Few would argue that a website is a must-have for any business today, whatever its size or market. Yet why do so many businesses lavish considerable time and money on their website’s design but totally neglect its content? To see why it is vital to invest in the services of a professional copywriter, look at this woeful example:
“Since the beginning of the 90’s there has been a steady growth in the temporary employment market. Full employment has given way to short term contracts and entrepreneurial flair has seen a growth in small business enterprise.”
Still awake? Would you have any idea what product or service this business is selling from reading its website home page? Nope, me neither. So when I was approached to ‘work my magic’ I grabbed my scissors and cut through the gobbledygook. It now reads, “Company X (I’ll spare their blushes) provides specialist payroll services that help contractors keep more of their hard-earned money and provide employers and agencies with fully compliant, cost-effective payroll solutions.” Much clearer, don’t you think?
