I have recently been working with a client to redevelop their web content.
During the client brief, I couldn’t help but take notice of a passing comment that went along the lines of, “But there’s nothing that isn’t already on the website. Why do people call up and ask questions all the time?”
This instantly set off sirens in my mind. It appeared that all the information that people wanted was there, but not set out in an easy way for people to understand. And taking a closer look at their current site, this became very, very obvious.
When seizing a potential customer’s attention, it makes sense to try and hold onto it for as long as you can. So it can seem like a good idea to add as much convincing text as possible to try and make the sale. But overloading the consumer with too much information is no good either. Text-heavy and disorganised sites are boring, hard to follow and are a sure-fire way to make readers lose interest.
The solution? Take a step back further than just changing the copy. Present your information in a simple way that people can understand. In addition to rewriting the text so it is easily scannable, place it within an easy-to-navigate structure.
My client’s website was a complete mess of internal links which lured readers into a confusing maze of information. A reader should not have to use the ‘back button’ to figure out where they are within the site. They should also be able to find the information they need within each relevant section. There was a mass of integral copy buried under layers of pages, link after link after link. It’s a wonder how customers were able to find their contact details to ask for answers to their questions in the first place.
Don’t make it difficult for your reader’s to find what they’re looking for. Rethink your navigational tools. Do you have the appropriately named buttons across the top of your website? Have you listed all the relevant pages in the left-hand navigation column? Furthermore, if you have several different parts to your site, ensure that all the templates look the same so that the reader doesn’t get even more confused.
So next time you’re thinking about revamping your site to boost sales, remember that there is only so much that rejuvenating web copy can do. Get your copywriter to team up with your web designer to create the most effective results.
Our Guest contributor Natalie Khoo, is a Freelance Writer and Editor based in Melbourne. Starting her professional career in London at Cosmopolitan Magazine, Natalie has since returned to Australia where she has played the role of editor and contributor to a number of magazines and websites. Natalie also has extensive marketing and advertising skills from being appointed Advertising Manager of Pepper Publishing, which she has combined with her writing skills to become the accomplished business copywriter she is today.
To find out more information, visit www.nataliekhoo.com.au. You can email Natalie at: natalie@nataliekhoo.com.au, or call her on
