Pretend you don't know anything about what your company offers and you stumbled onto it somehow. Can you tell immediately what it's all about? Can the search engines? Do this exercise with each inner page of the site as well. Is what each page has to offer, truly crystal clear? Or does your website presume that people already know who you are and what you're about. If it's the latter, you may have an online brochure on your hands, which isn't a good thing.
One of the differences between a website and a printed brochure is that a brochure is often requested by people who already know about the company, but who are looking for more specific information regarding their offerings. Although not ideal, for those browsing the websites of companies they are already familiar with, an online brochure may certainly suffice. Which is probably why so many websites seem to be written like one! Often, when a website is originally designed and written, nobody thinks about the fact that people unfamiliar with the company might be visiting it. However, if you want to gain new customers from the search engines, i.e., people looking for your type of product or service (or even information) who never heard of you before, they need to know within a few seconds that they've landed in the right place.
Pretend you don’t know anything about what your company offers and you stumbled onto it somehow. Can you tell immediately what it’s all about? Can the search engines? Do this exercise with each inner page of the site as well. Is what each page has to offer, truly crystal clear? Or does your website presume that people already know who you are and what you’re about. If it’s the latter, you may have an online brochure on your hands, which isn’t a good thing.
One of the differences between a website and a printed brochure is that a brochure is often requested by people who already know about the company, but who are looking for more specific information regarding their offerings. Although not ideal, for those browsing the websites of companies they are already familiar with, an online brochure may certainly suffice. Which is probably why so many websites seem to be written like one! Often, when a website is originally designed and written, nobody thinks about the fact that people unfamiliar with the company might be visiting it. However, if you want to gain new customers from the search engines, i.e., people looking for your type of product or service (or even information) who never heard of you before, they need to know within a few seconds that they’ve landed in the right place.
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