Most companies try to reach customers and prospects through a variety of promotional channels. The company website is usually the first priority, but there are additional marketing and advertising opportunities provided by a Facebook page, postcards, flyers and mailers, advertorials and press releases.

While it is important to get the company’s message out through as many channels as possible, it’s also important to realize that your potential customers are bombarded with information every day, and not all of it will resonate and or have any lingering impact.

What is the best way to make sure your customers find you, and get the information they need once they do?  Just three pages of copy can make the difference.

1. Your Home Page: The introduction

The old saying “You’ll never get a second chance to make a first impression” is certainly true when a visitor clicks on your home page for the first time. Many visitors may just spend a few seconds on your page, and if they don’t find what they seek they’ll move on to another site. Therefore, it is critical to explain to your visitors who you are, what you do, and what information they will find on your site.

When writing for the web, it is critical to get to the point quickly and clearly. Break up large blocks of copy and limit each paragraph to one idea so the text can be easily scanned. Front load your main message, followed by the what, how, where, when and why.

The home page copy should also benefit search engine optimization (SEO). Find the keywords that will most likely be a part of any search for the goods or services you provide, and make certain that those words are prominently featured in the copy, particularly in headlines, subheads, and at the beginning of paragraphs and sentences.

2. The ‘About Us’ page

The About Us page is a fairly commonplace feature on a business website, but too many companies treat the information on this page as an afterthought. Why settle for generic copy and a mission statement when prospective customers are giving you an opportunity to convey important information about your company, and to get to know you better?

Use the About Us page to explain why you do what you do and what the company stands for, and to reflect your company’s passion and personality. Review the company’s history, perhaps with a timeline that describes its development from foundation to present day.

A company is comprised of people, and your customers will want to know more about the people they’ll meet if they call or email. The About Us page can put a face behind the titles and corporate logos. Use this opportunity to introduce the people at your company.

3. The Introductory Email

One way to guide customers to your website, and to introduce your company to them even before they log on, is with an introductory email.

As with your home page copy, the idea is to get to the point quickly. Put a value statement in the subject line that will separate your email from the spam that fills email boxes, and don’t waste the reader’s time if they open it. Position your company as one that can solve a problem, save money or generate new business.

Can’t do it alone? Hire an expert

At 360 Business Consulting, we specialize in marketing and website copy that gets results. Best of all, we’ll help you get started at no cost to you.