1. Be clear about what you want to say and then say it in as few words as possible
Because we are all getting bombarded with words, people don’t want any more words than they need.
Write clearly and concisely, so that your website is enjoyable to read.
Use bullet points.
2. Write in short sentences
Long sentences are difficult to digest. They are also unpleasant to read.
Luckily there is always a way to break a long sentence into a shorter one.
When you write for websites chop out redundant words whenever you can. I actually find the process of deleting unnecessary words a lot of fun.
Yes I do need to get out more!
3. Make your text useful
When writing website blog articles or tips, make them useful, easy to read and helpful.
We’ve all read blogs that are completely lacking in substance, and that clearly demonstrate a lack of effort on behalf of the writer.
On the other hand, articles or blogs that give people value draw lots of traffic to your website and help people too!
4. Use lots of images and make your website lovely to look at
The old adage, “a picture is worth a thousand words,” sums it up. We all love images. No one wants to be confronted with a wall of text. These days we are all drowning in more and more text. We want colour and life, in photo, graphic or video form.
Effective writing for websites actually means less writing. Happy news!!!
If you have one of those awful 1990’s websites that are full of small headings, reams of text and yucky graphics on a grey background, get yourself a new one. The good news is there are plenty of lovely looking mobile friendly websites that you can make yourself these days.
5. Outline your experience and how wonderful you are
If you want people to part with their money to buy the product or service you offer, you have to give them some information about you.
We all hate banging on about ourselves.
We also all hate the process of sitting down to identify our experience and skills. Personally I always feel remarkably deficient when I do this.
But doing so it essential, because if you want someone to give you their money, they have to know who they’re dealing with.
As a customer, I want to know that I am dealing with a legitimate business, and one that at least seems trustworthy before I hand over my cold hard cash.
Don’t worry, you don’t need to come across like you are completely full-of-yourself.
Write about your experience and what makes you different to other businesses. Talk about any professional accreditations or memberships you hold, and any qualifications or awards you’ve earned.
Don’t worry if you don’t have any sparkling awards or special qualifications, I don’t. I still found plenty to include under the About page of my website.
Trust me, you’re not an arrogant, conceited know-it-all. You are simply stating the truth. Not only that, but people don’t actually care if you have 15 qualifications under your belt or one, they just need to know a little bit about who they are dealing with. Then they’re happy to pick up the phone and ring you.
6. Emphasise the kind of market you want to specialise in
While you will always write about your experience so far on your website, you also have an opportunity to emphasise the kind of work you want to be doing now and in the future.
Your website should emphasise the niche you want to work in and the work you want to do within that niche.
Devote more space to the goods or services you want to sell and less to those that you’d prefer to sell less often.
7. Don’t leave people hanging
While it is always important to be as succinct as possible, make sure your website gives customers enough information to satisfy them.
We’ve all been left hanging before.
You know the feeling. You hop online because you really want to buy that lovely floor mat, only to find out that there are no measurements listed for it. So because you don’t know if the floor mat is the size of a whole room or the size of a door mat, you leave the website angry and disappointed, never to return.
Even if you’re not selling products online, write enough about what you offer. So if you hire out machinery, do you offer wet and dry hire? If your function centre has meeting room facilities, how many people can each meeting room accommodate and what is provided with the room? If you provide business coaching services, are you available after hours and do you provide a discount for multiple sessions?
Think about what you would want to know if you were buying the item or service you are selling. Customers are always going to feel anxious that you are going to let them down, and providing adequate information makes them feel confident enough to at least make that initial enquiry.
© Annemaree Jensen 2020