This month I have been working with a couple of very small
start-ups which is very exciting as I get a chance to help them hone their
messaging.
The first was someone who knew exactly what he was offering
and to whom. He had already written his web copy, but there was so much of it.
He was trying to cram so much text onto every page that he had expanded boxes
everywhere just to get all the words in. And he was repeating the content from
page to page. So I helped him slim the content down so that it was easier for
the reader to see what services and value they could get from him, and then dig
deeper to find out more.
The second business had got as far as designing a web site.
It became clear quite quickly that they were tackling it from the point of view
of this is us, this is what we do. In fact they were offering services to three
distinct markets. One local, one UK and one overseas. So we left the first two
tenuously linked, but the overseas services are to be spun off onto a different
web site altogether.
There were common themes that I come across very often:
- It’s easy to write about yourself, but actually we need to be writing about our customers and their needs.
- It’s really important to keep it simple so that readers can understand instantly what’s going on.
- Repetition and duplication doesn’t help. Readers and search engines find it unpalatable.
- I It can take an experienced third party to look dispassionately at your ideas and your site, and see where you can improve.
If you’re a start-up or an established business and you need
help with honing your messaging, do get in touch to discuss how Wrightwell can
help.
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