A business correctly realises that it either needs a completely new website or that their old one needs a redesign. Whether it is through a Google search or personal recommendation, they quickly and easily settle on a local web designer.
After a brief consultation the designer goes away and puts together a visually engaging design which has all the right colours in all the right places. It looks great.
At this point there is usually a scramble for content to fit between the stunning visuals and clever functionality. Between the key players in the business and the web designer, the content is put in place. It’s finished.
In a large number of cases, the initial excitement of the new website going live is replaced with growing disappointment. The website isn’t getting any visitors, and any it does get are leaving after they view the homepage.
‘What’s going on?!’
Words ARE Important
Consider this: In the scenario I just described, imagine you were to stop the design process just before the content was added. Your site would be visually stunning, but there wouldn’t be a single written word. Now imagine you have a site with no visual elements at all. It’s basically a word document – but this website has used a copywriter who knows how to build trust, knows how to allay fears, knows how to sell and is skilled at giving the search engines exactly what they want.
Which site would bring you more business?
The first site wouldn’t appear in any search results. Unless the person who stumbles on the site, by chance, is already sold on the product or service you are selling – and you are the only one selling it – it doesn’t stand a chance.
The second site will be visually boring. It might lose some visitors who are put off by the black and white colour scheme. But if the first line grabs their attention, the benefits are clearly and convincingly illustrated, and any reasons the visitor might have not to buy are pre-empted and argued against, it WILL turn leads into sales.
The written content on your website is the most important factor if you are using it for business. Though the visual elements are important, they should be built around your carefully written copy. Think about it – if you are going to spend all that money on getting the visual elements and functionality of the site working in your favour, isn’t it also worth spending a much smaller portion on getting your web copy professionally written?
Don’t be blinded by what looks good. Words will dictate the success or failure of your business website. Give them the attention they deserve.