It’s not uncommon for website owners to be so focused on making their websites “look good” that they forget to address the two most important questions:
· What service or product do you offer?
· Why does the reader need it?
You may be surprised that anyone could forget something so simple - but failing to address these two questions is actually a very easy mistake to make. Often, web content writers or business owners are so busy talking about their company values, and how effective their service is, that they forget to describe what service they provide, or what products they sell!
Not sure what we mean? Just take a look at this example:
Welcome to Gepettos!
Delicious treats for the whole family
Not convincing, right? How about:
Welcome to Gepetto’s Ice cream Online
Over 100 flavours to choose from!
Now, that’s a little more enticing isn’t it? Already you know that Gepetto sells ice cream online, and there are 100 flavours to choose from. Not only do you know what they offer, but you know what makes them special.
Do you think your website could be making this mistake? Read on for a few fix-it tips.
Tip #1 Get a second opinion
The best way to know what kind of “first impression” your website makes is to show it to someone not familiar with your company. Or even better, show it to a few people and ask for their honest opinions. They should be able to almost immediately identify what it is you do, and how it could benefit them.
Tip #2 Write a good tagline
A description of what you do and why people need it should be clearly visible on your home page. In fact, it’s best kept at, or near the top of the page – and your tag line or intro text is the best place for it! There’s no point using puns or fancy words if you’re missing out words relating to your industry or service. Here’s an example of a vague, ineffective tagline:
“You can trust Johnny’s Shop!”
And here’s a better option:
“Johnny’s Shop – used car parts at great prices!”
While the above tagline may be plain, it makes it much clearer what it is Johnny’s Shop does. One exception is when the name of your business clearly states what you offer – for example, if your business is named “Johnny’s Car Parts” you can use more creative freedom with the tagline.
Tip #3: Keep it concise
When reading on the Internet, most people have a short attention span. In fact when someone clicks on your home page, you’ve got about 12 seconds to make a good impression.
In other words, keep it simple! Make sure your website’s introduction text immediately communicates what you do and why the reader should care – that way, they’ll be more likely to stick around and find out more about you!