Business website content: what first impression does yours give?

business website content

Business website content: what first impression does yours give?

You might be familiar with the delightful sentiment “you can never tell a book by its cover". Sadly, this doesn't transfer from the Rolfe and Fuller novel into the business world. We as human beings are judgemental creatures.

It takes between three and seven seconds to make a good first impression. Only 7% of a verbal message comes from the words used in a face-to-face interaction. 38% comes from tone. The remaining 55% of communication comes from visual appearance.

As professionals, we are well acquainted with these facts. Fashion has transformed over the years, and a three-piece suit isn’t always necessary. However, we do have the business acumen and common sense to not arrange an important client meeting in a run-down old pub. We also wouldn't turn up dishevelled in jogging bottoms looking miserable and dirty either.

Do you extend the same consideration to your business website content?

When it comes to your online presence, you are available to your current and potential clients 24 hours a day, 7 days a week, 365 days a year. Are you welcoming customers in the best way?

A recent designer came to us with a problem. She makes websites, and she does so beautifully. The websites that she makes are simply stunning. They are eye-catching, user-friendly, and easy to navigate. She nails the location chosen for her client to meet with potential customers for the first time.

But...

When the customer enters the site, however, they stop dead in their tracks. As they step inside, what greets them is a nightmare. Bad spelling, poor grammar, and text that doesn't make sense.

A recent survey concluded that over 50% of 1,029 questioned on first impressions considered poor grammar unprofessional and off-putting. Misspelt words and messy grammar not only slow the reader but can also be incredibly distracting. We as consumers can be lazy. If we have to put in the effort to take action, we get bored and click off the page.

Content writing is a skill. An important one at that. Sure, by all means, write it yourself if you think you're capable. Just remember the importance of a copy editor.

Not everyone can write, and that's OK

A key point to remember is that your business website content isn't written for you. It's written for your customer. They want short and to the point. Something impactful that answers the question “what's in it for me?”

Great business website content should be a fine balance of consumer-friendly, with a defined call to action, and Google-friendly keywords embedded throughout to organically boost your online presence. Don't forget to be yourself.

At Coster Content, we offer editing services that will work. Let us transform your business website content into copy that'll dazzle your audience. Would you like a quote? Get in touch on 07462 455 894.

Alia Coster