Trying to be all things to all people who visit your website isn't possible. One of the major problems a lot of business websites have is that they are too scattered in the information they offer. Too much information is presented. The human brain gets overloaded. Attention spans are going down not up. Don't make us work too hard to find what we are looking for on your site.
Rather than try to sort through layers of information in a hunt for that one specific thing that may be useful to you, it is easier and less annoying to just click off a cluttered site. The exception to this will be a company that has such a strong market demand for their product or service that people are prepared to endure a confusing and cluttered site. This is a rarity – most of us aren't yet in that enviable position. And even if we are or will be, treating customers as if they don't matter won't keep you at the top of the heap for very long.
What is the main purpose of your web site? Make the power of one purpose a priority – avoid getting lured down paths that lead to different destinations than the one you set out to reach. If the main purpose of your site is to give your customers a place to check your list of services and prices, then keep your site primarily dedicated to that mission. If your main purpose is to provide a discussion forum for certain groups, then keep it at that. Want to generate sales leads? Your site will then have a different tone and feel of course.
While copy writing for your site, always keep your ideal customer in mind – exactly who is it that you prefer to deal with and want to attract more of? If most of your current clients/customers are from a particular demographic group, then direct your writing towards that group. Make them feel heard and appreciated. See my previous blogs on this subject for more information. Such a simple idea, and very powerful.
The power of one idea – Compelling and quite rare.
Suzanne Elliott
Writing for the Web
Freelance Copywriter
Wednesday, August 4, 2010
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