Truth be told, with the advent of blogs and the easy access for obtaining websites, it seems that everyone has the ability to write website text...but sometimes people lack the "ability" to write effective, fluid website text.
Speaking specifically about business or company websites, it appears that there are more and more grammar and spelling errors within website content. Having careless website text will give off an unprofessional impression to prospective customers, as it would make it look like your company doesn't care about quality or how your message comes across to others.
Most mistakes that arise and are prevalent in website content aren't simply spelling errors (although with the luxury of the spell check feature, it boggles the mind how this still occurs). Many textual errors are based in a lackadaisical approach to creating the content. While reading professional websites for various careers such as lawyers, doctors, car dealerships, and so forth, you can get the feeling that some of them just want to get the information out, no matter how it reads.
When creating text for your company website, you have to keep in mind your audience: the potential customer. Many times, your site is the first impression for an individual of your company. Can you afford to confuse a reader or leave a bad taste in their mouth by having complicated, imprecise written communication or error-laden copy?
With so many choices for customers on the Web, don't prohibit your value right off the bat with vague calls to action or sloppy grammar. It doesn't matter that your website has the clearest pictures, the most stylish logo, or the fanciest Flash design if what you're marketing (i.e., your service or brand) isn't communicated competently.
The solution to improving your site content is to take time to draft out your text, write down ideas and goals with consideration, and proofread your copy writing after you finish. Don't underestimate your potential customers; they can tell if you're website is aiming to provide a valuable service or is simply out to make a quick dollar by the tone and quality of your writing.
If possible, have someone else within your company read over your site's copy and allow them to give their impression of its style and accuracy. For those within an industry where you feel your company's writing or editing skills aren't up to snuff, it might be best hire a professional to help finalize your website text. Even authors, novelists, and journalists need an editor for their writing. Utilize the sources available to your company to sharpen up your website's written content. It will pay off in the end.
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