We’ve audited >100 Geospatial websites, and we see the same issues over and over again:
❌ Unclear value prop
❌ Boring copy & content
❌ Poor customer journey
❌ Lack of useful information
And here’s what it usually comes down to:
1/ The curse of knowledge
When you’re as deep in a field or topic as you (likely) are in your own industry, it’s hard to replicate the state of mind of your audience:
- How much do they know?
- Which concepts are they familiar with and what do you need to explain?
- What level of detail is the most suitable and helpful?
Those questions are hard to answer with your expert POV so you risk either staying too generic or getting too into the weeds.
E.g. Just because the headline “expert geospatial solutions” triggers a vivid picture of your epic services suite for you, doesn’t make it meaningful to your audience
2/ You get too – errr – passionate (about the wrong things)
After spending months or years building your business and product/service suite, it’s understandable that you want to talk about it.
But that often results in company centric copy with way too much emphasis on irrelevant accolades or features that your audience simply doesn’t care about.
Instead, focus your copy on what matters most to your audience:
-What are their problems, pain points, worries, fears and objections?
-What has stopped them from taking action in the past?
-How can you help them overcome this hurdle?
-What is the transformation they’re looking for?
Understanding those 👆 things is the absolute foundation of successful website copy. Without it, you’re just stabbing in the dark.
3/ You treat your copy as an afterthought
Everyone knows they need a website; yet many companies don’t actually think about the words for their site until their web designer presents them with a beautiful wireframe filled with Lorem Ipsum.
So you end up just filling in the blanks of a design template, instead of thinking about:
- How to craft copy that guides users through your site
- What your audience needs to understand every step of the way
- How the different content modules build on each other to build a compelling case
And those considerations are at the heart of an impactful, high-converting site.
If you’re guilty of the above and would like some helpful pointers for improving your site, send me a DM for a free website audit in August (first 5 only).
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