Why Web Copy Matters For Small Business
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When people think of their business website, they generally only consider the layout.After all, high profile sites generally have headlines and pictures. Go to CNN.com. And then check out ESPN.com. While you’re looking, swing by Yahoo, StarWars.com, and U2.com. You’ll find an assortment of neatly integrated pictures, headlines, and lots and lots of links. It’s pretty, it’s interesting, and it’s effective.
And it’s not for you, dear small business owner.
Large sites based on articles and constant news updates thrive on immediate information overload – big, brash headlines and eye-catching pictures to grab you and get clicking from article to article, headline to headline.
Unfortunately, this method – as popular as it seems – does not work for small business. In fact, small businesses often fall into the trap of trying to design a flashy (no, not Flash) site that emulates these sites. It doesn’t work, mainly because of the vast difference in the content that is offered. Small businesses are pushing services or products while these sites are pushing information such as articles, press releases, and message boards.
For small businesses, websites require two things: the design and the content. Owners often think that if they have a great layout, then their business will sell itself. But that’s not true. A picture may be worth a thousand words, but it’s the writing and the content that will seal the deal for your small business. And that’s why web copy matters – and why you should take the time to do it right.
Many small business owners are overtaxed and overloaded. They try to be a jack-of-all-trades because fewer hired hands translates to larger overall profits. Under this mindset, they’ll often write the web copy themselves, review it once, and upload it to their site.
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