I know, a strange blog title, right? Well, its the question I ask our customers to illustrate to them how they enthuse about their products and services. The pub works because I know that in person in a relaxed environment, we can all go on for hours about our products and services, why you need them, why they are great, why your customer service is top notch, and rightly so.

However, the real reason I ask the question is to show many business owners how their site does not reflect this personality and enthusiasm. It’s so common to have a very vocal, colourful, charming managing director who can sell their products and services eloquently and with great gusto and yet, when reviewed, their site is very corporate, informational and contains stock content and stock images. What I mean by ‘stock’ is not lifted or used from other sources more so that the content is a little bland and not really reflecting the lively, vibrant brand presented by the MD and their staff / associates.

When you look at your site, you may well think “it’s has been designed, it’s not really me but it says what we do so that’s great”.

What I am really getting at is, it is often the case that a website follows the branding, or rather, a website is often created because a brand / business needs a website, rather than viewing it as your online salesperson and shop. When you look at your site, you may well think “it’s has been designed, it’s not really me but it says what we do so that’s great”.

This approach can work but why use it? Why not get your brand personality shining through, why copy others and use a standard approach when you want to really stand out and make the experience online unique? Have the voice on the website sound like you because you are at the centre of your business.

This approach can work but why use it? Why not get your brand personality shining through?

To give you an example, I used to run an agency and, back in the day, the technique for many agencies was to list as many different services as possible and ensure each page was focused and concise. This is obviously good advice for anyone who wants to make their website work for them, but my point is, do agency customers need all that information?

Is it harming the process that they must wade through tonnes of content when their remit is to really have someone else do it for them?  I decided to keep those pages but make the customer journey more concise and reflect what I would say in person, how I would take someone through my process and achieve results from my services.

This is about understanding that you and your team are unique and that is what sets you apart, by sitting down and reflecting on ‘what you would say in the pub’ it does so much for you in terms of understanding what your main products and services are

This is about understanding that you and your team are unique and that is what sets you apart, by sitting down and reflecting on ‘what you would say in the pub’ it does so much for you in terms of understanding what your main products and services are, how you explain those products and services to a prospective buyer and thus giving you a great starting point when considering how you reflect this online.

It is vital your site reflects your personality, people buy people, and with a site that is as unique as you are, you will inevitably stand out. Note how you speak to people in person, and I promise you, your site will appear before your eyes. Take the time to think it through properly and you will have a site you are proud of and not one that just lists what you do in a grey monotone.

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Published On: April 11th, 2022 / Categories: Marketing Strategy /

About the Author: Joe James

Joe has been working in the world of online marketing for 15 years, he has a large amount of experience in SEO, social media, paid search and content marketing.