Over time, websites tend to get cluttered up. Managers begin to push for more space to promote products, sales people promises clients space on the website, new products are being offered by the production team and negotiations are made with new vendors. New blogs get added. Content evolves. Before long, your site can become a mess!
Begin by shortening the long lists of services and condense those lists into simple to understand statements. Better yet, tells stories and highlight experiences. People aren’t as interested in a laundry list of your services as they are with knowing that you are an expert and working with you will be a pleasurable experience. Put the main ideas into titles and headers. You have less than 10 seconds to communicate to a new buyer what you do, so make sure your main message stands out!
Secondly, use stock photos intelligently. A stock photo is better than no photo, but our last udated from Google informed us that Google is ranking sites higher that are utilizing real images and custom photography. Stock images can be effective communication tools, but they need to carefully chosen so they reinforce the message of the text. When possible, use professionally shot images of your staff and your products. Realism goes a long way when promoting a small business.
Thirdly, use terminology that those outside of your industry can understand. Technical jargon can be helpful in the shop, but it can be confusing to the general public. Consider having someone outside your company read your promotional copy before you publish it. Make sure that someone who is unfamiliar with your product understands what you are offering.