Out with outdated, boring business writing stereotypes, in with smart, coherent, engaging copy to attract prospects and boost engagement rates and sales volumes.
Today, the average attention span, when we look at the web, is down to a bunch of seconds.
So, can good writing attract more customers or capture the visitor’s attention for a bit longer?
The answer is yes.
Personally, I get annoyed when I stumble upon a business website with typos, badly written, full of stereotyped lingo, telling me one thing in one place and something different in another.
A good editing can go a long way
If you need to write it from scratch, I suggest you do that with the help of a good professional. But if you already have one in need of a brush-up, don’t despair. There are plenty of things you can do with a good editing.
– Review the structure of your contents and see whether it still fits your business: if not, reshuffle contents into new categories or pages. And if you need to add or delete something, do it. Look out for format and readability on desktop and mobile devices.
– Review the contents, looking for inconsistencies, concepts that are not clear enough for an external visitor or which could be misleading.
– Review the language and style: take out any obsolete business lingo and stereotypes you can find in millions of websites and start talking people to people. If you have a brand style guide, see whether you are applying it thoroughly, otherwise it might be the perfect moment to create one. Ask yourself what’s the image you want to project, what’s the character of your brand, who is the audience you are trying to reach, and from there work out your unique tone of voice.
– Review grammar and spelling: it may sound like an idle advice, but it’s not.
– Review the images and get help sorting out new ones if you deem they are important for your goals.
– Review the website for legal requirements and if you need one, get an audit from a professional company (fines can be consistent under GDPR).
A well-planned out, nicely written website can go a long way in establishing your reputation and capturing the attention of future customers.
About the author
I am an Italian specialist in translation and proofediting, working in the marketing, creative and legal fields. I put my many years of experience to the advantage of my clients by creating texts resonating with the Italian-speaking audience and making brands locally relevant. Connect with me on LinkedIn and Twitter or visit my website.