Previously I’ve written about how websites should “help, help, sell”, rather than “sell, sell, sell”.
In an article on A List Apart, web copywriting guru Nick Usborne shows you how to actually do this in four concrete steps:
1. Recognise that websites are hard to navigate
No two sites are exactly the same. Which means each new visitor needs to learn how your site works – how to find what they’re looking for.
Once you recognise this fact, you’ll be more motivated to ensure the content on each page is very clear and directs readers towards the information they’re looking for.
2. Understand what it is your visitors are looking for
Many companies pay lip service to being “customer-centric”. But all too often their website serve the needs of the organisation rather than their customers.
It might take some work to uncover what your customer’s need are when it comes to your website. But it’s well worth the effort.
3. Accept that visitors scan your headings and links
So keep them short and informative.
4. Use relevant words and phrases
Avoid industry jargon and corporate-speak. Use the same language your customers use when talking about their problems and your products.
You can read the entire article here:
Helping Your Visitors: a State of Mind
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