Copywriting for Social Media, Websites, and Business – Part Six
Sad Slogans
You need to ensure that the text on your website actually says something meaningful. How about some of these pointless expressions that are frequently seen on company websites?
‘We are fully committed to your success.’
This is an interesting statement since they haven’t met you yet, so you certainly have to wonder what form this commitment might actually take.
‘We are a people oriented company’.
This is normally what I’d expect, unless you were involved in running a pet store, perhaps?
‘Now even better.’
This makes me wonder just how bad the company was before. It also makes me suspect that there’s perhaps something they’re not telling me about how much they still need to improve their products or services.
‘You can expect great things from us’.
I suppose if you were thinking of doing business with these people, you’d expect great, or at least reasonably good, things, but you have to wonder if they can actually deliver on their promises.
‘Everything you love and more’.
This is a very nice thing to promise, but it does suggest that the ‘more’ part is really very likely to be composed of things that I don’t really want or need at all.
You need to banish the fluff of meaningless phrases and a good copywriter will ensure that your site is free of things like this. To help drive traffic to your site, you need to make effective use of keywords, which we will examine in Part Seven in this series of articles.
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