Your website is your online shopfront (and more)! It needs to grab customers’ attention, reflect who you are and draw them in.
In short, your website needs to be good.
You can build your own website, or you can get someone else to design a shiny one for you. Either way, if the words aren’t fabulous they let you down.
A few simple words (free of typos) that give the basic facts your customer needs might be fine if you already have a loyal fanbase.
But that kind of copy isn’t going to persuade anyone who doesn’t already love your brand that you’re worth a second look. It’s not going to convert enquiries into sales (or for not-for-profits, curious supporters into donors and advocates).
It’s not enough for customers to come to your website and find the basics. You want them to buy from YOU rather than from the next site they click on, so you need to convince them that you know what you’re doing, and you need to earn their trust. If you’re lucky, they’ll like you too. That way they’re much more likely to stick with you.