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Tag Archives: home page

It’s not you, it’s me

it's not you, it's me.

It’s a terrible break up line, and a bad premise for a website, yet it’s a mistake that many businesses make with their web marketing. Creating a site that focuses on your business, rather than your customer’s concerns won’t win you many fans.

If you think of your website as an online brochure, a place to promote your services and list your achievements, then it’s unlikely to bring you many leads. It’s a sad fact of life that people don’t really care about your business. What they care about is what your business can do for them. How can you help them?

But surely, you might say, my company website has to be about my company? And you’d be right, in a way. It’s a matter of reframing what you do, and seeing it through the eyes of potential clients. It means putting everything you’re writing through a customer reality check.

Does your customer care that your business was established in 1853, and that you have delightful waterside offices, or do they want to see that you understand the issues they’re facing, and that you have the answers?

This is where valuable content comes in. By creating a lot of helpful content that directly addresses the issues your clients are wrestling with you can show rather than tell that your business can help. Building a bank of genuinely useful stuff, and having it upfront on your website home page is a great way of letting potential clients know they’ve come to the right place. A blog, where you share what you know and give away knowledge for free, speaks far more loudly of a generous approach than any number of awards.

There is a place for your business history and heritage on your website – by all means include it in your About Us section – but make sure it’s outweighed 10, 20, or even 100 to one, by pieces of content that are really valuable to your clients.

How to make your website all about your client, not you.

Valuable checklist – does your website include?
A blog which you update regularly.

Quick win articles – top tips – how-to guides offering useful advice that will help your clients right now.

A longer piece of content – a white paper or e- book -something to satisfy people looking for more depth and detail.

Video – not everyone likes to read, so getting your content into video format increases its accessibility. (NB the video has to be useful. Not you standing in front of your office saying ‘Established in 1853….’)

Case studies – more show, not tell, of the way you help your clients.

If you need help with creating a website that’s all about your clients, or with content creation for your current site, get in touch.

You might also like:

How great content gets you found
Know your audience
Creating case studies that sell

7 signs your website needs spring cleaning

fifties housewife

If you’re running your business on Valuable Content principles, then your website is the powerhouse. It’s the engine that drives everything, and most of the time – if you keep the content coming – it all runs smoothly, refining your niche and generating leads. 

 
Every once in a while though, you need to stand back, and ask yourself whether it’s working as well as it should. Peer into those neglected corners, scour the pages you usually skim over, and take a hard look at the way it’s arranged.
 We’re calling it our Valuable Content spring clean – and here are the seven signs that show your website needs one. 

1. You can’t update it yourself.

The best sites are really easy to manage – if you can’t make changes, add pages, and post the kind of information your clients are looking for without a phone call, then you need to do something about it. We recommend WordPress sites, but any content managed system that puts you in control will work.

2. You don’t know how many hits it gets, or how long people stick around.

How will you measure the impact of your valuable content if you don’t know who’s reading it? Get your analytics sorted, and use them to market yourself smarter.

3. You’ve still got too much text on the home page or a really long Flash intro.

We know it looked so good a few years ago, but now the world’s moved on. Your customers want information fast. Cut the distractions and get to the good stuff quicker.

4. It doesn’t make the right first impression.

Your content is static or out of date, or perhaps you have a blog but it is hidden out of sight. High performing websites lead with their content. One glance is enough to tell you that business is buzzing, and that these people can help you with your problem.

5. Your users don’t know where to go next.

Websites designed with users in mind work smoothly with the content on one page leading you to another. If the web copy sparks a question, the next step is a natural click away. Is this the way it happens on your website?

6. It’s not obvious how to get in touch.

Put addresses, phone numbers, email and Twitter details somewhere easy to find.

7. No calls to action.

Be bold about it. What do you want people to do once they’ve read your stuff. Sign up for your newsletter? Download your guide? Call you? So say it, clearly.

So, what are you waiting for?  Roll up your sleeves and get stuck in.  If you’d like an independent view of the way your website’s working, we’d be happy to help. And if you’d like to know more about Valuable Content’s high performing websites, give us a call.

Five ways to make me leave your website immediately.

tumble weed

There’s lots of great advice out there about how to make a good first impression with your website, so I thought it would be interesting to look at how to make a really bad one.

Here’s how to turn people off your website instantly.

Turn off 1
Pop up ads

My biggest pet hate. In your face and in the way – pop up ads obscure your message. They’re as subtle as white stilettos and orange fake tan …..like being seduced by Kat Slater in Ann Summers or Peter Stringfellow in Spandex.

However much they’re paying you to put them there, it’s not worth it. They don’t make you look good.

Customer surveys can be offputting too. The experience is akin to being asked round for tea by a new neighbour who opens the door and asks for help unblocking the sink before you’ve even taken off your coat. Obviously I wouldn’t mind helping a friend, but we don’t even know each other yet! It feels wrong to ask for something before a relationship exists.

Turn off 2
Tumbleweed sites

You know the ones. Christmas pics in June. News page last updated 6 month ago.
Your website is often the first and best chance you’ll get to promote your business. If it’s like a ghost town -peopled by ex-employees showcasing lost clients it won’t do you justice.

Keep your website at the heart of your marketing strategy – feed it regularly with valuable content, and people like me will be happy to stay and look around.

Turn off 3
Primark at 5 pm on a Saturday sites

Chaotic websites. Everything’s all over the place, falling off the rails and in heaps on the floor. Lots of offers but you don’t know where to start looking. The sheer amount of it makes you doubt the value, and you can just tell the customer service is going to be bad.

See your website from your customer’s point of view. Is it in order? Can you get around it easily? What exactly are you offering?

Turn off 4
Bedroom websites

Not as exciting as they sound, I mean the kind that have obviously been designed by your neighbour’s son on work experience.

Professionalism shows – in the design, the layout, the use of headlines, the quality of the copy. You can see if it’s not there, without even reading the page.

Turn off 5
Woolly sites

Your home page should tell me how you can help. I shouldn’t have to look hard to find the essence of your offer, and it should be obvious where to look next. Don’t make it hard for me, I don’t want to burrow through fuzzy layers before finding out if you’re what I’m after.

So what do you have to do if you want me to stick around? Clean looking sites appeal. Clarity is important. Demonstrate value, show you’re alive and buzzing, be relevant, engage with me.

First impressions are important. If you want help with getting your website content and copy right, call on 07985 015300.