When you put together an ad, or a flyer, or a brochure, or any marketing materials, what are you actually telling your customers?

 It's very easy to write about "What we offer our customers". It takes a bit more thought, but it's infinitely more effective, if you can think about "What do our customers need and how can we supply it?"

 It's often about features, advantage and benefits. It's great to talk about them all, but benefits are the best.

Features - what your product or service does

Advantages - how your product and service is better than competitors

Benefits - what that means for your customer: lower costs, greater efficiency, more fun!

Don't leave potential customers to work it out for themselves. Sell your products and services by selling their benefits!

Maybe you launched the site in a bit of a hurry (and who doesn't?). Maybe it's been a while since anyone in the business has had time to look at what's there. If they did, they might find that new content has introduced overlaps and inconsistencies. Perhaps when new information has been posted, old, out-of-date stuff hasn't been taken down. If you have different people posting at different times, the chances are that they'll write their pages in different styles.

At Wrightell we've worked with a number of companies who have realised that they need to stop and take stock. Sometimes working with branding and web designers, we've helped companies bring order back to their sites.

If you think your site might be due a bit of a clean up, take some time to look through it thoroughly and ask a few questions:

- Does your front page explain exactly what you do?
- Do you change the content of your site regularly (both so it's... Read more