Do what I do, not what I say

Just been asked to give a web site a quick overview to see why it's not attracting many visitors, or turning visits into sales.

Reviewing someone else's business really reminds you of things you should have done for yourself...

1. Think hard about the name of your business. Our name – Wrightwell – seemed like a bit of fun when we coined it 20 years ago. After all, I do write well, IMHO. But:

• it's very easy to misspell, and the last thing you want is customers being directed to a site of similar name but different spelling (especially if that's a competitive site!) or just not finding you at all

• it's at the end of the alphabet – disastrous for directories!

2. Think hard about your customers. It's so easy to write a web site explaining what you do. Much harder to put together content focused on what your customers need. But if you look at it that way round, it will be much easier to determine the keywords you need in your copy so that potential customers find you.