Good sites need good writing

— Published September 5th, 2006  |  by David Moore

When organisations plan websites, they usually spend most of their time working out the required features and the design – what the site does and how it looks.

But what they often fail to focus on is what they actually say on the site. This is a critical mistake, as good writing sets the tone for a good website.

Promoting promotions

Let's compare two high-profile retailers' sites - Brown Thomas (www.brownthomas.com) and Clerys (www.clerys.ie) and see how the written content builds their brand (or doesn't).
On the Clerys site, the Promotions (spelled Promiotions) section greets us with a grim table showing minimal information: "Back to school".

Apart from the date, there is no information to sell or even explain the promotion by answering any of the questions that a visitor might have: Is it a sale? What's on offer? How much can I save? What do I have to do to?

Spruce up the mundane

Even in the mundane sections – like opening hours information – good writing is important.

Again Clerys gives us just just the facts, while BT presents the hours attractively, and slips in some good content: "Our flagship store and a landmark on Dublin's Grafton Street since 1849, houses the world's most prestigious designer brands."

Photographs also help to reflect the upscale feel of the Brown Thomas brand, while Clerys looks like it’s struggling to do the bare minimum.

Do you want to be recruited, or do you want a career?

In the employment sections of the sites even the terminology is telling. Clerys offers us "recruitment", (an internally-focused word) but BT gives us "careers" -- which is what prospective job-seekers are looking for.

BT tells you a story of their approach, what you can expect and what you'll get out of it. They're selling you the idea of working there: "Our first investment is always in our people, whose impeccable taste, love of luxury and passion for retail mean they will make sure that Brown Thomas service exceeds expectation every time."

In contrast, Clerys gives us dour Americanised business-speak : "Our challenge is to attract and retain high caliber staff to both Management, Sales and Administration, who are able to adapt to the rapidly changing retail environment."

I'd much rather have impeccable taste than be able to "adapt to a rapidly changing retail environment".

How do I get good content on the site?

Writing good content is a skill, but you also need a good procedure for managing it. Take time over the writing -- planning each component, outlining its objectives and audiences, and putting it through an editing process.

Avoiding jargon and keeping things short will help, and keep asking what a visitor to this page would be looking for, and what message you want to leave them with. If necessary, hire someone who can write.

The written material is representing your organisation online -- if it's rushed, unclear or simply not there, all your site's bells and whistles won't rescue your image.

Learn more about writing for the web

For more information how to write well for the web, consider the Writing for the Web and Write to sell and persuade online courses in our forthcoming Boot Camp.