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Good content? Check. Good organization? Check. Leveraging the synergistic profitability of maximum potential return on investment… what?
You’ve probably been to websites that leave you scratching you head after the first sentence and blindly clicking through links in a perplexed attempt to get to the point. If you’ve ever gone to a website’s home page, scanned through a couple of paragraphs and still asked yourself, “But what do they DO?” then you know how important it is to describe your business effectively.
Tip #3: Information Should Be Relevant
Unless you are a huge multinational brand recognized on sight by an iguana, then your home page should clearly state the purpose of your organization. You can offer details later, but a visitor should never have to click around to figure out what your company does.
Assuming that you would never make such a mistake, what about the rest of your site?
Is the writing geared toward a specific audience? Does it meet the needs of this audience, and not those of your CEO who has spent a weekend with a thesaurus and wants a Pulitzer for his rendition of your mission statement? The key to keeping people reading is to cut out the lingo and the jargon and the marketing hype and tell them what they need to know. To do this, you must know your audience.
Decide if you are gearing your site toward middle class dog owners, children between the ages of six and ten, stay-at-home moms, self-employed contractors or rising corporate stars.
Your audience should dictate your writing style, not your marketing department.
Who writes your web copy? Does it connects with your customers?
Read More In The “Building A Good Website” Series
- Tip #1: A Website Should Be Informative
- Tip #2: Information Should Be Well Organized And Properly Distributed
- Tip #3: Information Should Be Relevant
- Tip #4: A Website Should Be Easy To Use And Navigate
- Tip #5: A Good Website Contains A Call To Action
- Tip #6: Forms Should Be Easy To Use And Understand
- Tip #7: News, Blogs And Social Media Should Be Updated Regularly
- Tip #8: A Website Should Be Search Engine Friendly
- Tip #9: Your Website Should Be At Least As Good As Your Competitor’s
- Tip #10: A Website Should Be Part Of The Big Picture