What do web copywriting and flying have in common?
Here's a question you don't want to ask yourself next time your holiday is starting at 30,000 feet. Did the engineers who serviced this plane think close enough was good enough? Most passengers are unlikely to ask that. Why?
Remember the last time your holiday began in an airport. Flight crew from various airlines strode through the terminal on their way to their planes. There were pilots with rings of gold at their cuffs, and flight attendants without a crease out of place.
They could all do their jobs in jeans and T-shirts, but their appearance inspires confidence in their ability to operate a $428 million aircraft. And that confidence they give you extends all the way to the crew you can't see, including the engineers. But what’s this got to do with writing a website?
Like an airline's flight crew, your website content is an ambassador for every aspect of how you do business. Potential clients land on your website every day. Some arrive from Google. Some are visiting to back up a word-of-mouth referral. All are judging every aspect of your business from what they read and see on your site.
Well-presented, persuasive copy will make your phone ring. If you make a poor first impression, you won’t hear anything.