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Attract more customers to your website The content of your website: how NOT to do it

The content of your website: How NOT to do it

 

In our previous newsletters we offered advice on how to improve the content of your website. Below you can find a few content choices up for improvement.

 

“I want my affairs to be legally sound. Visitors to my website first have to read and agree to the terms and conditions. Better yet, post the T&Cs at the top of every page!“

If you store user data through your website, you will have to make sure the whole process is GDPR- compliant. Accepting general terms and conditions – and often also the privacy policy – are an integral part. But starting every page with an overview of general terms and conditions is a completely different story. Chances are the average visitor will not even read the first paragraph of the terms and conditions. A good idea is to place a link to said terms and conditions, but visitors shouldn’t have to read these until they actually share personal information.

 

“I am the third generation to run this company. I want to publish my biography, my father’s and my grandfather’s on the site!“

In reality that’s not a bad idea, it adds a personal touch to the website and it is content that will set your website apart from the competition. But it is not a good idea to make this the focal point of your website: rather provide information your visitors can use immediately. Of course, a simple mention of the company going strong for three generations, does inspire trust.

 

“I have decided on the title of my homepage: ‘Welcome to the website of company Such & Such!“

Welcoming your visitors is a nice gesture, but if they are recurring visitors – which is the general idea – after a while this will become a tad ridiculous. Imagine allowing yourself the luxury of frequenting your local 3 times a day: in the morning for coffee, a sandwich for lunch and a beer after work. Do you expect a bear hug from the proprietor every time you walk into the place? “Welcome to the website of …” is a life-size cliché. Such an important space should be dedicated to a useful call-to-action, for instance: “Looking for a plumber in Cambridgeshire? Contact us now for a free quote!”

 

Next blog post: your homepage = your calling card

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