Small Business Marketing Archives | The Professional Writer

Australian capability statements, capability statement writer Australia, professional writer

October 19, 2020October 18, 2020 by Lyndall Guinery-Smith

Australian Capability Statements – Grow Your Business

When it comes to Australian capability statements, many business owners are surprised to learn how these documents can help to land a raft of new and bigger clients. A professionally written capability statement (basically a company profile on steroids!), can be just the “foot in the door” you need to secure more business and increase your revenue.

While many clients come to me to get their Australian capability statements written, most are initially unsure exactly what needs to be included.

I work with electricians, plumbers, builders, transport companies, building inspection companies and many other business owners across Australia, who have been told they need a capability statement by their potential clients. Australian government agencies, large corporations and major contractors are increasingly requesting a capability statement to be submitted before they will consider working with your business.

Following are answers to the most frequently asked questions about capability statements …

What is a capability statement?

Quite simply, a capability statement is a document outlining information about your company, its strengths and your track record.

What makes Australian capability statements different from other countries?

In the USA, capability statements seem to generally consist of only one page and contain basic, factual information. They are often used by large organisations to ‘compare apples with apples’ when it comes to potential contractors or sub-contractors, so the single page layout is ideal for this purpose.

However, in Australia, most organisations require more detailed information so they can assess your company’s suitability for a project or contract. Depending on your business’ history and the requirements of your prospective clients, Australian capability statements generally range from 2-4 pages up to 24 pages or more, and everything in between. The vast majority are around 3-6 pages long.

What should I include in my capability statement?

While the exact topics and content is different with every single capability statement and the variations are endless, the basic contents remain the same. They are:

Business overview
Mission/vision/values
Services you provide
Core competencies
Contact details

Of course, a more comprehensive document will contain greater detail, including numerous case studies which clearly demonstrate your organisation’s ability to solve a particular problem and produce positive outcomes for your clients.

If building long term relationships with your clients is important, you may also wish to include a profile and photo of each key team member to initiate the “know, like and trust” factor.

It’s also a great idea to include your USP/UVP – unique selling proposition or unique value proposition. This is the one thing which truly sets you apart from your competitors.

How do you know what to include and what to leave out?

When a prospective client asks me to quote on writing their capability statement, I ask them, “What do you prospective clients need to know before they will do business with you?”. Think about your ideal client and those you’re aiming to attract.

Why can’t I just copy and paste another company’s capability statement?

Firstly, all written materials are copyright in Australia, so copying another company’s capability statement would not be a good idea, unless you’re happy to pay a hefty fine and/or potential court costs.

Secondly, imagine your embarrassment if you bid for the same job as the company you copied from … and the prospective client found out you’d copied your statement. Do you think you’d get the work?

It’s important to tailor the contents of your document to your audience. Remember, you must supply all the information your prospective clients require to make an informed decision about whether to engage your services… and this information varies between businesses. Depending on the size of the contracts you’re vying for, you may consider customising your capability statement for certain prospective clients.

Who should write your capability statement?

Savvy business owners engage a professional writer, such as myself, to write their capability statement. I often have clients remark that they lack the level of writing skill or expertise required to make a great first impression. My reply is usually something about my lack of electrical, engineering or building skills, so you wouldn’t want me doing any work in those trades! It’s awesome when we know what we’re good at – and we stick to it.

However, if you do have sound writing skills and/or your budget is limited, you can certainly compile a capability statement yourself. This task is much easier when you have a clear strategy, know what information you need to include and the structure of your document.

All this information is available in my capability statement kit. In this value-packed guide, you get all the information you need, plus some professional tips and tricks to help make your capability statement shine.

The capability statement kit is ideal for start-ups, budget-conscious business owners and those who are confident in their writing ability. Check out all the information here.

Are you a tradesperson? We’ve written a blog post with specific tips for tradies here.

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.

Blogging for business, business blogging tips, how to write a business blog post

June 17, 2020August 14, 2020 by Lyndall Guinery-Smith

Blogging for Business Growth – 9 Expert Tips

Growing your online audience is difficult in today’s digital world. But one simple and cost-effective way to market your products or services is by blogging for business.

Did you know that up to 72% of online marketers describe consistent content creation as their most effective SEO tactic? And it’s no secret that good SEO generates more site visitors, and more site visitors leads to more – you guessed it – sales. Not only that, blogging for business has the power to boost engagement, develop relationships, drive conversions and showcase your knowledge on a particular topic.

So, whether you’re thinking about creating a blog for your business, or you’ve already got one up and running, I’ll be sharing the benefits of blogging and my top tips to help you get started.

Benefits of blogging for business

Nowadays, buyers don’t just search for high-quality products and services. They want to connect with you and your brand – so it will come as no surprise to find that up to 77% of internet users read blogs. It’s a great way to develop meaningful relationships with your target audience. But remember, if you want to connect with your audience, it’s essential that you understand who your target audience is.

Blogging isn’t only a valuable tool for relationship building, it also:

Builds authority – showing your audience that you’re an expert on a particular topic
Creates shareable content, which then drives traffic back to your website
Gives you an SEO boost, through regularly targeting different keywords
Creates an opportunity for you to introduce yourself and your team members
Allows potential customers to see a library of good quality content
Allows you to showcase your outcomes and successes
Provides you with valuable content to share on Facebook, Instagram or LinkedIn
Creates an opportunity to nurture the people on your mailing list when you share useful information
Gives you content to share in your email newsletter – which helps to nurture your audience

So, now you understand why your business should be creating regular blog posts, let’s dive into my top tips for business blogging success!

9 expert tips for creating a business blog

Create a schedule

Deciding when and how to share your content can be tiring work, which is why setting a schedule will help to keep you focused. Whether you choose daily, weekly, fortnightly or monthly blog posts – make sure you keep it consistent. Businesses who publish consistent content get up to 30% more traffic, so it pays to be organised.

Allocate Time

Blog writing for your business can often be pushed aside as more pressing matters come up. One way to avoid falling behind on your schedule is to block out time in advance and write several posts in one go. Depending on your publishing schedule, it’s a good idea to have 1–3 months worth of blog posts ready to go.

Choose a topic

Select a topic that is relevant to your business, and of course, your target audience. You must research your topic in detail so that you are providing your audience with the most relevant, valuable and up-to-date information. An excellent place to start is by reviewing the frequently asked questions or “FAQ’s” your clients or potential clients ask. You’ll often hear the same questions asked time and again, and that may help you choose a topic for your blog post – or a series of posts.

Decide on a keyword

Choosing a keyword or keyword phrase for your blog post will not only speak to your target audience – but also Google. First of all, you need to identify a good keyword opportunity (ideally one with high traffic and low competition.) Once you’ve chosen one, use this keyword or keyword phrase in your headline. It is also a good idea to identify some synonyms to use throughout the subheadings and text.

Draft and revise

Finally, you’re ready to start creating your first draft. Combine your research, keywords and creative flair to write a clear, engaging and informative blog post. Use subheadings and bullet points when necessary – as this breaks up the text and keeps it interesting for your audience. And remember – write as if you’re speaking to your dream customer!

Proofread

When it’s time to publish your blog post, you want it to be flawless – and that’s where proofreading comes in! Whether you do your own proofreading or outsource it – this step should not be overlooked. Having proper grammar and error-free content shows your audience you’re professional and meticulous – and it also makes it a pleasure to read.

Include a Call to Action

After you educate and nurture your audience through a blog post, it’s an excellent opportunity to present your Call to Action. Decide on a goal and encourage the reader to take action at the end of the post. This could be enticing your visitors to contact you, sign up to your mailing list or book a consultation.

Publish and promote

Finally, it’s time to share your blog post with the world! Once you publish your work, it doesn’t mean you should forget about it. The best way to gain traction for your post is by sharing it around. Post a link to your post on social media channels such as Facebook, LinkedIn or Instagram to encourage your audience to visit your site. Share a link to your post in FB groups too.

Repeat!

Be sure to follow up with further regular blog posts on a variety of topics related to your business. This will build your library of articles and demonstrate your expertise.

By following these 9 expert tips on business blogging, you will be well on your way to building more brand awareness, driving traffic to your site and attracting a flurry of potential buyers. This, in turn, will facilitate the growth of your business.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

And if you’re looking for more business blogging tips, you might also like: https://www.professionalwriter.com.au/generate-blog-post-ideas-business/

https://www.professionalwriter.com.au/know-your-clients-win-more-business/

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.

in Article writing help / Building authority / Grow your business / Small Business Marketing 0 comments

2020 business awards, small business awards to enter, Australian small business awards, business awards writer, business awards help

February 10, 2020August 14, 2020 by Lyndall Guinery-Smith

Business Awards for Australian Business Owners

Which Business Awards will you enter this year?

Want to explore a new way to make your business stand out this year? Entering a business awards program is a great way to:

Be recognised for your efforts
Showcase your business innovation and
Acknowledge the success you and your team have achieved

Becoming an awards finalist or winning an award certainly raises your profile!

Will this be the year you enter and win an award?

The process of compiling your entry can be quite illuminating. It presents you with the opportunity to thoroughly review your business achievements and potentially highlight some areas which may require innovation or future development.

Now is a great time to identify which awards are the best fit for your business and industry so you don’t miss the application deadline.

Check out these awards for Australian Small Business Owners

Start local?

If you’ve never entered your business in an awards program, you might like to consider starting in your local area. There is a raft of local and state awards, many of which start with Chamber of Commerce or local Council awards for business excellence. The winners of some of these awards then go up to complete at a state level, such as the NSW Business Chamber Awards – https://www.businessannualawards.com.au/Home.

There’s also the Local Business Awards, which cover Greater Sydney and some regional areas such as the Hunter and Central Coast regions – https://thebusinessawards.com.au/

Industry awards

You could also consider entering industry awards which are specific to areas such as real estate, engineering, insurance, construction, IT and many more. Your industry’s professional body is the first port of call for industry-specific awards.

National awards

The Telstra Business Awards are seen as Australia’s most prestigious awards for business. These awards help small to medium-sized businesses to gather, explore their dreams and celebrate their achievements. Entries usually open in March, but check their website for updates – https://www.telstrabusinessawards.com/

Telstra Businesswomen’s Awards celebrate outstanding, successful and inspiring women who do business differently – https://www.telstrabusinesswomensawards.com/

The Australian Business Awards recognise businesses which demonstrate the core values of innovation, employee engagement, customer satisfaction, experience management, business sustainability, product and technology innovation via a set of comprehensive award categories. https://winners.australianbusinessawards.com.au/

The Australian Small Business Champion Awards recognise the achievements and hard work of Australia’s most outstanding small businesses. Entries usually open in November and close in early February – https://businesschampions.com.au/about

My Business Awards celebrates small to medium business owners, showcasing their talents and the level of excellence they have achieved in their industry. Entries for this award usually open in August or September each year, but please check their website for updates each year – https://www.mybusiness.com.au/my-business-awards/

Need help writing your business award entry?

You know you’ve achieved a great deal in your business, but perhaps the awards application process seems a little daunting… Need help? Check out this post – How to Write a Winning Business Award Nomination – https://www.professionalwriter.com.au/winning-a-business-award-9-professional-tips/.

Once you’ve decided on the award you wish to enter, be sure to register and check out the awards criteria. Note the closing date (don’t leave it too late to get your entry in!). It’s a good idea to tackle one question at a time where longer answers are required.

Email us if you need help with writing an application which truly underlines your success, celebrates your achievements and stands out to the judging panel. We offer a combination of coaching, helpful tips and writing or editing your entry. We currently have a 93.75% success rate for clients becoming either finalists or winners in their chosen award.

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.

in Business Awards / Small Business Marketing 0 comments

business core values, identify your business values

January 6, 2020August 14, 2020 by Lyndall Guinery-Smith

Your Business Core Values: How to Identify Them

When I’m working with clients to write their capability statement, website content, tone of voice document or award nomination, I always ask about their business core values.

It’s surprising how many small business owners haven’t considered which core values are important to their business, but being clear on your values is something which can significantly impact the success of your business. This post explains why…

What are Business Core Values?

The core values of a business are an intangible yet fundamental asset which determine the company’s DNA, shape its culture and establish the core pillars which underpin the way you conduct business.

Business core values are the guiding principles you and your team use to shape expected behaviours and skills which set the environment within the workplace. Values define the way you form relationships within the team, with clients and with your competitors and are often an indicator by which cusses is defined and measured.

It’s a known fact that customers do business with people and businesses they know, like and trust. How do your prospects get to know, like and trust you? It all starts with the customer’s ability to relate to and respect your business or brand based on shared values.

When a company articulates their core values, potential clients form a relationship based on the values they share with your organisation.

Being clear on your core values can help you attract the type of customers who align with those values – the ones you want to work with … your ideal clients!

What are the other benefits of knowing your Values?

While your core business values underpin your culture and brand, they represent so much more. Values are the principles which define:

How you operate your business
How you attract the right team members, retain and motivate them
They support your business vision
Help you attract the right type of customers
Determine how the culture of the business is shaped
Provide a benchmark for performance
Determine how team members interact
Guide decision making
Help prioritise resource allocation and spending
Help set your brand apart

When your core values are successfully embraced and enacted by your team, your culture and the business as a whole will benefit.

In today’s fast-paced business environment, human resources often determine the level of success. A business culture which supports team members’ professional and personal development, enabling them to thrive, will always be more enticing, especially to top performers.

Recent research has determined that business culture is a primary factor in innovation.

Where can you use your Company Core Values?

Mission Statement
Company Profile
Capability Statement
Displayed in your business premises
Staff induction manual

How to identify your Core Values

Naturally, you’ll want to choose and display core values with a positive connotation.

Try asking yourself:

What is important to us?
What does our company stand for?
Which values support our company culture?
Which values guide our decision-making process?
What do our customers believe we stand for?
Which common values unite us as a team?
What are the strengths which underpin our success?

Choose core values which truly resonate with you as the business owner, with your team and which accurately portray the way you do business.

What do you value most?

Your core values are only effective when you and your team are committed live by them. Focus on what you value MOST. Ask yourself these questions:

Is this core value something we will continue to believe in 5-10 years down the track?
Are we willing to hire new team members based on this core value?
How can we put this value into practice to benefit our customers?
Will this core value help us innovate, grow and develop new products/services?

Start out by making a long list – you may have 20 or more at first. Next, group common values together, for example: integrity, honesty and transparency all overlap, so could be grouped under one term. Then go back over your list and shorten it to a maximum of 5-6 values which truly resonate with you and your team.

It’s important to remember that you can’t be all things to all people. Stay focused on the values which matter most to your business.

Lyndall Guinery-Smith The Professional Writer

in Company Profiles / Small Business Marketing 0 comments

Business awards, write a winning business award entry, business awards writer, help to win business award, how to write a winning business award nomination

May 13, 2019August 14, 2020 by Lyndall Guinery-Smith

Winning a business award – 9 professional tips

When you decide to enter a business award, naturally you want to win. To achieve this goal, you need to have what it takes to win – including writing a winning business award entry. Following are a few tips designed to help you through the process towards holding up that coveted trophy!

Tip 1: Register as soon as the awards open

Don’t leave it too late to enter. Writing a winning business award entry takes time and is not something which you can do in a rush.

If you register early, you’ll have the opportunity to download or copy and paste the questions into a Word document. That way, you can carefully consider the information you’ll include in your answers.

Make a note of the closing date for entries and work back from there.

Tip 2: Read all the terms and conditions carefully

Be sure to check whether you’re eligible for a particular category or categories before you go to the time and effort of writing your entry.

Tip 3: Choose your category

This is important! Take some time to think about which category or categories you’d like to enter, as some will be more competitive than others. Which category will allow you to best capture the essence of your business? To tell a story which connects with the judges? To portray your experience and the way you engage with your customers?

Tip 4: Read the questions to see whether you’ll be able to answer them

Before you commit yourself to a category, read through the questions. Are you confident you have what it takes to accurately and thoroughly answer each question?

While you can build a story around a fact, you can’t make things up! If you don’t have the qualifications or experience to enter a particular category this year, try working on that area of your business so you can enter next year. I like to describe entering business awards as similar to a business audit. The process gives you the opportunity to step back and take a good look at what’s working in your business – and what needs improvement.

Tip 5: Use a Word document for your drafts

Do not be tempted to type your answers directly into the awards portal. Depending on the software used to set up the portal, you may have to answer ALL the questions before your information is saved – or your information may be lost!

The best option is to copy and paste the questions into a Word document and use it to draft your answers. This allows you to make notes, draft your answers, review and add to the text before you’re ready to upload your final answer to the portal.

Writing your entry is often a huge task and it can be overwhelming. Try working on just one section at a time or two questions per week (depending on how long you have before the closing date).

Tip 6: Ask for input

Who can help gather information for your entry? Who knows you and your business well?

Team/staff members
Your life partner or family members
Strategic business partners
Your business coach
Your clients/customers

Asking for input from your team members or clients is a great way to demonstrate how much you value their opinions and their contribution to the business.

Any or all of the above people can potentially provide important input into your winning business award entry.

Tip 7: Think outside the box

Where the questions allow support documents, carefully consider what you’ll use.

Spreadsheets and graphs showing financial importance can underline you success, but be sure to highlight your most significant achievements.

Images can also be helpful in reinforcing your answers. Be sure to use clear, quality images which show your business in its best light. If the image doesn’t enhance your answer, don’t use it.

A great way to demonstrate your answer can be through a case study. This allows you to clearly portray how you’ve solved a problem for one of client and illustrates the outcomes you’re achieving.

Tip 8: Be sure to actually ANSWER each question fully and to the best of your ability

You’d be surprised how often I see business award entries which are incomplete or where the entrant has simply waffled through an answer with information completely unrelated to the topic.

It is not advisable to copy and paste answers from previous years’ entries or copy your answers between categories. You must take the time and effort to draft an original answer for each question in each of the categories you’re entering.

Tip 9: Review, edit and spellcheck before uploading to the awards portal

BEFORE you upload your entry to the awards portal, ask someone else to read over your answers and check for spelling, grammar, the flow of information and overall accuracy. It’s hard to see your own mistakes and a second set of eyes will often pick up something you’ve missed.

Do a final review yourself before you upload the answers. Check you’ve correctly answered ALL the questions and provided support documents where possible.

I STRONGLY advise you don’t leave it until the last minute to upload your entry to the award portal. Technology often buckles under a heavy load and awards portals are notorious for crashing on the final day for entries.

Stay ahead of the crowd and finish your entry at least a few before the closing date, then upload your winning business award entry to the portal well in advance of this date.

Need help? Feel free to email me if you’re looking for assistance with your business award submission. I can work in one of two ways:

I can review and edit your entry before you upload it, providing feedback and advice to tweak your entry
I can work with you from the beginning of the process, collaborating with you to write the drafts, which you then review before we finalise your entry

Lyndall Guinery-Smith The Professional Writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.

in Award nomination writing / Business Awards / Small Business Marketing 0 comments

February 4, 2019August 14, 2020 by Lyndall Guinery-Smith

How to write a winning Capability Statement

Winning new business can be tough… but the right tools, such as a professional Capability Statement, can help get your foot in the door, followed by that all-important handshake.

In this article, I’ve answered the most frequently asked questions surrounding Capability Statements.

What is a Capability Statement?

A Capability Statement is a document which defines the capabilities, achievements and skills of your business. It is a clear and concise representation of what you offer to potential clients, what sets you apart from your competitors and your track record of accomplishments.

This document is about opening doors and building relationships with your potential clients and strategic partners. It’s important to tailor the content with your specific target audience in mind.

How long should your Capability Statement be?

What will you use the Capability Statement for? Is your intention to incorporate it into a tender document? If so, many companies who call for tenders prefer a single page statement so they can quickly and easily compare the capabilities of different organisations who tender. A single page statement is a brief overview and does not allow you to elaborate on your ability to deliver outcomes in any way.

I find the majority of clients seeking a professional Capability Statement writer require a comprehensive document with more detail than what can be provided in a single page.

What specific information should your document contain?

It’s important to note that every Capability Statement is different. The document needs to be tailored to your specific business and the audience you’re targeting.

Most documents of this type have some standard and some variable inclusions. The key ingredients must cover your capabilities, what sets you apart from your competitors (your Unique Selling Proposition or USP) and your proven track record of performance.

Consider your target audience before deciding which information to include. Think about … Who are you targeting? What outcomes can you deliver for them? How can you demonstrate your ability to achieve those specific outcomes?

Once you have a clear picture of your prospective clients or partners and what they’re looking for, you can start to go through the list of potential contents below:

Cover page, including ABN, ACN and full contact details
Business overview/introduction
About Us – Mission, vision, values
Differentiators or USP
Service you provide
Core competencies
Experience
Major client list
Organisational chart
Meet the team
Equipment
Area of operation
WHS
Environmental management policy
Quality assurance
Insurance
Professional associations
Awards and recognition
Community involvement
Client testimonials
Customer service philosophy
Call to action
Any other information your clients will need to make an informed decision to do business with you

Getting started

Draft an outline
Write down who your target audience is and list the outcomes you deliver for them
Make a list of contents tailored to your target audience
Consider how to demonstrate your ability
Make notes on each of your capabilities
Draft each section
Format the document to present professionally
Re-read, spell check, grammar check, edit and polish
Ask a third party to proof-read the document
Publish, PDF and send the document to your prospective clients

I hope the above tips provided you with some guidelines for writing a document which helps win more business. We specialise in partnering with small business owners to create quality marketing materials, especially capability statements. We can help your company put its best foot forward with an outstanding capability statement. Let’s chat – book a complimentary discovery session.

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.

in Capability statements / Company Profiles / Small Business Marketing 0 comments

Update your website content, web copywriter, Professional Writer

January 11, 2019August 14, 2020 by Lyndall Guinery-Smith

Update your website content & win more business

The start of a New Year often brings thoughts of goal-setting, new beginning, updates and upgrades to all aspects of our lives. This is particularly true when it comes to business. That’s why it may be time to refresh or update your website content so that it becomes, or continues to be, a lead magnet for your business.

So, what are some simple ways to update your website?

Revisit each website page

Your website is not a “set and forget” marketing tool. The content DOES need to be updated on a regular basis.

Before you go ahead with an update, firstly go back and read your website content. Try to look at it with fresh eyes. If you are the person who updates the content and you regularly re-read the text, ask a trusted friend or colleague to read the content with a view to answering questions such as:

Is the content of each page clear, concise and targeted to our specific audience?
Is our Unique Selling Proposition clearly stated?
Do you have a clear Call to Action on each appropriate page?
Can your “brand voice” be heard through the content of the site?
Does the site capture the essence of what your business?

Is your About Us page current?

Research shows the About Us page is the second most read page on a website (after the Home Page), so it’s really important to keep the information updated and relevant to your audience.

Have you updated your About Us page with information about any new products or services you offer to your clients?
Are your staff profiles up-to-date?
Does your site display recent photos of your team members?
Is the essence of your business and your brand story adequately portrayed on this page?
Does your About Us page clearly state the outcomes you deliver for your clients and how you help them?

Is your website mobile-friendly?

With such a larger proportion of website visits now taking place via mobile devices, it’s vital your site is optimised for mobile.

View your website (or ask someone else to view it) on a tablet and mobile phone. Check the user experience on different types of mobile device, as opposed to desktop.

If you’re not a tech guru, you may need to speak with your web designer or developer to check which enhancements are required.

Is your SEO working for you?

Search Engine Optimisation (SEO) defines the online visibility of your website in “organic” or unpaid search engine results. So, how’s your site’s SEO working for your business? Do you have an SEO strategy? Does your website generate qualified leads for your business? Yes or no?

As SEO is an ever-evolving topic, perhaps this aspect of your website needs to be updated. If you’re not an SEO expert, you may wish to engage an SEO consultant.

Write and publish a series of new blog posts

When was the last time you published a blog post? This is one of the easiest ways to refresh your website content. Blog posts can become an integral part of your SEO strategy and can also establish or reinforce your position as an authority in your field.

What should your blog posts contain? Here are a few ideas to get you started:

Answer your prospective client’s burning questions
Offer potential solutions to the issues that keep them awake at 2am
Outline or review of any new products or services you’re offering in 2019
Write a case study, complete with client testimonial, about one of your recent success stories
Demonstrate a before and after scenario using your product/s or service/s

If you’d like more ideas for your blog posts, check out this article.

So, do you think it’s time to update your website content?

I hope the above tips have inspired you to take a fresh look and successfully update your website. If you’re in need of professional assistance, I specialise in partnering with small business owners to create quality content for your website. Let me know if you’d ready to chat about how my services can help portray your organisation in its best light and win you more business.

Lyndall Guinery-Smith, owner of The Professional Writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.

in Small Business Marketing / Web writing tips 0 comments

Winning business awards, how to write a winning awards entry, business awards writer, The Professional Writer, Lyndall Guinery Smith

June 27, 2018August 14, 2020 by Lyndall Guinery-Smith

How to write a winning business awards entry

Writing a winning business awards entry can be challenging, but the payoff in the form of promotion for your business can be extremely rewarding, taking your business to a new level.
As an experienced business awards nominations writer, I’m often asked what it takes to write a winning award entry. Make no mistake, it is a project and will require the investment of time and energy – it cannot be a last minute decision.

Following are some helpful tips for writing a winning business awards entry

Before you start writing…

Carefully read through the award terms and conditions to check your business is eligible to enter
Take time to consider which categories you should enter
Think about how you could leverage the award once you’ve won, and which category would best help you engage with your target market
If you find any “gaps” in your entry, consider waiting until the following year to enter. Then take appropriate action to ensure you can cover that particular topic in future
Note the tips in the guidelines – they are there for a reason!
Read and re-read each question, then make notes on your answer
Think carefully about each answer. Judges want to see evidence of your performance. Be specific with figures, give clear examples and use graphs or charts to complement your text
Don’t just mention what you’ve achieved. Include the outcomes for your clients, how you’ve contributed to your industry or the part you play in your local community

When you start writing your winning business awards entry …

Ensure you actually ANSWER the question. This might sound basic, but you’d be surprised how many businesses write a fluffy answer that doesn’t actually address the topic!
Include the achievements of your team members where possible. This is a great way to acknowledge their input into the business and it makes you look like a great boss.
Where there’s been a problem that you’ve overcome, don’t be afraid to mention it. All businesses have issues from time-to-time and demonstrating how you’ve overcome those problems shows your resilience and how you’ve grown as an organisation.
Where possible, include social proof to add credibility to your entry.
Use brief case studies or stories about customers’ success with your product or service to demonstrate the outcomes you’re able to achieve. Tell a story if possible.
Before uploading your entry to the awards portal, ask someone independent to proofread your entry. We all make typos and grammatical errors and we rarely see them ourselves, particularly when we’ve read and re-read the same text many times over.
Watch the word limit on each answer. If you exceed it, the end of your answer will be cut off!

Entering and winning business awards can be a fabulous way to boost your business. Winning helps raise your profile in your local community, with your clients and potential clients. However, if the awards you enter have state or national levels, and you’re successful in reaching those stages, your profile gets an even bigger boost!

Winning an award demonstrates that you’ve been judged as exemplary by a third party, portraying you as an industry leader. After you’ve entered, give some thought to how you can publicise your win and gain more business from it. You may utilise social media, print media or your local business networks to spread the word about your win. Have a plan of action in place and ready to go once your win is announced.

I hope this brief post has provided you with some useful tips on winning business awards. Should you require any assistance with writing your entry, please feel free to drop me a line.

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.

in Award nomination writing / Grow your business / Small Business Marketing 0 comments

April 4, 2018April 5, 2018 by Lyndall Guinery-Smith

How to Write to Engage your Readers

Whether you’re writing marketing materials, blog posts or a company profile to promote your business, one of the first things to consider is … Who is your audience? Who will read what you’re writing?

While your message may be the most important thing you wish to convey, unless you think about how you can engage readers, your message may not hit its intended target.

Identify your audience

Think about who you are writing the information for and then tailor the content to your intended audience. Get to know and understand the group of people you’re targeting. What are their fears, desires and aspirations in terms of your product or service? Your text needs to appeal to these aspects.

What does your audience need to know? What do they already know?

Once you’re clear on who you’re targeting with your message, you need to be more specific. Firstly, identify the knowledge levels your intended audience has on the topic you’re presenting … are they beginners, intermediate or advanced? This will determine the level of information to be conveyed in the document.

What’s your message?

Exactly what is the message you wish to convey and what is the outcome you require? If you clearly identify this upfront, your document or post will have a clear direction. It will also be much easier to outline the content you need to include.

Create useful content

Whatever your message is, the content you create MUST be interesting and useful to your target audience without sounding too “salesy”. It’s important to focus on your audience’s needs, yet craft the words in a way which also helps achieve the outcome you require.

Which communication channel should you use?

Consider where your intended audience gathers their information from. Are they more likely to read a printed publication, a blog post on your site, a guest post on a well-known industry website, a social media post, advertising or marketing materials, company profile or any other message which represents you and your business to the marketplace? You’ll get more people to read your information if it’s easy for them to find it in the first place. You’re also more likely to connect with your ideal client if you turn up in the right place.

Formatting

Most people are time-poor and many of us scan rather than reading every word. Make your document or post easy to read.

Wherever possible, use headings, paragraphs, bullet points or numbered lists to break things up. Bold text or CAPITALS are great for emphasising an important point. Colour can also be used to highlight particular sections or points of interest to your audience. Or you can use formatting to Highlight some text in a blog post.

Use visuals!

Think about it – do you look at the pictures, video or graphics when you read an article or document? Use images which the reader can relate to and which support the point you’re making, such as the picture below. Visuals are really helpful in illustrating your point and can help solidify the message in the reader’s mind.

Edit, edit, edit

This might sound like really basic advice, but we all make mistakes! Before you publish, be sure to edit your article or document. This includes spellcheck, scanning for typos and correcting any grammatical errors. These can easily be overlooked, particularly when you spend quite a bit of time on a document. Ask a colleague, friend or family member to read your document before you hit that publish button.

Does your document engage readers?

Before uploading, read back over your document or post again to check that you’ve included all the relevant information. Is it in a logical order? Is the document is easy to read? It’s easy to overlook small details, especially when you’ve been working on a document for a while and you may have rearranged the order of the information.

Does the document or post achieve the outcome you stated at the beginning?

Be sure to make the final tweaks, then PUBLISH!

I hope you’ve found these writing tips useful in helping to engage readers and connect with your intended audience.

Staff Profiles – Why your clients need to Meet the Team

Most websites have an About Us page which provides an overview of the business and what it offers, as well as a brief profile of the business owner, founder or CEO. This information is important to your readers, as people often buy or do business with those they know, like and trust. Haven’t you Googled a business before contacting them?? However, many small businesses are neglecting an opportunity to connect with readers through including staff profiles on their website. Let’s delve a little deeper into staff profiles …

Staff Profiles make a great first impression

Including staff profiles or a “Meet the Team” page on your website is a great way for potential clients to feel welcome and get to know you. It’s often the first step in the “know, like and trust” process and can help you establish and build relationships with your clients.

When potential clients take the step from reading your website to either calling or visiting your business, who will they encounter? Unless you’re a one-man-band, one of your team members will meet, greet and assist that customer. So, imagine if the reader had already been introduced to Belinda, your receptionist, or Brad in sales through their staff profiles. Do you think this would enhance their first impression of your business?

Which team members should have staff profiles?

Who in your team is client-facing? They are the ones you must profile. Depending on the size of your team, you may wish to profile only the key members who interact with clients. If you only have a few staff, it’s a great idea to profile everyone, as it makes your team appear large.

Sure, it takes a small investment of time and money to write and upload the staff profiles, but the benefits far outweigh this minimal cost.

How often should staff profiles be updated?

Keeping your website content up to date is vital. Be sure to write a fresh profile when new team members arrive and delete profiles of staff who have moved on, particularly if they’ve gone to the competition!

For long-term staff, consider updating their profiles every 1-2 years to include qualifications and experience they’ve gathered in that time. Naturally, staff profiles need to be updated when a team member is promoted. The new profile must reflect their new position and responsibilities.

Why should we include photos?

While some people don’t enjoy having their photo taken, including a quality headshot next to each team member’s profile is a great way for clients to recognise them when they meet face-to-face. It’s also part of the “know, like and trust” factor. Ensure the headshot you use is recent and actually looks like the person being profiled. Glamour shots are best reserved for personal social media accounts.

Staff Profiles can help boost your team’s esteem

Including your staff members in the company’s marketing can help empower them both individually and as a team. Having a staff profile of each employee on your website is a great opportunity to enhance your company’s team spirit and make each person feel they are a valuable part of your team. It also provides them with the chance to briefly tell the story of their experience, qualifications and specialities – and how they help clients.

A great way to display your team’s capacity

By including staff profiles on your website, you’re able to show the size and capacity of your team. It also allows you to demonstrate the cross-section of skills, capabilities and interests amongst your team members. Profiles can be as formal, friendly and approachable or quirky as you like – but they must truly reflect your brand.

It’s about showing your human side

Staff profiles allow each person to show their human side and to be relatable. Using a conversational tone allows the reader to get to know them, their values and what sets them apart, which helps to build a picture of the individual.

This opens the lines of communication so that people feel more comfortable to reach out, ask a question or walk into your premises. This could be the start of a fruitful long-term relationship with your client!

Now I’ve provided the above tips for including staff profiles on your website, I hope I’ve convinced you to introduce your team members to your clients. If you need assistance with writing your staff profiles, I can help. Simply email me and let me know what type of business you’re in and how many team members you have, then I’ll provide a quote. Or we can set up a time to chat on the phone if you prefer.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your ideal clients … and improving your bottom line. I happily work with clients all over Australia. Email me to arrange an obligation-free discussion about your latest project.

in Grow your business / Small Business Marketing / Staff profiles 0 comments