How to Look Sharper Compared to Your Competitors Online

By Lois Tuffin

Just for kicks, you go onto the website of the company who has been picking up some of your customers. Maybe you've heard that the people there seemed really knowledgeable and you want to see what their presence is like online.

As you scroll through the information on the site, you marvel at the number of articles about things that you figure every person in your business knows. Why do you have to tell customers about this stuff?

Then a light bulb goes off in your brain.

Ah, the customer wants to read up before calling to talk about your product or service. They may have some questions answered before they reach out to you.

Customer habits have changed

In this web-friendly world, fewer and fewer people pick up the phone and just ask. They want clear and compelling web content as they shop online for services and items – with a short attention span.

Now, you want to get the information you have in your head out where customers can see it.

That may mean your backstory so they understand why you were motivated to open or change your business. Maybe you want them to know about your long history yet how you continue to learn and evolve with new products and skills.

How you present yourself online reflect your brand. It goes far beyond your logo – which is important too – since it gives you a certain voice. You might want to sound warm and inviting or clear and concise.

Either way, getting those thoughts into type and where the world can see them is an exercise that you may not have time to do. That’s where I come in.

Journalists become ‘specialists for a day’ during our careers. We cover business, politics, sports, education, arts, tragedy…and on and on.

After 30 years in newsrooms, I listen attentively and learn quickly. That works out great for you since it could take less than an hour of chatting for me to deliver the website wording that makes your competitors jealous.

Doesn’t that sound like fun?