Why Brochure Content Doesn’t Work for Websites
If you’ve just forked out the cash to have a slick new brochure designed and written then you might think twice about paying more money to have your website professionally written as well. Why not just use the brochure copy on your website and save a few pounds? If you find that you’re asking yourself this very question then stop right there – recycling brochure copy for your website prevents your website content from doing its job. Why? Find out below…
Website content should be optimised
Brochure content will not be optimised for your targeted keywords and there’s no reason why it should – after all, it’s not designed to be online. To make the most out of your website you should include website copy which is optimised for your targeted keywords and your brochure copy certainly won’t be.
Website content should be short and sharp
Brochures tend to be kept and read over time and therefore the copy tends to be longer and more detailed than online copy. Website copy doesn’t have the advantage of being leisurely browsed, instead it is ready literally in seconds so you need to make sure your website copy has an instant impact. Short sentences, clear benefits and no waffle are the key to engaging website content.
Website content should offer something different
If your potential customers have seen your brochure won’t they want to read something different on your website? Your website is the prime place to give your customers new information whether it’s testimonials, case studies, news, pricing information or blog posts – your website needs to convince your customers that you are worth using so make sure the content sells your product or service.
Website content should be updated regularly
Uploading your brochure content to your website and leaving it there is going to do little to help your website’s position in the search engines or to inform your visitors about your company. Websites have a major advantage over brochures in that they can be updated as many times as you like and for free, so update your website content regularly and let your customers know exactly what you can do for them.
Investing in fresh website content can enhance your brand, keep your visitors informed about your company and help your website climb the search engine listings so investing in website copywriting is actually a very cost effective way of marketing your business. Resist the temptation of ‘this will do’ and leave your brochure copy in your brochure and contact our website copywriters for more information on creating effective website content.
