A clean, clear website will help you get more customers than you can ever imagine. A clear website contains the content or information that will help your website visitors and prospects decide if you are the business for them.
A clear website will also help you become more trustworthy.
You need trustworthiness in a website because, without this key quality, you will never get your website visitors to take the action you want such as contacting you with their enquiries.
So the question is, can your customers find the information they need on your website or are you serving up junk?
If you think information isn’t needed, read this piece of research by Jakob Nielsen that talks about journalists and websites.
Anyone who visits your website is looking for information. Otherwise, they would NOT be typing your URL into the browser or googling for information.
But it’s not just any information. It must be information that’s worthwhile.
What Is Considered Worthwhile Information?
1. Processes & Technology
Within our premium website design and copywriting package, we offer a special strategy session. Note that when you come to us, you’re not just getting a website. You’re getting a lot more because you’re getting our expertise in uncovering what you’re really good at (and sometimes, you may not even know what you’re good at!). Our strategy session will uncover processes or methods or information that helps you become truly unique in the eyes of your website visitors.
Whenever clients come to us to help them produce content, we are interested in details. We are interested in special processes. We are interested in unique methods, unique names or proprietary information. People are usually surprised. They think that websites should contain general information.
General information is not useful. Even mission statements are mostly rubbish. Who reads stuff like that? Tell me something interesting or unique or don’t bore me to death. Don’t repeat the same boring truckload of rubbish just because you need words to fill empty space.
When I look at a website, the clearest clue of the pride of a business lies in the About page. What do you show on this page? Show that you’re a real person or business. Give me real names of the people who run the business. People shy away from giving names online. Why? Are you a criminal? Are you involved in some shady stuff? If not, and if you run a business, of course, I want to know who I am dealing with. This is the quickest way to develop trust in your business yet so many small businesses and SME owners don’t know this.
3. Contact Info
Don’t hide your contact information (address, phone, email). Put it on every page if you can. And don’t hide contact info in some obscure page or link which no one can find. And when someone does email to you, respond as quick as you can. You want people to contact you so have these details prominently displayed on your website.
Show who you are. Clearly. In a nice photo. Not a blurred one. If you’re a public listed company, make sure your photos are good enough in case some journalist decides to download and use them in a media report. And while we’re talking about photos, photos should be resized and be of the same sizes. Nothing says amateur and sloppy than photos of all sizes on a website! A true mark of professionalism is seen in your photos. If your photos don’t look good, your business and website don’t look good. It’s as simple as that.
If taking good quality photos is not your strength, hire a photographer. The investment in good images pays for itself many times over. For instance, our beautiful photos of our Marketing Mojo events have always helped us market the event!
Want more proof? Check out this watch repair website – a client of ours – who took our advice and hired a photographer to produce photos that give his website instant credibility.
5. Product Information
Don’t waffle. Tell us what your product is, what it does and why it should be bought. Tell us if it won any awards. What ingredients go into this product? Why is it special? Don’t give meaningless words – that’s blah blah blah – give real substantial info so customers can learn something new they didn’t know before. Think it’s too technical? Don’t worry, if it’s too technical, your customers will tell you. Or they will call you. And if they do, hey, there’s your chance to talk to them!
Your website is only useful if it offers useful information to people who need them. If your content sounds like it was written in the 80s (that is, pompous, condescending and cold), get a good copywriter who can think like a business person and go for content rewrites.
Now go ahead and check your website.
Has it passed or failed the website information test?
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