Bad Spelling is ExpensivePosted by Jessica Oman
A business’s web site is often the first place consumers go to learn about a company’s products or services. If they don’t find what they want on the web site, they will probably go to a competitor’s site next. That’s why online branding is so crucial for small businesses (and all businesses), and part of branding is having great copy that readers can engage with and understand.
So, if you’re web content has lots of grammer and sppeling erors, why should visitors take u srsly? The answer is, they won’t – and more of them are noticing than you may think.
In fact, a recent BBC News article explains that companies that let grammar and spelling mistakes go unchecked on their web sites could see online sales reduced by as much as half. Half!
It makes sense when you think about it. Sometimes grammatical errors can cloud understanding, making it harder for consumers to understand what you’re selling. Even if they don’t notice the errors, they will be confused about your messaging. So, they will go somewhere else.
Still others might wonder if a company is credible, or if a firm that can’t spell check its web content might also offer a less than satisfactory customer service experience. Potential customers may be concerned that the product is as low quality as the writing. And, they certainly won’t recommend it to their friends – making many social media campaigns, which rely on consumers sharing the things they like, fall flat.
Even more frustrating for businesses may be the difficulty in hiring people who do know how to spell properly and write well. University graduates, even those who earned Communications or English degrees, often still make fundamental mistakes in their writing. Yet, many managers do not want the expense of hiring an external proofreader to edit their online materials. If the study described in the BBC article is reliable, it means that hiring an editor can have a much higher return on investment than most people realize. Good writing really is good for business!
(photo credit: jamieanne)