Does Your Website Have Too Much Talk, Not Enough Action?

As a copywriter, you can imagine I love words.

I love using them, reading them, sharing them, hearing them, analysing the crap out of them.

But words are just the medium to convey your message.

And sometimes they get in the way.

I want to talk to you about your business and how you could be making mistakes with your marketing message that can be analogous to the mistakes some people make when in a relationship.

Because doing business is about creating relationships with customers, right?

So, the sooner you understand how to create mutually satisfying relationships the better for everyone.

One of the most important aspects of any relationship is communication. After all, the way we communicate as humans transforms us from lonely islands floating around to connected beings sharing something amazing.

Relationship experts will say, ‘You need to talk.’

I would say that sometimes talking is the most damaging thing people can do in a relationship – especially one that is struggling.

There is this sense that talking things through, sharing your thoughts and feelings is good. I have seen too many relationships where one partner is more expressive with words and he or she thinks he or she can persuade, console, cajole, or repair wounds through endless chatter. And the less loquacious one retreats.

Because sometimes when bombarded with someone’s ‘truth’ we can feel violated because it’s too much of them not taking our feelings into consideration.

It’s like a business who feels they have to put everything about themselves that they find awesome up on their website without thinking how that impacts their audience.

Too much information can be overwhelming like, for example, the menu from one of those restaurants that does burgers, pizza, curry, BBQ pulled pork, Cajun chicken, salad, fish and chips etc. etc.

Your message on your website must be carefully curated - like the gourmet restaurant that offers a few exquisite culinary delights. Or even your favourite lunch time take-away that offers a simple choice between three or four toasted sandwich fillings, but you know they will all be good.

Another point about your message is that you although you need to deliver what you want your audience to know, it has to be in a way that they’re willing to receive.

Your husband maybe doesn’t want to hear he does the dishes badly, but he’ll listen if you say you feel overwhelmed with your responsibilities. Your wife might not like being called a harpy, but she will hear if you say you are trying your best to help.

Hopefully.

I have no guarantees on this, sorry!

And do you see how this entails not only knowing yourself, but the willingness to listen to your other half (or customer) and learn from what you discover.

Your website message has to be informed by your in-depth knowledge of your market so that your audience will draw closer. This improves the chance of them feeling secure that using your product or service will improve their life.

And it’s not all about fluffing up egos.

Some people appear to want to be told only good things about themselves, but that loses its sparkle, usually sooner rather than later.

So, it is up to you to ensure that your web content is a carefully crafted message that fulfils its intention: to move your customers to take the action you want.

And it’s not by manipulation tactics, because you want to foster an authentic relationship with your customers.

If you are looking to refresh existing web content or start from scratch email me now rachel@rachelhunterwriting.co.uk.