Website investment is so often wasted as basic oversights render initiatives pointless.
Complexity and noise around web marketing becomes ever more confusing, causing essential basics to be overlooked.
And all too often the following three mistakes are made …
Home Page Waffle
A company’s homepage is generally the landing page for potential customers who need to quickly understand if you provide the products or services they need.
The recent obsession with business benefits has dominated content to such an extent that most homepage wording is a meaningless melange of nonsensical buzz words.
It was illustrated beautifully to me recently when a client told me that when reading his homepage, not even he could understand what they do.
Relentless claims of increased efficiency, greater flexibility, more agility, and enhanced productivity mean nothing without context, and so often you can virtually hear the customers screaming YES - BUT WHAT THE HELL DO YOU ACTUALLY DO?
Rule 1: Ensure your homepage clearly, quickly, and accurately describes what you do.
Case Studies
We know that all companies talk the talk, but can they walk the walk?
Informed buyers in our digital age quickly build shortlists of potential companies claiming they’re excellent at what they do, but how do clients drill down to find the best option?
One definite action they take is to look for recent and relevant case studies, but businesses so often neglect case studies because they’re hard to create!
Having no case studies or old ones that lack credibility will count against you, especially if your competition has them. Smart companies focus in this area!
Rule 2: Have at least three recent and credible case studies to support your sales activity.
Insights … Blogs … Opinion
Having short articles about key sector challenges and how you help clients overcome them is another vital component in beating the competition - and it will also boost your SEO.
Creating content that’s attributable to your business leaders demonstrates ‘Thought Leadership’, and that’s important because people trust ‘thought leaders’, and we buy from people we trust!
Rule 3: Blogs and insight articles demonstrate ‘Thought Leadership’ and build trust in your brand. Start to build a library of opinion that will impress potential customers.
If you need help in these areas, contact me for an informal chat about how I could help you.
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