Clients often confess their true thoughts on the necessity of a web site for their business growth half way through a project. The boss of a Brighton-based management training consultancy recently admitted: “To be honest, I get most of my work through word of mouth so I’m just having this site made as something for my clients to look at”. Well congratulations! You are clearly doing your job well and using your client chain efficiently.

However, nobody likes to miss a trick and neither should you. Why not build a web site to include users from all angles; the unknowns? The entirely new business who may just need your services. It could be a company/individual who finds your services via SEO or who picks up your business card/flyer/print brochure and wants reassurance that you are the company for them. This is when your web site needs to sing your praises in the same way perhaps your past clients might or you yourself would. And, importantly, it needs to do it FAST!

Web copy is not the Sunday papers, it must be succinct and to the point. One of my first jobs from Uni was an arts publicist where I soon learnt the 5 Ws – who, what, where, when, why? Get these questions answered in the first paragraph or two of a press release or in this case the primary landing pages of your web site and the user knows immediately if they’ve found the right place and can then spend their valuable time looking a little closer. As Steve Krug would say – don’t make me think!

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