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Tag Archives: writing web pages

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

“We also go to Antarctica” – or why you need more valuable content on your website

alps in summertime. image for 'why you need more valuable content.'

Scene 1. A woman enters travel agency.

Woman: Hello, I’m thinking of going on a walking trip to the Alps.
Travel agent: I see madam, we’re excellent at walking trips to the Alps.
Woman: That’s good. Can you tell me a bit more?
Travel agent: We’re excellent at walking trips to the Alps. We also organise walking trips to Corsica, the Pyrenees and Majorca.
Woman: Nice, but I’m interested in the Alps.
Travel Agent: We’re excellent at walking trips to the Alps. We also go to Antarctica.
Woman: Goodbye.

Scene 2. A woman enters travel agency

Woman: Hello, I’m thinking of going on a walking trip to the Alps.
Travel agent: I can help you with that, we organise walking trips to the Alps.
Woman.: That’s good. Can you tell me a bit more?
Travel agent: When were you thinking of going?
Woman: I’m not sure.
Travel agent. This guide to the best times to travel might help you decide. Take it, it’s free.
Woman: Thanks. Summertime probably. My partner is very interested in Alpine plant life.
Travel agent: This might help, it’s our guide to the Flora and Fauna of the Alps. We’ve highlighted the best walks, and put in the details of the places you can stay on the way.
Woman: Thanks. But to be honest, I’m not that interested in the flowers. Is there anything else for me to do while he’s hunting Edelweiss? Something a bit more exciting?
Travel agent: Try this video ‘Ten amazing Alps experiences.’ We made it last year on one of our adventure trips. It’s pretty awesome. Especially the paragliding bit. Amazing views.’
Woman: Thank you, you’ve been really helpful. I’ll get back to you.

Okay, so that’s all pretty unrealistic, but you get the idea. Your website is the travel agency. It’s no good having lots and lots of destinations on offer, if you can’t demonstrate that you know the places inside out. Huge websites with multiple service pages that say ‘we’re excellent at this,’ but which don’t offer further routes to explore won’t engage people.
You need the kind of helpful content your clients are looking for to show that you know your stuff. The right content will keep them interested, help them make a choice, and trust you. And that’s the bottom line. ‘We also go to Antarctica’ will leave you out in the cold.

If you want help creating the right content for your website, call me on 07985 015300.