In order for organizations to prevail and become successful, they will need to have an effective, accessible website for their clients, and with this website comes a lot of content. Having high-quality content on your company website is paramount, but what happens when your writing is riddled head to toe in mistakes? There are many businesses that fall short on their writing skills, sometimes even feeling the wrath of an online plagiarism checker, which never fairs well for the company at all. If you want to become an international, respected brand, you should definitely avoid these following writing mistakes.
Poor Spelling, Punctuation & Grammar
When you’re trying to put across your professionalism, typos in your content are going to steer the majority of your potential leads away. After all, how professional can a company be if they can’t even spell “customer” correctly? However, it isn’t all about spelling, as grammar and punctuation also affect the readability of content massively. If your readers are struggling to understand the body of your text simply because of poor structure, you’re letting go of a lot of easy sales.
Forgetting The Targeted Reader
Particularly for copywriters working on a B2B (business to business) basis, it can be more than easy to get carried away with your topic and begin to merge away from the reader’s true interests. When writing your content, always write it from the perspective of the company – how would they like their content to come across to their potential and current clients if they were writing the piece themselves? This is imperative to ensuring that you’re writing good content, so always have this in mind and avoid incorporating your own, informal voice into your writing.
Misunderstanding The Appropriate Tone
This is particularly important for B2B content once again, as the tone needs to be exact and appropriate. B2B content needs to be promoting, but not in an exaggerated, sales-driven way. Of course, you want to sell your company as much as possible, but other businesses will be sceptical of your actual capabilities if you’re making your greatest assets sound greater than they actually are. Instead, ensure your tone is formal and level-headed, as opposed to over-the-top and excitable.
Vagueness
If you’re writing a piece of content and trying to prove a point within it, statistics will be on of your greatest assets. Businesses and customers alike aren’t overly impressed with vague statements. For example, if you’re offering a social media service, rather than saying “we can really improve your impressions!” you should aim to say “we are able to increase your impressions by 50% throughout the duration of your contract” – this way, your customers will actually have a general idea of what they can expect when choosing your service. Easily done, but incredibly effective.
Heavy Opinions
Some writing does depend on a more informal tone, and opinions can be welcome. However, bulking out your content with 90% opinion is not going to be pleasing for your audience. As a business, you’re either writing your content to persuade your visitors to become leads, or to engage your current clients and speak their language a little more with high-quality blog posts. Because of this, they’re going to want to find out the actual facts and appropriate information, not what your personal opinion is of the service offered or the topic at hand.
Stick to these five tips, and you’ll be heading in the right direction to producing immaculate writing that is relevant and appropriate to your readers, not to mention actually entertaining and enjoyable to read!
