Nothing sucks like….bad web copy!

“Nothing sucks like an Electrolux” – the infamous slogan and one of the biggest brand blunders of all time by Swedish company Electrolux, when launching their products on the US market in the 1960s. It is disputed whether the ‘double entendre’ of the word ‘sucks’ was in fact intentional, but one thing is certain – it went down like a lead balloon!

Similarly, if your website contains language errors it WILL negatively affect your business.  Writing for the web is actually a specialised skill – you need to think about your target audience, adopt the right tone of voice, and write in a clear and compelling way that is both to the point as well as being grammatically correct.  Your texts need to be organised in an easily navigated structure, with relevant links and keywords. With 5 billion websites worldwide, you need to stick out from the crowd and grab the attention of your target audience. However, many Swedish companies remain content to write their own web copy in English. This is risky business, and although verbal language mistakes can be more easily forgiven, web texts that are written in broken English look seriously unprofessional! Why invest huge sums of money on the design of your website, just to fill it with bad copy?

Whether it’s a massive blunder or a series of small, grammatical inconsistencies, the bottom line is that it WILL cost you business.  And even if a text IS grammatically correct, it is no guarantee that the text will have easy readability and a good flow. If a web text isn’t easy to read, your web visitors will get tired and irritated, and go elsewhere. That really defeats the object of your website, doesn’t it?

It’s a bit like enticing customers into your exclusive restaurant, only to serve them bland or even unsavoury food. They won’t stay for long, and they’re not likely to come back! Don’t make your customers think like that – serve an exquisite meal to them on a plate, and make sure the whole experience is enticing. Then they’ll be back for more.

Prioritise your English web content if you are going global

Businesses spend huge sums of money on the design of their websites, but what about the content?

Does it grab the attention of potential clients?
Does it explain clearly the company’s offering?
Does it make you want to find out more?
If the English pages have been written by a non-native speaker, they might just be a waste of cyberspace.

Webtexts that contain errors are not easy to read or understand. They give your company an unprofessional image. Your web visitor and potential clients might just give up and go elsewhere.

So, in fact it is not merely a waste of cyberspace, it is a waste of investment and it is bad marketing for your business. If you’re a professional company and you’re serious about going global, then prioritise your English web content.

My latest book translation

I had the honour of translating this beautiful book written by Charlotta Bengtsson. (The original Swedish text and the English and German translations are all included in the same book).

This is a beautiful coffee-table book about the Skåne region of southern Sweden. With its eloquent descriptions and beautiful photographs, it is more of an emotional experience than a tourist guide book. It provides a fascinating glimpse into Skåne and all its treasures. Be inspired, put your walking shoes on and explore Skåne!

http://www.ahusbokforlag.se