Sorry, but I haven’t a clue what you’re on about

I won’t put a link to the website here because that wouldn’t be fair. But the other day I came across a UK business website with 200 or so words of text on its home page which said… NOTHING!

And part of this ‘nothing’ comprised an awful lot of ‘corporate speak’: impressive-sounding words and phrases that, again, said… NOTHING.

Phrases like ‘innovative solutions’, ‘thinking outside the box’, ‘driving value’, ‘creative solutions’, ‘stand alone business’, ‘vision’, ‘mission’ and so on.

Your home page is where you set out your stall. It is where you tell customers who you are and what you do. Most important of all, it is where you show how your product or service can benefit them.

It should be clear, concise and to-the-point.

This particular website looks fine from a design point of view.

But because the text says nothing, and could be used for any business in any sector selling any product or service, I imagine the potential customers that land on that page will be as puzzled as I am.

As an SME copywriter, I long to get my hands on that home page and re-write it!!




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