Long scrolling websites are great for browsing on mobiles and tablets – but not so handy for differentiation. Now that every website looks the same, brands must rely on their web copy to really set them apart.
Remember the bad old days: inching your way towards a tiny link, hidden away in the corner of your phone’s screen?
Thank heavens for infinite scrolling websites. Responsive and easy to navigate, it’s no wonder pretty much every brand has adopted them. But therein lies the problem. Differentiation through web design used to be massive for brands. Now UX has trumped individuality.
This means a website’s copy has to shoulder more of the burden of differentiation.
Such a friendly bank!
This is a challenging task at the best of times. But now it’s particularly tricky. Ever since brands started having perpetual ‘two-way conversations’ with consumers on social media, they’ve all wanted to occupy the same tonal territory: that of the chatty mate just out to do what’s best.
Done well, this can be great. Done badly, it usually ends up somewhere between ingratiating and infuriating. At the moment, it’s done everywhere. So even if it’s well achieved, it’s frustrating differentiation.
Remember the bad old days: inching your way towards a tiny link, hidden away in the corner of your phone’s screen?
Thank heavens for infinite scrolling websites. Responsive and easy to navigate, it’s no wonder pretty much every brand has adopted them. But therein lies the problem. Differentiation through web design used to be massive for brands. Now UX has trumped individuality.
This means a website’s copy has to shoulder more of the burden of differentiation.
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| I don't want to fit in |
Such a friendly bank!
This is a challenging task at the best of times. But now it’s particularly tricky. Ever since brands started having perpetual ‘two-way conversations’ with consumers on social media, they’ve all wanted to occupy the same tonal territory: that of the chatty mate just out to do what’s best.
Done well, this can be great. Done badly, it usually ends up somewhere between ingratiating and infuriating. At the moment, it’s done everywhere. So even if it’s well achieved, it’s frustrating differentiation.
