Stale v Fresh Content

Websites get mouldy and stale.

Not just a little bit stale like ‘oh I can’t find the current details on their next event’ but crusty, broken, horridly mouldy and stale.

Picture this.

You are a prospective client who has heard great things about a business in town. Typing the business name in to your browser, you wait with anticipation. You are specifically looking to see what they can offer, how they offer it, learn a little about them and their business and how to get in touch. Maybe you will get to read a few stories from clients telling how they worked with the business and what kind of customer service style they have?

It takes a while to load. You wish you’d brought a cup of coffee with you before you sat down.

There are a lot of flashing graphics, clumped up text and you are not really sure where to begin reading.

You click on a link and a pop up requests your email. The close button is a tiny part transparent x in the top corner which you have to put your glasses on to find.

After a brief annoyance you remind yourself why you came here and get on to reading about their business. There is a short blurb in the ‘About Us’ page but it reads more like a flat vapid PR spiel than why they started the business and what they want to achieve.

You skip on to the ‘Services’ page.

Here you come across a list of size ten font descriptions in a strange antique font with a coloured background. Back to reaching for the reading glasses and thinking about making that cup of coffee now instead of reading through that.

Battling on – you’re no quitter – you read through the services.

You would like more information but there are no more details. You click a link but it brings up a 404 error.

You go turn the coffee machine on.

Back to the keyboard for one more try.

This business was recommended by a few of your colleagues and you read about them in the local newspaper. You really want to know if they are the right fit for you! So, you go to the contact page, maybe you’ll just send them a message or give them a call.

Clicking on contact page, the email subscribe pitch comes back up. This time you know where the little x is and hit it fast but it is getting annoying.

On the contact page there is an email address with a witty naming convention and the link is broken.

You give up. The coffee is hot and ready to drink, the webpage is frustrating, boring, broken and not worth another second of your time.

You Google the next option on the list.

This website is clean, clear, up to date and you can read it quickly and easily. It has current testimonials, links to examples of the businesses work and the contact details are consistent and working. You get in contact and they get your business.

Which webpage is yours?

Professional writing means clear, accurate, consistent and concise communication each and every time to customers, staff, stakeholders etc.

Refresh your website content regularly. Update it to share and celebrate your business achievements, help your business customers contact you easily. Share details of your services and help people know why you are a good choice. Check links, check social media connection widgets, update your SEO and have consistent branding.

Take the time to review your content, analyse your consistency across all platforms and if you have multiple writers, regularly check that your content is being communicated in an engaging consistent voice.

Is it time you reviewed your website content? Send me a message to get your website up to date.

Angela – B. Comms (Journalism & Public Relations)

Whipbird Creative

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