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Is Poor Web Copy Ruining Your Website User Experience?

Laptop Keyboard With A Book About Web Copy

Photo by Estée Janssens on Unsplash

You’ve probably encountered a web copy so bad you might have thought, ‘who on earth wrote this stuff?’ It could be from a blog post, web copy, an ad, or even a message in an email. You just know. It’s cheesy, vague, inappropriate, or totally wrong.

So when it comes to Content Marketing, how do you avoid poor web copywriting from ruining your website user experience?

Web copywriting, just like any other form of writing, all comes down to your word choices. But how do you know that you are selecting the proper words to use on your web copy? Is it enough to use the most positive, convincing phrases to accompany your web design? What can you do to learn how to write good copy for your website?

Whether you will be writing your web copy or hiring an agency, it’s best that you know how to differentiate good web copywriting from a bad one. With most agencies offering web design and copywriting in their packages, make sure that you are getting value for what you pay for.

Here are 7 ways in which a poor web copywriting can negatively affect your website user experience:

1. Content Marketing with an unclear purpose

If your web designer or copywriter does not understand the objective of your website, they would just be writing for themselves. In this sense, writing for a website now becomes different from other forms of writing.

It is essential that your copywriter knows how your website supports your business goals. This will help them on how to write good copy for your website. Is your website built to sell products? To generate leads? To gather customer feedback? Or to establish a community around your service?

Knowing the purpose of your website gives direction to your Content Marketing efforts. This guides your word choices and the tone of the web copy. For example, you would want words and tone that are convincing when you are trying to sell. If you are trying to generate feedback, you would include concerned, trustworthy words in your web copywriting.

2. Brand misunderstanding

Your brand has a personality that has to be evident in your online presence, both in your web design and copywriting. If your brand could talk, the web copy should be words that your personality would use.

You wouldn’t want to use witty, wise-cracking words for medicine that treats serious illnesses, right? The same way you wouldn’t use serious and formal word choices if you’re selling children’s toys.

By clearly understanding your brand, your web copywriter would be able to find the appropriate words for your website.

3. Web copy that is unfamiliar with your audience

Being too engrossed with your product’s features can make you lose your audience. Even if you have the most innovative product out there, why should anyone care?

In order to build a solid Content Marketing strategy, you must know your customer profile. Most Content Marketing agencies create a customer avatar or a buyer persona to define who your ideal customer is, and what factors may affect their decisions.

Graphic by DigitalMarketer 

Familiarity with your users entails that you know how they think and what their needs are. To engage your visitors and translate their visit to sales, your web copywriting must show an understanding of their needs.

From there you can now communicate the benefits of your products or services and appeal to their emotions.

4. Web copy that is talking at your audience

There’s a difference between talking to your audience and talking at them. Instead of sounding like a lecture, you would want your web copy to sound conversational.

Would you speak in an all-knowing, snobbish tone while explaining something in-person to your customer? Maybe not.

Make sure that you find words that will invoke feelings of involvement from them. Your readers will appreciate that. At the very least, your web copy would keep their attention. Instead of just listing facts, tell a story through your web copywriting so that they hang on until the end. They should feel like there’s something in it for them.

5. Web copy with too many words

Research has shown that web readers merely scan a page, instead of reading word by word. So how can you make it easier for readers to grasp the ideas in your web copy?

No matter who your target audience is, they will most likely prefer simplicity. Take a moment to plan your Content Marketing message so you can write your web copy with the least amount of words possible. Take it easy on the adverbs, cliches, and hyperboles.

Make your point. And then stop.

6. Grammar blunders in your web copy

A grammar or spelling mistake can ruin your visitor’s first impression of you. There are times that these errors are negligible, but some web copywriting mistakes are just cringe-worthy. Just to be sure, run a grammar and spelling check before publishing that web copy to your site.

7. Confusing Structure

Choosing the right words for your web copywriting isn’t enough. In both web design and copywriting, if you present your information in a boring way, your readers will not pay attention to your web copy. You need to communicate why a particular page or text is important. Otherwise, they will only skim through those words.

Make sure that your text is formatted for ease of reading. Or scanning. Use bullet points, sub-headers, and bolding to guide your readers as they read from one important chunk of your web copy to the next.

Graphic by Smart Insights 

The AIDA model is widely used in marketing to identify the stages a buyer goes through before making a purchase. This model can also be used to entice action through web copywriting. By knowing which web copy elements can create awareness, interest, desire, and action, you can then write effectively towards conversion.


Content marketing and web copywriting are not about typing the most impressive words you have on your vocabulary. As a business owner, it’s essential that you have working knowledge on how to write good copy for your website. More than what you say, it’s how you say your words. With the points above, you can now avoid ruining your website user’s experience with poor web copy.

To learn more about how The Optimizr can help your business through web copywriting, avail of our free Content Marketing Strategy proposal now.

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