Make sure you check over every detail of what you put on your website, including facts, spelling and grammar


When a potential customer wants to learn more about your underground utility construction company, where are they most likely to head? Chances are straight to your company website, which sets the first impression of your business. For this reason, it is imperative that websites be not only attractive and professional, but that they be informative — giving potential customers the confidence they need to call you.

A lot of this comes down to the actual, written copy on your website. Many business owners struggle with this, though not for the reasons you might imagine. The problem is they have too much to say. They know their business inside and out, but how do they condense that into a digestible and appealing package for potential customers?

There are a few rules that business owners can keep in mind:

Related: 7 Strategies for Happy Employees

Think in terms of consumer value

Remember that the website isn’t actually about you; it’s about the value you can provide to your customers. It’s about what’s in it for them, what they stand to gain from enlisting your services. Make your content circle back to your value proposition.

Know your audience

Related: Are You Prepared to Fire an Employee?

Are your customers typically homeowners, business owners, or fellow contractors? Do they already understand your industry or not? Are they concerned about quality? Trustworthiness? Affordability? All of the above? Ask yourself these questions and make sure you’re writing for a specific audience.

Write in a way that’s easy to skim

Remember that most of your potential customers aren’t going to have the time or attention span to read 1,000 words of unbroken text. Try to keep paragraphs short. Use bullet points and lists when you can. And include section subheadings to break up your content, and make it easy for people to find what they are looking for.

Related: Operator Solution Center: How to Think Outside the Pipe

Include a call to action on every page

You should clearly state why customers should choose you, but then you need to urge them to take the next step. Make sure each page has a clear call for your reader to email or call you.

Proof it

Subscribe: If you don't want to bring your iPad into the bathroom, we can send you a magazine subscription for free!

Nothing undercuts your professionalism like a website that is riddled with typos or bad grammar. Make sure you read through your content a few times to clean and polish it. Ask a third-party reader to give you their opinion, and hire an editor if you need to.

GET WRITING

Your written website content is one of the most important pieces of marketing collateral you have. Take it seriously. It’s not just a placeholder; it’s what will determine whether or not a potential customer hires you.

Subscribe: Save the trees for beavers, sign up for our E-Newsletter!

Since founding Grammar Chic in 2008, Amanda Clark, along with her team of skilled professional writers, has offered expertise to clients in the creative, business and academic fields. The company accepts a wide range of projects and often engages in content and social media marketing, drafts resumes, press releases, web content, marketing materials and ghostwritten creative pieces. Contact Clark at www.grammarchic.net.


Related Stories

Like this story? Sign up for alerts!