I?ve been involved with designing, building and managing a lot of websites in my time and it?s always interesting when you spot the common issues cropping up. The one ?common issue? I wanted to speak to you about today is website copy; the words, the content, the heart of the matter, the meat to the potatoes?
Many people think that because they can put pen to paper, they are qualified to?write?meaningful?website copy. But it?s never that straight forward.?So, let me run through some of the common issues:
1) Stuffy Tone
The fear of the blank page often prompts people to communicate in a very unfamiliar, formal tone; I?ve heard this called your ?to whom it may concern? voice (yes, I?ve mentioned this before).
You don?t speak to prospects, clients or anyone in that stuffy voice so let?s avoid it on your website. A beautifully designed and crafted site will fall at the first hurdle if we allow the stuffy tone to take over. Instead, we want your authentic business voice to shine through; the inspiring one which reaches out and convinces people that they need your product/service.
2) Waffly
People have zero attention online, unless your content resonates them immediately, they will simply click a button and go elsewhere. You?ve lost them.
In general, good website copy is short, to the point & punchy. That doesn?t mean that it should read like a telegram and it doesn?t mean that it should be devoid of personality; quite the reverse.
3) No links!
The World Web Website is built on the principle of hypertext documents; in simple terms, a web of pages which are linked together. The key word there is link. However, because people tend to just bash things out in Microsoft Word, they easily forget about the links.
As a general rule you want to look for natural?opportunities?in your website copy to link to other relevant areas on your website.
For example, your homepage copy may well say something like this:
"Hi, and welcome to Acme Widgets Inc, South Wales' premier supplier of injection mould widgets. Since 1985 our dedicated team has helped many South Wales customers with our single sprocket, double valve and left?aligned widgets..etc"
I?m not saying that content is fantastic, but it does have links to relevant pages there; helping the visitor get to where they need to go.?Yes you may have links on your main navigation as well but key content should have multiple routes.
Oh, and the links could be to external resources as well; such as your blog or anything else online. As a rule though, I would try not to encourage people to leave your site.
4) Text, text, text
There?s more to content than just text. We?ve already mentioned links but don?t forget about headings, sub headings, italic, indented quotes, images etc
Break it up.
When someone looks at your content their eyes quickly scan over it and assess whether it?s worthwhile them investing the time to read it. Avoiding plain slabs of text help readers hook into your content & to make this investment decision in your favour.
Oh, and don?t forget that content isn?t just text; obviously there are images as well but don?t forget about video or audio which can also be very effective. Remember that different people like to receive their content in different ways.
5) Call to actions
What action do you want people to take on reading your content? What do you want them to do?
Don?t expect them to work it out for themselves.
Spell it out for them.
Want them to request further information? Then ask them.
What them to sign up for newsletter. Fine. Tell them.
You can have multiple call to actions but typically there is only one primary one; the big button which says ?do this!?. Again, make it easy for people.
So, I hope that helps. Any suggestions of your own?
Joel
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p.s. the picture at the top was from a trip this year to Barcelona. I snapped this on Instagram.
Joel Hughes is an Internet Strategist; helping professionals and business? discover how to use the Internet effectively. Services includes website design, web applications, email marketing, social media training. He also provides help to creative agencies who lack?in-house digital resource. His company Jojet was established in 2001.
When not writing blog posts, he can be be found Tweeting?or taking photos of doors on his iphone. He also organises the Port80 web conference. Married to Jess, two kids (Lily & Geno) + 1 cat (Mr Pickles).
Source: http://blog.jojet.com/2012/11/11/5-common-website-copy-mistakes/
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