Earlier this year, Rackspace redesigned their web site. Cautiously I wrote Pat and hinted that I thought the redesign was a step backwards.
Why is This Website Redesign a Step Backwards?
The focus of the site has become RACKSPACE, not Rackspace’s customers. How do I know? The copy is all about THEM. It is navel-gazing. I’m willing to bet their internal marketing department prepared the content. It’s a classic mistake.
Prospective customers care about themselves – not about YOU or your company. Your web copy should use the word YOU to connect with the visitor, and you should avoid the words “we” / “me” /”us” / “I”. To learn more about persuasive copywriting for I recommend this book – an essential read before you undertake a website redesign.
At Rackspace they have a great concept they call “paper cuts”. It’s not one mistake that causes a client to leave them, it is a series of paper cuts. Their goal is not to die by papercuts. I sincerely hope that this redesign at RackSpace is not a sign of things to come…because death by paper cuts sounds like a pretty awful way to go.