your website from friend to foe - how to get your site right.
by Sam Leader
If your website’s written content fails
to strike the right note with your customers and prospects, it
could be doing your business more harm than good. How many of
your customers come to you through your website? If the answer’s
not many, perhaps it’s time to put the spotlight on your
Reviewing our own websites is a task many
of us procrastinate over. But regularly checking all the weapons
in your marketing arsenal, including your website, is a valuable
exercise. Most of us don’t appreciate how much our online
presence reveals about our business. People equate sloppy websites
with sloppy businesses. If your website poorly represents your
business, you could be losing sales.
All you need to do to ensure the content of
your business’s website is on track is spend an hour or
so reviewing it to check it meets the following criteria:
it useful to my customers?
A common error businesses make is to use precious web space to
talk about what they do rather than how this benefits their customers.
Read through your content and ask, “Does my customer need
to know this?” If not, ask yourself why it’s there.
Remember, writing doesn’t have to be bad to lose a sale,
the content been written with the web in mind?
Web content requires a different approach to traditional marketing
methods, which is why cut and pasted brochures don’t cut
the mustard with today’s sophisticated web user. With web
content, brevity and informality is key. Messages can’t
afford to get lost in long, complicated sentences – consider
using bullet points of information, as they’re easier to
there any mistakes?
Websites with spelling/grammar errors, broken hyperlinks and outdated
promotions are all too common, and are a real turn off for users.
Believe it or not, I’ve spotted most of these mistakes on
the websites of blue chip companies. That’s why it pays
do people think?
Feedback from others is vital if you want perspective on your
website’s effectiveness. Everyone loves being asked for
their opinion so branch out by asking people whose websites you
admire for their thoughts. Assure everyone they can be honest
and take criticisms on the chin. After all, your site’s
never going to develop if you only listen out for the good stuff.
I need to get help from outside?
All business owners are expected to be Jack of all trades but
if writing isn’t something you particularly enjoy chances
are you’re not going to be come across as clearly as you
think. A good web content writer can take the job off your hands,
divining information and clarifying how you want to come across
before writing your content for you.
How did you go? Perhaps you discovered
you need to spend time getting your web content up to scratch.
If so, remember this: while producing decent web content
requires time and effort, it’s worth it since it could
well be what turns the next browser of your website into
Based in Sydney, Sam Leader is
a business copywriter who provides written content for the
websites, brochures and e-newsletters of small to medium-sized
businesses. Sam’s background is in marketing, enabling
her to bring a clear customer focus to the content she creates.
Visit her website at www.myword.com.au
or contact her by email firstname.lastname@example.org.
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