If people saw your website in a museum 100 years from now what would they infer from it? If your website is only about products and where to call, you may be missing an opportunity to influence your customers and industry.
1. The first way to stay current and long lasting is to know that what your data says is not as important as how you interact with peers and customers. Are you combining the potential of the moment with what has always been true? For example, blend what happened this week (300 items shipped) with how your company ensures quality (hand inspections are time consuming but effective) and how those items solved a problem for your customer.
2. Tell a tight story. Product information and technology use may be important, yet also include in a few well chosen words how your product became meaningful and worthy of attention – how it adds value for your customers.
3. Another way of keeping your content current and long lasting has to do with first and lasting impressions. The competency of your company is reflected in the visual appearance of your website. Good design and organization principles withstand the test of time. These principles usually advocate simplicity, allowing visitors to quickly find information and easily perform tasks. Trendy fonts and moving text distract from your message and your prospects’ goals.
4. Accurate spelling and grammar are here to stay. Check that your text is error-free. These kinds of mistakes lessen credibility and professionalism with audiences. This is true on digital social networks as well as websites.
5. Customize how you describe your company within its industry. Use perspective. Think big, feel small. Make your purpose apparent to those not familiar with your market. Avoid jargon and assumptions.
6. Become a resource by distributing reliable and relevant information in multiple formats and channels. Your content should provide what is known and helpful to those interested in your product, service or industry. Get rid of anything that is useless and out-of-date. Time wasters frustrate.
Visitors 100 years from now should infer that your company met a need and helped customers solve problems. That the company was careful in mind and manner, trustworthy and competent. The company knew how to prosper.
Do you have content that shows perspective on your website? What do you write about that’s timeless versus immediate and current?
