Wildberry Lavender milkshake. It seemed like this was made just for me. This milkshake grabbed my eye one day as I am partial to things that are lavender flavored. Opryland has a lavender lemonade that I dream about.
But then, in reading the description of this milkshake, I got distracted.
“Handpicked lavender flavor?” I wondered. “But how can that be? Isn’t it either handpicked lavender or lavender flavor? How can it be both?” At least one someone somewhere must have agreed with me because the next time I visited this establishment, the signs had been reworded. But the damage had been done. They lost my impulse purchase because of their oddly phrased advertisement. Now, every time I think about this milkshake I wonder exactly what’s in it instead of pondering exactly how delicious it is.
The moment has passed; they lost me.
Unfortunately, this happens to businesses all the time. I cannot tell you how often I’m reading a website and I think to myself “What in the world does THAT mean?“ This may sound a bit dramatic. Yet the truth is, I often find that some content can have double meaning.
Or worse, it’s just trumped up nonsense.
This is not because businesses don’t know what they’re talking about; they most certainly do. Many businesses, even businesses which excel in their field, simply don’t want to spend a lot of time writing their website copy. In fact, they put it off so long that when the time comes to write the copy, they rush to get it done.
Then they never edit it.
Or they never consider it from their client’s perspective.
Or they simply never re-read what they’ve written.
We’re all guilty of the occasional typo. But having website copy that is unclear is more than that. It gives customers the idea that you don’t know what you’re talking about. It makes it difficult for customers to trust you because they can’t understandÂ you.
Your website copy is the place that you can explain to your customer what you provide to them and why they need it. But to do that, your language has to be clear and it has to make sense from your customer’s perspective. Without that, you may lose a long term customer before their first purchase.