Is Your Website Failing You?
Are you proud of your website or do you avoid looking at it?
As a PR consultant, I’m a passionate writer and communicator.
And as much as I try not to criticise mistakes (we all make them), I’m a stickler for good English and get frustrated when businesses let themselves down with poor marketing. It’s not so much shoddy comms or typos I’m referring to – more failing to see who they’re talking to. Losing sight of their audience.
Earlier this week, I got in touch with a former contact who has set up her own business. She’s exceptionally intelligent, has many letters after her name and has one of the most impressive LinkedIn profiles I’ve ever seen.
But her new website? It’s as if she’s written it for herself. There’s no thought for the audience, the consumer, the person it seeks to engage and enthuse. It’s baffling, technical and presents barrier after barrier on the accessibility front.
If you’re looking to raise your profile, don’t underestimate the role of your website copy.
Chances are, your words could work harder for you. If you can do four things, do these:
- What difference do you make? Your website should explain how your business can solve problems, improve lives, and add value. Most people visiting your site don’t particularly care about your company. They want a solution. Does your copy reflect that?
- Going back to my friend above, remember to use the voice of your target audience, not necessarily your own. Yes, you might have four degrees but does your customer? Do they need all the technical detail of your product spread across 12 paragraphs, or are they likely to skim-read and want a summary in two? By speaking their language, they’ll keep browsing. They’ll start to trust you; you understand their problems.
- And if you can’t step in the customer’s shoes, seek advice from your target audience. Conduct some research amongst those who are new to your site and ask for their honest feedback. Listen to them, not your ego.
- Third-party endorsement. Yes, you might be amazing; I’m sure you are. Anyone can say they’re great but it means nothing if no-one else is saying it! Consider dropping in a few image-led case studies highlighting the value you add, the difference you make, and the service you provide. Make it real and bring it to life. You have real customers; use them – they’ll add authenticity and build trust.
Writing engaging, concise web copy isn’t easy, especially if it’s your company. Time is of the essence and you’re focusing on the day job.
The good news? I write so you don’t have to.
To have a chat about words and how they can work for you, please call me on 07912 324 264 or email firstname.lastname@example.org.