One of the biggest challenge is I face when creating a website is the copy, what the website says. It’s almost funny but also tragic to see that most businesses don’t know how to explain what they do.
I think the issue is that we’re taught to be modest, not to brag or boast. But that is precisely what we need to do when we talk about our website. If you don’t tell the browser why you are special, where your strengths lie, how do you expect them to know? And when they go to your competitor, and they do, guess who’s getting the business? Not you!
But the secret lies a little deeper than just telling people what you do. The key is to tell the browser, your potential customer or client, why what you do best is exactly what they want. Where so many businesses fail in their copy is in the “We” syndrome. We offer the best widget. Our service is second to none. Our attention to detail, we treat customers like family. Blah blah blah.
Guess what? Your customer doesn’t care! Plus, your competitor says the same thing. All your customer wants to know is what’s in it for them. How does your widget make their life easier? What is your extraordinary service going to do for them?
Use action words. Paint your customer a picture of your business your product or your service. If they can see their self in the words you say, your chances of success just improved greatly.
Let me give you an example. I recently redesigned the site for visualimagesproduction.com. My goal here is was not only increasing search engine ranking but also generating a greater call to action and ultimately more sales. Below is an excerpt from the homepage.
“When you choose Visual Images Productions, you can be assured your video will take you back to the momentous occasion for years to come. Relive the emotions. Every time you watch your Visual Images Production video, you are magically transported back to celebrate all over again. “
The image here is reliving the special occasion over and over again, because isn’t that what a video is for.
Whether your writing a description for your website, a direct mail piece, a newsletter or any other communication with customers, make sure you speak to them.
When you’re in a conversation with someone, do you find them more interesting if they talk about themselves incessantly? Or do you find them more interesting because they listen with interest and questioning about you? I’m reminded of the story of a man on a first date with a young lady and after several minutes of talking about himself he stopped and said to his date, “Enough about me. Let’s talk about you. What you think about me?”
The bottom line is this. Tell people how your business can make their life easier, how your product can save them time, money, stress or whatever it might be. When you do you set yourself apart from the masses, because it’s not about you.
Gary Wagnon and 800biz.com have over 10 years experience in website design, search engine optimization and social media marketing. With over 30 years in business and consulting, we understand your business needs and partner with you to grow your business.