So you’re considering a website redesign. While first impressions are frequently based on site design and navigation, the text is equally important. Often, less is more when it comes to web copy, which might leave you asking yourself, “Where do I start?”
Consider thinking broadly about your own web use. Ask yourself:
- What attracts you to a site?
- What keeps you there?
- What inspires you to take action?
We bet you didn’t conjure up images of long, dense text. If you scan headlines, gravitate towards visual content, and skip the wordy middle parts, you’re not alone. In order to engage your prospective clients or donors, it’s important to keep the following in mind:
A 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! Make sure your text is concise and digestible across all devices, and that your design is mobile responsive. If there’s no clear 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. At the same time, 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. Think about using bullet points to summarize the page, but be sure to keep them easy to read and process.
Show Don’t Tell
You’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
Minimalism is More Than Design
Steve Jobs famously said, “It takes a lot of work to make something simple.” If a person is inundated with information, they’re likely to navigate away from the page. Or worse, your site. Never underestimate the importance of white space.
The proof is in the pudding.
If you want to understand how concise web content can lead to conversion, contact Graphic Details. Our analytics and user experience assessments go well beyond Google Analytics. We’re talking about using heatmaps and user behavior data to guide content creation so visitors can get the most out of your site!