Bristol, UK -- Dull, incomplete, out-of-date copy on websites could be losing many small firms much-needed business, according to marketing experts.
“What you say on your website has a huge impact on the effectiveness of your website,” says Lucy Whittington, director at Inspired Business Marketing and expert contributor to Marketing Donut, the new advice marketing website for SMEs. “Getting people to look at your website is always challenge number one and challenge number two is getting people to enquire or buy.”
In fact, the right web copy can help to get your website at the top of searches and it can help to clinch sales too.
“A lot of companies don’t realise that their copy is not working,” says Whittington. “Or they write the copy and then they go off and work on other aspects of their marketing and leave their website as it is, without updating it.
“Your website is your 24/7 salesperson so you want it to be ‘selling’ as well as it possibly can,” she adds. “It should be the next best thing to having someone to talk to a prospect or customer, answering all their questions.”
Graham Smith, managing director of Effective Website Design, agrees. He recommends that small firms start by considering all of the questions people might have about their business and writing down the answers. “Put yourself in your customers’ shoes,” he advises. “They’ll be thinking ‘Is this company reputable? Who else have they worked with? What is the standard of their work like? Will I get value for money?’ Answer their questions and you’re more likely to convert a visit into a sale.”
Both Graham Smith and Lucy Whittington share their advice for small firms about how to write brilliant web copy on Marketing Donut.
“Your website copy is your chance to differentiate yourself from your competition to clearly explain what you do and why people should buy from you,” says Whittington. “The content should be concise, benefit-oriented, well laid-out and signposted, with bullet points and headings to make it easy to read.”
Common mistakes, says Whittington, include writing boring brochure-style copy and neglecting to convey your personality in the copy. “Most SMEs are driven by personality - it’s the easiest way to differentiate your firm,” she says.
Further information:
Become a Marketing Donut expert by visiting the BHP Information Solutions website www.bhpinfosolutions.co.uk/
Register for Marketing Donut here www.marketingdonut.co.uk/
Find out more about Inspired Business Marketing here www.inspiredbusinessmarketing.com/
Contact:
Mick Dickinson
BHP Information Solutions Ltd
Bristol, UK
Tel: 0044 (0)117 904 2224
Mob: 0044 (0)7816 680 266
mick.dickinson@
http://www.bhpinfosolutions.co.uk
