Relish the Beauty of Simplicity.
Business websites have varying needs, but most share one thing in common. They are an advert for the company in the form of an information resource. Every detail builds a picture about the product, service and market they serve.
What is the point of an advert? To bring in business, convert customers, promote customer loyalty and convey the company brand and message.
If your website is filled with content using complex language and pages of copy, it’s going to take quite some time for your target audience to read. This is a highly competitive world and companies pay millions just to get the attention of their customers.
So do you really expect them to stay for a 500 word piece dispelling the virtues of your product?
Clause: sometimes long copy works. If you have a very narrow market or a very compelling product, service or offering, then potentially you could write a much longer article and still hold the attention of your intended reader.
However, in most cases, clear, simple copy rules supreme.
Make your words count. Question their existence. What place do they have on your page? What do they add? What do they detract? Could it be said in a better way?
Fancy language and beautiful sentences are…well…beautiful. And no doubt you’ll have a minority of people appreciating that beauty. Will it maximize your sales and conversion and deliver your company message effectively? Simple answer…NO!