Do you ever find yourself struggling to understand a page of web copy, reading and rereading it? How certain are you that your own website content isn’t having the same mind-numbing effect on your visitors?
Here’s a prime example of web content that made me want to scream at my monitor: “Yes, but… what exactly do you DO?”
(Our) key strength is our focused specialization in building, integrating and supporting mission-critical business applications and systems to deliver the solutions that achieve your business objectives. Our integrated Global Practices, blended with our best-of-breed tools, standardized processes and skilled resources, enable a consolidated, end-to-end focus for your mission-critical applications and systems.
Vague platitudes, blustery boasts, and industry jargon (words like solutions, processes, integration) are not just boring to read. They usually fail in the critical task of communicating clearly to your audience.
So. Does your web copy pass the sniff test? Can first-time visitors quickly find out:
- What you do, exactly?
- Who you do it for?
- What problem(s) you solve?
- How you solve them better than your competitors?
If visitors have to search for the answers, if they have to spend a lot of time deciphering overly long sentences and industry lingo, then you may be forcing them to work too hard to receive your message. And that never ends well.