As entrepreneurs we tend to do it all. But the real question is – are we doing it well? While we may be the best there is in our chosen field, we are often forced to take on tasks that fall outside of our comfort zone, or area of expertise. Take copywriting, for instance. Effective communications with your current customer base and potential clients is essential to your success. Are you putting the required time and effort into each client communication? Let's consider a few important business communications small business owners must learn to make count.
Your Website – The Portal to Your Organization
Do you have a website? Whether your business is bricks and mortar or completely virtual a website is absolutely necessary in our digital age. How many times have you looked for a company's website and come away disappointed because they didn't have one? How did it change your perception of the company? Were you more or less inclined to do business with them?
Have you ever visited a website that truly disappointed you? Perhaps you found it frustrating to navigate, or it lacked pertinent information necessary to make your decision. Perhaps the information that was listed was unclear and riddled with typos and grammatical errors. How were you impacted by your experience?
Now, let's step back and take an objective look at our own websites. Your website will serve as the portal to your company for many visitors. What first impression are you making?
Does the copy grab you?
Do you want to read any further than the fist paragraph?
Is the site attractive?
Is the message clear and in line with your mission?
Have you given the visitor all of the tools needed to take the next step?
Have you made it easy for them to do so?
If you don't like the answers to your questions – imagine how a visitor to your site may be feeling. How can you make your web copy count?
Create a Diagram
Decide exactly what it is that you want to say about your products or services. What do potential and current clients need to know about them? What do they want to know? What would be the logical progression for your website? Build a foundation and pique your visitor's interest with your home page then provide the information that they would progressively need in order to take action.
With your target audience in mind, make a brief diagram outlining:
Your mission and key message
The tone you should use for your particular target audience
The key selling points for your services or products - Don't just tell them what you sell - sell them on the benefits
Supporting information or testimonials
The logical steps in the decision making process
Impelling information about your products or services
The benefits of your products or services (this bears repeating)
Information on your organization
Downloadable brochures, sell sheets or information kits
Pricing information
Frequently Asked Questions - Use this as an opportunity to overcome objections and get your visitor one step closer to taking action (making a purchase or call)
Contact information - Make contact methods crystal clear
Use the above as a springboard from which to develop the layout, tone, and pages of your website. Give them enough info to make a decision, but don't overstuff them. If you have difficulties communicating through the written word or you don't have the time necessary to do justice to your website copy; consider enlisting the services of a professional copywriter - it will be well worth your investment.
Roxanne Ravenel is the President/Owner of SOHO Support Solutions LLC, a full-service Copywriting & Virtual Assistance Firm. Her firm produces business articles and a variety of marketing collateral for small to medium business organizations and independent professionals. Visit http://www.SOHOSupportSolutions.com/ to learn more about her firm's services. She is currently conducting online seminars teaching small business owners how to use low-cost and no-cost technology tools and virtual collaboration to Take It Virtual (http://www.TakeItVirtual.com).
Copyright © 2006 Roxanne Ravenel
No comments:
Post a Comment