buzz•word
GET REAL WITH YOUR BUSINESS EMAILS Writing is a task that is harder for some and easier for others. In business, people tend to get too formal and stiff. Before composing, think about your writing voice. The goal is to convey your thoughts the way you would if you were talking.
Try this: “Did you get that warranty paperwork yet?” Instead of this: “Please allow this correspondence to inform you that the warranty paperwork dated ….” But not like this: “Dude! What’s up? Yo, listen dawg, that warranty paperwork is headed your way STAT!” There is a comfortable middle ground known as business friendly, and it’s the proper voice to use when composing a business email message. Nancy Friedman is a popular speaker and author of nine books on customer service and sales. Contact her at 314- 291-1012 or nancy@telephonedoctor.com or visit www.nancyfriedman.com 20
3 Must-Haves for a Lead-Generating Website Are you getting phone calls from your website? Are visitors filling out online forms to learn more? Are people finding you on the first page of a Google search? A good website will drive sales while you sleep. Here are three must-do tips to ensure your website is working for you.
Clearly communicate the problem you solve. On average, you have three seconds to make a great first impression on a new website visitor. So work fast and clearly communicate the problem you solve on your homepage, without requiring anyone to scroll down. Be clear about which areas you serve and why customers should choose you. Create a long homepage, so visitors can scroll. Since more Web traffic is coming from mobile phones and those users tend to scroll ver-
sus click, design your website with a longer homepage. Think about the most important pages of your website and make sure you can enter them from your homepage. These sections can include testimonials, blog topics, case studies, explainer videos, pictures of your staff/ products/portfolio, calls-to-action to “read more.”
Grab email addresses. Think of the most powerful giveaway you can offer in exchange for a first-time user’s email address. This could be an e-book, free consultation, coupon, contest entry, free trial, anything. Since users don’t give away contact information freely, its important to have a very strong offer. Michelle Hummel is CEO of Web Strategy Plus. Contact her at michelle@webstrategyplus.com, visit www.WebStrategyPlus.com. or call 877-224-0478
