Do you have control? What do you think would happen if you don't take control of your business website?
Are you missing this trick in your marketing of your business? …
Take proper control of your company web site
By: John Philip
I recently carried out a web-site review for a solid and successful
company. It had followed most of the 'rules' for getting high traffic, but had
somehow missed the mark. I suspect that a large number of visitors found the
site unconvincing, uninspiring and unmemorable. The site certainly did little
to enhance the company's otherwise very high reputation. I quickly spotted the
problem, but it took me a while to figure out the underlying cause.
The problem itself was really very simple. Each page was fine on its
own, but the site as a whole was not coherent. Some pages had long paragraphs
while others were written in bullet points. Sentences varied hugely in length
and complexity. Key staff were profiled by some departments, but not by others.
Even key branding language varied, including, believe it or not, the name of
the company!
The root of the problem was somewhere in the overall co-ordination of
the site. The obvious conclusion was that whoever was in charge was not
sufficiently skilled as an editor. But that was not enough. Why were senior
executives not dealing with it?
The company's paper publications were excellent, with attention to
detail and a common style across the range from annual reports and press
releases to marketing materials and recruitment leaflets. Each department's
copy passed through the hands of a small editorial team who corrected and
improved the language and transformed it into a coherent company style. Beyond
this, a director ensured consistency and co-ordinated the output of different
departments in accordance with the board's strategic demands.
The web site was a totally different ball game.
The company leaders regarded the web site as a techie issue. The different
departments were giving well-written copy, but there was no-one with proper
editing experience to pull it together. Executives were satisfied with the web
pages that were relevant to their own departmental responsibilities and were
happy to leave the site management in the hands of someone who understood the
technical issues involved. This was the equivalent of leaving paper
publications in the hands of printers and graphic designers.
The lessons are clear. First, ensure proper executive oversight of your
website. If it isn't already, your site will soon be the most frequently viewed
representation of your company. Second, make full use of professional editors
for your site's text. It depends upon your company's circumstances whether you
are better off doing this in house or outsourcing.
Author Bio
John Philip has been a writer, editor and educator for over 30 years. He now mainly provides consultancy to businesses, professions and public services and continues to work for befirstgroup.com, which offers writing and editorial services.
John Philip has been a writer, editor and educator for over 30 years. He now mainly provides consultancy to businesses, professions and public services and continues to work for befirstgroup.com, which offers writing and editorial services.
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