Don’t Let the “Coolness Factor” Ruin Your Business Website

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As a web copy writer, I work with a lot of web designers. Some of them very good, some of them very bad and most falling somewhere into the vast spectrum between those two points. Most of them are good people with the client’s best interests at heart. A few of them only have their own best interests at heart.

I spoke recently with the owner of one of the better web design firms in the Twin Cities, Pamela Grover of Design Tech Consulting in Minneapolis. She told me of the constant quandary she runs into with business owners who “saw this really cool ‘thing’” on another website and want to know if Pamela’s firm can do the same for them.

Cool doesn’t translate into sales

While the “coolness factor” can be a tempting feature, Pamela always has to steer them into the cold harsh light of reality. Her first question is, “how does this make the website a better experience for your visitor? How does this lead to more sales or more conversions?”

Viewed in that light, business owners are often forced to admit that they were simply dazzled by the latest techno-wizardry. Beware of web designers who are more than happy to give you whatever amazing gimmicks you want. Because they aren’t seeing what’s best for you and your business, they are simply lining their pockets at your expense.

What’s important for business websites

Remember this. There are only two things that matter with a business website: 

  1. Getting found on the web ahead of your competitors through either organic search engine optimization or a combination of web marketing tools…
  2. And once they find you, converting them into buyers or contacts with targeted writing and design techniques.

Nothing else matters.


About the Author:

Bob McClain or WordsmithBob, is a retired website copywriter in Minneapolis and St. Paul, Minnesota. He has focused on developing new, more effective approaches to web writing, web content, web copywriting and Search Engine Optimization. Starting with a BA in Technical Communication and a minor in Creative Writing from Metro State University in St. Paul, McClain has worked diligently to end the use of "corp-speak" and "technospeak" online. His approach is to “humanize” the Web, using real information to guide people to buy rather than turning websites into advertisements that people can easily ignore.
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