In a world where time and attention are both precious commodities, curating accurate and relevant information is a non-negotiable for websites.
There’s something uniquely deflating about clicking a link to land in a clunky, text stuffed site that answers none of your questions and is impossible to navigate.
If you are thinking about improving or building your website, it’s worth looking into what makes a good one. This article delves into how you can achieve success with clean, clever web copy.
Key Messaging Takes Priority
The CoBright team regularly works to upgrade websites that were created a decade or two previously, and since then have become a digital ‘storage locker’ for anything that anyone at some point decided was important. The result is a mess - a website overcrowded with information that nobody is looking for and a structure that actively discourages users from exploring any pages or products.
From your company’s point of view, it may be hard to discern what is important to your target audience and what’s important to your internal team. To set the goal posts, most website users are seeking out one or two key pieces of information, access to a specific product, or trying to connect with someone from the business.
The solution to a crowded website requires time and consideration for the best results. Here are the important targets to aim for:
- Key messages need to be front and centre – place these in highly visible parts of the site (page titles, header 1’s, meta descriptions),
- Ensure the language which represents your business is consistent and succinct across section of the website.
- Incorporate design elements such as white space, icons, and high quality imagery to complement your best features.
Bonus tip – apply this tactic across other brand channels like newsletters, ads, and social media for optimal impact.
