When it comes to the internet, the old adage, “you can’t judge a book by it’s cover” simply doesn’t hold true. It only takes a few seconds for people to decide whether or not to stay on a site, and if it’s a hot mess, you’ll have lost a potential customer at the click of a mouse. If you were meeting a client face to face, you wouldn’t show up in your Lulu Lemons and Crocs because we know that first impressions are extremely important, and lasting. It’s true that you rarely, if ever, get a second chance to make a first impression!
Your website’s content is no different. We’ve all had the experience of searching online for products or services and click on a weak website. The product or service may be amazing, but their website sabotages them, as we generally don’t trust sites that are poorly created. How many of us would entrust a lawyer or a financial advisor with our business if their website’s content is poorly written? Most of us would move onto another website that instilled greater confidence.
A website that has well-written content is a reflection of your business your professionality and products; it creates consumer trust and confidence; whereas, weak content can often scare customers away, leary of buying a product from a website that does not reflect quality or attention to detail.
Less is More
Most people don’t read websites, but rather scan them. Because of this, you need to be able to convey what you do or sell without drowning your client in a pool of verbiage. A good communications director knows how to create content that is clear and concise, effectively creating a welcoming experience for the user. Conversely, poor or wordy content can create barriers for users which can lead to frustration, confusion and, ultimately, loss of business. Conveying clearly and succinctly what you do or sell is challenging, and a communications director can do this skillfully, resulting in positive customer experience and increased business.
Target Specific Demographics
Now You’re Speaking My language
Mark Twain once said, “The difference between the almost right word and the right word is the difference between the lightning-bug and the lightning.” The reality is that Millennials, Gen X’ers and Baby-boomers do not all speak the same language, and getting the right words makes a very big difference! If you want to connect to a specific demographic, content has to be carefully and thoughtfully written, attracting the key demographic, while remaining authentic and natural. In other words, it’s important that you “keep it real.” A good communications director knows how to remove unnecessary barriers and write content that can speak to all demographics or target a specific one.
Focus on Running Your Business
Easy Reading is Damn Hard Writing
The reality is that writing effective content is not easy, and takes a lot of time, energy and thought. Even if you are a good writer, most business owners don’t have time to create and update content on a regular basis. Allowing an experienced director of communications to create and oversee your website’s content allows you to focus on growing your business and do what you love, while giving you the peace of mind that your website is consistently and effectively attracting clientele.
Let’s get started!
Contact us today to discuss how we can improve your content and help you to take your business to the next level! We look forward to working with you!