Businesses in Montgomery and Bucks County seeking to build a successful online presence want their website to speak for them – to clearly communicate their value to potential leads. In efforts to develop a successful website, there are a number of habits that writers may fall prey to which have the opposite effect on readers.
Some of these habits are useful in other forms of writing, but learning how to write good website content for your small business is a unique experience. Web content writers need to understand how to balance their style with effective communication of business properties. In this article, we list the most common mistakes that we find in many commercial sites.
How to Write Good Website Content for Your Small Business
1. It’s a website, not a book:
Some pieces of information are best communicated initially on the site, while a lot of the rest should come in due time with your hopeful success in attracting new clients. Writing a website as a never-ending stream of information will bore readers and lead them to your competitors instead.
2. Not putting the customer first:
Factual information is essential to a small businesses commercial site’s success, but it’s only valuable when communicated in a friendly and effective way. Lists of facts and stats are helpful in some areas, but most of your content should be written to make customers feel welcome and valued.
3. Not proofreading (several times):
Nothing says unprofessional like grammatical and spelling errors throughout a website. Let several eyes take a pass at all website pages before they go live to preserve your reputation.
4. Unclear target audience:
If your business seeks to attract clients who are key players in a highly technical industry, you wouldn’t want to dumb down your content and make these potential leads think that you have no idea what you’re talking about; along the same lines, avoid using too much industry jargon if your intended clients would be turned away in confusion.
Don’t be afraid to speak directly to your primary audience, as this will focus your attention on those who will benefit most from your services.
5. Not getting to the point efficiently:
Talking around (and underneath and behind) the message you are trying to send to Bucks and Montgomery County readers is a great way to bore and turn away those who could have been new clients if you had been more concise.
6. Unnecessary graphics:
Images, charts and graphs are all great ways to communicate – when they make sense to the overarching message of the webpage. Sticking a graphic into a body of text for no specific reason is distracting and has the opposite effect to what’s intended.
7. Lack of real-world evidence to your success:
Never make claims about your business that you can’t support with evidence. Client reviews, testimonials, case studies, and peer-reviewed articles are essential to letting the reader know that you are the real deal.
Based in Colmar, PA, RedKnight Marketing serves small to medium-sized businesses all over the country by supporting their thriving online presence. Our writers create websites that inspire and generate leads. And that’s just the beginning – we offer everything from marketing automation to graphic design and beyond. Explore our own website to learn more about our unique process, our affordable packages, and how to schedule a consultation with us today.
