An analysis of websites by a top online business entrepreneur shows a single spelling mistake can cut online sales in half. Charles Duncombe says ‘Poor spelling is costing the UK millions of pounds in lost revenue.’ He goes on to say: ‘I am shocked at the poor quality of written English.’

He says it is possible to identify the specific impact of a spelling mistake on sales. His company measured the revenue per visitor and found that revenue was twice as high after an error was corrected.

‘Spelling is important to the credibility of a website. When there are underlying concerns about fraud and safety, then getting the basics right is essential. Even cutting-edge companies depend upon old-fashioned writing skills because when you sell or communicate on the internet 99% of the time it is done by the written word. Spelling is important to the credibility of the website.’

Depressingly few business owners do anything about it; many cannot see it. A friend in real estate had done me a favor and I was looking for some way I might repay him.

Browsing through his company’s website I cringed at the poor grammar. Poor spelling, the lack or incorrect use of punctuation; the abysmal lack of marketing flair. In a word it was amateurish.

This was my opportunity to repay his kindness: I offered to give the website’s content a free makeover. What was his reaction? Thanks, but no thanks. He explained that his wife had prepared the written content. ‘She thinks it is perfect and wouldn’t take kindly to being corrected.’

But, would a reasonably educated person have confidence in a plumber or garage, let alone a real estate agent who cannot spell or string a sentence together?

The latest findings are endorsed by business organizations. James Fothergill the Confederation of British Industry’s head of education and skills, warned that too many employers had to invest in remedial literacy lessons for their staff.

The William Dutton Oxford Internet Institute agree: ‘When a consumer might be wary of spam or phishing efforts, a misspelt word could be a killer issue.’

NOTE: Mike Walsh is a professional business marketing copywriter. He will advise and if required give your website and business brochures a professional makeover. Sloppy content and poor spelling deter clients. Email keyboardcosmetics@gmail.co

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