Is Your Website Copy Doing Your Business More Harm than Good?
BY SIMON HILLIER
One of the reasons that websites don’t work as effectively as they might is because business owners, and their internal copywriters, often look at the site through a completely different set of eyes than their visitors.
Of course, no-one knows a business better than the people behind it, but trying to be objective about the information customers need on a website, or any promotional medium, can become a difficult task for those who are immersed in its day-to-day activities.
For example, throwing as much relevant information as possible onto each page is not the same as providing useful content for effective communication. If there is too much copy on each page, it can be very difficult for visitors to absorb the key messages, and ultimately, act as you want them to. Using industry jargon rather than everyday language is another common mistake. It might all make sense to you and the people in your company, but it may mean nothing to those outside your business.
The most important thing is to clearly spell out what your company/product/service does, and explain the associated features and benefits, even if it all seems obvious to you. Make sure important information is easy to grasp, otherwise the fickle online customer will lose interest and head elsewhere.
See if your copy can be separated into clear categories. You could use subheads to help guide customers through each step. There might be areas where you need to tell them how something works, or link to another page for further details.
It all comes down to your research and knowledge of the way your target markets perceive your business and website. If you can’t afford paid market research, do some of your own. A quick way to find some answers is to ask a few people outside the company (no, not your mum) to visit your site, try a few different things (without any help) and get their feedback. Don’t be scared to ask them what they think your business does or sells and its unique selling proposition — why would they use you?
Another avenue is to look at your competitors’ webpages and FAQs to see what they have included. This will usually give you a good idea of the things your customers will be asking. Of course, your business is unique, so don’t base it all on what the guy next door is doing, or you will suffer. If you have an existing site, analyze your customer service emails and phonecalls to find the questions people are asking of your staff. Is there something you could include or spell out more clearly on the site?
The extra time it takes to get these things right is well worth the effort. Not only will your conversion rates and sales numbers increase, but you’ll spend less time answering questions from frustrated customers.
Simon Hillier is a copywriter and Internet marketer based in Sydney, Australia. His company, Get There Writing Services, provides copywriting, Internet marketing consultancy, travel writing, feature articles, scripts and ebooks that will have your readers clicking and streaming for more.
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