Finding the exact words to tell a company’s story isn’t as easy as you may think and the copywriters who manage to do it successfully deserve a round of applause.
Visiting websites with bad copywriting can be cringeworthy as well as just plain boring! Never-ending stories without a real ending, purpose statements, uninteresting paragraphs on product descriptions and yawning lists of statistics are a few other reasons you will ‘X’ out of a poorly-written website.
Website owners know that people who visit their sites want to see eye catching pages that grab their attention at the first glimpse. The pages need to have captivating images and language to keep you wanting more from them. Unfortunately, only a handful of websites out there know how to effectively do this. Companies struggling with copywriting can learn a lot from intelligent copywriters. Below are a couple firms who deliver clever copywriting.
Funny copy which clearly describes their product. If you think their smarts stop here, think again. It’s also on their job description tab, email subscription call-to-action and on their meta descriptions too. They are doing everything in their power to make sure they are reaching all targeted areas.
HipChat takes more of an innovative approach to copywriting. They wanted to provide companies and teams a chat service that was built for them and around them. It is entertaining but still explains what their software does and how it will help you now and in the long run. Love the banner on their home page:
Those were good right? Now take a look at a few examples of bad copywriting. There are many companies out there that don’t know how to effectively write copy and they should really take notes from the ones above. Or get some training.
I found this site Blinkee and they offer blinking and glow in the dark products. They have a black background and their wording is all in neon colors (to stand out). They’ve listed images to show their products and every picture is blinking and the images are too small. This site setup is very distracting and painful to look at with way too much going on. They need to focus on the selling aspect of their products more, not the flashing and blinking that their products do. With this setup I just want to hit the “X” button right away and close this site out.
I ran into this site Lingscars and just had to laugh at the whole set up. My eyes are criss crossed from the design they have going on here. Honestly, what were they thinking? They have flashing, blinking and moving images going on all over the page. The background has bright colors and in a paisley design. A crazy gimmick song plays when you first enter the page. Their purpose is to lease a car, but with all the other stuff they have going on, you totally miss the concept you’re too busy looking at the picture of him, odd ads and videos. So much for what they are actually trying to do, which is lease their cars, as I just want to remove this image from my mind!
Bottom line, your copy shouldn’t take itself too seriously. To appeal to your customer, your web copy should be interesting while representing your brand in a witty or unique way.