Why Most Websites SUCK

Does your website sound something like this? 

“Here at Plumbing Company, we pride ourselves on providing honest, reliable, and top-notch plumbing solutions to our clients, ensuring their satisfaction and peace of mind.”

The problem with this example, which I took from a real plumbing website, is that it says a lot but it doesn’t mean anything. It’s like a corporate slogan.

If your website also sounds like this… we need to fix that. 

In this article, I will explain how you can turn your website into one of the biggest marketing tools so it can bring you more customers. 

This is one of the easiest ways to build your brand identity. 

To top it off, I will also give you a simple litmus test to check if your website sounds like ChatGPT or a real human being. 

Let’s dive in…

Power Of A Great Headline

Headline is the first thing your audience sees and you should use it to make a strong first impression. 

Picture a busy train station. You need to call out someone in that crowd. How would you get his attention? 

…..

…..

You shout his name! 

Right?

Your headline is the same way. It’s the first thing your customer reads.

Most of the website's slogans don't make any sense.

This is an example of an ad that Electrolux ran in the 1970s. 

I am not kidding, this is a real ad. 

What do you think it means? 

It sounds like AI mumbo-jumbo. Please don’t do that on your website or your ad. 

Your headline is the most important part of your website. Use it to attract customers, don’t make it sound cringe.

Your writing needs to flow. 

The only purpose of the first sentence is to get them to read the next sentence.

The Solution To Every Copywriting Problem 

When you are running a small business, try to connect with customers on a personal level. Talk in a way that your audience can understand. The best copywriters use this simple method. 

Make your copy conversational. 

Your copy should sound like you're talking to an old friend. Whether it’s an ad, a website, or a cold email, it needs to be conversational.

I am not telling you not to be professional but don't confuse being professional with sounding like ChatGPT. 

So, no AI, robotic gobbledygook. Keep it simple and conversational. 

Remember this quote by Woody Guthrie:

“Any fool can make something complicated. It takes a genius to make it simple.”

Use This Litmus Test

Here is a good litmus test to know if you have a winning copy. Let’s say you run a plumbing business. Your childhood friend that you haven’t seen for years comes to your town and you guys are in a bar, half drunk. Your friend asks you, “What do you do now?” 

Would you introduce yourself like this:

Are you looking for a plumber you can trust? There’s only one name you need to remember: Plumbing, Inc. in CA. We are prompt, produce quality results, and take pride in the work we provide our customers.

You wouldn’t talk to your friend that way, would you? I hope not.

So, why do all the ads or website copy sound so weird? This is not how we talk every day. 

Whenever you are writing anything, an ad, or your website, read your copy out loud. If it sounds like something you will never say to your friend after a few drinks, change it. It needs to be conversational. 

This is called The Bar Test.

The greatest copywriters understood this and that is why their copy is so easy to understand. It flows, you can almost picture what they are trying to say. 

This is what we are aiming for. Anything less than that is lazy and won’t work.

Now I want you to go back and try to read your website aloud. If it sounds weird, you need to change it. 

P.S. If you want to know how this can apply to your business, email us, and we will review your business for free. 

P.P.S. Want to attract your perfect customer? 

We have put together a Free Meta Guide that will help you do just that. Download it for FREE.