Have you ever gone to a website and the only thing there is a bunch of buttons to choose from?
I’m sure you have!
You scratch your head and wonder which ones to click first or why you should click at all.
You stare at them for a bit and just pick one at random.
Eenie, meenie, miney, mo….close your eyes and just randomly point.
No introductory text, no teaser copy, no video, no pictures, no blog preview…just a bunch of buttons.
I stumbled on a web designers site and was astonished that they are offering SEO services and yet they violate all the protocols of effective search engine optimization.
Besides that…there is nothing clear about what they actually do.
My good friend Lisa Manyon, who I interviewed a while back (listen to the interview here), wonders why some sites lack a vision, a big mission statement, a value proposition or what the heck the site is trying to say. In fact she considers those lack of missing elements her current pet peeves.
Yep, your website strategy needs to be about building trust and integrity with your audience.
No copy, lousy copy or no clear indication of what it is you do just drives people away.
Your site needs to answer the basics…
- Who are you?
- How can you be a benefit to your customers?
- What can they expect from you?
The content should be written in a natural, normal, human conversational tone that is not filled with hype or BS, doesn’t repeat words every paragraph (a form of keyword stuffing) and tells the reader “what’s in it for them” to use your services.
If your web designer tells you that’s all your front page needs is just a bunch of buttons…RUN!
Your website copy (the content written on the page) should inform, persuade, contain facts and benefits and optimized (SEO) so the search engines know exactly what the web page is all about.