If you ever scan a corporate website and after 30 secs you have no idea what they do, then chances are its been written in corporate-eese: an over generalization of ideas and concepts, linked together with familiar buzz words. Usually this is a sign of a weak client list and lack of longevity as a company. However, even if you have little experience you can still entice a reader to discover more, by talking in plain English.
I’ll give you an example. You visit a page that reads:
We strive to give you a results-based plan, which is layered in a foundation of hard work and enterprise. Once your business plan is engaged, your customers will have the peace of mind knowing that your mission is to serve them in this uncertain economy. Strength, tenacity and good old-fashioned drive will conquer any obstacle that is preventing your company from reaching the top and it is through those core beliefs that we will deploy a business plan to transform….(Screech! Record scratch)
OK, barf. Granted I made this up – and I cringed at writing such crap – but this is the kind of language that is sometimes used and its just not effective. Granted big words can look impressive at first glance, but if it’s just plain wonky when you actually read it, then you’ve pretty much tuned out anyone that has a 30 second attention span – and that’s pretty much every person who surfs today.
“So, what do I do if I want to be clear and concise when crafting my content?” First off, you can just alleviate yourself the worry and hire me to write AND design your site, but I purposely digress….A good way to get your thoughts in order is to bullet point your thoughts and ideas.
My new company will:
- Be refreshingly approachable with plain talk and humor
- Give clients an overall assessment of how well their company is currently being run: from in-house employee interviews/reviews, detailed mapping of existing website, careful review of employee handbook and current office procedures
- Provide clients a new work plan: from how to be more efficient in-house to increasing their cyber presence.
You get the idea. The clearer the scope and business plan, the easier it is to communicate online. Granted some companies and businesses are easier to explain than others. I think it’s best to first write a draft like you’re emailing an exciting idea to a friend. Finesse it some more. If you read it back to yourself and you’re still interested, then you’re cooking with gas!