Why is nobody visiting my website?

by | Feb 3, 2022 | Copywriting | 0 comments

Whether you’ve taught yourself to build your own website or invested in working with a website developer, it’s frustrating to find yourself months down the track with low traffic and few leads. There are many reasons nobody is visiting your website, but one of the biggest mistakes is often website content.

It doesn’t matter how technically brilliant or pretty your website is. If the copy on your website doesn’t tell your readers what they need to know, you’ve wasted your time, effort and money.

Of course, if you’ve got a brand new website, it takes a little while for Google to find you and crawl around your website. The better your website is, the better chance you have of being found sooner.

Paying for a new website and filling it with crap copy, is like building a beautiful house and having milk crate furniture #Copywriting #WebsiteContent Click To Tweet

Can I write my own website content?

Maybe. Writing website copy that converts is more than just filling in the gaps in your website template.

Just because you did well in Year 9 English doesn’t mean you should write your own website copy. Just the same way that being able to make pasta doesn’t mean you should open an Italian restaurant.

If you’re going to invest in a website, you also need to invest in the copy.

When someone lands on your website, you’ve got about 5-10 seconds to capture their attention and share your unique selling proposition (USP). You need to explain who you are, what you do and why you do it better than anyone else, before they click away.

Spending money building a new website, only to fill it with poor quality copy, is like building a beautiful new house and filling it with milk crates or furniture made from cardboard boxes. Or as another copywriter friend describes it, putting a lawnmower in a sports car.

You just won’t get the result you’re aiming for – attracting the right visitors to your website who will buy from you or book your services.

I get it. When you’re starting out, there are so many expenses. And it makes sense to outsource the things you can’t do, like a technical website build.

But don’t give up. I’m going to share a few things to keep in mind along with a few tips and resources to make sure your copy delivers.

How well do you know your customer?

When I started as a copywriter, I’ll admit my customer was pretty much anyone who wanted to pay me. I didn’t have an ideal customer and I didn’t know what they were looking for. So, as you can imagine, my website was pretty vanilla. In trying to speak to everyone, I connected with no one and nobody was visiting my website.

What problem does your customer have? How can your product or service solve that problem? What are your customers’ beliefs, fears and desires?

If you can be clear on who your customer is and what they are searching for, it’s much easier to craft copy that speaks to them. I’m not just talking about ‘this is Fred, he’s 42 and lives with his mum and wants to learn macrame.’

I’m talking about copy that speaks to Fred’s beliefs, desires and fears so he’s clicking ‘buy now’ quicker than you can say cheese.

Do I need to understand search engine optimisation (SEO)?

If you’ve got a website, I think it pays to understand the basics of SEO. I recommend Kate Toon’s free SEO Nibbles course as a good starting point.

If you know what your customer is looking for, you’ll have a better idea on the words and phrases they’ll be typing into Goggle to find you.

This is where the investment in a copywriter can be super valuable. A skilled SEO copywriter will do detailed keyword research and then write your copy so its optimised for search engines.

How can a copywriter improve my website?

There are many options when it comes to engaging a copywriter to banish the dreaded ‘nobody is visiting my website’ problem.  

Don’t assume you can’t afford a copywriter. The rates for copywriters vary, as do the services they offer.

Many small business owners also discover that hiring a copywriter is a smart investment. You can get on and work in your ‘zone of genius’ rather than wasting time trying to write your copy.  

If you’re not in a position to pay for a copywriter to write your entire website right now, here are some options to consider.

Get a copywriter to do a website review

This could be as simple as checking for typos and grammar, and making sure your USP is clear. They may look at the menus and see if the order and content on each page makes sense.

You can read more about the simple website review I offer here.

Do some training

I’m all for outsourcing. But I also think it’s important to understand how all the parts of your business work, including your website. If you want to understand how you can write better copy, there are lots of options out there. I highly recommend Kate Toon’s Clever Copywriting School. Kate is launching a Copywriting Essentials course soon which is perfect for the small business owner wanting to write their own copy.

Do some training

If time or dollars are tight (especially in those early days of business), a template could help you get your copy on track. Check out the Clever Copywriting School Shop for a huge range of affordable templates that are jam-packed with tips and tricks.

Get one or two key pages written

Even if you can’t afford to get your whole website rewritten, maybe you can invest in a copywriter to rewrite one or two pages. Identify the most valuable pages for your website. These improved pages will help drive traffic to your website. And you can use these new pages as a guide or template to update the rest of your website yourself.

Can I make changes to my website?

Of course, that’s the best thing. Your website is not a tattoo. It’s not written in stone. If nobody is visiting your website now, there are things you can do to improve it.

Make sure, if outsource the build of your website, that your developer explains how to update your website.

As your website grows, you can – and should – invest in updating your website.

I hope the suggestions above will help you make some valuable changes to your website. With some copywriting skills and SEO knowledge, you can stop saying ‘nobody is visiting my website’ and start counting the visitors to your site.         

Your website isn’t carved in stone. You can update the copy as your business grows and evolves. #WebsiteCopywriter #WebsiteContent Click To Tweet

Time to up your website game

Over to you

What do you think? Did you write your own website copy or did you use a copywriter?

If you liked this article and think it would be useful for others, I’d love it if you could share it.

Barossa Valley creator of powerful words and chief cheerleader for founders, fun-sized biz and family-owned business.

I discover the enchanting personality behind brands and find right words to tell their unique stories.

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I acknowledge the Ngadjuri, Peramangk and Kaurna people as the Traditional Custodians of the land on which I live and work. I acknowledge the Traditional Custodians of Country throughout Australia and their connections to land, sea and community. I pay my respects to Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander people.

I work with people from all backgrounds, beliefs and experiences. I believe everyone should have the freedom to be themselves and be valued for their differences. It’s what makes our world go around.

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