You may be clear about who your customers are and what they want. You may have a strong message. But if you fail to communicate that certainty in your website, your customers become confused and your message becomes muddled.
My job as a freelance writer is to find clear away the confusion so that you feel good about your website–and so do your customers.
- Shifting audience: A local nonprofit’s website switched back and forth between addressing potential guests, the people they were trying to help, and addressing potential donors. As a result, on the home page, guests became “you” part of the time and “they” the rest of the time. We revised the website to separate the two messages. We also added a help button that let potential guests quickly access help and a donor button that sent potential donors direct to a donate page. With the end of website confusion, clients and donors each understood the message meant for them and were able to act on it.
- Muddled message: A consultant was transitioning between two main products and considering a new service. As she inserted information here and there into her website, it lost focus and visitors no longer knew where to look first to find what they needed. We went back to her original mission, revised it based on what she truly wanted to do now, and then removed products and services, old or new, that no longer fit the new mission. We cleared up the website confusion, not only for the customers, but for the consultant herself.
- Powerful words: More words and longer words don’t equal more power. I like to use the example of two salespeople. One says, “Our professionally engineered, state-of-the-art product has the incredible capability of significantly reducing your annualized monetary outflow” and the other says, “Our product saves you money year after year.” A clear, concise statement that you believe in carries more weight than any string of five syllable adverbs and adjectives.
At TWP Marketing & Technical Communications, we believe in the power of writing that:
- Meets your customer’s needs
- Shows you and your customers in the best light
- Is clear, concise, accurate, and passionate.
Let us bring those elements into your marketing materials, clear away website confusion, and enable your message to shine. Contact us today.
From our base in Peterborough, NH, TWP Marketing & Technical Communications writes marketing copy that engages your customers and delivers your message with accuracy, clarity, and passion.