What links www to a chicken soup?
Your website is not only about eye-catching graphics or advertising which brings financial benefits. The heart of each website is the content which means things you publish and through which you communicate your services to the customers.
Do not let the content on your website tasted like a cold soup. Surely at least once in your life you happen to order a soup or another tasty dish in a restaurant. Once you have received it, very often after waiting for some time, you found that your soup is cold, tasteless, and generally this is not what you have been waiting for. Very often this is the case with the content=text + graphics on your website. They are "cold" because no one has worked on them for many days, months and even years. Your customers do not like them because they relate to things already out of date. They are "hard to swallow" because the language is no longer in use.
It also happens that your content is just hard to find both using popular search engines as well as directly on your website. There are many reasons for that: they lack the spice, freshness, are boring and the information contained are copies of other texts available on the Internet. Therefore, creating a "content" you must be like a chef in a restaurant - juggle spices and ingredients properly, but not overdo them with temperature during cooking.
Read the following slogans and think about for a moment if they evoke emotions in you:
"We try harder." - Avis
"Go to work on an egg." - Egg Marketing Board
"Guinness is good for you." - Guinness
"Don't be vague. Ask for Haig." - Haig Scotch Whisky
"Happiness is a cigar called Hamlet." - Hamlet
"Heineken refreshes the parts other beers cannot reach." - Heineken
"Beanz Meanz Heinz." - Heinz
"It is. Are you?" - The Independent
"Think small." - Volkswagen
... and now think what kind of actions they motivate you to?
To sum up, I have one suggestion: writing text on a website is not a final exam at school, of course grammar rules and spelling are necessary, but not always the structure should be the same: to introduce / develop / ending :-)
Author: Robert Zgoda, CEO/CMS Producer Ltd