Brand shows up in more than a logo. It is the sequence of words, colors, and interactions that make a company feel specific — or forgettable. How often do you get excited to visit a website only to discover that it doesn’t really do much for you?
What actually matters
Often there’s nothing wrong with the website design.
It’s just that the writing doesn’t grab you and make you feel like you could be part of this thing.
Practical moves that compound
Write with the bigger picture in mind, considering the customer journey .
When your writing meets them where they are and nudges them along, you’re off to a good start.
Mistakes that slow teams down
Use them prominently but don’t be a slave to your keywords.
Stuffing them everywhere will hurt your website copy, damage your page rankings and detract from your brand’s story and message.
A clearer way to execute
Visual thinking also comes into play when you’re formatting the page.
That means breaking your paragraphs into manageable chunks, using bullet points and lists, and guiding readers with compelling headers.