Have you ever seen a beautifully designed website, one with crisp graphics and a flowing layout, that just didn’t deliver the right information? In the rush to get a site smoothed and polished, small businesses often forget about quality writing. Someone involved hammers out some copy and up it goes. Don’t let this happen to you!
Why is it that so many businesses take it upon themselves to write the copy for their website? When they need the graphics done, they hire a designer; when they need the site built, they hire a developer. Yet when it comes time to write, they take it upon themselves, all too often with mediocre results. This false confidence comes from the fact that, while they may not know photoshop or HTML, they’ve been writing their whole lives! How hard can it be?
Honestly, it’s pretty easy to write copy that is vaguely informative, but it’s a lot harder to write copy that engages. Lining up all the facts is simple, making them spark is where the trouble starts. Mediocre writing can ruin the entire feel of a site. After all, what good is having a beautiful page when it’s full of dry, amateur copy?
Here are few common instances of malfeasance you need to make sure your business isn’t guilty of:
Straightforward, but triple-check all of your copy for errors. Spellchecker will bail you out most of the time, but only a keen eye will save you from, “Are product is fore the bed room…your gunna want it, weather your their alot ore knot!” In most cases, one set of eyes isn’t enough. Either grab another person, or let it sit overnight and come back to it fresh in the morning.
Don’t write solely in technical jargon. If you’re a B2B company, some jargon is expected, but use it sparingly. If you’re writing for B2C, use it even less. It’s impossible to read about, “Synergizing your verticals” without falling into a deep, dreamless sleep. Look at who your customers are, read what they’re writing, and tune your voice to theirs. Resist the urge to look impressive by spitting tired industry jargon; if you know what you’re talking about, it will show organically.
Be upfront with your information. Many businesses have the instinct to hide pivotal tidbits (like pricing and contracts) behind a “would you like to know more?” email form, hoping to generate leads. The fact is, more often than not, this will only drive potential customers away. Strong writing will reveal everything a customer needs to know, in no uncertain language. Inform your visitors, and you’ll be surprised how the quality of your leads increases.
Want some help tightening up your copy? Stretched thin and need someone to just take the reins? Contact Wikimotive for the industries best website development solutions, handling everything from graphic design to copywriting.