The Online Shop Designer Blog

What a desolate landscape a website would be without images. The importance of images, and in fact all the graphical elements that make up a theme, should not be overlooked. They add visual interest, set the overall mood, and in the case of online shops, are a vital part of the overall information required to convey a message to a market.

But for all that they are still just images. Of themselves they do not attract potential customers to a website, they add little to a customer’s understanding of what is being offered, and they do not constitute a call to action. No. .

Just consider for a moment what words add to the marketing equation of a website:

• They are primarily responsible for attracting potential customers to a website via search engine traffic.
• They engage the visitor’s interest by clearly explaining the purpose of the website in a way that will encourage them to take a closer look.
• They detail products and services, and most importantly the customer benefits that flow them.
• They are the main element in that all important “call-to-action” – the thing that causes the transition from visitor to prospect or even customer.

But here’s the thing: words may rule, but what words?

As a website designer I put all my efforts into creating websites that are functionally sound and visually pleasing. How disappointing it is then when I see clients add poorly written content. The result in business terms is quite predictable: poorly written content results in lost sales. It is just that simple.

Fortunately help is at hand from Word Nerds a company in whom I have great confidence.

If visitors are not choosing to become customers, perhaps you are just not asking them correctly: it’s all in the words!