You’ve decided to build your own website. Many people choose this option in the beginning of marketing their business. Whether someone is building a website for your company or you are building it, you need to gather as much information as possible about the business. Here are some tips to get you started.
Gather basic information about the company:
- Name, Address, Phone Number
- Information about the company (Mission and/or Story)
- List of all target audiences
- Information about the owner and key staff members
- Bullet point list of top services and/or products and/or brands
- List of other services in addition to products for products-based industries
- Qualifications for service-based industries
- Positive reviews of products and/or services
- Industry affiliations
- Local or non-profit affiliations
- List of partners, if outside sources are used
- List of social media accounts, directory listings, and email service providers
Once you get an overview of the company compiled, begin to gather more detail.
Write a bullet point list of the names of the product or service categories:
Example of a products-based business:
- Tennis Shoes
- T-shirts
Example of a service-based business:
- Commercial Cleaning
- Residential Cleaning
Draft descriptions of what you sell:
Write descriptions of the product or service categories. This should focus on the FEATURES. Make the explanation clear for the target audience. It’s OK to use a tone that fits your profession. Use synonyms while writing descriptions.
- Tennis Shoes- Thicker, softer heels that decrease weight and cushioning to lessen impact. Our shoes feature a flat sole with specifically designed patterns, all depending on which type of surface on which you perform.
- T-shirts- Stretchy, light fabric. 100% Cotton. Crew and V-neck styles.
- Commercial Cleaning- internal, general and routine cleaning – including floors, tiles, partition walls, internal walls, suspended ceilings, lighting, furniture and cleaning, window cleaning, deep cleans of sanitary conveniences and washing facilities, kitchens and dining areas, consumables and feminine hygiene facilities as well as cleaning of telephones, IT, and other periodic cleaning as required.
- Residential Cleaning- Depending on different settings, house cleaners perform a multitude of duties that are targeted at keeping a house well maintained. This may include: dusting, cleaning, doing laundry, mopping, making beds, and taking out the garbage. The cleaner may wash dishes, clean bathrooms and kitchens and wash windows and mirrors. Sweeping, scrubbing, and waxing floors as required.
Show the benefits of your products and/or services:
Return to the descriptions and now, rather than focusing on the features, write the BENEFIT to your customer. What is the MAIN problem that each item solves? This can be used in the benefit statement. These will also be used on various places on your website and in marketing campaigns. Put as much thought as you can in what the benefit to your customer is.
- Tennis Shoes- Designed for the repetitive forward motion of running or walking. Good for frequent stops and starts while moving around.
- T-shirts- Comfortable cotton; Easy to clean; no iron needed. Choose the traditional Crew neck for the classic outerwear look or V-necks neckline that allows the shirt to not show when worn beneath an outer shirt.
- Commercial Cleaning- Increased employee productivity. Reduced spread of disease means fewer sick days. A positive, professional appearance. Long term cost savings.
- Residential Cleaning- No need to buy supplies. Professionals do the cleaning, so you have time for your family and friends. We get rid of bacteria and germs to keeps you healthier, and helps you feel better overall. Professionals have a system that is more through and efficient, utilizing the best products for the job for a higher quality clean.
Tweak your titles:
Return to the bullet point list of the names of products and think of other titles that may be more meaningful. Avoid industry jargon.
- Tennis shoe, Running shoe, Aerobic shoe, Basketball shoe, Cross-trainer, Sneaker.
- T-shirts, Tee.
- Commercial cleaning, Office cleaning, Building cleaning
- Residential cleaning, House cleaning, Home cleaning, Maid services,
Perform keyword research:
Perform keyword research to ensure you’re using phrases and titles that people use most often. After keyword research, go back and tweak your titles and descriptions. Add more valuable synonyms.
Keywords are not actually words, but phrases. These are phrases and terms that a person would put into a search engine (Google) that would produce a result that would hopefully lead them to your product or service. You can think of keyword research as a similar task as finding synonyms. It is one of the foundations of digital marketing. We want to know what terms and phrases the potential customer is using to find products and services similar to yours.
Most website designer and developers do NOT have a marketing background. If you choose this type of agency to do your design you will have the benefit of a professional dedicated more to the look and functionality of the website, with the downside of a lack of focus on the marketing message. That’s OK, if you do the work to develop your own marketing message. If you perform the tasks above, you have a great start in working toward making that message strong.
Stay tuned for future articles on writing marketing language including:
- Tagline
- Competitive Advantage
- Unique Value Proposition
- Elevator Pitch
