The Danger of Using Content and Design Templates on Your Business Website

Many business owners have no choice but to build out their websites using design templates and mass-produced content pages that are relevant to their particular industry. It's easy to understand why.

Someone who runs a roofing company, for example, likely doesn't have the time or ability to fill a well-rounded, informative website with high-quality and original content that covers all aspects of residential and commercial roofing. They probably lack the technical skills for web design, and if they're just starting out, they might not have the resources to invest in a website-building professional.

The easiest solution is to frame a simple website with a template and import general content that showcases the company's expertise and educates prospective customers about the business.

There's nothing necessarily wrong with using this kind of content. But problems arise when the actual content itself is, well...wrong.

Recently we've done a lot of editing work for accountants and tax specialists who are preparing for the new tax season. Accounting and tax preparation require precision and attention to detail, so nothing sours a prospective tax client quite like sloppiness or carelessness. We've looked at dozens of accounting-firm websites and noticed that, beyond their unique Home and About pages, many use the same exact content to fill their lengthy Services sections and online newsletters. Others use variations of the same banners and graphics.

So what's the problem? Well, what if the pre-designed banners and infographics read "Free Consulation" instead of "Free Consultation"? (To the right is one example of a commonly used yet misspelled infographic.)

What if the content duplicated across hundreds of accounting websites has grammatical errors and wordy repetition built into it? Take this sentence as an example:

"Of note, this year is that there are three extra days to file this year due to the calendar."

That is not exactly the type of writing that a professional business or firm wants as a demonstration of its credibility and expertise.

When bringing in content from elsewhere, it's vital that business owners still treat that material as though it's their own creation. That means editing and proofreading it without assuming the work has already been done. Because once that content is published on a business website, it's the business that bears the burden of subpar, error-filled writing, not the original (and usually unnamed) author.

And since most small businesses don't have an experienced editor on staff or have access to an editorial department, the best solution is to partner with a professional editor who will review all of your content, regardless of the source.