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How entrepreneurs overlook one crucial detail when planning their website

Website mockups focus on the layout, design and user experience. But the most influential part of any website is the text. Why is it mockups use “Lorem ipsum” as placeholder text yet still claim to have designed the customer’s experience?

Here’s an example of a website’s text that doesn’t improve the customers’ experience. A bank’s credit cards section of its website promotes the five benefits of their preferred credit card. The benefits are listed as top-level headlines, like “No annual fee for your first year.”

Clicking the “Learn More” link should show additional info, but it doesn’t.

The Learn More page for the preferred card shows nearly the same exact text as the previous page. The page asks users to “click to learn more,” but no additional info is shown. For people seeking a little more info before they apply, the page fails to give them what they need.

That means one less conversion for the bank, simply because the copy fails to sell through the benefits of the card.

In this example, no matter how the user experience was planned, the text on the website breaks the experience. And in the end, no matter how much planning went into the website, the experience doesn’t work.

When laying out your website, write the copy along with the mockups. You will give your users a much more seamless, integrated experience, which will likely impact your conversions.