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Top 5 Website Copy Mistakes and 1 Thing to Make Your Site Better Now

When I first started writing the websites for my businesses, I was so overwhelmed by all the tools and templates that I made many mistakes.


Mistakes that, as a copywriter, I knew better than to make!


I say this because there is no shame in your game!


Instead, I like to look at my website (and my client’s sites) as places of opportunity.


Because the rules of the internet world – i.e., the search engine ranking algorithms – change constantly, there are seemingly endless opportunities to improve your website. Plus, making routine updates to your website is a good habit to get into. And I’m not just talking about what makes your website pretty (even though those matter).


I’m talking about some of the most common mistakes I see on my client’s websites. And sadly, some of the mistakes I made on the first iterations of my websites.


Here are my top 5 most common website copy mistakes and 1 thing you can do right now to improve your site.


Top 5 Website Copy Mistakes

If you Googled “top 5 website copy mistakes,” you would get a lengthy list of replies. And some of the suggestions you would find will likely give you very little bang for your buck.


That’s partly how I selected my top 5 website copy mistakes. These website copy mistakes are common, impactful, and potentially easy to fix or avoid.


Let’s dive in!


1. Choosing the Wrong Keywords

Gasp…the first thing on my list is all about SEO!


You shouldn’t be shocked. I am a copywriter who loves me some SEO. (I know that sounds really sad). But it’s true. One of the worst things you can do for your website copy and SEO strategy is to focus on the wrong keywords.


Selecting a keyword for a page on your website is akin to choosing the exact person you want to click on your site. It may seem as simple as thinking about your target audience, asking yourself what they Google, and using that keyword. And while that is an okay place to start, it can leave you missing the mark.


For example, searching “naturopathic physician” and “pediatric naturopathic physician” will lead you to two very different sets of people. One of which will likely not be what you’re looking to attract.


Researching your keywords is imperative, and several tools are available, including Ubersuggest, Keywords Everywhere, and Ahrefs Keywords Explorer, to name a few. But no matter what tools you choose, the more specific and intentional your keywords are, the better.


2. Writing for Quantity, Not Quality

The argument over having a large quantity of copy versus high-quality copy has existed since the dawn of websites and search engine algorithms. And I’m not here to end the debate.


Instead, I would propose this for you…create only the copy that will specifically address your ideal client’s need or answer a question they have.


I think it’s better to have a smaller amount of very high-quality copy that directly addresses your audience's wants and needs than put a bunch of fillers on your website. The lower-quality copy can become a distraction. Leading your ideal clients astray.


Having less quantity of copy on your site may indeed slow your SEO progress. But it definitely won’t hurt it. Because a long-standing attribute of the Google algorithm is quality.


3. Not Using Headings and Subheadings

When writing copy for your website, optimizing the copy and your headings is important. That goes back to number one on my list. But if you want to write copy that ranks in Google, you must use headings and subheadings.


Google uses headings in your copy to help identity what your copy is about. If you're not using headings or not including crucial information about your topic in your headings, you’re missing out on opportunities for your copy to be ranked.


There is another bonus to using headings and subheadings.


Headings help your reader quickly navigate your document and identify the information they are looking for. Without that, your copy is just paragraph after paragraph of information.


4. Having Too Little or Too Much Copy

I know I said that quality copy matters more than quantity. But there is a sweet spot that tells both your reader and Google that your copy is valuable, credible, and unique.


If you want a page on your website to rank in Google, I recommend having a minimum of 1,000 words on the page. On average, websites with fewer than 1,000 and more than 2,000 words per page don’t rank as well as those that land in that sweet spot.


5. Creating Copy That Isn’t Scannable

Research tells us that approximately 79% of readers will scan your website, and only 16% will read it word for word. (1) Knowing this, it’s important to use a mix of scannable text, including some of the following:

  • Bullet points

  • Detailed headers

  • Subheadings

  • Shorter paragraphs

  • Number lists

1 Thing You Can Fix Now to Make Your Website Better

If you’ve addressed each of my top five issues, you probably think that you’ve got your website’s SEO in the bag. And you’re probably well on your way, but it’s not a done deal yet.


This is where meta descriptions and title tags come in.


Meta descriptions and title tags are easy to fix and can immediately improve your site’s SEO!


Let me walk you through what they are and how to fix them.


What are title tags?

Title tags are HTML elements that specify the title of a webpage. They are displayed on the search engine results page (SERP) as the clickable headline for a search result, and they also appear in the browser tab when a user is viewing the page.


Title tags are important for SEO because they give search engines an idea of what the page is about and help determine the page's relevance to a particular search query. A well-written title tag can also influence click-through rates and improve the overall user experience on the site.


Here’s what a title tag looks like.

Title Tag Example

How To Fix Your Title Tag

When writing a title tag, it’s important to use relevant keywords that accurately reflect the content of the page. The title tag should be concise, usually no longer than 60 characters, and should include the most important information at the beginning of the tag.


Here is a brief instruction on updating your title tag in Squarespace:


  1. From the home menu, click on Pages

  2. Hover over a page and click the gear icon

  3. Go to the SEO tab

  4. Input your title tag in the SEO title field

  5. Save and publish


If your page does not have the option for an SEO title, the page title will appear in search engine results instead.


What are meta descriptions?

Meta descriptions are HTML attributes that provide a brief summary of the content of your webpage. Meta descriptions appear under the page title in search engine results pages (SERPs) and give users an idea of your page.


Because meta descriptions tell the reader what your page is about, they can significantly influence whether they will click on it or not! Plus, Google crawls your meta description for keywords to help place it in front of the correct audience.


Here’s what a meta description looks like.


Meta Description Example

How to Fix Your Meta Description

Meta descriptions should be concise and accurately reflect the content of each page they describe. In general, meta descriptions should be no longer than 155 – 160 characters and include relevant keywords to help search engines understand what the page is about.


Within your website builder, there will be an SEO setting for each page of your site. You will include your short, snazzy meta description in the SEO description box. Here is a brief instruction on updating your meta description in Squarespace:


  1. From the home menu, click on Pages

  2. Hover over a page and click the gear icon

  3. Go to the SEO tab

  4. Input your meta description in the SEO Description field

  5. Save and publish


Keep in mind that your meta description must be unique for each page on your website!


If you do one thing today after reading this blog, I want you to review your meta descriptions and title tags to ensure they meet the criteria I’ve outlined and are unique for each page.


Medical Copywriting for Functional and Naturopathic Providers

I consider website SEO a science and an art. There are strategic things you can do to improve your SEO, but sometimes it takes playing around with keywords, design, and language to find the true sweet spot.


However, when you nail your SEO, you will attract your ideal patients, build your email lists, boost your sales, and create the practice of your dreams.


But if SEO is totally overwhelming to you. Or (heaven forbid) if you’ve never done any SEO research for your website. I can help!


With a quick analysis of your website, I can share actionable tips and develop a plan to help take your website from being lost on the internet to a high-ranking site.


Get started boosting your website’s SEO by scheduling a free consultation.



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