Heavy sigh. It happened again. Someone called to have us rewrite their Web site and of course they think their site is pretty good, they like the copywriting on it, it just needs a little touching up, because they’re going through a rebranding, etc., etc. So I go to their site and see that not only the copywriting is bad, the design sucks, the navigation is clunky, and I’m on the fourth page before I can even figure out what this company sells!
Web writing like that can only come from one place: in house.
If you think you’ll save money on copywriting by developing Web content in house, you might be right in the short term, but you’re wrong in the long term. Because the writing won’t be as customer-oriented or as good as that written by an outsourced, objective and expert Web writer. And that means you’ll lose potential customers—and therefore revenue—over time.
The adage is true: You never get a second chance to make a good first impression. And on the Internet, you have what, three seconds to make that first impression. Your Web site is also your virtual sales force. There isn’t anyone standing behind that prospect pointing out the information missing from the site, helping the hapless Web site visitor through poor navigation, or compensating for sucky design. Your Web site is all alone. So it has to work extra hard. And that means having the right message delivered in the right way…right away.
So make sure your Web writing rocks from the start.
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