I’ve written a lot of website content over the years. For most brands, a website is their calling card, a place to share their message and tell the world what they do and what they stand for. It’s important. You need a good-looking and well-branded site that explains who you are. In today’s day and age, it’s non-negotiable.
But one of the many things I’ve found is that when building the content for a website, most brands seem to forget that people aren’t going to interact with their site in a linear way. They don’t know what your wireframes look like and may not even come to your Homepage. They might, gasp(!), land on your Contact page or About page. DO. NOT. PANIC. This is perfectly normal and if you think about it for a hot second, I bet when you go a-Googling, you have often been taken to a random site page as well. Or maybe you did go to the homepage and then immediately jumped to Services rather than About.
The point is, most people aren’t viewing all your pages and as much as it pains me, a writer, to say this, reading all your content. I know. I know. Blasphemy. So it’s perfectly ok to repeat some content. In fact, you want to do this. Your website is about brand message. And the more times you can reinforce and repeat that message, the more likely your audience is to retain and understand it. In other words, redundancy, is your friend.
If you were like me in school, you would write notes on index cards over and over because repetition works. Reading something (or writing it) over and over is how we remember it. Unless you are a savant. Now, this doesn’t mean keep using the same language on every page of your site. You don’t want to seem like you just cut and pasted everywhere. But if a phrase is really important to you, a tagline or a mission statement, put it on a few pages. Maybe re-word it a bit, but hammer it home. Reinforce your message. That is the crux of branding. Make sure that who you are, what you do, and what you stand for are crystal clear to your audience, no matter which page they come to and which platform they land on. Be consistent. Be redundant. And then be redundant some more.