Dot The i's & Cross The t's - Website & Marketing Materials Must Be Accurate!

Presentation Is Everything

Dot The i's & Cross The t's - Website & Marketing Materials Must Be Accurate!

by Jason Runyan, Advertising Solutions
Revised May 30, 2019
Originally Published September 19, 2008

The most important reality business owners, marketing managers, and webmasters must realize is this:

No one will physically be present while the customer is wandering through the website or viewing campaigns!

There is no asking the common questions a sales associate might when in an office or retail setting speaking face-to-face with the customer:

  • No physically greeting the customer with a smile and handshake as they walk through the door.

  • No asking a customer if they found what they needed.

  • No helping them find something, and walking them to the product location.

  • No reading a customer's body language to know if they are happy or upset.

The Website or Campaign Is The Only Salesperson

The company's website and associated marketing materials must:

  • provide the customer service,

  • in essence read itself aloud to the customer, (much like the way one can "hear" the author's voice when reading an article such as this)

  • be self-explanatory and apparent.

The text and the images on a page or advertisement are all that one has to get the message across to the customer, and convince them to trust and buy; instead of choosing any of the many competitor stores and businesses available.

Presentation Checklist

Because a website or campaign's presentation is so important, there are many areas to review to make sure presentation and content are accurate, clear, and apparent:

  • Content needs to be complete, and clean with all i's dotted and t's crossed.

  • All graphics need to load and integrate well with the design of the site or campaign.

  • Graphics should NOT distract, but instead enhance the experience.

  • All spelling, punctuation, and grammatical errors need to be correct and accurate.

  • Everything should be consistent, if a standard of capitalizing every first letter of product titles or headings is set, then all product titles and headings should follow that same format.

Little mistakes or inconsistencies such as the above, are what set "professional" sites and marketing materials, (those that will generate leads and business), apart from the rest.

The End Goal

When a customer enters the business site, online store, or views an advertisement, one should want them to:

  • Easily be able to find the information or products they are looking for.

  • Find professionally written content that doesn't appear to have been written by a 1st grader.

  • View a site or ad that doesn't look as though it was built with a free program, or amateur marketing program.

  • Be confident that their interaction with the company will be professionally handled.

  • Be assured that what they are reading and viewing on the company's website or marketing materials is accurate and consistent with what they will experience when conducting business with the company.

It's always a good idea every few months to step back and try to look at all platforms with which the company has an online presence, and associated advertising campaigns through the customer's eyes:

  • Ask if visitors can easily interact with the website

  • Are marketing materials easily understood

  • Try to determine what questions consumers may have

  • Address questions and concerns by updating the content appropriately

When a company follows these simple rules, and makes sure the presentation is complete, accurate, and consistent; then customers will feel confident in doing business with the company and are more likely to purchase its products and services.

As well, such professional appearance will also greatly increase the chance of the customer recommending the website, advertisement, and company to others via word-of-mouth or social medias.

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