There are a few things that you should generally avoid saying on your company website:
1. False or Misleading Information
Customers buy from companies they trust, and trust can be hard to gain in a world full of skepticism. It’s important to be honest and transparent on your website. Don’t make false or exaggerated claims about your products or services. If you do, you’ll get discovered. At best you’ll lose trust with your customers. At worst, you’re inviting a lawsuit and your brand reputation being dragged through the mud. Be clear. Be honest. Don’t fudge. As a bonus, site your claims with outside authority sources. Customers will appreciate you going the extra mile.
2. Offensive or Inappropriate Content
People have strong opinions about social issues and politics. Stay focused. Your website is about solving your customers’ needs; it’s not a platform to “educate” your customers on social or political issues. Avoid using language or imagery that could be perceived as controversial. Don’t let a personal passion highjack your ability to sell your product and services. Too many companies have done this – even large ones – and found themselves losing revenue as a result.
3. Confidential or Proprietary Information
It may be tempting to explain your special process or recipe for success to build authority and credibility. After all, giving away a piece of your knowledge for free is a great lead magnet. But tread lightly. Don’t reveal any confidential or proprietary information on your website, as it could potentially harm your business or compromise your competitive advantage. (Don’t give your secret sauce away to your rivals!)
4. Illegal or Unethical Activities
This might seem obvious, but don’t promote or encourage any illegal or unethical activities on your website. This includes activities such as piracy or illegal drug use. Not only do you risk losing customers, you may be inviting a visit from the local authorities to your office.
5. Harsh Language About Your Competition
In most cases, it is advisable to avoid even mentioning your competition. Your site should discuss how you can solve a problem for your customers, not how your competitors fail at the same task. People are generally put off by what they perceive to be negative advertising, and showing your competitor as not being credible does not necessarily equate to you displaying your own authority. Besides, you don’t want a legal battle with a competitor that could harm your brand reputation and bank account.
What Your Site SHOULD Say
The message on your site should always be about how you solve your customers’ problems. Focus on that, and tell that story in a professional, respectful and accurate tone. Your site is about generating leads. Let your words and approach help you in that endeavor and your website will be a success.
For help crafting the best messaging for your website, get the help of a marketing professional. At Strategy, we don’t just create websites. We build lead-generation platforms that help our clients get messaging right so they can grow their businesses. Schedule a consultation with us today to learn how we can help make your website what you need it to be.
