The right words compel.
Website content & copywriting
Website copywriting is often overlooked. It can be difficult to get right. Many businesses fall into the trap of lifting brochure copy and plonking it into their website. This is a far cry from best practice. And a turn off for users.
Web users want instant gratification
Web users want answers fast, and detail all in the right places. Walls of text looks and feels like work.
User context is all
If you consider the lean back v lean forward phenomenon you can visualise a person who's requested a brochure. He will sit back and read it in his own time [lean back] v a typical task motivated, time starved flirtatious web visitor [lean forward] who just wants to know XYZ NOW. Else he is off. Web visitors are cold leads, brochure recipients are warm. They need to be treated differently.
By the way most of your copy wont get read
70% of web users skim and scan websites; like hungry wolves sniffing out there next meal. So word choice, style and layout are imperative. Otherwise your message will be lost.
