Posted on Wednesday, 28th October 2009 by CopywritingCat
Professional service businesses create websites and blogs to send a message about their services. Your design can support your message by making it easier to find and read. Your message has 3 components: who you serve, problems you solve and why you are different.
But for some reason, many professionals create (or allow their designer to create) a layout that conceals or distorts their message.
Your message disappears when
– you use any type combination other than black type on a white background. OK, you can come close: navy on off-white can be easy to read. Red headlines work well for many markets. That’s okay. However, I just visited a blog hosted by a reasonably well known marketing guru. His blog posts were white against an image background. Very hard to read.
– you write whole paragraphs in italic type font. Italics are notoriously hard to read online. I’ve seen websites where glowing, credible testimonials disappeared in a haze of italics.
– you use HUGE blocks of type instead of breaking up your thoughts into small, easy to read bullets and paragraphs. Lots of white space please!
– you use a graphic that’s large and distracting. One website had a big grandfather clock, but wasn’t a time management website. I forget what it was. The clock was memorable.
– you use a font and size that makes readers squint, especially if you target older readers or people who use computers a lot.
Learn more when you download the 7 Secrets of Websites That Really Attract Clients.
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You
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Tags: copywriting, internet marketing
Posted in Internet Markting for Newbies, Professional Services Marketing, copywriting
