This is an area where clients and web developers seem to fail – neither one is competent at writing compelling copy. The web folks are geeks and the client may not have the marketing skills to express the messaging clearly. If a good writer or marketing person is not part of the web development team; hire one. I have seen sites where page after page droll on. The thought here must be that the visitor will eventually be worn down and convinced to buy.

Running statistics on how visitors navigate a site will quickly tell you whether the copy and navigation are working or not. Web developers are not going to know the audience; this responsibility has to be in the client or marketer’s hands. The copy must talk-the-talk of the audience reading the web pages. A lot more can be said about effective writing skills; but this is not the time for continuing education.

Another thought, break up the copy with relevant images. Images add interest and give the reader’s eyes time to rest.

Here are two examples of the services two accounting firms offer; they’ll remain nameless. In the first example, the content misses the mark with its five uses of the word “our” and the obvious typo (no period at the end of the last sentence); while the second example informs the visitor about their real-world, hands-on experience, they are fully independent and with all the partners under one roof there will be no delays.

Example 1: 

At ACME Accounting, pleasing our clients is our number one goal. Our purpose for creating this website is to give you the opportunity to use it as an information tool. We invite you to explore our site and learn more about how our services can help you plan for today, tomorrow and beyond

Example 2:

The services and client resources we provide have been tailored over many years of real-world, hands-on experience and direct client need. As a fully independent firm with all of our partners under one roof, we do not suffer any delays in responding to client needs or offering services.

If the boss is doing the marketing and is not a writer, one will have to be brought on board. Content is still king whether in print or in the form of text on a web page. Do not rely on the web person to get the messaging correct.