Like any other business owner, solopreneurs are in the business of attracting, engaging, and converting browsers to buyers.
One of the most effective ways to make this happen is through content marketing.
Primarily through your website, which is often where you make first impression.
It’s your opportunity to WOW your audience—don’t mess it up!
If you’re ready to say buh-bye to high bounce rates and hello to higher conversion rates, make sure to avoid these five content marketing mistakes.
Mistake #1: Too Much or Too Little Content on Your Homepage
Think of your homepage as a handshake.
Too limp, you come across weak.
Too hard, you’re overcompensating for something.
But, just right, and you’re seen as confident and trustworthy.
Write a clear concise overview of what your company does (the problem you solve), and how you solve it.
Don’t write about everything and the kitchen sink here.
The other pages of your site will allow you to go into more detail.
And on the opposite end of the spectrum, don’t be so vague that your homepage leaves readers confused or questioning what product or services you have to offer.
Find that “just right” balance that will leave readers interested and wanting to learn more.
It’s also important to keep in mind that to complement the stellar copy, the page design should be visually pleasing.
Mistake #2: Not Enough Value in Your Content Marketing
Content marketing is all about sharing your expertise.
People are visiting your site because you are the expert.
If they see value in what you have to say, they will likely tell their friends and colleagues about you and return to your site again.
If they don’t see value, you’ve likely lost them forever.
It’s really that simple.
One of the common content marketing mistakes in this area is having only very high-level, generic content available unless you complete a lead form.
But until they consider you to be an expert, they’re not going to hand over that email address.
To show and share your expertise, your website content must be:
- Unique. Use content that is one of a kind—meaning it hasn’t been previously published elsewhere, and search engines haven’t seen it before.
- Relevant. Provide information that is on topic and helps solve your customer’s problems. If you’re unsure about what they want to learn more about, ask them!
- Helpful. The content should be useful, provide value, and answer the reader’s questions. Break up the content into chunks and use headers to allow your audience to quickly and efficiently scroll through your site to find the information they are looking for.
Remember, don’t assume they know anything about your topic.
Always write as if you were talking to someone who had no previous knowledge of your product or service.
Mistake #3: Too Much Me, Me, Me
People are coming to your website because they have a problem and they need help solving it.
The focus must be on the customer.
What are they facing?
Show them that you understand, that you know what they are dealing with, and that your product or service is the solution they’ve been seeking.
It’s an all too common content marketing mistake.
Even the “About Me” page of your website should focus on your customer.
Yes, you read that right.
While this is the page where you can share your story, your why, and your company’s mission, it’s critical that it’s written in a way that is relevant to the customer.
It’s a space to share some info about you, but always remember to keep the focus on them.
Mistake #4: Lack of Calls-to-action
You need to guide your prospects through the sales process.
When creating any piece of content, first identify the goal of that content.
What is its purpose? Awareness? Lead generation? Engagement?
Strategically place calls-to-action in all of your content.
Upon reading the piece of content, what do you want the reader to do next?
Download an eBook? Watch a video? Schedule a free consultation?
When used properly, calls-to-action can guide your customer through your site and into your sales funnel.
Mistake #5: Lack of Testing
Testing copy is smart.
What makes sense to you as the business owner might not be as clear to the customer.
Using a tool such as Optimizely will allow you to easily test headlines and body copy to get a clear understanding of what is resonating best with visitors.
Say Goodbye to Solopreneur Content Marketing Mistakes
Now that you are aware of these common content marketing mistakes solopreneurs make on their websites, it’s your turn.
Are you guilty of any of these?
Take the time to strategically review your content marketing to ensure each piece of content—including your website pages—has a clear goal, provides value, and is easily understood.
By avoiding these content marketing mistakes, you’ll ensure you make a great first impression with your ideal clients.
