McAdam Siemon : Accountants and Business Advisors

The Five-Minute Business Coach - October 2010

McAdam Siemon is proud to launch a new series of newsletters on how to market your business effectively. We recognise that running a successful SME is far more than a numbers-game.

With this in mind, every quarter we’ll send a handy update on how to market your business effectively.

Our expert is Rosie Whittam, who has over 10 years experience in public relations, marketing and communications. Enjoy our first edition and if you have any specific questions for Rosie, please do not hesitate to email us.

In this issue:

How to make your website sound so good,

customers will come running!

~ By Rosie Whittam

I’m a freelance copywriter, which means three things.

1. Winning a spelling bee in 1981 was the most uncool achievement a child could wish for, but a window to my future career.
2. To me, good grammar is sexy.
3. I get to recklessly indulge in my love of words everyday - it’s now my job.
   I work with plenty of small businesses on a project-basis, and the conundrum many small businesses face is this: they’re usually tied up in the everyday running of their business and don’t have the time, resources or budget to do much marketing or PR.

Let alone spend hours writing a website.

Nor do they seem to have the objective distance to stand back, take a deep breath and review the way they communicate to their customers. Sound familiar?

Knowing you’re pressed for time and cash-conscious, in this issue I’ll focus on website content and how to get yours sounding fabulous and driving more sales.

I’ve put together a few simple pointers to improve the way your website tells the story of your business.

What story are you telling?

Do a stocktake

Clear a table then grab a few colleagues and an objective friend (someone who doesn’t work in your business). Log on to your website. Lay out your business cards, letterhead, invoice templates and print off the emails you send to customers.

Once it’s all in front of you - ask yourself, what is this really saying about my business? If you were a customer, what would you think? Be as objective as possible, and look for ways where improvements can be made.

Never underestimate the power of the web

Google research shows an average of 80% of new customers find a business by searching the web first, and about 50% of new customers check you out online before making that call.

First impressions are everything, so your website counts. It’s your greeting to your customers - and every bit as important as your front reception and staff.

To get the most out of your website content and other marketing materials, think about this:

Your core offer: If you met someone at a BBQ and had to describe your business in just one sentence - what would you say?

Your point of difference: This is no time to be modest - what makes you different and better from the rest? Why should people forget the rest and choose you?

Benefits, not features: For a moment, let’s forget about the services you provide. What are the benefits of using your services?

Then look at your website and ask yourself - does the content reflect this?

Once you’ve had a good look at the content, consider these tips and see where you could make improvements:

1. Make sure content is easy to read

Studies show visitors actually only pick up on 28 per cent of words on a page - at best.

Unless it’s a specialist article or a blog, people do not usually ‘read’ websites - they scan. The average visiting time is 4.4 seconds per 100 words, so make every word count. Less is nearly always more. Your reader is impatient. Use short, snappy sentences. Get to the point. And then stop.

2. Get the layout right

Consider this: when you walk into a restaurant, the waiter greets you at the door and provides you with a menu. The same sort of thing should happen on your website.

Keep your landing page copy very limited. Think of it as a place to say hello to your customer. Keep it simple and offer them a menu.

The next level of pages in the site hierarchy can have more information, but again - don’t go overboard! If your visitors click through to another level, it’s obvious they are more interested in finding detailed information. Now is the time to provide it.

Your website reader is like a tourist. They need signposts and directions to find their way around. Show them. Use bold, clear headings and bullet-points to break up the copy and make it easy to navigate.

3. Be conversational

Ever been talked ‘at’ by someone at a social gathering? They waffle on and on about themselves, asking nothing of you. You start looking for an excuse to get away - fast.

Your website is no different.

Think of your website like the most interesting and interested person at a party. It’s snappy, smart and savvy. Think personable, feel-good and conversational. Sell your services, yet make it about your customer. Chances are your readers will want to stick around for longer.

4. Write from me to you

The most powerful word in the English language is "YOU". Get to know your customers. Write for them. Make sure every word you write moves them towards an action or a solution.

5. Drive actions through content

Your website content should be about driving a customer’s actions. Have your contact details in a prominent position. Make it easy for people contact you. Make it hard and they’ll wander off elsewhere.

6. Get a great headline

Can you sum up your business in about 8 words? Give it a try. Make it catchy, clear and concise. Put that sentence away, sleep on it (not literally!), and read it again. How does it sound now? A great headline should be splashed across your landing page and will immediately give customers an obvious idea of exactly what you do. This is powerful stuff.

7. Sell benefits, not features

A feature describes a product or service. A benefit is what the user gains from using that product or service. Don't say, "Our sofas are comfortable.” Say "You'll be comfortable on one of our sofas.” Tell your customers what’s in it for them.

8. Edit. Edit. Then edit again.

Don’t Be One Of Those Businesses Putting Capital Letters In Strange Places. Get your spelling write. And don’t misuse apostrophe’s. Spot the errors in every sentence?

Mistakes online are easily fixed but by the time you’ve noticed a mistake, so have hundreds (even thousands) of others. Check your content for spelling errors, sentence-flow and punctuation. Have a friend check it for you. Then check it again. And if you want to go really crazy, read it backwards. You’ll be surprised how many mistakes you pick up. (...and how many odd looks you get from your colleagues.)

9. Testimonials

Testimonials work. If you do anything - do this. Ask satisfied customers to email you a testimonial and put it on your website. This is not the time to be shy - just ask. Most people will be delighted to provide a positive reference if they have truly received outstanding service.

Get testimonials from the type of customer you want to attract to your business. A good testimonial can do more for your business than a sales pitch. It will keep the momentum going and give customers that extra push towards choosing you.

Happy words from happy customers = more happy customers.

10. And finally, the geek speak:

Write for how people search (in other words, Search Engine Optimisation).

If you want your site to be found when people search the web, use words your target reader uses. Before you begin to write, sit down and think carefully about the keywords you're going to use. Then carefully weave those words and phrases into your copy.

Write title tags with keywords

Title tags are a seemingly innocent piece of HTML code that appears in the top bar of your browser. For example, "Brisbane Plumbing Company."  But this little tag goes a long way to achieve high search engine rankings.

Don't be tempted to put your company name in the tag (unless you're a well-known brand like Apple or Adidas). Instead put specific keywords relating to your business. For example, if you're a Brisbane real estate company, you would want your company to appear in search engine results for searches on keywords such as "Brisbane real estate" or "real estate in Brisbane." So, you would use those keywords in your title tags. If you want to be more specific, use keywords such as "Upper Mount Gravatt accountant." Sounds too techy? Chat to a website designer and ask their advice.

Google ad words

I do not profess to be an expert on this topic, but what I do know is it’s about creating a mini- advertisement which pops up on Google when people search for businesses like yours. To make it really work, you need great keywords and a big budget.

Google ad words can be expensive and if you don’t get the keywords or the timing right, the juice might not be worth the squeeze. When you’re operating a small business, it’s all about bang for your buck. I’m not 100% convinced Google ad words offers the right bang for small businesses, where strong return on investment is king.

The jury is still out. I would love to hear your success story, so feel free to email me.

If you need help, that’s where a copywriter comes in.
 

But before you go down that road, I encourage all small businesses to sit down with your marketing materials and simply ask yourself one question:
 

Is this the story I want to tell about my business?
 

If the story is clear, persuasive, concise and snappy - you’re on the road to success.

Good luck and happy word smithing!

Rosie Whittam

Got a marketing, PR or communications topic you’d like me to write about next time? Email me at: rosiewhittam@gmail.com

If you are considering a review of your business situation, the professional and proactive team at McAdam Siemon would welcome the opportunity to discuss the ways we can meet your needs.

September 2010