Website Content Tips

on Feb 14 in branding, marketing, sell story

Websites are more than just HTML with other programming languages sprinkled in. They are the means to educate the visitors of your site who you are, what you do, how you do it, and why should I buy it. This is what we call the sell story. The sell story has some key elements that make it more or less successful.

Speak in the same voice

Your brand has a voice. The style of the writing and tone should be as consistent as possible while you extend your brand across different media. This is very important that your website be a part of that effort.

Building Your sell story:

Credibility

From the time a visitor hits your site they start building a case of whether or not they could use your product or service. Or whether they want your product or service. You can build credibility by:

• Being accessible–include contact information
• Being an expert–answer people’s questions
• Having Transparent policies– policies and procedure transparency  help earn trust (eg. return policy)
• Not using formulaic sales copy–avoid puffery
• Offering free trials–samples or demo sign ups

Understanding

• Do know your audience–identify your perfect client and tailor your site to them
• Do appeal to your audience–knowing what people want and expect
• Try to understand customer’s difficulties and needs then solve them–be the solution

Past performance

• Testimonials–what has your product or service done for others?
• Case studies–showcase your product or service in a more in-depth way
• client lists–who you work with
• Media mentions–newspaper, magazine, website, or blog posts about your product or service

Passion

• Love what you do–be an advocate for your customers
• Inspire people–show them your solution in action
• Share your passion–through social media