The truth is, Grammar can be tricky – mistakes happen, and in an age of online marketing where speed is of the essence and copy can be boiled down to a few emojis, it might appear that correct spelling and grammar is secondary to connecting with customers.
According to a study by UK firm, Global Lingo however, it matters a great deal more than you might expect. They found that not only to 74% of consumers pay attention to the quality of prose on company websites, 59% of users would actively avoid doing business with a company that had made obvious errors (with the majority claiming that they “wouldn’t trust” a company to provide quality service!).
Although some brands have become iconic for bending the rules e.g. Apple’s “Think Different” and Subway’s “Subway: Eat fresh”, good grammar can be instrumental in conveying work with clarity, precision and professionalism. It all depends on your audience and how you want your work to be perceived.
Whereas in advertising, colloquial styles and conversational language might be on the increase, it’s often not appropriate to have content with glaring typos, comma splices and irregular verb forms on elements such as your company website and/or social media profiles – the latter being one of the most difficult concepts to master but also the most common mistake to frustrate readers (51% according to a poll by Grammarly).
You should also proofread with fresh eyes (be they your own after a break or a colleague’s) and consider investing in online resources such as Grammarly’s Chrome extension (which checks grammar and spelling instantly on virtually any online resource) or the Hemingway App, which (in addition to highlighting mistakes in written copy) also shows words, phrases and sentences that are structurally hard to read.
To ensure all content is free of pesky bugbears that might put off your audience, take pride in your writing and consider how your content might be perceived. It’s worth the extra time and effort to check for mistakes, and results in copy that is readable, compelling – and most importantly, correct.