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Internet
Marketing Tip of the Month
Selecting
Content for Your Website
December, 2001
By
Kirk Hiner
Website Production Manager
Having
developed websites in a variety of industries - from livestock to catering to
furniture - we have a unique perspective on what content should be included in a
company's website. A few guidelines:
Not
everything needs to be addressed. There is no rule stating a website should
equally represent all aspects of your business. We encourage clients to promote
the aspects of their business that best apply to website visitors. This approach
usually emphasizes products or services with no geographic limitations (mail
order better than store visits), sell for a lower cost, or require the least
explanation or negotiation. It's also better to stress your competitive
advantages or other differentiating factors.
Example:
Adler Sporting Goods
operates one retail store, but its website is designed for mail order sales of
team merchandise to sports fans anywhere.
Try
to establish legitimacy. These days, anyone with web design software and
time to kill can put together a good website promoting or selling a product or
service even if he/she has no experience in that area. So, how does a
legitimate, experienced business portray itself as such? We suggest showcasing
the work you have done over a long period of time. On the web, it's always
better to demonstrate rather than tell. One way is with a showcase or spotlight
page, and another is with sidebars that tell stories or show testimonials.
Examples:
A
manufacturers' representatives firm's spotlight page, a
franchise testimonial sidebar feature, and an
electrical contractor's success story page.
Write
succinctly. Most people don't read the copy of websites (or brochures for
that matter). Online, however, it's especially important to make your point in
short sentences, paragraphs and bulleted lists. Create multiple points of entry
for the reader's eye by boldfacing words or by varying the layout with
shaded boxes and sidebars. Of course, remember that one image is worth a
thousand words!
Example:
DAR Public Relations
Add
newsletters, tips and news. Many companies want website features that are
regularly updated with company or industry news or tips. If you already have a
printed newsletter, there are a few great options to display the same
information on your website. We've learned, however, if you don't write these
already, chances are you won't write them for your website. Stalling on posting
updates on a dated feature can make you look lazy or even out of business!
Another technique is to add an outsourced news feed to your site for industry
headlines.
Examples:
Newsletters from THRD,
Traymore,
monthly tips from Lawn
Ornament Supply, news feed from Sogistics.
Avoid
fluff. By "fluff" we mean self-indulgent, over-elaborated
information about you or your company. Good marketing materials allow a
prospective customer to learn about how they can become a success by
working with you. Site visitors don't care about making you a success!
Avoid philosophies or mission statements, long company histories (unless they
are part of the story), photo collages, and too much detail about your awards
and accolades.
Contact
Dynamics Online for
information on how we can help plan or refocus your website content.
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