Like the human skeleton, your website copy won’t function if the most important bones aren’t there. Here are seven key elements your website homepage needs in order to walk and talk.
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If you have a website, you probably have an About page (if not, you should). For people who want to get a better sense of your business, the About page is often the first stop after they enter your site.
But is your website telling people how you can help them? And is it actually telling people what you most want them to know?
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It’s understandable that businesses want to pretend to be someone their customers can identify with. If you can speak the language of people of different ages and different cultures then you might win their business. Right? But such attempts have been backfiring for decades.
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When people hear “style guide” in the context of content marketing, they may immediately think of the kind journalists use, which cover endless grammatical details on how to refer to groups and individuals and whether to use an Oxford comma. But for many businesses, a copywriting style guide is much more far-reaching: it’s a roadmap that directs the voice and tone of your communication.
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A web designer we know recently compared having an ugly website with showing up to a presentation in a wrinkled suit. As writers, we hold a similar view of badly written copy on your website. It’s like showing up to a business meeting unprepared and rambling incoherently. Imagine how much easier it is to convince your audience when your appearance and your words are equally impressive.
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