I've noticed quite a few websites recently that look fantastic. They're creative, well-designed, and technically advanced. Yet, they don't seem to get from that initial wow-effect to a purchase or new client.

These websites remind me of fishing. (Maybe it was all that fishing I did in the Norwegian fjords this summer.) They have the shiniest, most technically advanced lures on the market (design), but they've forgotten the hooks (effective content & copywriting). They seem to be fishing for compliments, rather than clients.

Now, I don't want to imply that you should try to trick or bait people into becoming clients or making purchases. What I do want to make clear is that if there's no real substance to your website beyond its looks, you're missing opportunities to gain clients.

Cutting-edge design, flashy graphics, apps, and tools (what I sometimes call "website bling") will get you noticed. And that's important since many people make snap judgments about a product, service, or brand based on what they see. Yet, once you get their attention, what is your website saying? Eye-catching graphics may draw rave reviews, but it's the words that clinch the deal.

After all, which would you rather have: a compliment or a new client? (Both, right?)

You want results. So, make sure you pair great website design with results-oriented content and copywriting. Here are 4 things to keep in mind as you consider content.

1. Budget and Plan Realistically for Your Content Marketing.
Most people plan and budget carefully for their website design. After all, without design and coding, there is no website, right? Well, without great content, you don't have an effective website so you need to plan just as carefully, if not more so, for your content marketing. Be realistic. Know that you're going to have to continually invest time and resources into content development.

2. Cater to your audience, not your ego.
If you want clients, not just compliments, avoid droning on and on about your company, your products, and your accomplishments. Write about what matters most to potential clients. Be helpful, not boastful. As Ann Handley of MarketingProfs.com shared at the recent International Freelancers Day online conference, "Serving is the new selling." Your content should serve, solve, help, and create utility. Mix it up with a variety of helpful content beyond your static copy, such as articles, how-to videos, FAQs, case studies, and blogs.

3. Adapt to the Medium.
In the rush to fill up a new website with content — and save time and money — many people simply paste in the marketing materials and internal documents they already have. It may save time and money now, but it may also lower the chance of bringing in new revenue. Why? Because people interact with the written word in a different way online than they do in print. That corporate brochure your prospects are happy to flip through in print may not hold their attention for more than 5 seconds online. (Some tips on formatting copy for the web.)

4. Make a Clear Call.
Make sure you include a clear call to action. Don't leave any doubt as to what the next step should be. If you want them to pick up a phone and call, say that. If you want them to drop by your store, give them the address and a map and tell them when to come. Tell them often — not just on the "Contact Us" page. (More on creating an effective call to action.)

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Six Surefire Ways to Sabotage Your Business Website - Saboteur #6: Pairing Powerful Copy with Weak Web Design

Recently, I was talking with a friend of mine from London about what we were planning for the upcoming weekend. I mentioned we were hoping to have a big family breakfast with scrambled eggs and homemade biscuits.

That’s when she looked at me with a strange expression on her face.  “Biscuits?” she asked. “For breakfast?” 

You see, in the UK and most of Europe, the English word biscuit refers to what Americans would call a cookie or cracker, which is usually sweet, hard or crispy, and often has a cream filling, icing/frosting, chocolate chips, etc. 

In the USA, biscuits are small, round leavened breads – slightly crispy and golden brown on the outside, fluffy and melt-in-your-mouth soft on the inside.  They’re not sweetened and are typically a breakfast food, often eaten with scrambled or fried eggs, sausage, bacon, ham, cheese, or butter and jam/jelly.  In the south, buttermilk biscuits and white “country” gravy are popular. Is it the healthiest breakfast? Not at all. But oh, so yummy.

Why am I writing about biscuits? Simply to remind you that regional differences in word-choice and phrasing can have a dramatic impact on your business success internationally.

My friend was disgusted when I mentioned having biscuits and eggs for breakfast. We were both speaking English, but our minds had conjured very different images and emotions from just that one word. It was startling, confusing, disconnecting, and it threw off the whole conversation.

We laughed about it, of course. And it was educational. But when you’re writing to customers or business partners online, in brochures, or via email, you don’t get to know immediately if they’ve misunderstood something. You won’t know if they’re thinking or feeling something completely different from what you’d hoped.

In your international marketing and communication, you want to connect clearly, easily, and naturally.

Before you mail your next sales letter, print a new brochure, or click send on your latest email blast, give it a “biscuit test.”  If anything is unclear (based on feedback from native regional English experts), consider creating separate communications for each target region.  It may take some extra effort, but the returns will be worth it.

Yes. You read that right. I think translation is a bad idea. Direct, untargeted translation, that is. Why? Let me give you an example.

As I was planning a family outing last week, I turned to that handy little resource — the Web — to get information I needed from a particular Swedish company. I'm always happy when I see the UK or US flag icon on a website signaling English-language pages. It makes it much quicker and easier for me to find and absorb the information I need.

But happiness turned into frustration within a few seconds of reading the copy. Let's just say, I could forget about quick and easy information. After flipping back and forth a couple of times between the Swedish and English pages, I found the 3 main culprits.

► First, the original Swedish copy wasn't great.

► Second, they'd most likely used translation software or a translation service to directly translate the average Swedish copy into terrible English copy.

► Third, they'd obviously not bothered to ask a real live native English speaker to read through the copy after translating it.

My first thought was: "Wow. Why did they even bother? They must not think English-speaking visitors are worth their time and attention." My second thought was, "This company must not be as professional as I'd hoped."

How unfortunate. Yet, I see this kind of average, quick-fix English translation all too often on Scandinavian and European websites. My Swedish friends might call it lagom (good enough), but I call it a mistake. Why? Because your English-speaking customers will feel like they are an afterthought, rather than a priority, for you — diminishing your reputation in their eyes.

Some may argue that English-speaking customers accessing European websites should overlook poor English communications since they know it's a foreign language for those companies. That may be true when meeting people in person, but not for online and print marketing.

Everything you post on your website is a reflection of your work ethic, professionalism, expertise, and credibility. The moment you put English-language content on your website, you acknowledge that English is important to your business and clients; therefore, it requires the same effort and attention as any other marketing.

Also, consider your global exposure. It just doesn't make sense to put subpar copy on your website where it's accessible 24/7 in a language used globally for business.

English copy on your website is marketing, PR, and customer service all rolled into one. It's a golden opportunity to attract customers and boost your reputation. Don't just translate. Communicate in a way that shows you understand and value your English-speaking audience.

► Remember: an undervalued customer isn't a customer at all, but an offering to your competition.

Concerned about the quality of your website's English translation? Call or email me. I'm always happy to give you some feedback.

Saboteur #6: Pairing Powerful Copy with Weak Web Design

Imagine strolling into a boardroom to make a perfectly worded pitch to a group of prospective clients while wearing shorts and a t-shirt. You just wouldn't do it. So why would you project a second-rate image of your company where it's accessible 24 hours a day?

If you're going to sound professional (i.e., your website copy), make sure you look professional, too (i.e., your web graphics and design).

Whether you create your site yourself, use a template, or hire a professional web designer, it's up to you to ensure your website is as successful as possible. To help, here's a list of things that don't belong on a professional business website.

► Clip Art

With sites like iStock.com offering incredible graphics at affordable prices, there's just no excuse for clip art on a professional website. It's like finding stick figure drawings in a Renaissance art gallery — they don't measure up to the competition.

And while we're at it, if you plan to use portraits of yourself and/or staff, make sure they'll portray a professional image. No photos your mom took of you at the family barbecue (unless, of course, your mom is a professional photographer and you were dressed for success that day).

► Fancy fonts

While that curly, swirly script or far-out psychedelic typeface may express your personality perfectly, it's a pain to read. Feel free to get a little fancy — but play it smart. Use clear, legible, standard fonts for the bulk of your content. After all, you want to make it as easy as possible for your customers and prospects to understand what you're trying to say.

► Clutter

Even though you can add all sorts of nifty stuff to a website, it doesn't mean you should. Some websites look like a smorgasbord for web designers — a buffet of Flash graphics, ads, current weather reports, links, etc. But, if I'm going online to buy yarn, for example, I don't need to know the weather forecast.

Always consider your target audience. Include only those features that are specifically useful for them and help them connect with your business, products, and services.

Remember: white space is your friend. Don't bury your content in a heap of ads, links, and graphics.

► Auto-launch A/V

Avoid video intros and other audio/visual elements that launch automatically. Imagine a client looking up your website from her cubicle at work or while out at the local coffee shop. Great. Now, visualize the embarrassment when suddenly the theme song from Rocky blasts from her computer as she frantically looks for the mute button. Not great. (Auto-play movies and flash presentations without sound aren't much better. They can be just as frustrating, especially when someone's in a hurry.)

Music and/or video may be an integral part of your business, but allow your customers to decide for themselves when to hit play.

► White on Black

Don't use white font on a black or dark background for long chunks of text. I mentioned this already for Saboteur #4, but I'll say it again. It's too stressful for your readers' eyes. Yes, it shows how edgy and different you are, but is it worth it if people have a hard time reading it?

This list could go on and on, but I've stuck to a few of my particular pet peeves — focusing on basic visual elements, rather than code and such. If you have any website design pet peeves of your own, let me know.

Saboteur #5: Leaving Out the Call to Action

Leaving out the call to action is like leaving out the yeast in bread. Your business just won't rise. Ok, maybe not the best analogy, but the point is you can't have a successful business website without it.

This isn't just a matter of displaying your contact information somewhere on your website. (I hope you've remembered to do that.) It's a call to action.

Remember: "Nothing happens until something moves." (Albert Einstein)

You need to ask your target audience to make a move — a very specific move. What that move is, depends on your business, offer, and goals. You may want them to call your sales department, visit your store, submit a form for a project estimate, place an online order, download a white paper, or any number of other options.

Decide exactly what you want your clients and/or prospects to do. Then, clearly ask for that specific action.

Here are four essentials to creating an effective call to action:

► Don't rely on your "Contact Us" page to do the job. Every page of your website should include a clear call to action. After all, in a "click-happy" web world, one page may be all you get to engage your audience.

► Be specific. It's not enough to simply list a phone number, email, or address. Make it easy for your audience. Tell them what to do and why. Your message can be long or short, but it needs to use clear action verbs — and include your offer or timeline, if you have one.

"Call today for a FREE consultation"
"Order Now – Offer Expires June 8th"
"Register by Friday for Half-Off Tuition"
"Visit our bakery today for FREE samples"
"Join our mailing list"
"Register Now"
"Create Account"
"Book Online"

► Make your call hard to miss. Don't bury it in the copy somewhere at the end of the page. What if no one scrolls down that far? Put it at the top. And try a bold color, button, or graphic. (Just remember not to overdo it — clutter is confusing and distracting.)

► Set it up. This may be obvious — especially after the previous 4 blog entries — but it's too important to skip. A call to action won't work if you haven't already presented clear, compelling reasons and strong benefits. As important as it is, the call to action is still just a piece of the marketing puzzle. It can't stand alone.

Saboteur #6: Pairing Powerful Copy with Weak Web Design