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. Emphasize more the how you
want to help get orders delivered correctly and on time. Utilise
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 |
