Creating an emotional stimulation within prospective and current customers is an art. If you’re phenomenal at math but can’t even draw a decent stick figure, you might want to reevaluate your creativity levels before attempting to write website copy or design your business website. I’m just saying that we all have different strengths and talents. No one talent is greater than the next.
Unless you want to try your hand at a new talent in which you can invest lots of time, leave your website design and web copywriting to professionals.
- You don’t want to make your prospects cringe: Bad or outdated website copy or design is enough to send creeping chills down your prospect’s spine. Potential customers want to see that a company they’re purchasing from is fresh, up-to-date, and always growing and evolving. If your web copy or design is stale and nonstimulating, you will not make a positive emotional connection with the prospect. Therefore, their logical thought processes will immediately kick in and say, “I’m not sure if this company is the right one to purchase from.”
Design and copy should facilitate an emotional response in the reader—something that connects the reader to your product or service. If your website design and copy are an inaccurate representation of your brand, you run a great risk of repelling future customers and even past customers.
- You don’t want to anger your prospects: Well-written web copy and effective design can have a powerful influence on your prospects purchasing behavior. The goal of your website is to signal prospects to take an action or move to purchase or contact you. Web copy and design work hand in hand to ensure this process is smooth and stress-free for prospects. Poorly written web copy and design that is difficult to navigate will surely frustrate or anger your potential customers and influence them to leave your website and not take the action you intended.
Your website should take visitors through a joyful experience that ignites a positive emotion within them and either encourages them to take an action or visit your website again and again.
For example, think of your favorite websites. Why do you enjoy visiting these sites? You must find happiness in the experience you have on these websites or else you probably wouldn’t visit them again and again. Right? This is exactly how your website should act if you want to keep prospects and customers visiting and purchasing.
- You don’t want to confuse your prospects: Let’s say you own a travel company that specializes in luxury destination honeymoons. Charlie and Anna are looking for a high-end travel company that will create the ultimate itinerary for their honeymoon. The couple hears two trusted, positive reviews for the same company. Both of the company referrers boast about how luxurious their trip through this travel company was. But when the couple visits the company’s website, the images aren’t loading, the web copy does not imply any benefits for them, there is no obvious contact information, and the logo looks “cheesy.” Unfortunately this company’s website and marketing materials aren’t in line with their brand message and portray an inaccurate image to the couple.
You can bet Charlie and Anna are fairly confused based on the referrals they received versus the website design and copy. They were envisioning something much more romantic and luxurious than what the website portrayed. They decide to further their research and go with a company whose brochure, website, logo, and personality are in line with their needs and desires.
The lesson learned is to always remember that it’s the whole package you’re selling to prospects. Your website should take them through an experience and be a pleasure—not a torturous venture through bad graphics, poorly written copy, and confusing navigation (also known as a nightmare).