I recently heard of a local Merseyside business having a redesign and relaunch of their website. They went for the full works: new logo, new brand colours, new everything. They are a local company I am a customer of and I was looking forward to seeing their new image. On launch day I was initially impressed, the site looks fantastic. It is designed to perfection to suit their brand and still suits their customers (me being one). Unfortunately the copy did not match the imagery and I was left a little disappointed.
There was nothing wrong with the copy in that it made sense, was grammatically correct and to all intents and purposes was perfectly fine. The problem lies in its blandness. It let down their whole image and wasn’t recognisable as this particular company speaking about their ace products. It could have been anyone. Most of it was copied over from the old site and so didn’t represent anything new. The remainder was bland and could be found anywhere. It looked like it had been thrown together at the last minute or filched from elsewhere with their brand name crow barred in to make sense.
It was so disappointing as it was clear the company had gone to a huge amount of effort to create a design which spoke to their customers and represented their brand. They just decided to give up when it came to telling a story and promoting a message to match the visuals.