More Style Than Substance
Have you ever heard that expression? It usually means something like “the lights are on, but no one’s home”. Unless you’re a fashion model, you probably don’t want someone using that phrase to describe you. In fact, it’s usually used from a critical point of view.
So…what would make someone say that about your website? Personally I’ve run across who knows how many websites with fantastic designs, and yet I couldn’t tell you what they were about. And in many cases, I couldn’t even find who designed ‘em. I wouldn’t have been able to hire the “cool designer” even if I had wanted to.
And here’s the key…those sites didn’t rank on Google (or any other known search engines)…they didn’t have any traffic…and there wasn’t enough interesting information to get me past a click or two. Bottom line: no substance.
Substance doesn’t have to be an encyclopedia or wikipedia. And it doesn’t have to be a 200 page corporate website. (yawn) But it does have to exist. And it has to be easily noticed…and easily accessed. We live in a sound byte world, not a classical requiem. So I believe clear, concise substance will win the day. And your target audience. Give it a try and let me know if I’m wrong.
Stay tuned,
P.S. If you’d like to hire a web copy specialist who’s always gonna work to give you quality substance for your business and your website, consider contacting me, today. The Tony Writes specialty is copy for websites, online catalogs, WordPress blog installation, and copy and production for permission marketing.
Tags: sound byte, target audience
