FOR THE MOST UNIQUE, HIGH QUALITY STUFF AT A VERY SPECIAL PRICE, CALL US TODAY! NO HIDDEN FEES!
Now explain what that bombarding statement made you feel. Fever? Dry mouth? Nausea? Alright, it most likely didn’t give you the flu, but whatever it was, you know that it was far from pleasant.
What you have just experienced is bad content, and as you now know, bad content is one of the biggest deterrents of online consumers everywhere.
One huge thing we’ve learned through analytics is that high bounce rates and high conversion rates do not go hand-in-hand. So, how do you prevent bounce rates, and keep the attention of my audience? The answer is avoiding bad content, and we have a list of quick fixes for your potential faux pas.
Cheap – Although the word cheap can be perceived as inexpensive, it is most commonly thought of as being synonymous to being with poor quality. Try using words such as “affordable,” “on sale” or “economical.” These will get the point across without taking away from the item. Remember, your descriptions should be adding to your site, not taking away from it.
CLICK HERE – Big, bold and blue CLICK HERE links are outdated. There are many new ways to instruct your user to click onto the next page. Try blending your links in with your copy (as done throughout this blog), or use buttons and clear calls to action. Your users will be much more apt to continue browsing.
100% Guaranteed – Credibility is huge in the site-building world – a site without credibility will never be successful. Plastering “100% Guaranteed” emblems around your site screams “scam,” and does not actually prove anything. It’s ok to have a guarantee, but have a dedicated area for it and be sure to support your quality with real customer testimonials. A key factor to a credible website is an effective and fair return policy – you could dedicate a section detailing that instead.
Call us today! – Posting “call us today!” looks as though you’re broadcasting straight from an infomercial. A great alternative is to have an intricate, creative contact page. Rather than demanding that they call you, make them want to call you.
The most ____ – Say you’re browsing a website’s online store, and you spot a piece of jewelry that is described as “the most unique silver piece on the market,” unless they have the credentials for such statement, you risk discrediting them. Claiming what you’re selling is the “most” of anything implies that it is of the greatest amount or degree. Unless what you’re selling has been voted the “most” of its category, it shouldn’t be included in your content.
Stuff – Never refer to the items throughout your site or on your online store as “stuff.” It not only lacks description, but also lessons the value of your items. People are typically attempting to get rid of their “stuff” as opposed to purchasing more.
The goal is to have users feel welcomed, guided and to offer value. We hope by avoiding these words and phrases will help you highlight your business’s assets and not devalue your offerings. Let us know how it works for you or if there are any other writing don’ts that you’ve come across.