Launching a new company website is no easy feat. However, it’s a necessary undertaking as your website and content can feel stale and static after a few years. When approaching a website project, remember to keep authenticity at the forefront. While your new website design may have all the bells and whistles visually, none of that matters if your content is inauthentic. You want your visitors to know what your business’s purpose is and how it can benefit them, but a message and tone that comes off as braggadocious, arrogant and self-serving can lead them to quickly click “close tab.”

So how do you inject authenticity throughout your website copy? Here are a few tips to keep in mind.

Humanize your content.

When talking about your organization, clearly share what you are about and how you want to serve people through the work you do. Be open about the “why” of your company. This can be explained throughout the website as you share your story, mission, values and passion. Highlight real people, for example your staff members or your customers, to further demonstrate your “why.” A human element to your website copy will effectively resonate with your visitors. 

Be clear about your purpose.

Your content should directly address your audience’s challenges and genuinely explain how your organization can help overcome them. Add some storytelling when talking about your purpose. Include different examples of people you serve or the challenges you helped them meet. Being clear and concise about what you do is the first step to building trust with your visitors. 

Back it up with facts.

Instead of talking about how great your company is, add some context by giving visitors a glimpse of your daily work. Share specific accomplishments or measurables to showcase how you addressed past customers’ challenges and the impact your organization has made. You can do this through a snapshot of data on your home or “About” page, customer testimonials and case studies. 

Leave a clear call to action.

After someone visits your website, be sure they know what you want them to do next. Depending on your type of organization, calls to action will vary. For a restaurant, it can be a button or phone number to make a reservation for dinner. For a professional services firm, drive visitors to an online form to connect with your business development team. For a nonprofit, the call to action may be to make a donation to the organization or a specific campaign. 

A final note…

Once your website content is complete and the layout and graphics are finalized, follow our checklist to make sure your site is pristine and ready for the outside world. Before you click “publish” on your new website, ask yourself these seven questions:

1. Is your message directed to your audience?
2. Is your content something your audience would understand?
3. Is the content you want them to read easy to find?
4. Do you have compelling visuals?
5. Do you have a clear call to action for your visitors?
6. Is your brand voice consistent throughout all web pages?
7. Did you review (and re-review) for typos?

If you’ve answered “no” to any question above, your website is not quite ready yet. To get your website across the finish line, contact Obsidian Public Relations today!