What is Your Website For?

February 7^th 2012 Sally Ormond copywriting tips, marketing tips, website copywriter, Website copywriting

If you automatically answer to the question - why do you have a website? - is…

Because everyone else has got one

…you could be in trouble.

Yes, being in business today means you are expected to have a website, but that shouldn’t be the only reason for its existence. Your website must have a purpose; one that will be of benefit to you and to your customers.

The benefits for you

Being on the web with an effective website (that means one that actually works rather than one that just looks nice) means you can:

Save time because it should provide the answers to most of your customers’ questions therefore freeing up staff
Be a source of information 24/7
Be optimised so people can find you online
Use it to publicise your latest news and events
Show off your products and service to one and all
sell online

That’s just off the top of my head - your website should make your life easier by having a constant presence within your marketplace.

The benefits for your customers

Your website provides a 24/7 link to your company. Therefore it should address them directly, provide them with all the information they need and show them exactly what you can do for them.

It may also be the first contact they have with your company, so it’s essential they get a great first impression, a first rate service and the desire to return again and again.

That’s why it’s essential that your design and copywriting:

Reflect your values
Matche your industry
Shows your contact details prominently
Talks directly to your reader
Sells the benefits of your products and services
Give social capabilities (i.e. links to Twitter, Facebook etc.)

If you are still of the belief that your website is just an online brochure, think again. Your website must work for you. It is your primary marketing tool and it should be there to sell, not just inform.

Take a look at your website - is it really working as hard for you as it could?