Category: B2B Websites

Contractor Websites Part 2: What needs to be done and who will do it

Determining which tasks you can take on yourself and which you need to outsource to professionals is a key decision for business owners. Of course, anything you can do yourself can be a savings, but you also need to consider your expertise as well as impact it will have on the time needed to complete the project.

Project Management

One of the key tasks that most business owners don’t think about when creating a website is project management. The person who takes on this role will develop a schedule for completing the website. They serve as a liaison between all members of the team, including the business owner or marketing executive, web developers, graphic designers, SEO specialists and content writers. They will also create a site map for the developer and content writers to follow as they work through what is needed to complete the project. We see many projects get delayed because owners get sidetracked with pressing business needs, while their website team waits for copy, photos, etc.  Choosing a website template, finding images, and writing copy, can take far longer than you ever imagine.

Web Design

Whether you are designing an original website, or customizing one of the thousands of templates available online, you may hire a professional website developer to do the work. Open source systems such as Wordpress make it possible for those without coding experience to create their own websites, but be prepared to invest a considerable amount of time and effort to learn how to do it. Skills among website developers also vary. Some are better at coding (the back-end work behind a website) and less adept at design.  Others are better at design, but not adept at coding. Once the design is created and/or approved, the web developer will insert the photos and copy into the site, and style it according to the approved design.    

If you decide to work with a template, be prepared to spend hours looking for the one that will fit your content as well the look and feel you want for the site.   The site you choose should be both  mobile and seo-friendly? Does the developer offer support? Can you determine if you can adapt it for your needs? If you are not comfortable in this arena, it is best to work with a professional.

SEO

Many a business has completed its website only to find out that the site is not optimized for search engines. That’s because search engine optimization, commonly called SEO, is its own specialty. While the web developer may add titles and metadescriptions to the site, it is not his or her job to create them. Writing the titles and metadescriptions should be based on business objectives, an analysis of key words for search traffic, competitiveness and other factors. An SEO content writer or seo specialist who has done the necessary analysis and consulted with the business owner should provide this information to the web developer. 

Content Writing

Once you determine the pages you need, content writers will get to work creating the words for each page.  If you want your site to rank in search engines, provide your writer with the keywords you want to rank for based on your research. Provide the writer with an idea of the amount of copy you want on each page, or the writer can write to the design. We base our estimates on 200-400 words per page.  Page titles and metadescriptions are also provided for each page.  Think about the tone you want for the copy. Should it be funny or serious, formal or casual, enthusiastic or all about the facts?  Convey your desires to the writer.

We’ve had several clients come to us frustrated after working with writers who did not understand their business.  If you want to avoid spending a lot of time explaining your industry, look for someone with expertise in your field.  Writers will benefit from conversations with customers and other members of your team, especially those who interact with customers. Provide them with access to these key resources as well as any other documents from your company such as proposals, brochures, videos, sale presentations or marketing material.

Graphic Design

Do you have a logo and other branding elements already established or you looking to create something new? When you create a website it is a good time to decide if your existing logo could use some revamping. A graphic designer can help ensure that your branding is carried through across all media, including the website.  They can also have a good eye for selecting images that will be used throughout the site.  

Photography

Images are one of the most important elements of a website design. Nothing will send potential buyers off your page faster than unprofessional photos.  Hiring a professional photographer is the best way to get the image you want and the quality needed. While stock images offer an economical alternative, the photos will not be unique to your business, and your site can suffer from a generic look. There also may be limitations on their usage. Stock photos are not a good option to represent work, as you might oversell a potential client.  As you prepare a list of pages for the site, make a list of photography needs  for each page and how you will source them. Allow your photographer to review website design so he can envision his work in place and ask questions.

With a better understanding of everything that needs to be done, you can assess the best way to get the job done.

Can Supplier Science Improve Your Content?

Supplier scienceSupplier science can build trust and fortify product claims. It can add interest to a product story and generate confidence in buyers. B2B website content is often good at describing benefits and features. Some of it may already be known or shared by competitors. Content derived from, or depicting, supplier science is unique and can help companies differentiate their products.

Credible Sources Build Trust

When phytonutrients manufacturer Sabinsa Corporation introduces new functional ingredients to the foodservice industry they let Dr. Reza Kamarei, who received a Ph.D. in food science and technology from Massachusetts Institute of Technology, talk for them. He presented his company’s research findings at the recent SupplySide Science Tour in Chicago. Dr. Kamarei cited a phytonutrient’s history, stability, clinical effectiveness, self affirmed GRAS (generally recognized as safe) and results from a clinical trial.  This is something a sales person or engineer cannot do. Research from a credible source makes a customer such as Tutti frutti frozen yogurt feel good about including ingredients with potential health benefits in their product.

Translate Supplier Science Through Storytelling

We are not a nation of science geeks. But we appreciate what science can do for us. Iriduim, a global mobile satellite communications company, establishes credibility with storytelling through its Adventure Stories. Their reliable sources happen to be their customers. The stories are culled from actual events that affirm product capability and generate confidence in its application.

Diffuse Skepticism

Can routing and mapping software make logistics company managers feel like Magellan? Computer science and technology provides navigation tools to find not just any trucking route, but the fastest (and most economical) route. INRIX predictive traffic forecasts take into account weather, road construction and local variables. Accuracy and reliability are important so INRIX mentions their research and development efforts in the website copy. They also mention why Ford chose to partner with them.

In the B2B world supplier science can diffuse skepticism and help sell products. Content based on supplier science can bridge gaps and create confidence during the decision process.  Content formats go beyond website copy. It can include video demonstrations, whitepapers, news releases, case studies and print material. Because science may be specialized find a content writer who can translate science-based information into a useable format for the audience.

How does supplier science play a role in differentiating your products?

 

Company Content Reviews Emphasize Copywriting Skills

Content reviewContent writing reviews from Hubspot and Mashable caught my attention this week. They both cite companies that rely on copywriting skill to achieve business objectives.

In a blog post the folks at Hubspot describe the copywriting at 10 different companies as amazing. The copy succeeds in the following ways:

–       Describes how everyone feels while in the midst of whatever you offer

–       Gets people to open their emails: “A few ways to …”

–       Is clear, concise and crisp with a touch of whimsy

–       Uses puns and stories in product descriptions to bond with buyer persona

–       Says a lot with few words

–       Spins customer service issues by being playful, helpful, and informative

–       Crafts powerful taglines that explain the value proposition

–       Strikes a balance between professionalism and humanness

–       Employs data to prove a point while still telling a story

–       Is humorous, timely and relevant

–       Positions brand through themes and is highly personalized

Sivan Cohen reports on the Mashable blog that fewer than 21% of technology companies have a corporate blog. She cites five company blogs that work and why. A reason for each of her choices is given:

–       Includes relevant tips and tricks for navigating the online world

–       Offers a platform for users to tell their stories

–       Connects event attendees to people behind events

–       Provides unique insights

–       Emphasizes creativity and fun

When skillful copywriters understand business objectives and audience interest everybody benefits.

Content is a Functional Part of Website Development

Computer screens with contentWebsite development teams often leave content writing up to the business owner or outsource it at the last minute. Such an oversight can postpone the project or render the site unusable. They are missing an opportunity to make the site function as the company intended – as a business tool. If payment is tied to the site going live they may also experience a delayed paycheck.

To build a truly functional website, content writing responsibilities need to be delegated early to a skilled writer who makes content a priority. Just as graphic artists make visual design a priority and programmers make code their priority, content writers delve deep into what the business objectives are for the site. Content begins a conversation between the company and site visitor. Words inform, engage, and when strategically employed, live up to the visitor’s expectation. Visitors don’t expect to be assaulted by ugly design or frustrated by features that crash or content that doesn’t answer their questions.

Keep the Project On Track

I asked some web development pros I know for their views on the content writer’s role. Here’s what Dan Halt, principal at Balta Design, a web development and design firm, has to say:

“The thing that slows us down the most is not having the content ready from the customer. Having the copy written by a content writer, instead of the customer, usually speeds up the process. One of the most beneficial things someone can get from a content writer is their content will be written with SEO in mind. Most business owners don’t have the time to write the content for their site (or at least the quality time it takes). That’s why it’s better to hire a professional, in my opinion.”

Kay Wharton, owner of Wharton Graphics, shared similar ideas. She said, “I prefer at least rough content (headlines and estimate of copy to come) before design begins. I can greek in text, but if I could have all the copy that’s even better. I want the content writer to understand some editing may be necessary to make the copy fit the design. There may need to be a little back and forth during the process.”

Bring in a content writer early for web development projects. The site will likely be completed on time, function well, and meet your business objectives. Companies reap rewards when content writing is prioritized as a functional part of website development.