From “Chapter 24: How to Avoid Having a Poorly Written Website,” Melina Druga’s contribution to When Women Become Business Owners.
The grand opening of a new business is always an exciting time for first-time entrepreneurs. Not only is it the realization of a dream, it’s also the culmination of months of hard work: researching, writing business and marketing plans, obtaining a tax identification number, perhaps buying inventory or taking classes.
Unfortunately, sometimes something slips between the cracks and that something is usually the quality of the entrepreneur’s website and/or blog.
Multiple studies have shown the average visitor stays on a webpage for less than 30 seconds.
That’s not long to make a good first impression. In fact, in today’s fast-paced world of e-commerce, if your first impression isn’t a good one, it will be your only impression. There are no second chances.
The reasons for website abandonment are numerous, including confusing layouts and complicated checkouts, but the one website mistake I encounter the most as a writer and editor is the poorly written website.
The problem is so prevalent that there are entire blog posts and websites dedicated to poorly written websites, exposing the websites’ owners to ridicule and embarrassment.
If you’re an entrepreneur, a professionally written website is essential, not only to drive business but to establish yourself as an expert in your field, as someone who cares about what she does and who pays attention to the finer details.
This is especially important if you consider that website visitors are more attracted to catchy headlines and text than they are photos and graphics and that visitors are less likely to read long articles.