Why Can’t I Finish My Website?

Q. I’ve been writing my website content for weeks–okay, for months–and none of it makes any sense. I should know my business better than anyone, right? Why can’t I finish my website?

A. Right now, your competitors are flaunting their websites (and other marketing collateral) everywhere. If you want to compete with them, you have to finish writing. If you can’t finish your website, you are probably facing one of these problems:

  • Your content is being written or reviewed by committee–even if the committee is in your own head. Committees, whether real or imaginary, quarrel over every sentence, demanding a better, different, more creative, briefer way to say the same thing. There are thousands of ways to write good copy; thousands of ways to write this very sentence; and committees will argue until doomsday over a single comma.Stop the endless self- or committee-editing, and let your website compete in the real world.
  • You are hoping that if you gather enough information, it will magically coalesce. Unfortunately, lots of information may actually operate against a coherent website. You have to focus and prioritize. View all that information from the perspective of your customer–and decide on your most important message. You cannot appeal to a vague “everyone” or properly deliver dozens of competing messages on your website’s first page.
  • Your vision of the future or success in the past is preventing you from describing the business you have now. You know what you want in your future, you know what you offered in the past, but you’ve lost sight of what your customers want now, in their present. Websites can always be modified; in the meantime, customers want to know what you can do for them today. They won’t search for the information with fingers crossed; you must clearly tell them.

Is it time to let go of the stress of being a business owner and a writer–and let a professional writer take over? If your website (or other marketing collateral) is bogged down by self-editing, too much information gathering, or wishful thinking, contact TWP Marketing and Technical Communications. We’ll give you words that energize your marketplace and start your website working hard for you!