“If you could taste words, most corporate websites, brochures, and sales materials would remind you of stale, soggy rice cakes: nearly calorie free, devoid of nutrition, and completely unsatisfying.” — Jason Fried
We all want to help our website visitors have the best possible experience. But what does that mean exactly?
It means we need to write our website copy in a way that helps each visitor achieve the goal they had in mind when choosing to visit the page.
While this may sound like a simple task, it’s harder to accomplish than you might think. Before you can write in this way, you have to recognize and address several things that are commonplace when someone visits a web page.
1) Websites are often hard to navigate — How many times have you visited a web page that left you scratching your head as to what to do next? Even the simplest site is sometimes a lot harder to figure out than a catalog or magazine. After all, with a catalog or magazine, you simply start at the front cover and keep turning the pages. It has always been that way and always will.
Unfortunately, that’s not the case with websites. Each site differs from the next in terms of organization and navigation. Even the best user-friendly designed sites are at least a bit different from each other.
When a new visitor arrives at your site, they have to pause, look around, and figure out exactly how things work. If you acknowledge this moment of difficulty, you’ll see that the text on your homepage has to be written very clearly and has to help direct your visitors forward to the information they are looking for.
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