You need to regularly update your website. Partly, that refers to the way your website looks – you don’t want to have one of those websites that looks like it was built in the 1950s. Mostly, though, that refers to the content on your website. When you’re thinking about making a purchase and you’re visiting different [...]
My copywriting agency, Hunter & Scribe, rewrote the text on a finance company’s website. There were two problems with the old text. First, it used a lot of jargon. Second, it focused on the business rather than the customer. So we replaced the jargon with plain English. And we made sure the text focused on the [...]
The number one mistake small businesses make with websites is not explaining in clear terms what they sell and what problem they solve. It needs to be clear enough that a 10-year-old can understand it. If a customer has to read through paragraphs of text to piece together the mystery, your website isn’t working. When someone [...]
Before customers spend money with you, they're going to visit your website. If they like what they see, they might pull out their wallet. If they don't, they won't. So how do you impress customers? By doing two things. First, you need to use the word "you" a lot – not "I", "we", "us" or "our". [...]
Did you know potential customers are secretly visiting your website? And did you know that when these customers secretly visit your website they’re secretly deciding whether to spend money with you … or your rivals? That’s why it’s so important you have a website that attracts rather than repels your customers. Here are three things you [...]
Every day, potential customers are secretly visiting your website. Oh, and they’re secretly visiting your rivals’ websites too. Why? So they can secretly compare your business with theirs. If your rivals have more content and better content than you, they’re going to seem more knowledgeable and credible, aren’t they? And if your rivals seem more knowledgeable [...]
Before the internet, you’d know when you were being interviewed by potential customers. They would phone you or visit your shop, and you knew this first interaction might be the deciding factor in whether or not they spent money with you. These days, though, customers interview you in secret and before they’ve interacted with you. How? [...]
Here’s a question for you: if I visited your website, would I think your small business was an expert in its field? No, I’m not asking: “If I visited your website, would you have text telling me you’re an expert in your field?” After all, most businesses make that claim. What I’m asking is whether I [...]
There are two approaches you can take to getting testimonials from your customers. You can hope for them. Or you can ask for them. The second approach is much more effective. Don’t be afraid of asking, because if your small business has made a customer happy that customer will generally be glad to acknowledge your work. [...]
Here are not one but two crazy marketing ideas for you. Crazy marketing idea #1: Stop talking about yourself on your About Us page – instead, talk about your customers. If your small business wants to do effective marketing, it needs to stop focusing on itself and start focusing on its customers. That’s why, strange though [...]
