Keep it SIMPLE people! Sheesh.
I’m still surprised by how many websites (hello TECH companies!) don’t actually explain, in lay-person’s terms, what their company DOES. Here are three examples of website company descriptions I’ve come across recently. Guess what category of business they’re in and I’ll tell you if you guessed right below:
“Empowering companies, employees, investors and institutions to make their aspirations a reality through the private market.”
“A company dedicated to centralizing proprietary enterprise information”.
“The most advanced engagement platform for professionals in offices.”
1 is a like the Stock Market, but it allows you to invest in private tech companies that aren’t public yet.
2 is…….honestly I have no idea! See if you can figure it out: http://onna.com/
3 is an app that allows workers to reserve a conference room, order food and beverages or make office-related maintenance requests within a large company.
When crafting your website copy, assume your readers have NO IDEA what you do and they are all in 5th grade. A good website is clear to everyone reading it, not just to someone who looking for Drupal cloud providers (WHAT?). Copy that’s too technical reduces the quality of customers’ experience and it is likely to make them disengage, or worse, feel left out and angry. Overly technical copy is also terrible for SEO!
Here’s some more free web copy advice:
WATCH OUT FOR UNINTENDED AFFRONTS. If you’re a white guy who grew up in America, put a process in place where your copy is reviewed by a woman, several people of color, a LGBTQ person, a disabled person or ALL OF THE ABOVE. Admitting you need help is the first step in not doing a WHOOPSIE or worse for your company. If you don’t know any women of color, LGBTQ or disabled people, contact me and I can put you in touch.
BEWARE OF COPY THAT SOUNDS TOO GENERIC. It sends the message that your products are generic as well. Put a particular emphasis on personalizing the copy, making it more engaging and differentiating what you do from the rest of the marketplace.
BE CAREFUL NOT TO OVER PROMISE. High-claims in your marketing material sets you up to over-promise and under deliver. Saying that something you make is “in high demand” or “the most popular” is setting yourself up for an unhappy customer whose expectations were raised and is now feeling relatively disappointed.
Need help with your web or marketing copy? Contact me!