8 Content Creation Mistakes – And How To Avoid Them

” Content is King” is a saying that is widely used in online marketing. And it is actually informative, well-prepared content that appeals to a user. As diverse as the content can be, the mistakes that keep happening are similar. We have 8 potential content creation mistakes for you … and tips on how to avoid them.

Mistake # 1: No clear call to action

The problem: If there is no clear call to take action, visitors don’t know what to do next. The result: You leave the website or the online shop again. This aspect is often underestimated when it comes to the internet presence of businesses. Here, too, it is advisable to include a call to action (e.g. “Visit us on site”). The same applies to online shops in which the visitor should be asked to buy directly.

The solution: Be aware of the goal of your site: Do you want to encourage customers to get in touch, buy something online, or visit your store? Or should the user continue reading your blog? Take your website visitors by the hand and tell them clearly what to do next. Optical eye-catchers such as buttons are also suitable to illustrate the call to action.

Read more about the topic of ” Call to Action”

Best Practices: Call-To-Action Tips for Online Shop Operators

Mistake # 2: Too little information for the customer journey

The problem: There is a lack of content in the customer journey that guides the customer through the individual steps to the desired conversion. Thus, for example, interest is aroused, but the customer does not go all the way to the conversion and is lost.

The solution: Make sure that you cover the entire customer journey with the right content. Pay attention to the AIDA model (Attention, Interest, Desire, Action). Arouses attention, for example, through an infographic or an interesting blog post, creates interest through examples in the form of product comparisons or case studies. With good product sub-pages, the desire is awakened in the user, which you can then draw fully on your side with the call to action.

Mistake # 3: Neglecting Testimonials’ Potential

The problem: testimonials are not presented at all or not presented in a suitable context. The statement behind this is therefore not clear enough.

The solution: Place the testimonials sensibly on your website and in the associated context. A testimonial that expresses itself positively about the fast delivery time of your online shop, for example, is out of place on a local subpage.

Mistake # 4: Not creating local relevance

The problem: Locally oriented content is particularly important with many competitors in the same segment. Often, however, generic texts are used that do not produce any regional or local relevance.

The solution: Offer user content for local communities. A car salesman, for example, has little chance in a city with structured public transport or well-developed bicycle lanes. There is potentially greater interest in rural areas.

Mistake # 5: Keeping a Price Secret

The problem: It is understandable that you don’t want to fall straight into the house with the door. Sometimes products or services are also individual or require a lot of advice, so that a general price indication is not possible. However, the visitors thus have no clue and cannot classify your offer.

The solution: create clear conditions in which price segment you are moving with your offer. This helps both you and your potential customers and also gives you a sense of credibility. If clear information is not possible, the segment can still be classified using terms such as “premium quality”.

Mistake # 6: falling into technical jargon

The problem: operational blindness is often reflected in the use of technical jargon. This is understandable insofar as the authors of the texts are often included in the topic – but the visitors are not! Technical language and technical expressions are used excessively and can confuse the user.

The solution: Sometimes jargon cannot be avoided – but use it carefully and with appropriate explanations. A “balancing act” between your know-how and the perspective of the potential customer creates a good understanding of your content. Explain to your visitors what you offer, how you can solve a problem or need (with practical relevance) and forward to the next step (🡪 Call to Action).

Mistake # 7: duplicate content (DC)

The problem: By using standard texts or copying and pasting manufacturer pages, you create duplicate content. Google doesn’t like these. Sometimes there is also an unwanted DC. In the event of technical changes such as SSL certification or a relaunch, the URLs can be duplicated.

The solution: set up redirects in the event of technical restructuring and check whether several versions or websites exist. In addition, you create added value for the search engines and for your potential customers with target group-oriented and unique content.

Mistake # 8: Bad site structure and nonsensical links

The problem: the organization of the page and the content can be just as relevant as the content statement. Unstructured navigation and inappropriate internal and external links are common mistakes when creating content.

The solution: structure your texts and navigation in a user-friendly manner and make important pages easy to find in your navigation. Link to selected important pages with the appropriate anchor.


When creating content, numerous errors can quickly occur that affect the ranking and user-friendliness of the website. However, with good planning and an attentive eye, these can be solved or avoided directly.

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