What Your Website Communicates—Beyond Your Products and Services
Yesterday I was on the Internet, investigating the top three high-tech firms that my marketing team had recommended to do some custom programming for us. As I skimmed the website of the number-three firm, it became apparent why they had earned their last-place ranking.
Here’s a sampling from the first five paragraphs on their website:
"We specialize in development of Web and Intranet based Information management Systems which can be configured for your companies needs." (missing hyphen, capitalization errors, missing comma, plural instead of possessive form of company’s)
"In January of 2001 Craven launches XYZ a division devoted to developing custom software solutions for small-to-medium sized businesses." (wrong verb tense, missing comma, misused hyphens)
"XYZ is an innovative high technology provider of Web-based, Intranet, e-Business, and e-Commerce solutions that allow business’s to become more productive and efficient with superior Return On Investment." (missing hyphen, capitalization errors, possessive rather than plural form of businesses)
"We listen to you needs and take full advantage of your unique knowledge and skills, to develop custom software applications that are tuned to meet your business processes." (typo on your, comma error, illogical structure)
Sure, everyone makes errors. Readers have been kind enough to point out a typo or misused word occasionally in my blog or on one of our websites. But to create a website, draft a sales brochure, or write a client email with similar carelessness communicates to customers a message far beyond the words on the screen or the page. The message? Either incompetence or inattention to detail. Neither inspires confidence in potential customers.
Image is the issue.
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