Before we get into the topic of website copy and sales, it goes without saying that you should not have blinking graphics on your website. Or pixelated photos. Or pages that take too long to download and give users ample time to click over to your business competitor. These visual annoyances are well-known detractors from what can be an otherwise quality website.
But just ridding your site of these elements may not completely do the trick. Perhaps less well-known are text practices that say a lot about who you are and what your company does — some of them not flattering. To readers, they could be symptoms of an amateur at work.
- Avoid word clutter. Along with crowded page design, too much text tells readers you are unsure; unaware of what messaging they find valuable; and unfocused. They need to know you can communicate succinctly with them if they are to work with you. See what you can edit; make existing words powerful and impactful.
- Embrace the basics. It seems, well, basic. But it’s amazing how often these elements are missing. Have an objective party double-check that you’ve included basic information like your company’s address, phone number, owner’s name, email addresses, etc. Email addresses — not an automated “Can We Help You?” form — are regularly omitted from business websites. Remember that some clients may want to contact you from their email account so the correspondence is documented in case they want to refer back to it.
- Don’t put educational credentials after your name in every reference. This is fine in your bio section or in the “About Us” page, but other than that, your non-industry readers don’t know what those letters mean after your name anyway, it appears pompous and it interrupts copy flow. They really just want to know what you can do for them in practical terms. It’s assumed you have the training. Better to share references or success stories.
- Upgrade your “About Us” section. Some studies say it’s the most-read section of a website. Yet more often than not, it’s lacking in content, especially in terms of who even runs the company. Clients are less likely to reach out to work with a company represented by an anonymous, information-lacking abyss online. Give the section some solidity.
So make time this week to look at your website copy with a more critical eye. How is it building your brand and positioning you for sales? Ensure you are emphasizing who you are and the value in what you offer. Chances are, there are distractions in your web copy messaging that can fall away — which is just what the doctor ordered.