Why Do 97% of Websites Have Such Bad Sales Copy?

A typical lame effort form a course run by a large golf management company

In almost every business, websites are the primary interface between businesses and their potential customers. Despite the crucial role that sales copy plays in converting visitors into buyers, an astonishing number of websites suffer from subpar content. I’ll explore the reasons behind the scarcity of compelling sales copy on the web and examine the consequences of this shortfall. The deficiency is especially prevalent in the key areas I market, namely the golf and resort industry. They are both shockingly bad.

1. Lack of Understanding of Target Audience

One of the primary reasons for poor sales copy is a fundamental misunderstanding of the target audience. Crafting compelling copy requires a deep understanding of the audience’s needs, desires, and pain points. Many businesses must conduct adequate market research or create detailed buyer personas, leading to generic and unengaging content.

Key Issues:

• Generic Messaging: Without a clear audience in mind, copywriters often produce content that appeals to everyone but resonates with no one. This approach results in vague and uninspired messaging that fails to connect emotionally with the reader.