You have 8 seconds to catch me!
October 14, 2021 § Leave a comment
Your website copy needs to put up a good fight for my attention.
If your website copy hasn’t got my interest in 8 seconds, I’ll be off. It could be and, is most likely to be, your competitor’s copy I’ll be reading next and if they do a better job, I’ll give them more of my time.
It’s not just me who has the attention span of a flea. Data collected for online reading patterns shows that we’re all the same – your potential customers included.
Diddle around or make your copy a hard read and you lose a reader AND the chance of a sale.
Your website copy needs to:
- Get to the point. Visitors haven’t got time to read details like how long your business has been going before they find out what exactly it is you offer.
- Explain what you can do for them. Don’t bother to talk about how wonderful you think you are. Of course you think that.
- Be chatty, friendly and engage visitors. My blog post Let’s get chatty with the written word explains what you need to know about using the right language. Whatever your product or service is, people will seek out the techy stuff if they need to know it. Most don’t so won’t. They’re looking for a solution and just want to know if you have it.
- Be written so that a 12-year-old would be able to understand it. Successful web copy is usually pitched at the reading age of a 12-13-year-old. People haven’t got time to work out precisely what your copy means. You either tell them straight or they move on.
- Say it succinctly. Of course when you’ve hooked a reader they’ll want to make sure you know what you’re talking about and will have a look around your website for more information, maybe some customer testimonials and possibly case studies involving past work. So there is a place for lengthy copy but you’ve got to get them interested first. Your home page, the logical order of your site and the clarity of your words need to get their attention straightaway so that you can reel them in.
- Get it right. Nothing, nothing. nothing switches off reader interest more quickly than a mistake – in spelling, grammar, punctuation, sentence flow. Visitors will be on and off a badly written page before you can say “Whoops!” And there’s no room for excuses like “anyone visiting the site will know what we mean.” Make errors on your website, aka your calling card and you’ll get prospective customers wondering where else you’ll be happy to make mistakes.
Good design has a big part to play in the success of a website and will hopefully attract attention in the first place. But the right words will make sure the content keeps that attention. You only have 8 seconds to persuade a potential customer that your website is the one they’ve been looking for. Choose your words wisely.