The Communication of Our Digital Tools
Column #itSAMarketingThing 14: Programming business communication on websites.
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The texts we write, the images we explain and the titles and headlines we choose for our articles and reports make the difference on our websites. Our content is scrutinized by indexing tools, analyzed by our colleagues and competitors and above all must be effective in leading the prospect to the goal.
Effective Writing for Your Digital Tools
In 2025, a business website that effectively presents products and services, with an integrated store or submission forms for easy interaction, must have a professional and polished look. Also, it’s essential to include well-written content and accurate information about the company, its team and the regulations to display as a trader, to guarantee a positive and informative user experience.
There are usually two types of content in digital marketing websites. The first is the merchant’s static content, which remains relevant and visible over time. The second is ephemeral content, which is dynamic and engaging, and includes elements such as entertainment, promotions and discount campaigns that have a limited lifetime and trigger a sense of urgency among consumers.
Static Content to Reference and Index in Search Engines
Static website displays, also known as key information pages, are the basic elements of business, online or physical. These pages must appear in search engine results, and include specifically contact and about pages and those devoted to the detailed presentation of the products and services offered. This content, well written and optimized, plays a crucial role in demonstrating the company’s experience, professionalism and skills in its field of activity.
To increase the chances of these to appear in search engines, we will often opt for a neutral design highlighting the referenced content in a clear display. However, this doesn’t mean the design must be boring like a book page devoid of character and originality. On the contrary, it’s possible to create an interface that is both aesthetic and functional, which captures attention while facilitating reading and interaction.
Limited duration content to be highlighted by paid referencing (SEA)
Product campaign web pages showcasing promotions with big images, engaging video and even discount splash pages with a short-lived lifespan will be more difficult to reference and index by modern search engines, due to their limited time.
There are various reasons, such as the slow opening of a page which is caused by a big document including the technical details of a machine that must be integrated into the page. Another common example is the right to share a video without the play/stop options or with restrictions copyright, all which has a negative impact on indexing the web page in Google Search.
It’s then necessary to use different tips of referencing, because each approach brings its advantages. Often, this quality content will be promoted strategically via paid ads on various social media, and on Google and other available search engines. This helps reach a wider audience and increase online visibility.
Once the Visitor Arrives on the Site
Visitors shouldn’t click through 3 pages of our corporate website to understand what our company offers. The readership must understand immediately from the first page of its visit. Let’s remember the average search time for an Internet user who visits a site for the first time is less than 3 seconds. If the latter doesn’t understand our site within this period of time, he will go back to the Google search and choose the next site in his search.
In short, our website constitutes the most important and essential digital instrument for the smooth running of our company. It’s crucial that the content we publish includes relevant keywords from your domain and those relating to the topic of the page. Therefore, note that the content of your company about page won’t necessarily include the same keywords as those used on your page dedicated to presenting a service. We also use attributes and description parameters in our management system to increase the chances of appearing in search tools.
Adapting our communication for each platform
When planning effective communication, there is usually a carefully crafted basic text for the website and for the media in the form of a press release.
Once this text is posted online, we take care to personalize it so that it’s adapted according to the publication platform used. For example, in the event of creating a blog article intended to promote communication, this text will be much more complete, in-depth and detailed than the more succinct text that we could disclose on social networks.
For example, a clothing company produces a press release to announce a new season. She will then publish a blog article adding more information and details. It will then embed the most important paragraphs of the article into the pages of their website that have a related link or the catalogue. The company will then write a presentation text for the article with a sentence encouraging reading to make a publication on its LinkedIn page will add nuances and hashtags for a suitable publication on Facebook, Instagram and in a newsletter.
And there you have it, this gives you a good idea of the adaptation and customization to be done.
Budget: It’s essential to remember that no $0 communications campaign will work without an investment of time and preparation. Free distribution means primarily include social media and shares, and relevant news articles and corporate promotions via communications and marketing tools, such as emails.
These communication tools may require rental usage or hosting to be effective. One way to save time is to create templates and reuse texts. The content, tools and deadlines used are often similar from one campaign to another, which reduces production time for each new campaign.
Tips: We shouldn’t underestimate the great power of sharing in our product launches, as it can have a significant and lasting impact on our visibility. I always suggest this before even thinking about allocating a budget for promotion, as the effects of a good sharing strategy can be remarkably beneficial. Of course, take care to choose your posting time carefully to maximize engagement, because every minute counts in the digital world. Also, don’t take time off right away after the event, because you’ll need to quickly transition into networking mode once your campaign is published. This can truly make the decisive difference in the success of your marketing efforts, influencing how your product will be perceived by the public.
Tools: We also use official free content distribution sites to maximize our reach. An example of the event side is represented by event display sites, such as “what to do in Quebec.” Besides this, tourist sites and local activity groups or business groups, often offer their help sharing or become partner. These platforms even offer interesting opportunities for visibility exchange partnerships to increase the impact of our initiatives.
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Conclusion
The editing of our press releases, our promotions and our offers on our digital tools are just as important as the publication disclosed itself.
It’s crucial to put ourselves in the shoes of our visitors and produce an online posting that will be easily understood by all Internet users, whatever their generation.
Of course, we become better communicators with experience, adjustments and improvements from year to year. Since there is a beginning to everything, let’s communicate and build meaningful business connections.
See you in the Blog!
Jeff
Cr Images and production: W+M Services
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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