Digital Boomerang Singapore 

We’ve never quite been able to figure this out - most web contracts and tenders have heavy focus on web applications and design, and little on content. It’s such a curious thing, considering 85% of web pages are filled with text and hyperlinks.

So when we came across this ClickZ article, we had a good laugh. Here is the excerpt:

I can’t tell you how many times we’ve told a client the first thing they should do is hire a copywriter to write more persuasive copy and product descriptions on their site. They smile and nod and agree and move on to optimize something else, such as site design elements. Only after they’ve tinkered with about a dozen other factors and experienced only incremental improvements do they say, “Hmm. Maybe it is the copy.”

Relevant copy reigns supreme; the more of it you have the better. Why is that? Because people do two things online: they read text, and they follow links. Nothing more, nothing less. They don’t come to engage in your navigation or site design. They come to find what they’re looking for; either you have it or you don’t. If you do, you must have the copy and links that will get them to it.

Somehow, when the writing is on the wall, it’s almost a given that we should ignore it! That’s why we are very happy with our latest project with SPRING Singapore. The SPRING team was completely committed to delivering good content above all things. And we’ve been able to engage some really good writers and editors for the project. It’s extremely fulfilling to see the site come to life filled with information that is customer-centric and easy to read.

That’s not to say the design doesn’t matter. You need a decent design. It doesn’t have to be fancy. It should help users to navigate and find the content they need. And it definitely shouldn’t be hideous, or else users will be too annoyed with the design (eye sore) to focus on the wonderfully crafted content.

The key is to achieve the perfect blend of ingredients. And you can’t go far wrong if you focus on the user who primarily visits any website for content.

Merry Christmas!

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