Copy,
body text, content, editorial, advertorial, navigation?.. call it what you
want. But, in a nutshell, what we are talking about are words being grouped
together to create something with meaning.
Words are powerful little beings. They have the ability to create pictures in your mind, sell products, change opinions. And so there's no doubt that they should play a major role in your web strategy.
So, let's look into this a little further...
There are two key areas of your website strategy that require the use of words:
1. Website production
Content on your website, which can be broken down into general page copy,
navigation and customer service content.
2. Website promotion
Copy you use for your pay per click advertising, banner ads, advertorials,
e-mails etc.
Of the two points above, the second is the one we're most likely to get to grips with. But, compared to the first, this is a different story altogether - or a number of different stories for the different promotional techniques involved. So watch this space for more.
Let's cover off website production though?
In short, words can be the most effective way for you to shape the style, tone and overall personality of your site. But I'd go further. In terms of the overall production of a website, I would put the way we use words at the top of my list of site development priorities.
"Signposting is vital"
On a website, not only do words play an important role in helping you describe and sell your product or service, they also play a key role in guiding a user to the right information quickly and easily. In the virtual world this is called 'navigation'. In the real world, if you were taking a car journey, they might be called road signs.
Unfortunately, when it comes to web development, many agencies focus their efforts on architecture - or the technical build of a site. They leave the words bit to the end, so what often ends up happening is that the content has to fit the site, and not vice versa.
Think again about the comparison made with the road sign. However well a road sign is made, if you can't read or understand what it says you will get lost. So, what many agencies leave clients with are sites that can't get their messages directions across clearly. Which is not much good when it comes to fulfilling the site's objectives, I'm sure you'll agree.
So, having made the points above:
SiteVisibility's Rule 1
Don't let architecture lead your website: Let the words shape the structure of your site. Because, no matter how 'pretty' and slick it looks, if the words don't make sense your website isn't going to be intuitive.
To produce good words, here are a few pointers:
Understand your audience's needs
- Sell the benefit, not the product
- Build credibility and paint a picture
- Tell your audience what you want them to do
How do we deliver?
Make it easy for them to 'click'
Of course, I've not touched on anything new here. I've just brought to the forefront something that, unfortunately, most agencies neglect.
At the end of the day, words are not really the new killer application. They are, in fact, just old friends making a new, but somewhat belated, appearance.
To find out how we can help you improve your web copy why not contact us.
Are you looking for content sharing opportunities?
Why not contact us
with any questions you may have. We are always interested to hear from website
owners who would like to share and swap articles.
