Is Your Web Content Really Working for You?

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

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