Surely a website's a website? Some text, a few pictures, the odd testimonial. Job done. But what a lost opportunity. This is the public face of your business and often the first port of call for potential customers.
Why waste this "shop window" by just being so-so? Why not have a website that people remember, talk about and return to? Why not have a website with personality!
These are my top 3 tips
Me, Myself, I
Referring to your business in the third person is a personality killer. It’s cold, unfriendly and frankly a bit odd. Instead, talk directly to your audience and scatter your text with ‘I’, ‘us’ ‘we’.
On this note, don’t feel pressured to use ‘we’ if you are a one-man band. Be honest and use ‘I’. If you have a brilliant product/service, no-one is going to care how many people you employ.
Keep it Light
Don’t bore your visitors with uninspiring text or too much technical talk. Choose a conversational tone and don’t try and hide your personality. If you are finding it tedious to write, you can guarantee your audience are finding it even duller to read.
You can keep your professional edge, but just cut loose a little. Potential customers are more likely to continue reading if they can keep their eyes open.
Avoid that Handshake
Cliched images are a bore. Think disembodied besuited handshakes (you know the ones), skyscapes, balanced pebbles, etc.
What are these images adding? What are they saying about your business? Nothing at all, so avoid.
If you can, take your own photos. If your budget stretches to a professional photographer, excellent, but don’t worry if not. You can get great results using a digital camera/smartphone.
Photos of the outside of your business are fine, especially on the contact page, but also include people if you can.
Faces are always preferred over other images
. Not only do they grab the viewer's attention and trigger an emotional response, they also act as a reminder in this internet age that there are real people behind the website.
To Sum Up
- Write in the first person and don’t be afraid to use “I” not “we” if appropriate
- Use conversational language
- Use your own photos if possible or choose stock images wisely
In the mood for some more?
Writing for the web
Selecting the Perfect Images For Your Website