People don’t read website copy the same way that they read a book or magazine. According to eye-tracking data most people only a quarter of the words on the page… and they’re the ones who are interested. The worst candidates will only spend between 10 and 20 seconds on your website. That’s just one click from leaving and going elsewhere with their time (and potentially money). The copy on your website should be geared to what your ideal buyers wants to read.
When it comes to copy, it really is survival of the fittest – so think of us as your personal trainers. We are here to inject a little energy into your ailing website copy; and put your flabby text on a diet. Here’s a little of what we’ll do:
- Make your text scannable: headings, subheadings, links, pull quotes, and bold or italic key points are all your friends – they give signposts to your reader that they’re in the right place.
- Be direct: Don’t be so British about it, we all know what we’re here for. Let’s talk money. Visitors want you to be up front and specific about what they’re going to get and how much it’s going to cost them. So save time and don’t skirt around the issue.
- Be clear: Cut down on the obscure acronyms and excessive abbreviations. Oh and don’t even think about using your everyday jargon. It might make sense to you and your colleagues, but it’s no fun for everyone else who has to google what it means.
- Be conversational: This one is particularly important – because nobody likes to be talked at. By using ‘you’ and ‘we’, and having a sense of humour in the background of your prose you can at least keep the tone of a conversation going.
Just remember words are powerful – especially when you use the wrong ones. Bad writing can cost you serious money. Make sure that your customers can find what they are looking for, and more importantly understand it when they do.
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