It is the focal point of your business - the place that prospective customers go to check your credibility, view your offering or perhaps even to buy products and services. Yet often your website receives little or no attention from one year to the next. Perhaps a third-party manage the hosting for you and the process is cumbersome and expensive. Maybe you spent a hefty sum getting a top-notch, professional site that is SEO-friendly and feel the deal is done.
Rather than treating your website as an adhoc expense, it is better to update it little and often, keeping it fresh and up-to-date. Your company website isn't about you. It is a tool with which to conduct business and engage with your target audience. Modern analytics provide more than a steer, they can direct you to your potential customers.
Rather than waiting 3-5 years to totally overhaul your site (at considerable expense), instead make regular data-driven decisions known as Growth-Driven Design (GDD). GDD will improve your customer experience and website. If you have the resources and know-how to deploy this strategy - you can spend a lot less money and tailor your website to your target audience in the process.
It doesn't make sense to invest thousands of pounds in your most important digital tool and then leave it stagnant. The internet is always changing and so are its search engines. It's true, a poorly designed website is an immediate turn-off. If you haven't invested in approximately 4 years it could be time for a face-lift. I speak to some people who don't realise the true value and purpose of their website. It tells people what their company does, which is fine, right?
Every industry is crowded. There are plenty of people who do what you do and sell what you sell. Getting your head above the crowd matters. You may have sales teams and marketing teams but then where do all of these prospects head (once they hear about you), to validate whatever they heard and see if you can help them? Any would-be clients who find you through a search engine or specifically look for you online are expecting your website to impress. And you don't have long (around 15-20 seconds). Your website needs to impress quickly or that would-be client is lost to the competition. Your website is encouraging or discouraging revenue opportunities all of the time.
Your company focus will move around throughout the fiscal year. Your content should reflect this and support your strategy. You will (no doubt) push different products or services at times, try and fill any gaps or shortfalls and capitalise on any opportunities that present themselves. Your content strategy is part (a big part) of your sales strategy and in harmony are a partnership that can really deliver.
Up-to-date content on your website not only keeps your clients informed, it also tells search engines that your site is active and relevant. Content marketing has proven to be integral to all digital marketing and that shows no sign of stopping. Regularly investing in your content is an investment in the ongoing conversation with your target audience.
Your website may not need thousands of pounds spent on it...just a little TLC.
Catchy, sharp, witty, formal...there are so many options. To say we are all small fish in a ridiculously large pond is a gross understatement. Yet somehow we need to lure potential and existing customers, impress recruiters, colleagues, managers and (let's be honest) friends with our creative, attractive, original personal biography.
It is your moment to impress, be unique and get your message across. There are a few important questions to ask yourself before you put your proverbial pen to paper that will guide the process and induce a better outcome.
It can be tempting to inject some humour, however, I would advise caution here. Don't go over the top. What is funny to you could alienate someone considering you for a great job role. Sometimes the humble bio (in a misplaced attempt to get noticed) may say things like, "awesome Ninja who will make you money." It is of course down to personal preference, but I am not convinced by these tactics. Blunt does not equal impressive.
Are you using your bio to sell your company, sell yourself, or as more of a CV? The answer to this question will very much dictate how it needs to be written. Are you writing for a particular audience or is your bio a general introduction?
You are your own brand and your bio can make or break it. Writing isn't everyone's cup of tea, but asking the above questions will guide you along the right path. Say what you want to say and be authentic. I have remained quite formal and corporate in the past as I thought that was the ‘done thing’, but there is nothing wrong with allowing your personality to shine. In doing so you will attract potential business suitors who are like-minded and a good cultural fit.
Adding a testimonial or references boost credibility and remember to 'show' not 'tell'. Linking to further resources or web pages will help your audience, boost SEO and potentially attract business. Throughout the writing process always remember who you are writing for and what you are trying to achieve - this keeps your bio on the right track. Copy with an angle directs your content and brings your subject matter to life.
Lastly, I recommend keeping your bio up-to-date and adding a good profile photograph. Be open, go wild and smile - that sort of thing.
A lot of people find it really hard writing about themselves. I have written copy for an internationally acclaimed, New York Times best-selling author. About an hour into our first meeting, having been gaily chatting away, I said to this person (who I was slightly in awe of), "I have to ask: why am I writing your website? Why wouldn't you just write it yourself?" The response was, "oh no, I can't write about myself."
If you would like some help articulating your appeal, please get in touch for a competitive quote.
I love writing, but writing isn't just words. It is the ability to stir feelings, spread your message and unite people.