This probably sounds super dramatic, but left to its own devices, your copy will cause some of the most uncomfortable moments you’ve ever experienced.
Don’t believe it?
Try answering these two questions:
1. Who was your first celebrity crush?
This is unrelated to your copy, but if the answer isn’t Dieter Brummer, we can’t be friends.
2. What does your About page say?
Any ideas at all? Don’t click on it! That ruins the game.
If you’re drawing a blank, you’re not alone. Most entrepreneurs set up their About pages in the very early stages of their business after a conversation with their web developer that goes something like this:
Web developer: “I need some copy for your About page. Don’t stress about it too much – we can always change it later.”
You: “Oh, shit! Um… okay, here’s something I threw together. I’ll update it next week when I have more time.’
Fast forward ten years and you’ve got an about page that says you’re married (when you’re now divorced) with twin toddlers (who just turned 16) and just starting your new business (that has just had its tenth birthday).
It happens to the best of us. The problem is that we rarely stumble upon these pages ourselves, so we tend to forget they exist.
Here’s a little reminder about a few pieces of website copy you might need to update…
1. Your Contact page
A rather well-known CEO of a PR firm was asked at a business conference what makes her choose the people she works with. What makes her select one web designer over another? Or one influencer instead of a different one? Do you know what she said?
‘I pick the ones with working email addresses in their contact pages.’
For real. Her whole job is to find, hire, connect and promote people and the most significant issue she faced in her career was getting access to working email addresses. How silly and entirely avoidable is that? It’s like accidentally giving the wrong phone number to the cutest guy you’ve ever met and then being bummed when he doesn’t call.
Go to your contact page and make sure your email address is listed correctly or that the link to your email contact form is working. Also, check the email addresses of your employees and make sure their details are up to date too.
2. Your Thank You page
If you’re reading this, you’re probably a person who sells things on the internet, right?
And when customers buy something from your site, they get directed to a Thank You page, right?
But do you have any idea at all what that Thank You page says?
Yeah, most people don’t – and because you rarely buy stuff from your own site, you’ll hardly ever see it – but that doesn’t mean you can forget!
Check your Thank You page for the following things.
- Make sure it’s thanking them for the thing they actually purchased and not something you had on offer six years ago.
- Check for (and fix) dead links.
- Make sure it contains all the information they need about their purchase (how to claim it, when to expect it, and the delivery method). Otherwise, you’ll lose a lot of time replying to emails from customers.
- Revisit your Thank You page at least every six months to keep it up to date with your new offerings
3. Your Cart
I’m going to let you in on a secret here – your customers aren’t mind-readers. If they click on an item in your store and they go to the checkout, and the item description doesn’t match what they wanted to buy, they’ll freak out OR abandon the cart, and neither of those outcomes is desirable.
Make sure your cart is easy to use with clear instructions and that your pricing and descriptions match your sales page. If you’re unsure whether it’s clear enough, get a business friend to check it for you (and if you don’t have a business friend, get one, ASAP)! Customers are fickle beings, and if they get bored or scared, they’ll scurry away and never return. Don’t let lousy cart copy kill a potential sale.
4. Your onboarding email sequence
When was the last time you updated this sequence?
When you launched your business? Four years ago?
What does your onboarding sequence even say?
Is it relevant to what you’re currently selling?
If you answered never, yes, yes, I don’t know, DEAR GOD I DON’T KNOW – then you need to update that sequence ASAP.
It probably only needs a bit of a revision and a few link updates, so pour yourself a glass of scotch, light up a fat cigar, and get on with it Don Draper style*. Smooth.
5. Your About page
About pages are the biggest dust-gatherers of the online world. Most people forget they even have them until they meet someone at a conference who says something like, “I read your About page, how was your wedding?” and then they freak out because they got married five years ago and they have no idea what else is on there.
Set a date, mark it on your calendar, and make that your About page day. On that day every year, visit your About page and update the copy, making sure all the information is relevant, all the links are working, and there’s a valid email address where people can contact you.
Need a hand with your About page, your email sequence, or any of the pages on your website? Sounds like you need to check out our copy offers – and you can find them right here.
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