So you’ve created your business website and it’s been up for awhile. Maybe the traffic and customers haven’t been rolling in quite the way you had hoped for. Building up a web following can take patience. Don’t expect people to flock to you right away. That being said, there could be more to your lack of traffic.

Maybe your site’s structure, message and content could use some tweaking.

Here are six things that you can do to create more impact:

  • Ask a few trusted people around you what they think of your copy. You might be able to solicit some valuable feedback on how to improve it. Keep in mind that the people who respond are trying to help you improve your product. Don’t take their criticisms personally. If you don’t like their suggestions don’t implement them. Having outside opinions should help.
  • The less clicks for your customers, the better. Your customers should be able to contact you easily from whatever page they are on. The fewer clicks to complete any call to action, the better.
  • Have you told your customers what you want them to do? Maybe they simply don’t know. The right call to action can truly work wonders.
  • Use stronger language. Your website may be stinted by weak language. Strong verbs and colorful language are what it takes to carry a customer from the beginning to end of your copy. You don’t have to be Twain or Hemingway, but your copy serves a distinct purpose and needs to be well constructed.
  • Edit your work. Silly grammar mistakes create stopping points and erode trust.
  • What’s the next bullet again? Oh yea…stay on point! It’s an A.D.D. world out there. The best way to keep your readers from being too distracted is to say what you need to say and get out.

Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.

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