Your website is often the first impression that potential clients have of your business. So your website content needs to convey your message in a clear, concise and effective way.

However, there are four Common Mistakes that property or finance businesses make when writing website content.

Mistake 1: Not having a clear value proposition

A value proposition is a statement that explains what makes your offering special and why potential clients should choose you over your competitors. As such, it should be one of the first things visitors see when they land on your website.

Unfortunately, some businesses use vague or generic statements for their home page headlines, resulting in missed opportunities.

To avoid this mistake, craft a clear and concise value proposition that helps your target audience understand the benefit of your offering from the very beginning.

Highlight what makes your business unique, such as your expertise or customer service. Use language that resonates with your audience and avoid industry jargon that may confuse them.

For example, a financial adviser who specialises in retirement planning could write: “Helping you achieve financial security and peace of mind in your golden years.”  

Mistake 2: Using jargon

While technical terms, acronyms and industry jargon may be familiar to you, they can make your website confusing for visitors. 

Avoid this mistake by using plain language that everyone can understand. For example, instead of using technical terms like “diversification” and “asset allocation”, you could explain these concepts in simpler terms like “spreading your investments across different types of assets to reduce risk”.

Another way to avoid using jargon is to put yourself in your potential client’s shoes. Consider what questions they might have about your services and what language they would use to describe their needs. Use this language when writing your website content to make it more relatable and accessible to potential clients.

It’s also important to be consistent with the language you use throughout your website. Don’t use different terms to describe the same concept, as this can lead to confusion. Instead, choose a simple and clear way to describe a concept and use it consistently.

You can also ask friends or family members to review your website content and help you identify any technical jargon or confusing language. You can then revise the content to make it more accessible. 

Alternatively, get an expert copywriting agency, such as Hunter & Scribe, to create your website content for you. As property and finance experts, we specialise in writing high-quality copy that’s easy to read and understand. 

Mistake 3: Focusing on services, not benefits 

Your website content should focus on the benefits of working with you, rather than just listing your services. Potential clients want to know how you can help them, and what specific benefits they can expect.

For example, a mortgage broker could highlight how they help clients save money by finding them the most competitive interest rates and favourable terms. 

Mistake 4: Neglecting to use social proof

Social proof is the idea that people are more likely to do what others are already doing, because it must be right if everyone else is doing it. In business terms, this means clients are more likely to choose companies that others have had a positive experience with. 

Social proof is a powerful marketing tool that can help build credibility and trust with potential customers. So rather than neglecting it, showcase just how good you are by including client testimonials, case studies, and any industry awards you’ve won on your website.