Does Your Website Need a Facelift? By Mark Henderson, Henderson Enterprises
Part of my business involves reading websites. I study to bone up for interviews to educate myself about a company or some industry, search for writing contract opportunities, search for products and product information, or review a plethora of web content for business trends. As a business owner, what I find incredibly amazing is all the—and let me be euphemistically blunt here—doo-doo-ca-ca-poo-poo I find on the websites of so many businesses, large and small. What I mean is that I find more times than not a myriad of typos, grammatical errors, or pieces of writing that force the reader to re-read multiple times just to infer what that company is trying to say. This makes my head list to the port side like the RCA dog.
In all honesty, while disappointed in the amount of errors and defects that sullied my English-major sensibilities, I also saw this as opportunity for the superior business editing services of Henderson Enterprises. The challenge was to connect HE capabilities to this near infinite need; or better stated, perhaps, to convince business owners of the need to let Henderson Enterprises come in and “clean sweep” their company’s web pages.
As any sales professional knows, the potential buyer must perceive a need that the potential seller can fulfill. Let me try to lay out that need.
First and foremost, I tell business principals that their website is akin to the red carpet or storefront of their business. You want to attract potential customers and not give them any reason to leave you and run to the competition. And every reader of this blog knows just how easy it is to “run” from a website: Click. Gone!
Second, what does your website say about your business? And I’m not talking about all of the thought you and your team poured into the layout and branding and marketing of your business message. No, I am talking about what the content of your website says about your attention to detail, your focus on quality, or even your legitimacy as a business. Remember, people perusing your website don’t get the benefit of meeting you or your people in person.
To use one of humorist Dave Barry’s lines “…and I’m not making this up…”, I read a company web page that read: “Your [sic] gonna LOVE our focus on QUALITY.” Oh no, I’m not. Click. Trust me, I could go on, but that one should be enough to make my point.
So, if you want to convey a sense of professionalism and high-quality to your existing and potential customers–for the love of all things profitable–hire a good editor to audit your website to remove defects and give feedback on awkward or ambiguous writing. And, unless you have oodles and oodles of pages, the time it typically takes a good editor to scrub your website is negligible. In other words, investing in this service can be some good bang for some small buck.