just out-of-the-box text. And for all I know, he might not mean a single word of it.

Now, maybe the cost of losing one perspective customer was worth the savings that these two dentists enjoyed by buying canned copy rather than hiring a copywriter. But I doubt I’m the only individual who noticed the duplicate copy and I also doubt that I’m the only person who was completely turned off by it.

I realize that because I’m professional website copywriter, I have a special way of looking at this situation. And because I don’t sell generic text, one would expect me find such practices… well, distasteful. But I’m also a customer, a client, and a patient. Especially as a patient with some measure of dental phobia, I am anything but comforted by this plastic messaging.

When is Generic Acceptable?

Businesses are always trying to find a way to make a buck. I guess someone, somewhere thought it would be a good idea to write some web content for professionals and then resell that same content over and over. The idea is probably profitable for the person who thought up that scheme. It probably also seemed like a good idea to all of those professionals to whom they sold generic copy.

Some products and services can definitely get away with being generic. Website templates and stock photos are a good example of marketing materials that could be considered generic but are often employed, even by big businesses with large budgets.

But website copywriting just can’t get away with being generic. There’s a difference between a generic photo used for business and generic words used to speak to your customers. My own reaction was something like, “You don’t care enough about your patients (or your work) to send a more personalized message, and now you expect me to let you inside my mouth with pointy tools?”

Entrepreneurs and professionals need to be cognizant that marketing copy is a direct form of communication. While imagery and design can be powerful, language allows you to speak to your customers clearly and personally. There’s nothing clear or personal about canned text.

Last Words: Generic Website Copywriting and the SEO Effect

There’s one more consideration that I want to quickly address and will discuss at greater length in a future article: SEO (search engine optimization) and duplicate content. Because not only did these two dentists engage in online marketing tactics that have a distinct capacity to discourage (rather than encourage) new patients, this generic copywriting strategy could also have a detrimental effect on their search engine traffic.

Most SEO specialists agree that duplicate content across different websites is frowned upon by search engines. In other words, if a search engine sees that two sites are using the exact same copy, they both lose points and fall back on the search engine results page. This means that in addition to scaring off perspective clients, the copy that these two dentists were using could also be hindering the amount of traffic they attract to their websites. That means less visitors and less customers.

Like I said, generic website copywriting is just bad for business.

I’m sure that the two dentists have successfully brought in new patients from their websites. But they’ll never know how many potential patients they have lost.

Custom, Personalized Website Copywriting

Scribizzy provides website copywriting services to entrepreneurs and professionals who want to establish an effective online presence. Our copy is organic. It contains no preservatives and is hand-crafted, not canned. Get a quote online.

An Inside Look at the Website Copywriting Process

I’ve already touched on the basics of website copywriting. Now, I’d like to present a more elaborate explanation of exactly what website copywriting entails.

Why should I do such a thing?

For starters, I think it’s only fair that my clients understand what I do for them, what they’re paying me for, and how I treat their project.

Also, I’m discomforted by the idea that some small businesses are paying for website copy that’s thrown together in a matter of minutes. That gives me the shudders. If you hire someone to write your copy and pay a fair rate, you deserve quality service. You deserve someone who will put time, effort, and energy into your project.

I’m a methodical person, and I use methodology to my advantage in the services that I provide. Over time, I’ve developed a process that allows me to tackle website copywriting projects in a way that is both efficient and effective. Basically, I follow a series of steps, but they are flexible and allow room for creative thinking and word play. I find that using this process makes the work flow more smoothly while simultaneously making it more fun. Yep, I love what I do.

Because I know which steps I need to take and the order in which I need to take them, I can focus on creating quality content instead of worrying about how I’m going to get it done.

Here’s how I do it:

Step One: Understand the Project

The first step in any website copywriting project is simple: understand the clients’ needs. I need to know where the copy will be published, whether there are any space limitations, and if I should be using any keywords for SEO. I also need to establish the desired call to action. In other words, when website visitors read the copy, what should it encourage them to do next?

Step Two: Get to Know the Client’s Business

I can’t write a single word until I have a good, thorough understanding of my client’s business. It’s not enough to know that they sell carburetors. I need to know what kind of carburetors they sell, whom they are sold to, how much they are sold for, and whether or not they offer carburetor installation or just the actual carburetors. I also like to know how the business got started, who runs it, and their mission and philosophy.

Step Three: Collect and Review Materials

Before I start writing, I usually collect all my information into a single file. Sometimes it’s just a Word document filled with notes, links, and other tidbits that I’ve copied and pasted from email communications with my client. Just before I start composing, I like to go over everything so it’s fresh in my mind, and so I’m ready to write the outline.

Step Four: Outline

I love outlines. Some writers refuse to outline, and that’s okay too. But an outline usually only takes a few minutes and provides a road map for the rest of the project, which means I can travel through it quickly without losing my way or getting off track. Basically, it allows me to complete the work much faster, and this is a saving that I can pass to my customers.

Step Five: Draft Copy

The outline is like a skeleton. When I start drafting, it’s much like filling in the skeleton — putting meat and muscle on the bones. This is where I get creative and have fun choosing the perfect language, images, and style to properly convey my clients’ message. This where I get to tell their story. It’s also the most challenging and time consuming step, but so very rewarding.

Step Six: Revise, Edit, Repeat

In order to let the light of creativity shine while I’m composing the rough draft, I cannot get hung up on technical details. If I’m worrying about commas and apostrophes or spelling and grammar, I cannot keep my attention focused on crafting sentences that compel website visitors. So, once the draft is done, I go through it several times to clean it up and make sure it’s technically correct.

Step Seven: Polish

Here’s a little writer’s trick: After you have revised your copy, let it sit for a few hours, preferably overnight. Then, come back with fresh eyes and give it a final polish. Inevitably, you will find some unnecessary word that can be cut, some gap that needs to be filled with a catchy adjective, or even an empty space where a comma should be. Polishing leads to website copywriting that sparkles and shines!

Step Eight: The Send-Off

Once the copy is buffed to perfection, it’s ready to get sent off to the client. This is always a good feeling, the delivery.

Step Nine: Revisions

Everybody has personal preferences, and I’m no mind reader. Sometimes, in the initial project plan, a small but important detail gets left out. Like including a phone number in the website copy. Or using a special phrase (a tagline or slogan, perhaps) in the text. Maybe I used a word that rubs the client the wrong way. We all have our language peeves, and small business owners are no exception. I always invite clients to request a round of revisions to the final copy. This is usually a quick process and involves going through and changing a few words or adding a line or two. Most of the time, revisions aren’t necessary at all, but I still like to give everyone the option.

That’s it. My entire process. It might sound long and tedious with all those predetermined steps, but it’s a clean and proven way to provide the very best copy possible.

Website Copywriting

Are you doing business online? Want to hire a professional for your website copywriting? Please visit Scribizzy’s Website Copywriting page or get a quote online.

Website Copywriting: How to Get a Killer Home Page

You can write your own home page. After all, how hard could it be?

You can also hire a website copywriter like me to write it for you. Either way, you should know exactly what goes into crafting a home page that is both effective and purposeful.

Think for a moment about the role your website has in contributing to the success of your business. Think about how your site works toward helping you achieve your goals. Your home page is your store front, your magazine cover, business card, brochure, and television commercial all rolled into one. It is your number one marketing tool, and it has an enormous job to do.

The Purpose of a Home Page

The visitors that come to your site are like window shoppers. They’re standing there for just a moment, checking out your sign, peeking at your inventory, and wondering if they should step through the door. You have that one moment to capture their attention and convince them to come inside.

Each home page is unique but they all have one common purpose: convert visitors into customers. A customer can be defined in many different ways — someone who subscribes to a newsletter, a person who purchases a product or service, or anyone who signs up as a registered user — these are just a few examples of someone who is considered a customer.

A website copywriter has to understand how to dress up that window so people want to come in and become customers. If you can do that, convert visitors to customers, then you’ve written a killer home page.

The Four Cornerstones of a Killer Home Page:

So how do you get passersby to come in? Start by applying the four following website copywriting techniques:

1. Define your Offer – Tell people what you offer on your website by clearly describing your product or service.
2. Identify a Need – Explain why visitors need your product or service. Tell them how it solves a problem or fulfills one of their desires.
3. Make a Promise - It’s not enough to tell people what you’re selling and why they should buy it. You have to give them a reason to buy it from you. In this step, make a promise that makes your offer the most attractive one on the market.
4. Issue a Call to Action - Lead the visitor to the next step using links, buttons, or clickable images. Take them to a registration page, catalog, or to the online store. Direct that traffic! This is where the conversion from visitor to customer happens.

To put it simply, you tell people what you’re offering and why it will make their lives better. Then, you explain why yours is the best place to get it and nudge them toward the cash register.

Website Copywriting That Makes People Want to Come Inside and Buy

Once you’ve established your four cornerstones, you’ve got the foundation for your home page, and all you need to do is develop the structure. Laying the groundwork is as easy as pouring cement, but building rooms and hallways, putting up windows and doors — doors that customers will want to walk through — that’s the tricky part.

Good website copywriting is a specialty all its own. There are specific techniques for writing a killer home page, an intriguing About page, or a compelling Product or Services page. And then there are skills that apply to all of the written content on a website.

Truly great website copywriting achieves the following:

• It is clear, concise, and compelling
• It speaks to customers in a language they can understand
• It incites visitors to take some action so they become customers
• It focuses on benefits for the customer rather than features of the product
• Good website copywriting always maintains the company brand and image and adheres to the company mission and philosophy

There are plenty of other factors too, like search engine optimization (SEO) keywords, which draws visitors to a site organically through search engines. When keywords become part of the equation, website copywriting becomes SEO copywriting, and that requires even more skills, because specific words and phrases have to worked into the text and formatted accordingly.

Finally, truly excellent website copywriting always looks good on the screen. It’s aesthetically pleasing. This is particularly significant on a home page because it’s more than likely that’s the first page a visitor will see, and we all know how crucial first impressions are.

A website copywriter has a job that combines the skills of writing, marketing, and design with an understanding of how people use the internet and respond to web content. Anyone can write a home page, that’s the truth. But writing a killer home page, that just might require a specialist.

Scribizzy offers a full suite of website copywriting services, and you can even get a quote online!