I came across a video the other day which I’ve included below for emphasis. It really struck home the importance of “how we say” things as opposed to “what we say” on our websites.
The difference could very well be (frankly it often is) the difference between a visitor becoming engaged with our site, and high speed abandonment. In fact, the time it takes for people to walk by this person on the sidewalk in the video is really a good estimation of the time you have to capture a visitor’s attention.
So if this is true – which I say it’s very true, then why would we build a website and not spend time every day tweaking and improving the words we choose to use. For that matter, why would we spend thousands of dollars, and hours of sweat, laboring over the design and then throw the content together as an after thought.
Tip: Your Copywriter should be one of your most valuable assets!
Don’t get me wrong, I know many of you understand the importance of the words you use on your website, your landing pages, and your marketing, but many of us (I’ve been guilty too) are so focussed on the look, that we often don’t dedicate sufficient time to what really matters – the content.
Words influence, and properly formatted content (the kind that a high speed walker can notice) influences even more, and words properly formatted in a pleasing design will influence even more again. However, a beautiful design without well crafted words will just leave you in the breeze.
Do you spend the justified time on crafting your words – or does the pleasing distraction of glimmering design leave you mesmerized?
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