Websites for Fall
Every September, I am approached by several businesses wanting me to rewrite their websites. ”Back to school” time effects everyone. There is something about fall that encourages people and businesses to refresh or renew their diets, branding – even furniture arrangements.
So, what is key to a fabulous “new” website? Here are my top 3 recommendations:
1. Branding, branding, branding.
If your company is stuck in an early 90′s rut, now is the time to change that. Without a succinct, clear and focused brand to stand behind, your website will falter regardless of how much I use my magic keyboard. And here’s the deal: so will your company. The most aggravating and common problem I run into is when a company approaches me to rewrite their website and then expresses a disinterest in my opinion of their brand. Usually, this happens when their company is successful and they think their brand is therefore successful. When, in fact, the company could be even more successful, but the brand is preventing that from happening. A new logo, colors and a re-focused mission statement can only aid your business’ success. Be honest with me: Your business has definitely changed in some way in the last ten years. And if your business hasn’t, then the world around you certainly has. Just look what Arnold was able to achieve.
If your company is in need of a re-branding, the people at Flipside can help.
2. Pare down the menu.
Ever been to a restaurant where the menu was overwhelming? You know the place; they hand you a small binder in lieu of a menu card. Usually, the owners keep adding menu items at the request of customers in a desperate attempt to keep everyone happy and gain the largest clientele possible. Why are they still not succeeding? I’ll tell you why: no one wants a whole bunch of choices which are mediocre at best. People prefer quality over quantity. If you can do 5 dishes perfectly, then that is what you should be serving. Same goes for your business. When businesses begin to offer the world, they lose their soul. I understand; as an entrepreneur, I am approached frequently to write or manage a project that I have no experience in. Do I turn down every job? Certainly not! However, I know which direction my business is going and which projects I need to take or turn down to stay on the path I’ve determined my business should take. If you’ve been in business for longer than 10 years, I challenge you to take a look at the services and products you offer, as well as the people you “claim” work with or for you on your website. Pare it down and and define the path your business is taking in the next 10 years.
Need some help paring down? Check out The Power of Two.
No, we are not the be all and end all, but we do read, write and edit for a living. Imagine you are a professional painter by trade. You show up at a client’s house and begin painting. After some small talk, the client then proceeds to tell you how to paint the wall, and then is unhappy with the results once you are finished. I am not saying this as a complaint, but rather as a caution to those interested in hiring a copywriter. We know the trends, follow the Canadian Style guide and usually specialize in an area so we can better serve our clients. If someone approaches with a grant proposal, I pass them along to a grant writer I know. Could I do it? Sure. Would it be perfect? Probably not. Do I want to see you succeed? Yes, therefore I pass your business to a copywriter who knows specifically how to write grant proposals. So, the next time your copywriter says, “I think you should re-brand,” ask them why.
If you are interested in refreshing your website’s written material, give me a shout.
Need something written that I don’t specialize in? Contact me, and I’ll gladly put you in touch with a copywriter who fits your needs.
– Keri Haywood
Sui Generis Editing