Posts Tagged ‘content marketing’

If You Want to Get Attention, Say Something Worth Hearing

Monday, January 28th, 2013

Every day, we’re bombarded with more online information than our brains can possibly absorb. It’s as if a truck backed up to our homes and businesses each morning and dumped a ton of junk mail at our feet.

If you want to get any work done, you simply have to ignore or trash about 95 percent of anything you receive, even if it’s a subscription to a blog or eNewsletter you really mean to read.

So how do you get others to pay attention to your marketing messages?

Not by yelling louder or more often.

Here are my guidelines for being heard by the people you want to reach:

1. Know your ideal client and what problems she’s trying to solve.

If you don’t know whom you’re trying to attract and how you can be of help, it’s time to stop and figure that out. Everything else flows from this fundamental knowledge.

2. Provide quality content that solves a problem, teaches a new skill or inspires.

If you can do all three, even better. People are busy and easily distracted. To get your ideal client to pause and read, you need to give her content that’s immediately useful. It can be as short as a few sentences or as long as a feature article. Just be sure it’s worth her time.

3. Write with clarity and precision.

Nothing undercuts your message more than rambling sentences and poor grammar. If you’re not sure of your writing and editorial skills, find a good copyeditor to review your work before publishing.

4. Be consistent.

Produce and distribute your messaging content, via a blog, eNewsletter or other form of social media, on a predictable schedule, so your readers know when to expect your quality content—and look forward to it.

5. Be truthful and trustworthy.

Building a good reputation for your work is contingent on being a good person to work with. Enough said.

There is, of course, much to master about messaging tactics—how to build a good email distribution list, how to write effective headlines that get noticed, how to integrate keywords into your content to maximize search optimization, and so on. But even if you’re brilliant in all of these skills, if what you have to share isn’t worth reading, you’re wasting your time and everyone else’s.

The best test of your content? If you weren’t the author, would you take the time in the middle of a busy day to read it? I hope your answer is yes, but if not, you know what you have to do.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

Photo Credit: maol via Compfight cc

Boost Your Blog with a Strategic Publication Plan: 5 Steps to Managing Your Time and Content

Monday, January 14th, 2013

If you enjoy writing, blogging is a great way to reach out and build connections with people who share your interests and who can benefit from your services. It’s also a great way to add fresh, search optimized content to your professional website and attract qualified inbound links, which improve your rankings

But it’s also a serious commitment. If you want to develop a following, you need to come up with a topic at least once a week, on schedule. You need to find time to research, write, revise and post. You need to stay on top of trends in your field and find an original angle. You need to understand your audience and what questions they’re asking.

It can seem easy at first, especially when you’re excited about launching your new blog, to find something good to write about. Without a publication plan, however, it’s also easy to run out of steam.

I’ve seen this happen time and again with clients who want a blog as part of their new professional websites. They’ll write a few posts, maybe even for a month or two. But soon, other commitments and demands of a busy schedule squeeze out the blogging, and it becomes a dated, dead-end section of their websites.

The best way to avoid that trap and keep your blog fresh and compelling is to develop a strategic publication plan. Here are the basic steps:

1. Identify your ideal client’s top questions.

What are your target audience’s biggest concerns that you can help solve? What are the questions you’re asked most often? This is the starting point for a series of blog posts. Write down the questions and group them into several main categories.

2. Develop a list of keywords that tie to your main blog categories.

You can do this using Google’s free keyword tool, if you’re on a budget, or a good paid service, like Wordtracker. You can find a lot of excellent free guidance about how to select keywords and phrases on Keep this list handy as you develop keyword tags and headlines for your posts.

3. Plan out a series of post topics, one per week to start, for two to three months at a time.

Keep it manageable, based on a realistic assessment of your availability to write. As you plan, try to rotate your topics so that you cover the range of your main categories over a month or six weeks. I like to set this up as a table, with a column each for the post topic, the category, who’s writing the post (if you work with a team) and when the post is scheduled to publish.

4. Plan your time for research and writing.

You can tackle this in a variety of ways. If you work best on a weekly basis, set aside time for research and writing the first draft several days ahead of the publication date, so you have time to review and revise. Another approach is to set aside a day each month to focus on your blog, do all the research and first drafts, then take a few hours later that week to revise and set up a series of four scheduled posts, one for each of the next four weeks.

5. Track your traffic.

Review your blog stats to see which posts were most popular and got the most comments. Be sure to keep up with any comments in a timely fashion, to encourage interaction. Evaluate your publication strategy based on this feedback and develop your schedule for the next three months.

While some people favor writing several times a week, and even daily, to build a following, my preference is to write well, consistently, once a week. We’re all inundated with too much information every day, every hour, online. If you write something worth reading that your followers can look forward to on schedule each week, chances are they’ll read it and pass it along. And you’ll have more time to focus on the work you love most.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

Holiday Grab Bag: How Not to Name Your Website, Free Guides to Better Web Copy and a Few Laughs

Monday, December 24th, 2012

Now that we’ve all survived the Mayan apocalypse-that-wasn’t, here are a collection of links for a few laughs about the year that was and some guidance for online marketing in 2013.

From PR Daily’s Alan Pearcy:
12 best of the 2012 ‘best ofs’
Books, video bloopers, smartphone autocorrects and more. Enjoy!

From Darren Rowse’s ProBlogger, this guest post by Rob Henry:
URL Be Sorry! Google Cuts Back on Top-Ranking Exact-match Domains
Bottom line: Gaming the system doesn’t work. Quality content does.

And to help you create that excellent, search-friendly content, here are three free resources for improving your website or blog copy and content marketing strategy:

Content Marketing Institute
Content Marketing White Paper Library
Help with better web forms, nurturing leads, creating webinars and more.

Copywriting 101: How to Craft Compelling Copy
SEO Copywriting Tips, Secrets, and Strategies
If you want to learn how to write better web or blog copy this year, these two collections of blog posts will get you started, and then some.

Happy holidays and best wishes for a prosperous, healthy and fulfilling New Year!

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

Seven Ways to Repeat Your Message and Get Noticed

Monday, October 1st, 2012

There’s a golden rule in public speaking:

Tell your audience what you’re going to tell them.

Tell them.

Then tell them what you told them.

When it comes to delivering a memorable message, repetition is key. With so much information battering us for attention every second—from emails, texts, tweets, social network posts; on our smart phones, radio, TV; not to mention from live beings in our midst—it’s amazing that we can remember anything at all.

The Rule of Seven
So how many times do you need to repeat your marketing message for your ideal customer to pay attention, remember and follow your call-to-action?

The annoying answer is—it depends. If you’re an expert in a small but clearly defined niche, you may have a dedicated following who just need to hear your advice once to take action.

But if you’re competing in a crowded marketplace, you need to repeat and repeat and repeat. Some marketing pros cite the Rule of Seven—a minimum of seven times to repeat your message in order to be noticed. It’s probably no coincidence that seven is the average number of bits of information that we can hold in our short-term, conscious memory.

Vary the Medium to Develop Your Message
This doesn’t mean you need to repeat the exact same message in the exact same format, over and over. In fact, it helps if you promote your message with some variety, so your ideal client doesn’t yawn and move on because she’s heard it already. There’s a balance to be struck between reinforcing your message and annoying the people you’re trying to convince with too much of the same thing.

So here are seven ways to get your message across in different styles and formats:

  1. Blog about it. Tell a story about how your helped solve a problem for a client. Be sure she’s someone your target audience can identify with. Tweet about your blog post, using keywords that your target audience is likely to use for search.
  2. Create a video of your client explaining how you helped her solve that problem. Embed it on your website homepage, post it on your social networking sites and tweet to your followers.
  3. Create a short guide to solving that problem, optimize it with keywords and post it on your website as a download in exchange for email addresses. Promote it through your social networks.
  4. Promote a free webinar about how to solve that problem in greater detail, using  your email list of qualified potential clients and social networks.
  5. Do the webinar. Offer participants a discount for your product or service.
  6. Guest post on a blog with a significant audience of potential clients about how to solve that problem. Link to your website and your problem-solving download.
  7. Get yourself an interview on your local business radio show and tell your story. Promote your next webinar.

And so on. You can, of course, also tell your story through traditional advertising, such as newspaper ads, if your budget allows. The point is to think creatively, across media that your ideal client favors, and plan your promotional push within a short enough period that will help you to reinforce your message multiple times.

As you develop your campaign, be sure to measure results. Which tactic garnered the most inquiries? Which gave you the best return on your investment of time and resources? Experiment, test and refine. With each new round of repetition, you’ll have a better shot that your ideal client will actually be listening.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.


The Single Most Important Sentence on Your Homepage

Monday, September 17th, 2012

What’s the goal of your website? This may sound obvious. Of course you want to attract potential clients. But what do you want them to do once they get to your site?

If your have something to sell, the answer is clear. You want them to purchase your product. But what if you’re a service professional?

It’s not enough to describe what you do. You need a call-to-action. This is the equivalent of a Buy Now button on an e-commerce site.

Your Call-to-Action Depends on What Your Visitor Needs Right Now
If you want visitors to call you to find out more information about your services, your call-to-action can be as simple as an invitation to set up an appointment for a complimentary half-hour consult. I’ve had clients who are attorneys use this approach successfully, because people shop around for expensive legal advice.

You have to know your audience and how they make decisions. If they need to feel you out in person as one of several options, a free consult—with limits, so you don’t set yourself up for someone who wants to just pick your brain for free—can be a great way to build your practice.

Build a Relationship with Thoughtful Lead-Generation Content
If you have information products to sell, such as an online course, to leverage your consulting services, you’ll want to develop some free, useful content that your visitor can download, in exchange for an email address. This is called lead-generation content, and the goal of your website in this case is to build a qualified email list for developing your relationship with potential clients through additional info product offers.

Once again, you need to have a clear idea of your goals and offer information that has real value. Most people are wary of giving up their email addresses. We’re all inundated with email, a lot of it junk.

No-one Will Give You Their Email Address for More Junk Mail
What advice can you give in the form of a useful download—be it a fact-filled PDF, an eBook or a white paper—that will make your visitor want to opt into your list? And what do you want to do with that list? How are you going to follow up and build your relationship, leading to a sale of a more substantive info product or your consulting services? You need to know the answers before you craft your lead-generation content and call-to-action.

It’s worth noting that eNewsletters have become so ubiquitous that asking people to sign up for your weekly newsletter, especially if you’re using canned information from an industry subscription service rather than original content, is probably not going to get you much interest. It’s also not going to help you establish your own expertise if you’re just recycling someone else’s content as your own.

So—once again, what’s the goal of your website? And what do you want your visitors to do once they get there?

For a more detailed discussion of how to craft an effective call-to-action, here are some useful articles:

Content Marketing Institute: Are Your Call to Actions Missing These Proven Formulas?

HubSpot: 10 Best Practices to Optimize the Language of Your Calls-to-Action

Smashing Magazine: Call to Action Buttons: Examples and Best Practices

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

Going for the Gold: Four Lessons from Olympic Athletes about Building Your Online Presence

Monday, July 30th, 2012

Whatever you think of the logo, the mascots, the opening ceremony, the controversy over security staffing, Mitt Romney’s pre-game gaffs or Mayor Boris Johnson’s haircut, the London Olympics are now in full swing. I’m looking forward to the gymnastics and diving competition and some of the lesser-viewed sports, like trampoline and taekwondo. And, of course, the canoe slalom.

Whatever your favorite Olympic sport, the athletes who’ve made the cut have some important lessons to teach about what it takes to succeed. Well worth remembering, as you build an online presence for your own good work.

Lesson 1: Maintain Focus
When you’re training to be an Olympian, you need to be very clear about your goal and stay focused. Everything you do is geared toward becoming your best at your sport.

In building your online presence, the same holds. You need to know what your goal is for your business and your website, who is your ideal client, and how you can best meet her needs.

All of your content, all of your social media networking, all of your collateral marketing materials must maintain that clear focus and message. Don’t get sidetracked with the latest social media sensation or technological gizmo. Keep your sights on your goal.

Lesson 2: Train with Experts
Every Olympic athlete invests time, money and energy in getting the best training possible. No one earns a gold medal by skimping on trainers, equipment or training facilities. And no one becomes an Olympian in isolation.

As you develop your website and marketing strategy, learn from and engage the best experts you can afford. Many small business professionals try to save money by spending the minimum on marketing, using free web platforms or a best friend’s recent college grad who knows some code to build a site. But having a website, any website, is not the way to get found online.

Even if you have to start small, be sure to understand the fundamentals of quality web content and design, and choose consultants on the basis of experience and proven results, not by lowest project fee. Remember: You get what you pay for.

Lesson 3: Practice, Practice, Practice
Olympians work hard, every day, to develop their athletic skills. The practice can get tedious, boring and frustrating. But repetition, learning to refine skills, learning from experience how to make adjustments that distinguish a medalist from the rest of the pack—all are essential to winning.

Building an online presence requires daily focus and discipline, as well. You need to read about trends in your field, adopt and refine best practices for your specialty, and keep abreast of your online competition. You need to keep your site content fresh, blog on topic and on schedule, even when you don’t feel inspired.

You also need to monitor social media and build your social network, one blog comment or Facebook post or Tweet at a time. Even if it seems like you’re not making progress day to day, all of this work builds over time to put you ahead of your competitors.

Lesson 4: Learn from Losing
No athlete wins every competition. Everyone loses at some point. Olympians don’t give up. They take risks, learn from failures and go on to win the next meet.

Building an online presence is hard work and takes a lot of persistence. It also takes a willingness to take risks, experiment, mess up and learn how to improve. One of the great things about websites and the Internet is that there is so much room for experimentation, tracking results, getting feedback quickly and figuring out a better way to share your expertise.

So even if your current website isn’t working or your social media strategy is a flop, don’t give up. There’s always room and opportunity to improve and get the results you’re looking for.

Hope you enjoy the Summer Olympics! And take stock of your own accomplishments with your online marketing—then go yourself one better.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.


On Being Authentic

Monday, January 16th, 2012

Ten months ago, I opened this blog for my then-new website with a post, Finding My Voice. Since then, I’ve written nearly every week, aiming for (but not always hitting) a Monday morning publication target.

I’ve covered a lot of topics, from best practices for creating web content to my thought process behind website makeovers, from how to overcome creative roadblocks to my own experience as a cub reporter overcoming severe deadline pressure. As I’ve written more, I’ve injected more personal experience and reflections into my posts.

But even as I’ve explored the territory of current issues in online marketing, I’m not satisfied. There is so much information competing for your attention, Dear Reader. What sets this or any blog apart from the—I just checked Wikipedia, for lack of a better reference—156 million-plus blogs (as of last February) is authenticity. Being unique. Being yourself.

Striving for Artistic Honesty
And this is the envelope I need to push. I confess this, because if you are serious about setting yourself apart online, whether it’s to promote your excellent business or simply to connect with other human beings of like mind around the globe, you need, I need, to be authentic.

And what I care about most in my writing, whether for marketing or in the other forms of storytelling that I strive to perfect, is artistic honesty.

In an essay reflecting on how he conceived his wonderfully complex, shocking, wry, poignant novel Lolita, Vladimir Nabokov wrote:

“For me a work of fiction exists only insofar as it affords me what I shall bluntly call aesthetic bliss, that is a sense of being somehow, somewhere, connected with other states of being where art (curiosity, tenderness, kindness, ecstasy) is the norm.”

Can writing for the Internet be art? What does that mean? Can we push beyond the boundaries of successful but formulaic recipes for websites and blogs to create content (in all media, not limited to text) that is truly unique, compelling, curious and tender? Is there something crass about combining the words “Internet marketing” and “art”? Or is it the next level of best practice for setting yourself apart and connecting with those you need to connect with?

So these are the questions I hope to wrestle with during the coming year. I may stray from the high-minded to the practical, but if I do so, I hope to do it with artistry.

As I ended my very first blog post, you’ll be the judge whether I succeed—and whether it matters.


The Dale Carnegie Guide to Winning Web Content

Monday, January 9th, 2012

In 1936, Dale Carnegie—a successful Midwestern bacon salesman, failed actor and popular lecturer on public speaking—published How to Win Friends and Influence People. The book, based on Carnegie’s experience in sales and adult education, went through 17 printings in its first year and has since sold more than 15 million copies worldwide.

With good reason. Carnegie’s insightful advice goes to the heart of building quality relationships, and holds as true today as it did just over 75 years ago. What fascinates me is how well his guidelines apply to creating excellent web content.

For starters, Carnegie’s writing style is personal, thoughtful and engaging—a great example of content that draws you in with intriguing, easily skimmed headlines and solid advice.

He understood his target audience and never spoke down, but offered practical, time-tested ways to build a following that easily translate to internet marketing.

Here, for example, are Carnegie’s “Six ways to make people like you”:

1. Become genuinely interested in other people.
This is another way of saying love your market. If you don’t love the people you hope to serve and really care to know everything about them, you’re in the wrong business.

2. Smile.
Maintain a positive, engaging tone in your web content. Your goal is to help, explain, teach and encourage your ideal client to solve her problems, and, in the process, demonstrate how you can be of assistance.

3. Remember that a person’s name is to that person the sweetest and most important sound in any language.
Give outstanding, personal service to your clients. All the rest is commentary.

4. Be a good listener. Encourage others to talk about themselves.
There’s no other way to develop a clear understanding of your ideal clients’ needs and problems than to spend time listening. A sure-fire way to create a website that bombs is to do the opposite—talk all about your great product or service without bothering to find out what your market wants.

5. Talk in terms of the other person’s interests.
This is the essence of solid web content. Write with your ideal client clearly in mind. What is the problem she’s trying to solve? What are her values? What are her favorite pass-times? What keeps her up at night?

6. Make the other person feel important—and do it sincerely.
If you’re faking it, because you don’t really care or you don’t really respect your customers, they’ll know. This goes back to the first point: pick a market that you genuinely care about. Write from the heart about what you do and how you can help. Be sincere in your work. Your customers will thank you.

If you’ve never read Carnegie, his advice is well worth your time. And if you have, give the book a second look. While it’s easy to get distracted by all of the new and ever-evolving tools for websites and social media, the basics of good communication and relationship building—what Carnegie describes so well—never really change.


How and Why to Use QR Codes in Your Small Business Marketing Mix

Monday, December 5th, 2011

qrcodeFrom billboards to business cards, they’re popping up everywhere—those black-and-white squares that look like a poor excuse for ‘60s Op Art. But don’t write them off as a passing fad.

QR codes, or “quick response” codes, are a free and easy way for you to connect with your customers and deliver a wealth of helpful information and purchase incentives via smartphone downloads.

As smartphones become increasingly popular among mobile phone users of all ages—according to, nearly two-thirds of young adult mobile users age 25-34 own smartphones, and useage is steadily increasing across all age groups—QR codes are expected to transform the way we target and share all kinds of content-rich information.

An Express Bridge Between Print and Dynamic Electronic Media
Created more than 25 years ago by Toyota subsidiary Denso Wave to manage inventory, QR codes provide an express bridge between print and other strictly visual formats to electronic, multi-media, interactive content.

Just as one-dimensional barcodes store price information for rapid checkout, QR codes are two-dimensional barcodes that store large amounts of multi-media data for quick retrieval. Smartphone users simply scan the QR code, which links them to your targeted online information.

Here’s just a sampling of how to use QR codes:

Link to a Call-to-action
Whatever print media you use, be it ads, billboards, flyers, brochures or a simple business card, include a QR code that drives the user to interact with your business online. The key here is to have a solid strategy behind your link.

Don’t just send a user to your homepage. Make sure you’re providing valuable information that encourages the user to take action—visit your store to redeem an electronic coupon, buy a ticket, make a reservation, donate to your charity, take a survey that will enrich your market research, “like” your Facebook fan page to get advanced notice of weekly specials. This is also a great way to build your list of qualified contacts.

Provide Enhanced Content for Purchasing Decisions
QR codes enable you to link to all the details that you don’t have room for in a promotion designed for skimming or that people won’t want to read all at once. For example:

  • Save paper on print catalogues by adding a QR code to each item that links to product details as well as an order form.
  • For commuters stuck in traffic, link the branding on your truck to your About page or Services page, including a contact form for more information.
  • Link from an ad to the most recent copy of your e-newsletter, with an opt-in form.
  • Use signage to link to details about real estate listings or new product arrivals.
  • Enable customers to scan price information as they walk through your store for comparison shopping; better yet, give them a link to online review sites.

Share On-the-spot, Useful Content for Reference Now or Later
The possibilities are as limitless as your imagination. How about these, for starters?

  • Bus stop signs that link to schedules and updates on any current delays
  • Museum placards that link to detailed background on an object’s creator, origin and historic context, for rapid research
  • I.C.E. (In Case of Emergency) keychain tags or wristbands that link to your emergency contact info and list of medications
  • Prescription labels that link to information about medicinal side effects
  • Business signs that link to Google maps and information about nearby parking
  • Business cards that link to vCards, which automatically sync to online address books
  • Subway placards promoting higher ed degrees that link to requirements or course catalogues

How to Create a QR Code
There are a range of free QR code generators on the Internet that you can find with a simple search. Bear in mind that the more data you want to store, the more detailed the QR code will be. And the more detailed the black-and-white square, the larger the visual needs to be in order to be scanned properly.

If you’re linking to a long url, use a link-shortening services such as or, and paste the resulting link into a QR code generator. Recommended QR code generators include Kaywa and, for custom color and format, Kerem Erkan. Look for features that enable you to track traffic and analyze your campaign’s success.

If you hate the idea of putting a boring black-and-white QR code on your creative material, work with a good graphic designer who understands the technical ins and outs of creating custom QR codes.

Educate Your Potential Customer with Great QR Code Content
QR codes are still in their infancy in this country. According to a recent article in USA Today, the vast majority of mobile phone consumers still don’t even know what a QR code is. But those who use them, love them—provided they link to thoughtful information with clear value-added for the consumer.

So as you integrate QR codes into your marketing mix, be sure you have a valid strategy and don’t waste your customer’s time with a link to a dead-end webpage. Since all QR codes look alike to the untrained eye, be sure to contextualize yours so the user understands why it’s worth scanning. Remember that you can update your online information on a web page without changing your QR code to extend the shelf life of print collateral.

Before you start, know your target market: Survey what percent are smartphone users to be sure that QR codes are worth the effort. As with any new Internet marketing tool, sound market research, quality content and strategy are keys to success.


Is Your Web Content Really Working for You?

Monday, November 7th, 2011

When was the last time you took a good, critical look at your web content and tried to read it through the eyes of a new potential customer?

If it’s been more than 6 months, then it’s time for a review. In this challenging economic period, with so much reliance on the Internet for purchasing research and decisions, it’s critical to be sure that your content is working hard to effectively address the needs and concerns of your target audience.

Especially if you’re building a small business, your messaging will evolve as you get to know your customers better and clarify your value proposition—what makes your product or service stand out from the competition.

Place yourself in the mind of a new visitor to your site and ask yourself these questions:

  • What are you selling or promoting? While it may seem obvious to you, if your site is cluttered with too much information or if the design is confusing, your potential customer may have to work too hard to figure this out and will click away.
  • Is this what I need? Does it solve my pressing problem that brought me to your website? To answer this honestly, you need to have a thorough knowledge of your ideal client, her wants, needs and worries, why she needs your help, and how your product or service can truly solve her problem.
  • Why should I do business with you? Are you someone I can trust and identify with more than the competition? Here’s where you need to evaluate whether your value proposition is clear. What really sets you apart? Do you offer excellent customer service, or just claim to?
  • How do I get started or buy your product? Make sure your call to action is clear and easy to find.

To check yourself, ask someone you know who fits your ideal client profile to review the site for you and get her assessment. If you find your site falling short on any of these answers, take the time to rework your copy or hire a professional to work with you.

Remember, your website is your storefront. You want it to be clean, attractive and easy to navigate. And you want your ideal customer to find exactly what she came for, efficiently, through a great interaction with you, your top salesperson. Just as you’d ensure an outstanding customer experience in your store, you need to do the same online.

You can learn more about how to improve your web content at