Reflecting Your Company's Character With Copy
It is important for a website to reflect the character and personality of the business that it represents
. When it comes to design this is obvious - you don't need to explain to companies that the way their website looks will reflect the way people see their business. But when it comes to copywriting, it seems people are less convinced.Of course, design is important. Not only the way the website looks, but also the way it works will affect customer satisfaction. But what about the words?
Too often, websites are chock full of overly technical terminology. Sure, it might make perfect sense to the person that wrote it - someone that works for that company and understands the industry lingo. But what about the customers?
This can be seen on websites that cover less than simple topics. Few people enjoy spending their time decoding superannuation industry speak for example, so it's important that the content is simple and succinct. If something is explained in lay terms and saves a customer time, they are going to walk away pleased. And we all know that's good for business.
Another mistake many companies make is to divide the copy work up between the faculties or areas of business that cover that topic. Sure, it's important to get a draft from the people that know what information actually needs to be covered, but it's equally important for those ideas to be brought together into a united body of information. The tone of a website should not be fragmented by the varying styles of multiple authors - instead, it should reflect the company or organisation as a whole. Left to the devices of a range of authors with no editor, some pages will be long, some short, some simple, some technical. The person using the website will come away with a confused range of ideas about what it is the website is trying to communicate.
A great example of a company with a strong personality is Virgin. Across all platforms - whether it be online or off, the character of the company is clear. This is delivered in unifying design, but also through copy. Virgin feels like an approachable, casual and friendly company and this comes down to the way they deliver information - through the type of language they use, as well as the design.
The aim of the game is to create a voice for your company that people will recognise and remember. So even if the copy is written in-house, think of your company (and your website) like a person.
Because while certain language and clothing suit some people and not others, the same can be said of design and copy.
When writing for your company always ask the question "does this suit us?"
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