What are you Trying to Say?
Every time a request comes in, the first thing we do is to review the business. This initial review, really consists of looking over the company’s website, if they have one. You would be surprised how many don’t.
We do this for a few reasons — to make sure that it’s not a competing company looking to get some inside information, to get an idea of the business itself, and to see how we will be best able to serve them.
For the most part, the websites are clear and to the point — list of products, services, corporate overview, etc. — and then there are a few where what they actually do is still a mystery to me even after pouring over each page. The only clue I have is the title of their name or what industry they may say their company is in.
This would be an example of bad writing. Oh, so many may disagree. “Why there’s big words,” they would say, “fancy vocabulary,” “it sounds professional,” and “there is so much information.”
Here’s the deal, if you have to decipher through the big words and a jumble of jargon just to figure out what it is that company is trying to say, they are not doing an effective job at communicating. Oddly enough, just the other day, I received an inquiry from a Communications company that fit this mold.
A huge misconception in many people’s eyes, is that good writing means dazzling people with the amount of big-ticket words they know, or throwing in all kinds of buzz words. The best writing is the kind that is concise, to the point, and written specifically for the intended audience.
At DDA, we writers do a lot of….well writing, on all topics for all industries. A large part of our job is in writing specifically for DDA, as we are constantly adding fresh new content for search engine optimization reasons. Whether it’s video production services, animation, 3D modeling, graphic design, programming, illustration, or so much more, we always try to be as clear as possible and craft our words in a way that our audience will find appealing.
This is important, very important. We may rank number one and hit the the first page of Google for like a gazillion and one keywords, but that doesn’t matter. If someone were to land on our site and not know what it is we are trying to say or what we do, all of that time spent optimizing has just become irrelevant.
So, I urge all businesses, regardless of industry to try the following test, have someone not directly connected to your company, go onto your website and read through your content. Then ask them to summarize for you what they gathered about your business and the services offered. This will give you a good indication of whether or not your content is effective.