Archive for April, 2009
If you think the text on your website isn’t important then you better think again. Website copy is one of the most important parts of your website. Your website’s success can actually hinder on how effective the copy is. Copy that isn’t up to standard will cause your site to fail quickly when a visitor arrives, no matter how great the graphics look or the services and/or products are.
You Only Have a Few Precious Seconds Before Your Visitor Clicks Away
The first few seconds are extremely crucial to the success of your website. You must grab their attention right away in order to keep them reading. When you’ve kept them there, you must continue to grab their attention or they’ll reach for their mouse instantly.
Internet surfers are diligently looking for information on a certain topic. Once they’ve stumbled onto your site, they will quickly skim through your material and see if your site has the information they’re looking for. Sites that don’t grab their attention right away; lose their visit and a potential sale.
Websites with poorly written web copy are doomed to fail. Those that do, generally make the following mistakes:
- Small or fancy style fonts
- Boring text
- Provide information unrelated to their website topic
- Contain several spelling errors
Walk in Your Customer’s Shoes
Think like your target market. If you were looking to buy the same services and products that you currently plan to offer, what copy would you want to see on the site? Would you want boring, unrelated material to read or something that grabs your attention and makes you want to read more about it?
More than likely, you want something that will grab your attention. The best way to accomplish that is to:
Write the Way They Want to Read or Would Understand
Think about who your target audience is. What are their likes and dislikes? Get to know them better. Now, provide them with text they could understand and would actually want to read.
For example, let’s say, your target market is women business start-ups in the telecom industry. If these women are on your site, you are going to walk their walk and speak their speak. Because they are in the start-up phase of their business they are more apt to review larger of amounts of text as long as it is written in way they understand. They will skim headlines and bolded text however and focus on what relates to them.
If that’s the case, then would they want to read text that’s geared towards the pharmaceutical industry? Probably not. They’re not likely to relate to the wording or the overall products/service even if they could possibly benefit from it. All in all this means that they will click away.
A website relies on the written text, not graphics, to get visitors to the site, grabs their attention and keeps them there. Don’t risk your business success by slapping down some copy and hope for the best. Give your visitors what they need and what they want.