It’s all about the content. Are you satisfied with the information on your website? When was the last time you updated, overhauled or spruced it up?
“Check out our website.” A former colleague of mine loathes when people respond that way when he poses a question about their business goals or value proposition. Yet, I have to wholeheartedly disagree with my buddy because I want to find the answers to my questions on a website. It saves time and informs better questions.
Why not provide substantive answers to the marketplace on your website? You could be efficiently providing prospects and customers or clients with information they can quickly cull rather than find yourself and employees verbally repeating the info.
There is another wonderful opportunity in going beyond basic website content: the opportunity to define and distinguish yourself in a crowded space.
Be Specific, Be Concrete
Let’s consider what works. List your attributes and assets. You don’t need to give away the farm, unveil trade secrets or breach security. A lot of the information that is publicly available can be compiled into easily accessible, digestible packages on your website with FAQs and landing pages.
What about information that has not been previously public? Present an overview with as much detail as possible while staying within your comfort zone.
What if you want your summary to be simple? Great, as long as it’s straightforward. What if you set forth something to this effect: we are the market leader in providing solutions for high-end customer service… Sound familiar? Sound vague? Perhaps you’ve seen platitudes like this while attempting to quickly scour a website for basic information, such as what does this company do and how big is it? In other words, don’t be so simplistic or grandiose that you end up being unclear.
Use numbers to illustrate
When I was a financial news writer, an editor told me “numbers tell the story.” Ensure the numbers you publish online are up-to-date and consistent with information available about your business elsewhere, such as in regulatory filings or on trade association websites.
Place these numbers upfront on your home page, landing pages on specific areas and in FAQs or fact sheet PDF files. Considering menu scroll bars that bring viewers to lists of these types of documents and pages, e.g., locations, assets, investments, etc.
Ask the experts
Anyone authoring material for your website should be a subject-matter expert or someone who is adept at climbing learning curves. This ensures the content, or copy, is written accurately and with the proper parlance for your business sphere.
Consider a professional writer and the value that comes with his or her experience. When I first started as a business news reporter, people would ask me if I had a degree in business and were initially surprised when I said I studied history and journalism. History is about economic decisions and trade patterns, cultures and laws, and the dynamics of change. Journalism is simply the present tense of future history. After many years covering business news, the question of studies rarely arises as we are too busy discussing the business of the day and where trend lines are pointing.
If you want an expert writer with a background in energy, finance and general business to elevate and distinguish the content on your website, then go to http://www.katharine-fraser.com. For more information on enhancing your business communications, contact consultant Katharine Fraser.