Even we can’t work out what it is we do!
Web & Business Content. The Good, the Bad, and the Ugly.
So many websites are full of incredibly weak content, and the shockingly bad prose varies from the hilarious to the downright embarrassing.
Home pages, blog articles, and about us descriptions - so often they make you wonder whether the content was written by an intoxicated, dyslexic sycophant, or an educationally subnormal dipsomaniac under the influence of some other powerful stimulants.
Such copy tends to fall into two main categories:
The ………… It’s All About Us ………… type
Dreary, self-absorbed content assumes that by telling potential customers everything about the company, it will somehow convince them to buy. That might be the case if you’re looking for a brickie to build a straight and substantial wall, but it doesn’t really cut it in the knowledge sector.
Typical content of this nature reads like…
We’ve been in the widget business for over 25 years, and our products are of the highest order. We pride ourselves on our customer service. Our extensive range of products and services has been formally recognised by the widget board of excellence. We’ve been awarded the best service provider for the last 11 years, and we’re delighted to announce that we’ve won it again this year. Here’s CEO Dick Weiner picking up the award.
Customer reaction ………… “Jeeezus, are you asleep yet? ‘Cos I am zzzzzzzzzzzzz.”
Or the ………… Unfathomable Waffle ………… type
Buss word bingo and cliched phrases that are designed to focus on customer needs so often miss the point. To give out a little credit, such organisations are at least trying to focus on the customer side of things. But someone needs to tell them that it helps if potential customers can be given a vague idea of the products and services on offer.
It goes like this …
We help customers achieve greater productivity and efficiency through our portfolio of leading services and global partnerships with organisations from Gartner’s magic quadrant. Such advanced services help make you more agile and competitive. In-built automated, dynamic service elements deliver a range of benefits that will make you more agile and competitive. Our business outcome led approach ensures we deeply understand your business needs and provide best of breed business solutions tailored to your specific requirements.
Customer reaction ………… “Yeah, but what *uck is it you actually do?”
I might be guilty of some trite, over-exaggeration of course, and we all know that the answer is to focus on solving customer problems, whilst explaining the business proposition upfront, in a way that engages potential customers, and makes them immediately think;
“Hurrah, this is what I’m looking for, a business that finally understands what I want”.
So if you’re web copy and written business content is failing to ‘cut the mustard’, and you can’t fix it yourself ………… then hire a business copywriter, it’ll pay dividends in the long run!