How to Get a More Profitable Business Website
You can’t escape it. Sooner or later, you’ll need to provide business information — in writing — to clients, prospects, the government or the public at large. Whether you run a small business or occupy a small corner of the org chart at a multinational corporation, you need to be able to formulate a persuasive sentence.
If you’re one of the many businesspeople who lack writing skills, you should practice more. As more of your communication ends up online, more people will be influenced, either positively or negatively, by your words. Improving your writing can result in marked improvement in your business options. There’s no substitute for practice, but here are a few pointers to put you on the right track.
1. Less is more.
On a website, concision matters. Ironically, as written information becomes more important, people are less willing to read. Use words sparingly, cut out the florid prose and avoid meandering sentences. As Zorro taught his son: “Get in, make your Z and get out!”
2. Avoid jargon.
No one likes reading about “blue-sky solutioneering” and “strategical synergies” that ultimately mean nothing. If you mean “brainstorming” and “opportunities to work together,” simply say it. While jargon can be unavoidable when writing for a specific audience, use plain language whenever possible.
3. Write once, check twice.
It’s hardly fair — typos happen — but people judge you for those mistakes anyway, and harshly. To cut down on those mistakes, proofread immediately after you write and then again hours or even days later. Nothing is more embarrassing than a stupid typo in an otherwise fine document.
4. Write once, check twice.
Yes, again. This time, re-read your work to catch errors in tone that might cause trouble. For instance, if you’re upset or angry, you may write something you don’t actually want anyone else to read. Make sure your work says what you want it to say and how you want it to say it, before letting it reach its audience.
5. Pay attention to names, titles and genders.
The one thing more embarrassing than a typo is calling Mr. Smith “Ms. Smith.” If you’re not sure about the spelling of a name, job title or gender, check with someone who knows (like an assistant) or use gender-neutral language. Get the names wrong, and your readers will question everything you write.
6. Save templates.
Whenever you write a blog post or article, save it as a template for future use. You can save time and avoid common errors by using an existing document when you begin a new piece. Keep the headers, bullets, references and company information so you just have to fill in the new content.
7. Be professional, not necessarily formal.
Business communication needn’t be formal. While formal language works for legal documents and job applications, it can obfuscate your meaning. Remember, however, that informal writing doesn’t mean being unprofessional. Keep personal comments and off-color jokes out of your business writing.
8. Remember the 5 W’s (and the H).
Your writing should answer all the questions your audience might ask: Who, what, when, where, why, and how. Who is your audience? What should they know? When and where will it apply? Why is it important? And how should they use it? Use the 5W+H formula to ensure your information is complete.
9. Include a call to action.
Business websites are meant to achieve a purpose, so include a call to action on every page. A call to action directs the reader to do something. Don’t leave it to your readers to decide what to do with the information you’ve provided; most won’t bother. Tell them what to do and how to do it.
10. Don’t provide too many choices.
Ideally, you shouldn’t provide any choices to your readers. Just tell them what you want them to do and why they should do it. At most, give them two options and ask them to pick one. Too many choices can lead to “analysis paralysis,” which probably isn’t the result you’re hoping for.
11. What’s in it for readers?
Effective writing describes benefits, not features. Your readers want to know how to make their lives better. For example, nobody cares that Windows 7 runs in 64-bit mode. What they care about is that 64 bits runs faster than 32 bits, and getting work done more quickly is a benefit.
12. Hire a freelancer.
If writing is not your strength, hire a professional writer. Freelancers aren’t just for marketing material; a good freelance writer can produce corporate newsletters, blog posts, wiki entries, and much, much more. Expect to pay $35 to $45 an hour for good writing. Anyone who charges less is either not very good or not very business savvy. Ray Access is proven content provider in Asheville.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.