Saturday, 27 September 2014
Seven top tips about words and images for your website
Finding the words that describe what you do can feel like a time-consuming chore - but it's worth persevering. Getting it right will help you to turn casual website browsers into prospective customers, and convert leads into paying clients.
When it comes to creating or improving your website you need to think about the design, the technology and the images as well as the words.
Here are my top tips for choosing the right words and images for your website.
1. Everyone has a story to tell - and your website needs to tell YOUR story in a way that strikes a chord with the people that you want to buy your products or services.
2. Think about how you want people to 'feel' when they look at your website. Do the words and the pictures match your business brand? What emotions do you want to trigger in people's minds? Do you want to be seen as fun, professional, nostalgic, honest or authoritative? Make sure you are projecting the image that is right for you and your business.
3. Be sparing in your use of stock pictures (or even better, avoid them all together) and commission unique pictures relevant to your business. Stock pictures may seem like a quick and cost-effective option - but consumers are getting more savvy about spotting stock pictures and it can make them feel a little uneasy. Why would you not want to show the real people, products and services in your business? A good photographer can produce a set of pictures that can provide long term value as you can use them on your website, social media, business cards, press releases, flyers, exhibition stands and banners.
4. If your business sells services rather than products, don't assume you have to settle for stock pictures. With a bit of imagination there will be many images you can take - or hire a photographer to take for you. For instance, all the images in this blog post were taken for me by Joanne Cooper Photography. I love the way she's captured a feel for what I do and the tools of my trade.
5. The days of stuffing your website full of keywords and phrases to try and cheat your way up the search engine results are long gone (thank goodness). Search engines want people to find relevant, useful, quality websites quickly so you need to write with your target audience in the front of your mind. You must, of course, include the words that you want to be found for - but in a natural, authentic way. Think about what content is relevant and useful to the people who are looking for the products and services you sell - and give it to them.
6. All the words and images on your website should be yours to publish. Never copy and paste someone else's work. Don't think they will never find out. There is every chance they will. You could find yourself in a time-consuming - and potentially costly - dispute and you'll have caused someone else unnecessary hassle too.
7. Search engines do like websites that are updated regularly and provide a good quantity of relevant content. Think about useful, helpful articles you could add to your website, or perhaps a blog or latest news section.
If you would like some help with creating compelling content for your website, I'd be happy to have a free, no obligation chat. Contact me here.