How to Scare Away All Your Potential Clients With One Blog Post

What’s the primary purpose behind all your marketing efforts?

If you answered anything other than building trust, you need to rethink your direction.

There are many differences between the typical sales business and your high-skill service company, but an essential distinction is this: your customers are buying something intangible. Your clients don’t get a chance to visit the store and squeeze the grapefruit or try on the latest fashion before they commit to you. And they won’t make that commitment unless they trust you to deliver the services they want.

Your website—like all your other marketing efforts—must provide that reassurance. That’s why we tell you, over and over, to provide extravagant amounts of actionable information and answers. You sell your services by convincing potential buyers that you are generous, well-meaning, and (above all) smart.

It’s kind of funny how just a few mistakes can kill all that goodwill you have been building for your brand.

You are one blog post away from catastrophe

Poor grammar, sloppy punctuation, eccentric word choice, and overall bad writing don’t only mean that you’re not going to win any awards. You’re not going to win over any customers, either. In fact, you can actively scare clients away.

Internet users have become increasingly savvy over the years. They have a keen ability to recognize a conventional business writing style, even though those styles may range widely in formality. Conventional writing styles, sometimes called grapholects or registers, help to convince the reader that the writer is trustworthy, intelligent, and alert to organization. Text that is riddled with misspellings and grammatical errors carry the subtext DON’T TRUST ME to readers with even a little sophistication.

The obvious question is: Where along this spectrum can we find your website? If you (or your usual in-house writer) do not prove with each blog post that you are an expert in spelling and usage, then you may be doing more harm than good for your business, your clinic, or your practice. Your well-meaning advice and essential information will be overwhelmed by the static from your writing style. Your intention may be to persuade browsers to become customers, but your weak command of written English is sending the overriding message MY SLOPPY GRAMMAR MEANS I’M A SLOPPY THINKER.

The Solution, in One Word

The key to avoiding this disaster: proofreading.

Nothing should ever be posted on your website unless at least one person other than the writer has read it. That person, of course, must have superior spelling and grammar skills, and needs the authority to correct errors as he or she finds them.

You cannot be trusted to proofread your own work. Your eyes will just slide past any mistakes, mentally compensating for what you intended to write in the first place. A good proofreader or copy editor comes to the text with a fresh point of view, no preconceptions, and a determination that your writing will not scare off potential customers.

If you don’t have a staff member with the right set of skills to edit your text, find someone. Professional editing services maintain the highest standards, of course, but you might be able to hire a grad student at a nearby university who can spare a couple hours a week looking over your work. Bear in mind that you don’t want a random reader; you need to locate someone whose writing skills are at least as strong as your own.

A proofreader is not a cure-all. It’s human nature to make mistakes, and you can expect an error to be missed in the editing process now and then. But having your content evaluated and corrected before it appears online is your best opportunity to ensure the style of your website harmonizes with its message to build confidence in your brand.

Need professional writing and editing services for your specific clientele? That’s exactly where Foster Web Marketing shines the brightest. Call us at 888.886.0939 for a free consultation about your immediate and long-term needs.

 

2 Comments
Web designing is a challenging profession; it is a broad field in which there are so many ways to handle a similar problem. Many websites set a bad example for the beginner web designers who lose their passion after some time of failure or disappointment.
by Mike September 11, 2017 at 08:11 AM
Great stuff.
by Bill March 6, 2017 at 10:16 AM
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Blog Posts

Blogs cover almost any topic related to your business, from news to tips to changing laws and policies. Ultimately, the idea is to create “snackable” pieces of content that are a little more casual and keep people engaged and coming back for more. Copy that is relevant to current events is more equipped to accomplish that.

These pieces can enhance your connection to your community, and give you a voice of reason when it comes to current events. This will help keep your followers and website visitors in the loop and improve the trust they have in you.

FAQs

Frequently Asked Questions (FAQs) are the perfect way to provide readers with answers to the most common questions about your industry, business, or practice areas. By answering the questions your clients are asking on a frequent basis, you can establish yourself as an authority on the subject and, in turn, gain the trust of your readers. Offering the answers to common questions on your website can also save you a lot of time during intake because clients can immediately get what they need online

Blog posts and FAQs will help you stay current and relevant and will give your brand personality. Our team will create share-worthy content items to make your business stand out.

Offer Pages

While blogs and supporting content play a major role in bringing people to your website, landing pages are on a mission to convince your perfect clients to take action. Landing pages for your books and offers allow you to address your potential clients’ specific pain points, connect your offer to those needs, and encourage readers to take that next step—download your offer.

Once someone has filled out your request form, they will be sent to a thank-you page that reaffirms their decision to reach out. They will receive a thank-you email that lets them know you’re there for them and appreciate their interest.

Library Articles

Library articles provide readers with “evergreen” content—content that is relevant to your business, barely changes over time (so it is always relevant to your clients and potential clients), or zeroes in on specific aspects of a practice area and sustains its “SEO juice” over time. They serve as foundational pieces that provide informed and well-developed facts and ideas on topics relevant to your practice areas that help your clients and potential clients understand basic, critical information.

Once we have identified the best topics for your website, our writing team will create well-researched, informative articles that will help to convert potential clients into actual clients.