This time of year, I find myself looking at a lot of websites.
First off, I live in rural Montana, which is beautiful and everything outdoor I could ever want (you should visit, I can send you to some spectacular sites), but it also means I do a lot of my holiday shopping online. Right now, I’m looking for deals on an iPad for my 9-year-old, so he can do school work (sure), but mostly so he can play the Batman Lego soundtrack without having to steal my phone. Enough already!!
Secondly, this is the time of year my clients are reviewing their budgets and defining their marketing tools. Lately, I have been online perusing (critiquing) a lot of my clients’ competition, pulling what works and what doesn’t to ensure the best possible website for my clients.
Here are a few of my expert tips on writing content for websites. Drumroll please…
The first two are always top on my list.
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Who is this website for? You, as the content writer or website owner, are not necessary the audience. If I were to write content for Apple iPads, I would certainly be the audience since I’m currently shopping for one. But most of the time, the content I write is not for me. We’ve all heard it (but it is easy to forget), KNOW YOUR AUDIENCE.
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Determine your marketing capabilities! Can you keep your site up to date? If you don’t have the time or budget to update your website or parts of your website, then only post what is current. I’ve had clients who want all the bells and whistles but when you ask them who will update that fancy calendar of events, create the newsletter for members or follow-up on the contact form; they just don’t have the manpower. A simple, but current page is much better than a fancy, out-of-date page.
More food for thought…
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Don’t turn your website into a sales pitch. Most visitors want facts and information, not your latest spin or advertisement.
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Provide as much information as possible. You may have to leave your comfort zone and even provide prices. Visitors are looking to make an informed decision with as little hassle as possible. If they are required to submit a form or make a phone call or even just chat online, they may be less likely to choose your company.
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Be wary of industry jargon. You know what it means, but do they?
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Start with a clean, clear and organized design. Your navigation must be intuitive, or visitors will leave. Your information must be easy to find, or visitors will leave. You have great information but no organization, visitors will leave. Visitors these days have no tolerance and no patience for bad web design.
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Get to the point. Short lists and concise writing are essential to keep the visitor engaged. If you can get to the point with images, even better.
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Contact Us. I’m always amazed how the contact page can stump my clients. Adding a phone number implies you will answer the phone or at least return phone calls. An email address implies you will respond. If you want clients and customers, you had better make it easy for them to contact you and you better respond!
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Finally, last but not least brings us back to number 1. Rules are meant to be broken. Know your audience and if one or two or five of these rules don’t make sense for your audience, then adjust accordingly.
I’ve always enjoyed writing. Writing for the web is no exception. I love learning about a new business, product, service, widget, or whatever. Business owners are such passionate people and often my job is to really capture that passion in a website that speaks to their client base. If your clients are gearing up to update their website, keep in mind my “1. KNOW who your audience is; and 2. Know your marketing capabilities!”; and it should be as my 8 year-old would say, “Easy peasy, lemon squeezy.” Well maybe not, but it will help you get organized!
Now back to the hard stuff like looking for a deal on an iPad (have any tips, please share!).
I hope you enjoyed your Thanksgiving, Black Friday, Small Business Saturday and Cyber Monday. Phew…all that made me want to #optoutside and enjoy the beauty that is MONTANA!
On to Ho Ho Ho-ing!
About the author:
Amy Lucke decided long ago, she would never stray far from the mountains and rivers of Montana. She loves sharing the outdoors with her two kids and spends most summer weekends in a 3-person tent with her four person family. She feels fortunate that she gets to write, create and collaborate with the smart and talented women of Meetings Northwest. Little known fact: She once traveled for 4 months on an around-the-world plane ticket.
