Latest research shows that just over 80% of corporate buyers have 24-hour internet access. Any one of them could be on your website right now, making a snap judgement call on your company's professionalism.

Is your website a "sales representative" you would be proud to employ? Here are some ways you can optimise your web content:

Lose some weight

Rework content filled with bloated corporate-speak that boasts, "We're Powerful, We're Magnificent, We're Omnipotent!" In fact, try to re-phrase ALL your content by converting all the we's to you's. You'd be surprised how such a simple exercise reframes your "core purpose"

Don't confuse technical GENIUS with customer service

Make sure the text you use is appropriate to your customer, his needs and especially his terminology. Space may be unlimited on a website, but attention spans are not. Few customers will be captivated by your list of assets and equipment - they DO however want to feel confident that you will get the job done.

Don't be pushy

Rather than start with "who we are", try welcoming them with articles, case studies or industry news that might be of interest to them. A good salesman doesn't go straight to the hard sell - first he builds trust by proving his empathy, expertise and track record.

Minimize the "edifices"

Imposing marble buildings, massive factory pin-ups and photos of your CEO don't impress today's customer - and unnecessary photos and logos really slow down your site. Instead, emphasize how you you get orders delivered correctly and on time. Use those precious pixels to provide information on the value of your product or service.

Face facts

Don't waste prospects' time with "puffery". Yes, mention points of differentiation, but base them on facts and figures. Stating you are "among the best in the industry" or "provide unique engineering solutions" tells the consumer little more than that you're arrogant. Prove your worth with case studies, or even a testimonial from an important satisfied client.

Ditch the mission statement

90% of all corporate mission statements are the same. (Look, Mabel, they're dedicated to being committed to excellence! Imagine that!)

Unless your statement offers useful information about your organization's unique competence, clear your website of all statements about your mission, vision and "we really care about employees/ customers/the environment. Prove you care with facts and case studies.

For advice on sharpening up your internet marketing, contact info@intercomm.co.za