I am working with a client right now who has a site which is very straightforward and practical. No nonsense. The words are in place either to guide the reader forward into the site, or to describe the products themselves.
In some way it’s refreshing to find a site that is so Spartan in its use of text. There are no long, self-serving blocks of text to wade through. No tiresome blocks of nonsense about ‘advanced solutions’ or thinking ‘outside of the box’.
However, there is something missing. Voice. Character. This is a B2B site. Very much so. But as I learn about the company I can see that it really does have an interesting story and character. But none of that is expressed in the copy on the main pages of the site. Customers get to see the products. But they don’t get to see the people behind the sales counter. Nobody is there.
So while I applaud the absence of unnecessary, self-serving puffery, I would like to see a few more words that give the reader a true sense of the company’s character.
