Many small business owners do not have a large marketing budget. But here’s the deal – you need good marketing writing and advice. If you are not a trained copywriter, it will be difficult for you to create an effective message on your website that will bring in customers.

Small business owners often don’t expect much of their websites. They know they need a site in order to look professional. And that’s what they want their site to do – “look professional” or “look attractive” – as though that in itself will benefit their business. It’s a start. But only a start. Your website is not a pretty cyberspace brochure with the purpose of giving your business legitimacy or making you look like more than one person in a home office. It can certainly do those things, but why waste an incredible marketing opportunity? You should expect your site to funnel customers to you. But it won’t without a well-crafted marketing message.

Many small business owners don’t prioritize marketing in their budget. They do nickel and dime marketing efforts that don’t produce results. Then they save their money to create a website. They hire a designer, but no marketer or copywriter. They write the content for their site. They end up with a beautiful site that does not turn prospects into customers.

Why shouldn’t you write the content for your website? It’s your company. Who understands it better than you?

Good business writing is not the same as good marketing copy. You may be an excellent writer and know everything there is to know about your company. You can describe your services well. But that doesn’t mean you can create an effective marketing message. Insiders usually aren’t the best ones to describe their own services or products – they are too close and their writing is often not easily understood by those unfamiliar with their industry.

A professional copywriter (a marketing specialist who writes compelling sales messages and copy for ads, brochures and websites) is trained to decipher and translate your services into easily understood language. The copywriter configures a compelling message that instantly engages your prospects, addressing their needs and offering solutions.

You may think you are doing this…but you probably aren’t. It’s hard stuff. And even seasoned copywriters labor over their work.

The best copywriting often isn’t noticed. That’s the art of it. It draws the customer in, gently and persuasively. The hyped-up “used-car-salesmen” message is always noticed and while those in-your-face tactics might work in some situations, that’s not what a skilled copywriter produces.

There are people who want your service or product and are delighted when they find it – when from the moment they land on your site are efficiently informed and guided. The customer appreciates an effortless process and are happy to participate and buy when you don’t make them work to figure out if your product is what they want. The qualified customer is happy to purchase when you speak their language, and anticipate and address their concerns. That’s what a professional copywriter/content developer will do for you.

There’s a reason Don Draper, from the TV show Mad Men, begged Peggy Olson to go with him when he left Sterling Cooper to start a new firm. She is a great copywriter and an essential member of the creative team (even if she is a fictional character!). She creates concepts and writes the headline and copy for successful ad campaigns. There were no websites in her time, but you can bet if there were, she’d be a top content developer. (maybe even working from home or a coffee shop!)

So, save your money and upgrade your marketing efforts. You can check out how a content makeover can improve your website.

Hire me or hire someone else…just don’t short-change your business by doing it yourself. You wouldn’t pull your own tooth would you? Maybe you would. Ouch!

Here’s the SlideShare format of the presentation I gave to the Port City Women’s networking gathering in March 2010.

No tiny detail screams “unprofessional” more than an outdated website copyright. That little line of type at the bottom of your site can translate to “another not-on-the-ball small business owner” to your visitors.

Maybe you think few people notice, but don’t be so sure. I’ve seen so many websites with copyrights two and three years old. There’s nothing with more potential negative impact that is easier to fix.

An outdated copyright raises questions from your visitors like:

• Are they still in business?
• Does anyone visit this website?
• Is this web content still current?

This seemingly small inaccuracy points out your lack of attention to detail and/or ability to meet deadlines. That may not be true of you or your business, but as a web visitor, that’s the red flag in my face.

It’s the equivalent of a typo on a resume. That one simple error raises doubt about your competency and efficiency.

Many of you will have to shell out at least 50 bucks for your web manager to change those two digits. And if you are not a techie, you may not know that the date only has to be changed in one spot behind the scenes, and every page will be updated.

I know you don’t want to spend that money. But do it. And do it no later than the first week in January. And while you’re at it, update anything else that’s stale on your site. Your webmaster will likely charge the same price even with a few additional updates.

Or maybe it’s time for a Web Content Makeover. The new year is a great time to freshen up your site. What is your site lacking that your visitors will find of value?

Your website is the hub of your online presence. You can be crankin out social media posts till the cows come home, but if all that effort sends your contacts to a stale site with nothing compelling them to stay and look around, you’re wasting your time.

Make it your resolution to improve your web content. Better content means more traffic and more customers. How’s that sound for 2010?

Happy New Year and thanks for reading!

1/3/10 Update: I use the WordPress Thesis Theme for this site (and the sites I design) and I just learned how to add the code that will automatically update the copyright for me!

Gone are the days of obtaining a client by introducing yourself at an event, getting a business card and contacting them the next day. This system still has its place, but in today’s speed-of-light market you must give your potential customer a consultation on-the-spot.

Why wait? Give them value immediately.  Demonstrate your skills and knowledge, customized in that moment to the needs of the prospective client standing in front of you. If you don’t know how to do this, then learn…or you will be left behind in the dust. (a good coach can help you with this)

If you are unhappy with your current employee benefits program and you just happen to meet, not one but two, insurance brokers at a networking mixer…who are you going to call the next day? The one who tells you she offers a full range of benefits options as well as HR consulting and would love to sit down with you to go over the features of each package? Or the one who tells you how he just saved a new client 19% on their existing plan after coming up with several innovations that reconfigured their medical plan with a dual option?

If you know your website is outdated and pathetic, who are you going to set up a meeting with? The person you met at the Chamber event who told you that he is a copywriter and web designer who owns his own business in your town? Or the person at the same event, who asks you how many new clients per month come to you through your website?..if your website’s copyright date is 2 years old?..and after learning about your business, offers you two ideas that will encourage visitors to stay longer on your website?

Many of you worry that you will “give too much away.” You’ve worked hard to gain your expertise and you deserve to be paid for it. Get over it. Offering instant great value is the name of the game. It actually always has been for skilled sales people, but today it can truly make or break the thread to the next step in landing the client. Giving a mini-consultation will absolutely position you as an expert in the mind of the client. When you “show them” rather than “tell them” how skilled you are, they appreciate you and trust you. And they won’t waste time later asking about your credentials.

Your potential client will not likely remember enough of the specifics to actually implement the great ideas you gave her. But what she will remember is your interest, your brilliance, and your solution to her business problem. You’re the one she’s going to call the next day. Expect her call, and for God’s sake get back to her the same day, if not within the hour!