So you’re considering a website redesign. While first impressions are based largely on the look and feel of your site, the text is equally important. But less is more when it comes to web copy, which might actually leave you asking yourself, “Where do I start?” Consider thinking broadly about yourself as a web user:
- What attracts you to a site?
- What keeps you there?
- What inspires you to take an action?
Mobile FirstA cursory glance at your web analytics will reveal that people are consuming content on their mobile devices more than ever. For many, target audiences are digital natives, so this trend will only continue to grow. What does this mean for web copy? Keep it simple, stupid. Make sure your text is concise and digestible across all devices, and that your design is responsive. If there’s no qualitative benefit to a chunk of copy, and it doesn’t really tug at the heartstrings, scrap it.
Shiny Object Syndrome (SOS)We are easily distracted. And when it comes to web navigation, we’re in control. This combination makes it especially challenging for marketers and communicators to keep prospective clients engaged on their websites. From brand messaging to calls to action, everything on the page should serve a purpose so your visitors don’t go running for the hills.
Show Don’t TellYou’ve heard it a million times. It’s the golden rule of marketing, and it will help you create a more compelling website that will get you results. Storytelling resonates with people, and it encourages prospective families to interact and engage with your brand in meaningful ways. Here are some ways to tell a story without adding exhaustive text to a page:
- Pull quotes
- Visual headlines