• Robin Kastengren

Bad Web Copywriting Is Worse Than No Web Copywriting

Make no mistake, having a presence on the web is essential even for the smallest of businesses. However, if you don't have good copywriting for your website, you're better off having nothing at all.

Why Bad Copywriting is a Mistake

If you're in a hurry to toss up a website, or you think that nobody is really concerned with your web copy in the first place, you're probably going to end up turning away more customers than you draw in. Your website may be your only chance to make a first impression – especially for potential customers who have never been in contact with you or business offline. Bad content posted on your website can do the following:

  • Shred Your Credibility. Poor grammar, misspellings, confusing sentences – all of these mistakes can make the reader think you don't know what you're talking about. It might not seem fair that you're judged on your spelling and grammar if you're in the business of fixing cars, but it happens. If you can't get the job done, hire a professional who can do it right. After all, I'm not going to try fixing my own car the next time it breaks down.

  • Mislead Customers. If you're not able to clearly communicate what you do, how you do it, and how much it's going to cost, your customers are going to feel misled. You must be able to set the reader's expectations appropriately, and this can take a bit of work. You have to define who you think the reader is, define the expectations that you'd like to set, and then create words specifically for that reader to lead them down the path.

  • Ruin Your Reputation. Many business owners think that their website copy is simply informative and won't make any impression on potential customers. This is like saying that salespeople don't matter – not their style of dress, grooming habits, speaking style, energy level, and ability to connect – as long as they get the point across. Nothing could be further from the truth. You need to groom your website just like you'd groom a salesperson or else you'll leave a bad taste in people's mouths. If someone forms a negative opinion of your company based off of your website (just like they would from a rude salesperson), when that person encounters your business again, he or she will remember that feeling and turn somewhere else.

You're Better Off With Nothing

If you're not going to take the time to do it right, don't have a website. Put up a single web page with your company's logo, name, address, and phone number and stop right there. Don't slap together a website yourself if you don't know what you're doing. Similarly, don't hire a cheap and unskilled writer to do the job for you because it will show. Take the time to hire an experienced web copywriter and get the job done right.

It just so happens, I know the right person for the job....

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