Most people in business are excited about the products and services they offer to existing and potential clients. So why is it that so many websites, far from creating excitement, put their readers in a catatonic trance? All too often they are written by someone who is clearly good at writing essays, and may even excel at spelling and grammar.
But a website is a sales tool, not an academic achievement to be rewarded with a gold star. What you want is to attract clients, not letters after your name. In fact websites should be a good indicator of the service you can expect to receive from the company who owns it. That’s why they should reflect the energy and ideals of the brand.
Of course, at an absolute bare minimum websites do need to look professional, have no typos, poor spelling or grammar. But if you really want to attract new customers you have to be in tune with your market, know what makes them tick and offer them the ideal solutions they are looking for. And you need to do this in an inviting way that draws them in, keeps them hooked and makes them want to pick up the phone to find out more – or place an order.
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