• Put Your Best Foot…er…Content Forward

    Your website should not become a library containing the complete unabridged writings of your CEO or marketing department. In fact, it's quite the opposite. We live in a time of instant access to everything and competition for the attention of website visitors is fierce!Instead, determine the most valuable propositions you offer and present them with minimal information, making sure to hit the highest value points. If you can capture the attention of a visitor within seconds, they will want to learn more...and this is where you can lead them to the next step, or better still, a lead generation form.And don't worry about the competition poaching your valuable wisdom...they're not the reason you're in business!TIP: Deliver HIGH value to your visitors as soon as you can.

  • How do you eat an elephant?

    One bite at a time of course! And this strategy applies to your online message as well. You may have thousands of words that describe your product or service, but it's critical that you break down large pieces of content into smaller bites for your readers.Using headings, content blocks, images, or even multiple pages is a good start. Allow the visitor to consume your information at the speed they want...rather than cramming it down their throats.And consider HOW visitors consume your content...both on a desktop computer and mobile phone. You can create content sections that only display on certain devices to better communicate your message. Your web team (that's us) can help you structure your content for optimal eating!TIP: Organize your content into bite-sized pieces and tease the visitor with carefully crafted messages.

  • Speak in a voice and tone that your visitors expect

    Your website should read with the same voice and tone as your front line support or sales person would communicate. Your brand should have a voice and tone that reflects the products and services you offer.You want to be friendly, truthful, and informative to build long lasting trust. For example, if you're offering professional services, the last thing you want to do is publish content that speaks negatively about the competition...even in a well meaning comparison...because that's not very professional! On the other hand, if you're selling a product, a comparison is expected.Put yourself in the shoes of your visitor and understand their emotional state when visiting your website... then communicate in your brand's voice and tone.TIP: Create a voice and tone style guide within your organization to deliver meaningful messages to your visitors.

  • Answer all the questions of your visitors

    You probably remember your elementary school teacher telling you to answer these questions when writing a story: Who, What, Why, When, Where, and How.And that strategy applies to your content on your website! If you fail to answer a basic question for your visitors, they may feel a sense of omission which can hurt trust. When working on your content, consider this checklist:

    • Why – Know your business case and goals. Why are you creating this project?
    • What – What is your message?
    • Who – Who is your audience?
    • Where – Where will your message be read (home/work, tablet/phone)?
    • How – How should content be structured?
    • When – When do I need to prepare and publish my message.
    Bottom line: Don't leave your visitors asking too many questions. Build trust through transparency.

  • Match your writing to your audience’s literacy level

    Some website research studies have shown that users with low literacy levels struggle to complete basic tasks on websites that have content written for people with higher literacy levels.Believe it or not, when your website targets a lower literacy level, ALL users tend to complete their tasks faster and with less frustration.Bottom line: Keep your language simple and clear.