A bit like an eye catching front cover of a magazine your website is an introduction to what’s inside, a window to your world.
If done correctly it can convey your expertise and professionalism, foster customer confidence and trust, and brand you as a credible employer attracting people who ‘want’ to work for you.
So what’s that got to do with PR? If Public Relations is the way organisations, companies and individuals communicate with the public and media, then your website is doing just that.
So given this how do you populate your website to optimise your communication?
Use well thought out content that communicates your culture:
Who? What? Where? When? How? Why?
These questions can be answered throughout your home page, about us section, services page, etc. One point to remember is copy for the web should be different for that meant for print. Most people skim read websites rather than loiter; your main aim is to give people what they want to see in the blink of an eye and the search engines great content so you will be found online.
The essence of website content is originality. Search engines and your audiences want original and genuine content. Communicate the company ethos and personality, forget the industry jargon, and keep the updates regular.
One page often overlooked but incredibly important in promoting your business is the news page. Some people call it a blog, the news page is where you can communicate what it is you do in real time.
Developing a news page can have a positive impact on your business for a number of reasons:
- Keeps your staff, customers, stakeholders and the wider community engaged with your business.
- Builds your image and reputation.
- Illustrates how proactive you are within your business.
- Original content will be proactively promoted throughout search engines thus increasing traffic to your website.
So start today with these easy to follow tips:
- Consider a brief headline. In any search result only the first 50-60 characters of the title will appear. Never repeat your headline in consecutive posts, search engines will assume it’s a duplicate of the last piece and place it way down the search results list.
- Write for your audience, use a conversational tone to engage the people you want to engage.
- Keep your sentences short with no jargon. Lists can be good to allow you get to the point but again use where relevant.
- Don’t fill the content with the same key word. Constantly repeating the name of your business within every article will place you at a disadvantage. Search engines will move you further down the search list.
- Use photos and if you have them videos, news that can illustrate the story is far more engaging for the reader.
- Add a quote from a spokesperson; this could be your MD, line manager, or customer. Not only do quotes add weight and perspective to a story but they make it real.
Remember the magazine cover, you want people to have a good feeling about you, make sure you look the part but talk the part. You are experts in your field, regular content updates make it much easier for people to understand you, find you, and ultimately enquire about your services.