Web designers and developers sacrifice countless hours and sleep sorting out clients’ objectives, audiences’ needs, brand continuity, page layouts, information architecture, navigation, functionality, cross-browser compatibility, accessibility — the list goes on. And then the web copy finally arrives.
If the content is good, it conveys the right messages, and helps boost online presence, traffic and conversion rates.
The client gets an attractive ROI, the designer is labeled a hero, and referrals flow.
If the content misses the mark, it can damage or even destroy the website, and all that time and effort (not to mention credibility) goes down the toilet.
So here’s an outline of common web copy culprits that kill websites, and how to spot and avoid them.
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