From brick-and-mortar stores to eCommerce platforms, the business world is rapidly changing to meet the customer demands of instant gratification and ease. The evolving digital landscape has made effective websites a core asset for the majority of businesses to trade and community with global (and local) markets.
We often refer to corporate websites as the new 'digital business card'; a corporate website acts as a 24/7 customer hotline for customers and prospects to gather information on products and services.
Although corporate websites are an essential tool for business practices, businesses often get sidetracked focusing on the aesthetics of their website; overlook the importance of meticulous content. Whilst we agree that building an effective visual identity can contribute largely to marketing campaigns, the content is the substance; it's what you're communicating and selling.
Keep in mind that a website is supposed to be an informational hub for the public to access information on your brand. This means that the main goal of a website is to get the messages across to the audience.
According to a study by Microsoft, the average human being now has an attention span of eight seconds.
Generally, businesses have eight seconds to make their first impression on their prospects. Hence, there is a sudden importance put on initial messaging to ensure you're addressing expected questions, and also that you capture the reader before they tune out and quickly redirect off of your website.
Society has largely evolved to seek short and snappy info, rather than delving through dense thoughtful data. For example, the rise of 'listicles' such as '7 life hacks you need in 2021', would likely generate more readership than a long form essay on 'how to manage 2021 more efficiently'.
This gives us to four main takeaways:
- Content should be short. Straight to the point.
- Content should be easily understandable.
- Content should be tailored to answering key needs.
- Content should demand attention and create intrigue when possible.
Enter minimalist copywriting.
Minimalist copy addresses these four points by using powerful content within tiny word-counts. It forces the writer to edit their work intensely, leaving only the necessary messaging, therefore creating a tight and powerful output.
At Mäd, we don't shy away from long form content as our high-end agency output challenges readers to learn more, aim higher, and achieve better. However, we have still found effective usages for minimal messaging to fit our clean website aesthetics.
For example, on our home page we welcome clients with a simple message. As we want to display our adaptability and high number of use cases, we made our welcome message re-write dynamically. Our goal is to answer multiple questions, whilst still keeping a minimal feel to our website:
With Bloo, we follow a very simple 'question and answer' structure. We outline problems, and how we solve them. Everything is kept tight, need, and condensed. We could easily write 10,000 words on why Bloo is brilliant, but understanding that potential customers may be extremely busy—hence needing a better organisational tools—is key to our slick, direct messaging:
Great content examples.
A common mistake that businesses make when approaching web content writing is their tendency to focus on themselves. Businesses should know that the purpose of a website is for their audience to use, not for themselves.
Whilst it is true that businesses need to showcase their brand(s), it is important to know who you're talking to. You should always aim to provide customers with the information they're seeking; This will reduce bounce-rates from your website.
Craft content from the audience's point of view, as your decisions on choosing your content should be based on what best speaks to the ideal audience.
Determine your goals.
When crafting content, you should remember that consumers are goal-oriented. Consumers visit websites with goals in their mind, whether it be to learn more about a brand, to use a tool, or perhaps make a purchase.
As such, businesses need to set clear goals that they want to communicate and craft content around those objectives.
Simple, short, and snappy.
You may have a lot to say about your brand, and what it provides, but sometimes less is more. With attention spans shorter than ever, average users are getting skillful at quickly scrolling through content to only read small sections they're actually interested in. If you can condense your messaging, you make it more likely to be read on mass.
As a human-centered design agency, we have seen unoptimized websites that leave bad impressions, drive consumers away. One of the most common mistakes is having too much content that doesn't add any benefit to the site.
Don't turn your web content into a word count competition.
The minimalist takeaway.
Simplicity is key.
Produce content to answer questions, and solve problems.
Strike a balance, and ensure you provide enough information that website visitors understand you - without boring them. After all, you wouldn't want to listen to 100 store clerks talk for an hour each to find one single product, so why make websites so difficult.
Practise minimalist content. Design better.