Your website designer did a great job and created a stunning site for your business. Your photos and words live in harmony. It’s exactly what you envisioned when you stayed awake at night, picturing your website in your head.
It’s perfect. No need to touch it again.
Wrong. A website that is left untended is like a garden left unwatered; it can’t thrive. For a website, that means search engines will fail to take it seriously, and the site will have little chance to be found by potential customers of your business.
More updates to a website mean more frequent visits from search engines. The site must contain strong, unique content for search engines such as Google to review your website, scan it and gradually move it up the search index. Content must be of high quality; low-quality copy that is stuffed with SEO terms will get a website bounced to the bottom of the search engine rankings.
Quality content also will better engage the visitors to the website, leading them to further explore your offerings and your pages -- and then do business with you. You don’t need to update your page on a daily basis, but adding content a few times a week will give search engines a better chance to pay attention to your site and give your visitors a reason to come back.
Just how can you add such content? Start with a blog. Adding a blog to your website gives you a chance to talk more about your business or about topics of interest to people who visit your site. Say you run a painting company. Your blog could include posts on popular colors, choosing paint for high-traffic areas or how painting rooms a neutral color will help homeowners prepare to sell their homes. You are offering information to your customer and at the same time making valuable updates that will get your site noticed.
If you decide to start a blog, blog consistently. Don’t start and abandon it. If your most recent blog dates back two years, that sends a bad sign to clientele that your company isn’t exactly on the ball. Read it again, run spell check and have a co-worker review it, too, before publishing to guarantee your post doesn’t contain any errors.
Also remember to make your content timely. Remove any outdated promotions. It’s spring. Make sure your holiday special isn’t on the front page of your website. For that painting company we’ve been discussing, the website’s home page should be of an outdoor project being finished while plants bloom around the painter -- not of an interior paint with a Christmas wreath on an adjacent wall.
Follow these ideas, and your website will bloom, too.
In the business world, Nike usually is a shining star.
But it was the lack of precision with words that sank the company’s chance to sign NBA superstar Stephen Curry to an endorsement deal and sent him instead to competitor Under Armour.
According to a report from ESPN, the executives from Nike sat down with Curry and his father, former pro basketball player Dell Curry, to make their pitch in 2013. Stephen Curry had been under contract as a Nike endorser, and it was time for the rising star to renew.
But from the outset, the meeting didn’t go very well. A Nike executive greeted the younger Curry by pronouncing his name “Steff-on”; the proper pronunciation is “Steff-en,” however. And then, a slide on the PowerPoint presentation that Nike made detailing their offer to Curry instead had the name of another NBA star, Kevin Durant.
When you are putting together a proposal for any client, you can’t have any errors. And that starts by knowing the client’s name and going the extra mile to proofread all your materials.
Nike learned a valuable lesson in the form of a mistake that sent the reigning MVP of the NBA to a competitor. Don’t let that happen to you. Good writing. Good editing. Good proofreading. They make all the difference.
(NBC Sports photo)
If you read a newspaper, chances are you read it online. The reason? Print circulation is declining, but the overall newspaper audience is increasing due to digital platforms.
According to the globalwebindex, digital comprises more than 50 percent of the time that readers spend with media worldwide, while print accounts for 5 percent.
So why should business owners even bother with print to reach potential customers? Because the response rate to letters typically is 30 times greater than to email, according to a survey by the World Advertising Research Center.
Email "is faster, but letter is better," according to the survey, which says "a good direct-mail newsletter might generate a 3 percent to 5 percent response rate, while a good email newsletter might only get one-half of a percent. Print newsletters seem to have more influence."
According to the Statistic Brain Research Institute, an office worker checks his or her email an average of 30 times an hour, meaning the communication mode is far from special.
Because print is used less to reach potential clients, "it stands out more," according to the Institute. People still feel flattered to see their name on an old-fashioned letter or direct mail.
Further bolstering the print approach, International Communications Research reports that 73 percent of consumers like direct mail more than all other forms of communication. In email, ad blockers and other digital annoyances are additional reasons that people can feel more comfortable with print products.
And lastly, with print, people can read what they want to read, not what they must read.
The bottom line in the print vs. digital debate, though, is that your business's content has to be worth reading. That's where PRigital can help. We'll help make that content clean and professional, allowing you to focus on pleasing those new customers.
A friend of ours started looking for a home recently. So she pulled out the real-estate guide in her local newspaper and perused the Realtor ads.
One, in particular, struck her. Her next move? She went to the Realtor’s website and looked at the home page.
The first photo she saw was clear, picturesque and stretched across the entire page.
A good first impression. But the second, third, fourth and fifth impressions?
Not so much.
The headline about the town where she really wanted to live had an extra letter in it, in big type. She thought: “Everyone makes mistakes, right”?
The potential customer scrolled until she got to the school districts she was most interested in.
Three of the eight were misspelled, in even bigger type. Our friend started to feel uncomfortable but remained on the website.
Another picture of a home then caught her eye in a county that appealed to her, but she saw another misspelling, this time in nearly the biggest type on the page.
The potential client pondered for a moment. “If they make so many mistakes when they’re trying to recruit customers, what are the chances they’ll make mistakes in mortgage paperwork, after they already have someone in the door?”
The answer? Probably pretty high.
Our friend left the website, headed back to her newspaper real-estate guide, and searched for another potential Realtor.
If the error-ridden website in this example belongs to you, you just lost a shot at big bucks.
Mistakes such as this – typos, misspellings, sloppiness, whatever you want to call them – make your business look unprofessional. That's an attribute you definitely don’t want as you’re trying to build your brand.
That’s where PRigital comes in. We are experienced editors. We’re used to finding – and fixing – mistakes before they ever get published.
So check out our PRigital for Real Estate page and then call or email us to talk about how we can help.
We’re confident we would make a good team.
You own a small business and have a website. Or a Facebook page. Or a business card.
Those platforms advertise your skills, your talents and your services, and they list your phone number. Except you never noticed that your phone number is missing a digit and that your pricing section offers a coupon that is 100 percent off, rather than 10 percent off.
These mistakes aren’t only embarrassing, they’re costing you money.
We’ll catch those mistakes. The principal editors at PRigital are accustomed to fixing those kinds of errors – we’ve been doing so for years.
Accuracy is the most important element of your business content.
Unless it’s a special case, you aren’t going to discount your work 100 percent. And you probably won’t get the job when you have to explain that you made a pricing mistake. If your phone number is missing a digit, clients won’t be able to contact you, and they probably won’t take the time to Google the real number.
Catching mistakes. Making your content as perfect as possible.
It’s what we do at PRigital.
Welcome to PRigital Solutions!
Our business name sounds a bit funny, but our mission is very serious: to help business owners and professionals in all fields with their written content needs. Words that both are printed and published digitally. Print meets digital.
For consumers to look upon your business favorably, you must have a website. It doesn’t matter if you have one employee or 100. The first place consumers look today isn’t the Yellow Pages; instead, they let their fingers do the walking on the keyboard. If your business doesn’t have a website, potential customers won’t find you. And if that website hasn’t been updated in six months or a year, or if typographical, factual or grammatical errors exist, prospective customers will get the impression that if you don’t pay attention to details about your business, you won’t focus on the details of theirs, either.
Content writing isn’t your specialty. But it is ours. PRigital Solutions will write the words for your website or hard-copy manuscripts that will powerfully and accurately share the message of your business, or we can tweak what you have written to give it that professional touch.
We offer a free website consultation, whether it's reviewing your current website or talking through what your website should include. We also can take over your social media posts, or write your traditional brochures or annual reports.
PRigital’s principals have years of experience in both print and digital media. We approve all content before you see it and make sure it is tailored to your market. And we will work with you until your message is perfect.
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