Present An Impeccable Business Website
Column #itSAMarketingThing 16: Promote a business and disclose a company's administrative information on the web.
The chronicle of different and low-cost marketing for startups, businesses and entrepreneurs. It’s a marketing story is told every month in the Monthly Ticket of the Marketing Blog.
Present a Business on the Web
When we’re administrators of a company’s digital tools, we must manage and display the general and legal information. The website, its social media and its applications must contain the generic texts the public expects to find. Information written clearly, with appropriated vocabulary and without spelling errors.
A site should allow visitors and search engines to understand the company’s purpose in a matter of seconds. Adjust content to search driver recognition techniques (SEO) and include legal details and descriptions of products and services is a must. All this by choosing the words used by your customers. This content must be impeccable and up to date. Thus, a good editor regularly reviews the pages and information sections of sites, updates them quickly and re-indexes the revamped content.
Here are 5 essentials in business presentation on the web
The name of the company and location of operation.
The product and the service description.
The company’s mission.
The people who work there and the managers.
The history and objectives of the company.
Know your mission and vocabulary
To establish the company identity, we must know its target audience, the mission and the sale vocabulary of its market. We prepare the writing of the presentation pages by studying the competition’s sites. It’s important to discern the field, products and services and recognize where you stand in the company’s market. This helps to demonstrate your unique expertise to people.
Finally, let’s make sure the site renders content on all the platforms: desktop, tablet and mobile.
The content of words, the famous keywords
No matter our field, there is jargon in our professions. The words that we say between employees, with customers, that visitors ask us and that each person on the floor would like to write with a red arrow to direct the customers.
There is a good chance that we will be able to pull out about twenty words that we repeat for our company that will become our keywords. Let’s use these in a general text of 200 words to describe our company and voila! We have our business description referenced for the year to include everywhere in our business tools and administrative documents.
The following year, we check whether the keywords are still relevant and correct them if necessary.
Take the Time to Find the Right Words
It’s important to use the right language for our digital tools. Since they’re limited, the texts must captivate and inform visitors with the right vocabulary in a short time.
It isn’t easy to choose a word, or an expression, when the number of characters is limited, or the web layout is capricious. By adding the text of legal notices and referencing techniques, it’s sometimes necessary to make decisions to have the right word for a better understanding of visitors and cut the extra wording.
When you have several ads or services to demonstrate, using a home page will help you. We display the headlines with incentive texts on a redirect page of each ad (a splash page). The splash displays more detailed and introduces the purchasing sequence.
Precise Text Content That Gets to the Point
Let’s think about our favourite news sites, the sections and tabs that we visit. After several visits, as we get along with the use if the website, there are sections we favoured. We go straight to these sections, know the way, like the way to go to the bathroom at home.
Isn’t it annoying, when suddenly, the bathroom changed place? What is it this morning, is this my computer or I can no longer find my tennis section on the site?
Yes, the text content and the section we install must maintain and keep the general interest for all visitors. Each type of visitor knows where they want to go on a website. It’s our job as a webmaster to generate interest in their visit. Each of their visits, the first and the thirtieth. Let’s look at how to generate interest while maintaining stability for repeat visitors.
The First Visitor Wants to Know Us Directly
Prospects who discover us will, after a short while, go directly to the information tabs, about tabs and even at the bottom of the page to look at the index (the site menu) while checking if the footer tab content legitimate and up-to-date policies, purchasing and shipping guidelines, etc. A website without a cookie reading announcement is weird in 2025, isn’t it?
It’s therefore necessary to have our about us web pages, company history and presentation of our team up to date for this type of visitor. We display these pages in a menu tab accessible on all pages of the site (usually in the section called the header of the website). The location of the menus is static, either we decide to display them, for example, at the top right with a red button, and we no longer move the button. We don’t continually change the name of the tabs, their location on the page or even their existence, no. A bathroom remains in place in a house; in full view for new visitors and still in the same good old place for regulars.
Always Think About the Interest of Regular Visitors
Regular visitors also have their common behaviour. They will usually get to know you more and more, until they know your inventory, publication date and all your clothing sizes available on the floor.
In digital marketing, a high volume website requires the popular sections, like sales splashes, new collection sections, and a discovery or a community tribute section, like blog articles, YouTube channel or weekly news e-mail to keep interest.
Another popular movement on a website is to give the possibility to the visitor to search and make lists of your items. Think about a search bar option on your blog, order lists of importance or archive by date and year, or allow sorting merchandise in your online store.
Also remember a photo is worth a thousand words for these regular visitors and visual support can add elements to a short, direct, but effective paragraph. Regular readers won’t notice a three-line change in a chapter that has been there for a long time. Consider notifying them of an important change, if necessary, by attaching an image with a mention of something new.
Who Says Regular Says Stability
Regular visitors like stability. Once again, the menus and tabs relating to them don’t move from our layout. Their bathroom awaits them. Let’s reserve our in-depth and funny compositions for our blog articles and other social materials rather than our important web pages. Our web visitors know our way of editing, the construction of our pages and are used to it.
Opt for a concise and quick writing style for communications on our websites, descriptions of our products and services and sections of our general information. Our website must maintain a certain decorum for SEO, legal and legal reasons, appearance and respect for our company and especially our workforce. Always opt for a beautiful, professional presentation on a website for a good long-term reputation in a secure virtual world.
Budget: $0. There are several free applications and extensions to use to improve writing, technical content construction (back-end) and search engine optimization. We can find them by carrying out a web survey to analyze the performance of our sites.
Tip: In the life of webmasters and web editors, it’s sometimes impossible to ask for opinions from work colleagues, due to confidentiality. In cases where we’re unsure of our content, it’s best to do something else and return to the writing task a few days later.
Tools: The open source Google Lighthouse tool is one of the popular and free SEO extensions that run on any web pages. This French article from webmarketing.com will give you several other examples of analysis systems: Extensions SEO : Top 10 des solutions pour analyser votre site web (Top 10 solutions to analyze your website).
Conclusion
Business presentation is a real sport. You need to practise describing it both orally and in writing. Of course, the more we put ourselves to the task, the more fluidity will be acquired.
Take care in your practices and rehearsals.
See you in the Blog!
Jeff
Source: Capin Judicael Akpado for webmarketing-com.com (French Article) . Article: Extensions SEO : Top 10 des solutions pour analyser votre site web.
Cr Images and production: W+M Services.
The chronicle of various low-cost marketing strategies, specifically designed for startups, businesses and entrepreneurs, is continually growing. This marketing story, rich in insights and practical advice, is told each month in the marketing blog’s Monthly Ticket e-magazine.
Blog Tags
Websites - creation, management and design
I edit the content of existing sites via CMS in addition to creating sites with WordPress and Squarespace. I have been producing website content as a webmaster since 1998.
I help companies get their first website up and I improve the performance of existing sites.
Yes, I’m Mr. Analytics and my reaction time to new digital marketing is daily, which allows my clients to have optional and trend-cutting tools.
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The digital marketing chronicle dedicated to startups, SME and entrepreneurs. Promote a business and disclose a company’s administrative information on the web.