Tag Archives: Business Web Content

CHECKLIST: Is Your Website Working for You?

 

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Your company website is much more than an online placeholder—much more than the Google equivalent of a Yellow Pages listing. Ideally, your business website is the hardest-working member of your sales team, a brand ambassador that’s tireless in its effort to draw in new leads, convert them into customers, and ultimately showcase everything that’s great about your business. In a perfect world, your website keeps your e-mail inbox full of inquiries, your phone ringing off the hook.

Of course, this isn’t a perfect world, and it’s possible that you don’t exactly have a perfect website. Is it time to rewrite your website content, rethink the navigation, or even overhaul the site completely? Maybe. Before jumping to any conclusions, though, use our quick checklist to determine what you’re dealing with.

A Few Quick Questions to Ask About Your Website

Who are you trying to reach with your website? Who’s your target audience? Who are the people who benefit from your products/services? Who’s your ideal client? Who can you help? Think about the answer, and write down a simple, sentence-long statement about who you’re on a mission to serve. Use that as a guide for your website overhaul; you might even include that sentence somewhere on your home page.

Do you have a useful About page? A good About page isn’t really about you at all—not really. Nobody wants to read seven paragraphs of text about your company history. What people care about is the value you can provide. Does your About page suggest what’s in it for your customer?

Is the branding consistent? Does your website use a coherent vocabulary of colors and fonts—and are those branding choices reflected in other marketing collateral, like social media pages and brochures?

Do you have streamlined value propositions? Whether you have a list of individual Products, a list of Services, or something more general, you need to ensure that your website is to-the-point about how it makes your customer’s life better, how it solves problems, etc. Another way of asking this question: Does your website identify your clients’ problems, and posit your brand as the solution?

Are there strong calls to action on every page? Your site should lead customers through the sales funnel, and provide easy ways for them to engage with you.

Does your site capture leads? Are there forms on your page where customers can input their name and contact information, perhaps in exchange for an e-book or some other downloadable offer?

When was the last time your site was updated? A good website needs to be refreshed regularly with new content. When’s the last time you refurbished your page?

Use these questions to assess where your company website stands now—and perhaps start brainstorming some changes, if needed.

If you decide it’s time to rewrite the site, or simply add some new, fresh content, Grammar Chic can help. Give us a buzz at 803-831-7444, or visit www.grammarchic.net.

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Filed under Brand Management, Content Marketing, Web Content

Supporting Customers Through Your Business Website (It’s Easier Than You Think)

iStock_000017003347XSmallWouldn’t it be nice if you could have an automated customer service center on your website—a place where your customers could go to chat, in real time, with a technical support representative, a sales staff team member, or simply some caring employee able to guide them through use of your product? That’s clearly something that would go a long way toward enhancing the customer experience, but sadly, it’s also a significant investment, both in terms of the technology and the manpower needed to staff it. Amazon.com can do it, maybe, but your small business likely can’t.

What small business owners sometimes fail to remember, though, is that there are other ways to offer website-based customer service—even through some evergreen written content or video. A website that’s built not just to sell but to educate and inform will, in the process, provide support to the customers who may have questions or uncertainties about whatever it is you’re selling.

Education and Support

There are a number of ways in which you can offer customer support through informative Web pages, or even downloadable PDF files. You’ll want to select the specific type of content based on what kinds of products or services you’re offering, but some examples include:

  • An FAQ page, where you round up the most commonly asked questions about your products and provide some feedback.
  • How-tos, product guides, or video tutorials.
  • Blog entries that outline some different ways in which your product can be used.
  • Product maintenance, upkeep, and repair guides.

The Advantages of Support Content

What we’d recommend with regard to these different forms of support content is that you don’t have them just to have them; pause to reflect on the advantages they might offer. If you understand why you’re doing it, you’ll be better positioned to see some results.

Support content, like what we outlined above, can deliver:

  • Customers who come to you already knowing something about your products and services—thus, warmer leads.
  • Fewer questions and concerns to address among your customers and potential customers.
  • A higher level of trust from your customers, who will see that you care about helping and supporting them.

Ultimately, customer service is something that companies all seek to provide; including some support content on your website is an incredibly simple, fairly low-hassle way to up your brand’s customer service game.

To learn more, or to enlist our help in creating content like this, we invite you to contact Grammar Chic, Inc. today at http://www.grammarchic.net, or 803-831-7444.

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5 Reasons Your Website Isn’t Converting

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In theory, your business website should be a 24/7 sales machine. Customers and potential customers should be able to access the site at any time, educate themselves about the value you provide, and ultimately order a product or service right then and there—or at the very least, be able to reach out to you by e-mail or by phone to set up a consultation, or to ask for more information.

Would you say this is true of your business website? Is your website like a highly productive sales representative—or does it just sort of sit there, an online placeholder for your company?

An even more telling question: What happens with the traffic your website receives? Do you get a lot of visitors who turn into full-fledged, paying customers—or do you find that your website simply does a poor job of converting leads into actual sales?

If your website isn’t converting, there’s got to be a reason for it—and it’s probably one of these:

  • If your website isn’t converting, it could be because you’re not offering real value. We say this all the time, but it’s important: Many business websites are conceived with the notion that the site needs to be all about the business, telling the business’ full story in play-by-play detail, when in reality the website needs to focus on the consumer. Think about it from your customers’ perspective: What kinds of value can you offer to them? What benefits do they receive from ordering your products or enlisting your services? What solutions can you offer to their problems? Those are the things to focus on with your small business website.
  • Your website may not be converting because you’re not educating. In addition to offering value, your site also needs to offer perspective. You need to address common inquiries that customers have about your products—are they easy to use, cost-effective, etc.? What are their applications? What is the customer process like at your company, and what should a client expect when he or she does business with you?
  • Another reason your website isn’t converting: You’re talking to the wrong people. Who are your clients? What are their problems, and their values? How can you ensure that your website is targeted to their needs? This is where buyer personas might come in handy.
  • Your website may not be converting because you lack compelling calls to action. You can’t just assume that people will pick up the phone to call you; you have to ask them to. You should have a compelling call to action on every page of your site.
  • Finally, if your website isn’t converting, it may be something as simple as a lack of contact information. You need to make it as easy as possible for people to place an order, or to ask you questions about what you do. Do you have company contact information on every page of your site? Is it complete and up-to-date?

Need more help troubleshooting your company website? Reach out to the Grammar Chic, Inc. team today: Call 803-831-7444, or visit http://www.grammarchic.net.

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Perfecting Your Company’s ‘About’ Page

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Here’s a fun exercise: Log into the Google Analytics account for your company website and see just how much traffic you’re getting in your ‘About’ page. Chances are, this is one of the top two or three most-visited sections of your site—and not without reason. Place yourself in the shoes of your customers and potential clients: When they stumble across your company website for the first time, they want to get some sense of what your company does and what it stands for, and the ‘About’ page seems like the ideal destination for doing just that.

In other words, the ‘About’ section of your website is one of your best opportunities to make a positive first impression. As such, the best ‘About’ advice we can give you is this: Don’t blow it! Make sure your website has a strong ‘About’ page that tells the story of your brand in a truly compelling, narrative form.

The Grammar Chic, Inc. team has written website content—including ‘About’ pages—for innumerable companies. We’ve developed some tried and true strategies, and we’ve distilled them into a few quick tips.

Know What You Stand For

The strongest ‘About’ pages are the ones that truly tell a story—the story of your company. They provide the reader with some sense of who you are, what your company’s mission is, and what values you uphold. So: Who are you? What are you all about? What is your corporate identity? Before you set pen to paper (so to speak), it’s critical to have some sense of what your company really is—of what your story is.

It’s Not About You

We call it the ‘About Us’ section, sometimes, but in truth, it’s not about your business at all: Rather, a strong ‘About’ page is all about the reader. Frankly, a first-time visitor to your site does not care about the full, exhaustive history of your brand. He or she cares about the benefits you can offer, the value you can provide. In telling your story, then, keep it benefits-centered, and make sure the reader can see where he or she fits in.

Brevity Wins

On a related note: As a business owner, you can likely talk about your business at some length. You can go on and on—but the ‘About’ page is not the place to do it. There’s not necessarily a specific word count to shoot for here, but do remember that readers just want a quick synopsis of your brand—not its entire life cycle put onto the page.

Kill the Fluff

Meaningless words and expressions have no place on your website, least of all on the ‘About’ page—so get rid of superlatives like ‘best,’ ‘greatest,’ and so on. These don’t convey anything specific, and they don’t help you stand apart from your competitors. While you’re at it, also get rid of industry jargon and buzzwords, which add little to the reader experience.

The bottom line, really, is to tell the story of your company in a way that conveys real value and benefits to readers—a story that casts your company as the best answer to their problems or concerns. To learn more about how this can be achieved, contact Grammar Chic today: Visit www.grammarchic.net or call 803-831-7444!

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