Content Matters

In a recent LinkedIn Q&A forum, a question was asked about website content creation and strategy. What content creation methods are recommended? What kind of information should be included on About Us and Services Offered pages? What overall strategies should be in place.

When working with my clients on these types of issues, I always advise writing and designing from your audience’s perspective. 

“My recommendation would be to develop your site content around what your customers need and want to know rather than what you want to say about your company/products/services. Look at what your customers’ pain points are and how your products/services solve those problems. Then write content that addresses client needs while showcasing your expertise—without overselling it.”

I continue with tips on developing case histories as a means to showcase experience as well as blogging to educate and inform buyers. To read my complete answer, click here.

What do “innovative,” “world-class” and “results oriented” have in common? They are all terms that should never see the light of day on your website, according to Jeff Haden in this post via BNET. These overused buzz words have lost all meaning and tell your audience nothing. He writes:

“Adjectives are great but only if specific, descriptive, and directly applicable to what you do.  Use plain language, avoid generalities, and skip the hyperbole.”

To view the complete list—along with suggestions for better ways to describe your products and services click here.

Which word would I add to the list? It would have to be “leading”—as in the “leading” manufacturer of widgets. Who defined leading? What does that mean?

A better approach: stick to verifiable facts. If you have an industry rank, such as sales volume for example, then describing your company as a Top 25 manufacturer of widgets (as named by the Official Widget Association) would be appropriate.

What other offenders would you add to the list, and what suggestions do you have to remedy the issue? Share your ideas in the comments to continue the discussion.