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September 26, 2014

Is Your Web Copy Missing the Mark? Eight Ways To Make Sure It Isn’t

Have you been spending hours and hours on your content only to find that it isn’t bringing you the visits you want and need? It’s one of the most frustrating things about content creation and can make one feel quite defeated, after spending a significant portion of their time dedicated to content with hardly any results. What’s happening? Is it some grand scheme of the garden gnomes, or something of a bigger (and more real) picture?

The reality is, your wonderfully crafted content is somehow missing the mark and dragging you down. How do you make sure your copy isn’t doing this? Well, there are eight different elements that you look for the see if your content is missing the mark. Let’s take a look at these few ways to double check your content and bring about some of that awesome success that you’ve been craving for awhile.

  1. Check To Make Sure You Do Not Have Duplicate Content. One of the biggest problems you might be facing is duplicate content. This can keep your content from ranking because Google will mark it as spam and keep your site from ranking. “But, I didn’t know I had duplicate content!” Think back to when you first started your business; did you create a simple web page or create a few listings that you eventually forgot about? Or did you copy an old blog you wrote years ago and used it again? Take some time to check for duplicate content and get rid of it as best you can.
  1. How Specific Is Your Copy? Is your content super vague without any real substance or value? This could be causing your web copy to miss the bull’s eye. While people don’t want to read a lot of Tolkien-like descriptions, they want to be able to get a decent idea of what your company does or what your product is. If you keep things super vague, potential customers are likely to head on over to your competition in hopes to find someone who will tell them what they want, and need to hear. 
  1. Utilize Those Titles And Meta Descriptions. One reason your content might be missing the mark is the lack of interesting headlines and meta descriptions. When searching for something, a lot of people will see the title and most likely click on it. Sometimes, if they aren’t sure, they might read that little description underneath the headline. At the very least that description is going to help you rank much higher than if you didn’t use it, and it might be what convinces someone to click on the link.
  1. Is Your Content To Light? What About Too Heavy? When writing your content, you might find yourself writing something that is really light and fluffy; other times, you might find that your content is heavy and overwhelming. While some posts can be great like this, others shouldn’t be. Most importantly, Track Maven says content shouldn’t always be too light or too heavy. Try to find a good medium between the two and offer stuff that has amazing value to your readers. Of course, you can always make your copy fun; just don’t go way too light all the time! 
  1. Are You Using Other Formats? A great way to make sure your content actually hits the mark is to make sure it is available in multiple formats. “I don’t have the time to make new things for tons of different formats, thought!” That is completely fine because there is such a thing as repurposing content to make it go further; nifty, huh? You should be utilizing different formats so that you can reach a wider client base. You can always start out by writing your blog and then fitting it into different formats. Craft a video or podcast to attach a certain personal feeling to your content or craft an excellent looking infographic or photograph. Find some wonderful formats to utilize and get your content out there and shared with a wider audience.
  1. How Many Social Media Channels Are You Using? In the article by Track Maven discussed in the fourth point, the writer also says that many people are only using one social network. This is because many people seem to think that they only need to target their audience on one channel. In fact, you need to use multiple channels to access a wider client base. The four social channels you should be using are Facebook, Twitter, G+, and LinkedIn. You can also get a great presence on Pinterest and Instagram, but it is important to focus on the above four first. If you are afraid you’ll forget about one, consider using something like Hootsuite, which can help you manage multiple channels in one central location.
  1. If You’re Paying For Links Instead Of Content, You’re Missing The Mark. Many people are still using the strategy of link building to promote their content, but that is something that can actually keep you from hitting the content mark or even miss it completely. You should focus on buying and writing high-quality content instead of paying for links. This will help you have a solid marketing strategy while also making sure you appease Google. That’s a great combo if you ask us.
  1. Does Your Content Translate To Mobile? Last, but not least, are you making sure your content and site are mobile ready? If not, you could be losing quite the amount of visitors and customers. Mobile devices are everywhere; you can’t go to the store, eatery, or even a class without seeing a mobile device in someone’s hands. Make sure you can craft some excellent mobile content that your viewers will find vital and valuable to help make sure your content never misses the mark.

Here’s Looking At You, Kid

Now that you know a few ways to check and make sure your content isn’t missing the mark, it is time to make any necessary changes. Once you start making these changes to your content, you will start to notice that you are finally bringing in the visitors you want and that your client base will grow significantly. Play around with a few of these to see what all you will need to do and be willing to learn and adapt as much as possible to have content that always hits the mark.


Julia McCoy is a serial content marketer, entrepreneur, and bestselling author. She founded a multi-million dollar content agency, Express Writers, with nothing more than $75 at 19 years old. Today, her team has nearly 100 expert content creators on staff, and serves thousands of clients around the world. She's earned her way to the top 30 worldwide content marketers, and has a passion for sharing what she knows in her books and in her online course, The Content Strategy & Marketing Course. Julia also hosts The Write Podcast on iTunes.