Like many businesses, we rely on visuals to inform a visitor to the site that we are a fit, or not, to their needs. We want users to immediately connect with our aesthetic and feel at home and say “yes!” in their mind, or if they are not a good fit, recognize that immediately. Once that first half-of-a-second passes, then the human brain looks for familiar cues such as words to read. Having words that are immediately recognizable and clearly stated is critical to create that second “yes” in their mind.
Written words are very different from visual cues, and especially when it is a headline. This is where the true art of copywriting comes into play. Because at our core we are visual storytellers, not written storytellers, this has been our most challenging area, especially because our services are often very technical, and we don’t want it to feel that way.