Have you looked at your content lately?
content, web copy November 19th, 2009
I’m doing a site audit for a client of mine and naturally it includes a few thoughts on web copy.
While looking for some small business sites within her industry as good examples to share, I was shocked at the number of poorly done web sites from Boston to Seattle.
There were plenty of hideously designed and whiz-bang-whistle, super-flashy sites that took too long to load, but the biggest thing I noticed was how rotten much of the copy is out there. Seriously. Stinky. Rotten.
A good share of it started with something like this:
As a ______ specializing in _______, I know _______. Our well-trained, highly competent staff will _______. We take every measure to ensure that ___________. As a leading ________, we’re proud to offer ___________.
Aargh.
Investing time and money into a new web site is a challenge, especially for small businesses. I know, it’s something that challenges me, too, as I work to do great work for my clients and have work-life balance. (Finding the right WordPress partner has been a nightmare, but I digress.)
At the very least, though, schedule a semi-annual review of your content. Do an honest assessment of it. Better yet, have someone else do a more objective evaluation. What content should stay? What should go? What should be refreshed? How can you make it happen with your internal teams or an outside partner, such as a freelance web copywriter.
Remember that the web is a significant channel for reaching, communicating and transacting with your customers and potential customers. Strategic, optimized, consistent, on-brand copy will help you leverage the web’s inherent power to influence and persuade. And that, dear readers, is priceless.
P.S. I’m planning my own web site makeover in 2010. Are you?
