“We are the leading provider of …” Would you like a dollar for every time you’ve read that on a business website?
On many business websites, copywriting like this is common. Do all these companies suffer from self esteem so low that they need to pump up their tyres? I think and hope that there’s a better answer.
I think there’s three very good reasons that companies end up with such boring copy on their websites:
- They copy what everyone else does without thinking
- They focus their website team on flashy website design and content management systems, and they don’t realise the importance of the written copy on their website
- They don’t know how to write good website copy and they don’t have a formula to guide them.
It’s a fact that the formula for great website copy is not generally known, even to marketing consultants and agencies.
So what is the formula for writing great website copy? Read our article about the copywriting formula for business websites.
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