Having a website is like owning a shop in a busy street. There is a constant stream of people passing by outside and a few decide to pop in. Most leave without buying anything or leaving any contact details. They may visit many sites in one session, and sadly, may never visit yours again. Well-written words can encourage visitors to return and stay long enough to find out about your company and what it has to offer.
Brevity is the key to good web writing. Visitors, on average, spend only a few seconds on one page, and they don’t actually read it. They scan it. Headlines, highlighted items, and graphics help the reader’s eye move through and stay on the page.
Kathy Henning, an experienced web writer, has several tips for successful web writing. If you think that your site may need a textual (or even graphic) overhaul, hire a professional copywriter who understands web writing and the user experience. There are many ways to enhance the readability of a site, and a professional copywriter will know exactly what to do.
And once you do start the overhaul, plan on seeing some major changes and a lot more space on your site. White space is a good thing, not something to be afraid of. White space helps existing words speak more prominently and as a result, be much more readable.
In addition, you may have to rethink some of the content on your site. Do you really need the history of your organization on the front page? Users are more interested in the benefits of your products. The question “what’s in it for me?” is number one in your reader’s mind and the sooner you answer that question, the better.
If you think your site needs some work, get some honest feedback from friends and co-workers. Then spend some time also thinking or rethinking about your company’s brand – your unique selling position – and what needs your product (and your site) fills for the visitor. Look at your web site from the visitors’ perspective, rather than your own, and your visitors will be grateful and maybe even come back again.
-Wendy Goubej
