Your message matters: replace lorem ipsum with authentic content that engages and converts
One of the major challenges in creating a new website is writing its text. This is why this step in the development process is often pushed to the end. By postponing this step, you are often threatening the integrity of the whole project, both financially and timewise.
You may be tempted to put in some placeholder text until the web design is done. Most commonly used placeholder text is Lorem ipsum truncated form of “dolorem ipsum”. Lorem ipsum is not a truly generic text but it is an actual passage of from a book “De Finibus Bonorum et Malorum” – "On the ends of good and evil", written by Cicero, one of greatest orators of Roman Republic, after the death of his daughter Tullia, in 45 BCE. Here is an example of a block of Lorem ipsum text:
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Despite being tempted to do this you should avoid placeholder text at all cost. Instead, you should really focus on crafting the message you want to send to your potential clients. It is this message which will shape the design of your website. “I just want to get it done” attitude – implementing design without the text is putting the cart before the horse – useless. So, pounce on it as soon as possible.
Your text should be crafted with expertise. It should address the real-life problems your clients experience and the way you can help them resolve these issues. Always communicate your competitive advantage and your value proposition. Be direct in your language (this is better for your potential clients and search optimisation), offer examples of how you solved problems and be mindful to include testimonies of satisfied customers providing social proof you can deliver for your clients.
Communication should be creative. Anyone literate can produce a semi-legible text for your website. You should always be aware that you are not writing this as an exercise. Text of your website should be focused on teaching the customer, showing trustworthiness, and helping you build a customer relationship with those who don’t yet use your product or service. Even more importantly you should reaffirm the decisions of existing customers they did the right choice by choosing your brand. It is much easier to sell to an already existing customer than finding a new one.
Promising a future good is a part of every sales process. What you are telling your customer is “if you chose my brand, I will do this for you”. All trade is based on trust. More than the product and the services your clients buy your ability to deliver what you say. This is why the trust is the first thing that is traded. You should always be authentic and deliver on your brand promise. To make sure you are authentic communicate in your brand voice. If you need help in crafting your brand voice, please reach out. We are willing to help. Delivering on your promise is something operations do. If you need digital tools to help you deliver on your brand promise we can help with that too. Being genuine and authentic is doing what you say - consistently. If you do what you say you are delivering on your brand's promise.
The pitfalls of poor project management can be likened to the "Vasa Syndrome," referencing the 17th-century Swedish warship that sank on its maiden voyage due to rushed construction and design flaws. Similarly, a website with hastily managed or poorly written content might launch but fail to float effectively, sinking under its own inadequacies due to lack of proper oversight or rushed execution. Poorly written content can also harm your brand's image, even worse make you lose out on potential business forever.
The initial phase of web development, often termed the exploration phase, involves deep dives into understanding your brand, target audience, and objectives through detailed meetings. Sure, you can write the text yourself. After all you know your business best. By writing it yourself you could save some money, but here, collaboration with a team of experts ensures that the content developed adheres to your brand voice guidelines, maintaining consistency and coherence.
Everything in life is a trade-off. You can spend time or you can spend money. You could set aside your work and take the time to write your own content, or you could hire a professional who has a system in place to make sure that the creative process is timely, well-crafted, and SEO friendly. Writing engaging text with copy that sell requires experience. Creativity is a process. Inspiration is for amateurs.
Choosing to work with experienced professionals for your website's text is not merely about enhancing aesthetics or improving SEO; it's about effectively communicating your brand's value and story. By investing in professional copywriting, you're not just saving time and money over time; you're ensuring that your website fulfils its purpose: engaging users and conveying your message with precision and impact. The conscientious thing to do is to at least talk to the professional to see what they can do for you.
PMN digital is an agency operating since 2010 with experience of managing hundreds of digital projects. If you have a digital project you are in charge of and you want it done correctly, on time and on budget – we would love to talk to you.
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