I work with copywriting clients every day. Sometimes it’s a tiring experience.
“Just go to our website, all the information you need is there”, I’m assured.
So I click over to their site, and I have no idea what it’s all about. I click around the site, and it’s still all a mystery. Who are these people? What are they selling? To whom are they selling it?
This happens because the client knows who he is and what he does, and so do his customers. Unfortunately anyone new to the business and site has no idea.
The home page is titled “Home”, the About page directs visitors (there won’t ever be any) to the sales page, which is just a trademarked product name, with a link to buy.
A website is a huge opportunity to market your business, and to attract customers you could reach in no other way. Your site can be a 24 x 7 x 365 sales machine, IF you realize that no matter how many millions you’re making in sales each year, you’re nobody online until you tell people who you are, and what you do.
You know the saying “content is king” — it is. Content on your site is free advertising. It sells.
Start by adding content to your site which tells your visitors what you do, and for whom you do it. Describe your products and services, and the benefits they provide. Tell site visitors how long you’ve been in business, and who past customers are.
It’s your site. It can make more money for you than you believe, IF you tell people who you are. Remember, you’re not your site’s target audience. Look at your site form the point of view of your visitors.
[tags]SEM, marketing, web site, site content, copywriting[/tags]
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