Your words
First screen
Your wordsPeople can't tell what you do at a glancePeople decide in seconds if they're in the right place. If your headline doesn't say what you do, many will leave.Your wordsVisitors can't tell if you're for themPeople look for signs they're in the right place. If you don't say who you help, the right customers may not stay.Your wordsThe line under your headline doesn't tell people moreThis line is your second chance to keep people reading. If it repeats the headline, that chance is wasted.Your wordsYour headline is too long to take in quicklyPeople only glance at headlines. A long one gets skimmed and your main point gets lost.Your wordsThe top of your page doesn't tell people anythingIf people only see a picture or a slogan, they have to work out whether to stay. Many won't bother.
Messaging
Your wordsYour page lists features, not what customers getPeople pay for results, not features. If they can't see what's in it for them, they're less likely to get in touch.Your wordsYour page doesn't say why someone should pick youIf your page could belong to any competitor, people have no reason to choose you over the next search result.Your wordsBuzzwords make your claims harder to believeWords like 'cutting-edge' and 'world-class' get skipped over, and they make people trust what you say less.Your wordsYour page talks about you, not your customersPeople care about their own problem. If every line starts with 'we', they have to work out what it means for them.Your wordsYour claims are too vague to convince peoplePeople believe specific claims more than vague ones. 'Lots of happy customers' says less than a real number.Your wordsYour numbers don't say where they come fromNumbers without a source can look made up. Saying where they come from makes people trust them.Your wordsPeople's usual questions and worries aren't answeredUnanswered worries about cost, timing or fit are a common reason people don't get in touch.Your wordsYour FAQ skips the questions buyers really askAn FAQ only helps if it covers what people want to know before buying, like price, refunds and timings.Your wordsYour product names mean nothing to newcomersNew visitors don't know your own product names. If they can't tell what something does, they skip it.
Readability
Your wordsBig blocks of text are hard to skimMost people skim web pages. Long paragraphs get skipped, so your best points may never be read.Your wordsYour words are harder to follow than neededPlain words are understood faster by everyone. If people have to work at it, many will give up.Your wordsYour section headings don't tell people anythingPeople skim headings to decide what to read. Headings like 'Why us' give them nothing to go on.Your wordsYour lists are long and hard to skimLists only help people skim when each point is short and written the same way.Your wordsYour words are hard work to readVisitors skim. Long sentences and long words get skipped, so your key points may be missed.Your wordsLinks don't say where they goLinks like "Read more" don't tell people what they'll get. People using screen readers hear them out of context and get lost.
Quality
Your wordsSpelling mistakes make your business look carelessMistakes make people wonder how careful you'll be with their job or order.Your wordsUnfinished or template text is showingTemplate text and 'coming soon' sections make a business look unfinished or closed. That puts people off getting in touch.Your wordsYour site looks out of dateOld dates can make people think you've stopped trading. Some will go elsewhere rather than check.Your wordsPrices, numbers and dates are written in different waysMixed formats slow people down and can make prices look unclear or unprofessional.
Calls to action
Your wordsYour buttons don't say what happens nextPeople are more likely to click when they know what they'll get. 'Submit' or 'Learn more' leaves them guessing.Your wordsNothing near your main button puts people at easeA short reassurance by the button can be what makes someone go ahead and get in touch.Your wordsLinks say 'read more' but not what aboutVague links are harder to skim, and people using screen readers can't tell where each link goes.
Pricing
Your wordsPeople can't see what you chargeMany people want a rough price before they get in touch. Without one, some will go to a competitor who shows it.Your wordsPlan names don't help people chooseNames like Basic, Pro and Enterprise don't tell people which plan suits them, so some won't pick one at all.