Blogging for business, blogging tips, professional writer

Blogging for Business – 5 Pro Tips for Success

If you have a company website, have you been blogging for business without much success?

Did you know? There are a few key strategies that will help your blog posts – and website – rank in search engines such as Google, increasing traffic to your website and supporting the growth of your business.

Despite what many people think, your website is not a “set and forget” marketing tool. If you want to be found by search engines, it’s important to know that Google loves fresh content. It’s been said that blogging for business is as essential to your marketing success as the Yellow Pages used to be!

One sure-fire way to drive more traffic to your website – and generate sales, is through blogging for business. Writing and publishing blog posts is the simplest and most cost-effective way to ensure regular, fresh and informative content is added to your website.

Case Study: Blog Post Reaches No. 1 in Search Results!

Some time ago, Lyndall wrote a blog post titled: How to Write a Winning Capability Statement. This blog post is the highest-ranking page on our website and we’ve achieved the Featured Snippet, which appears at the top of page 1 search results, the absolute top result you can get. If a reader searches “How to write a capability statement Australia”, we rank no. 1 of 62,500,000 results!

Notice how the search term specifically targets the prospect’s question? Also, we only target Australian-based businesses. This post drives loads of enquiries our way and, as a result, capability statements have become a huge part of our business.

5 professional tips to enhance your success when blogging for business:

1. Build Your Business Blog Library

Did you know? The more pages you add to your website, the greater your chances of ranking on Google and other search engines. Every new blog post creates an additional page on your website and another opportunity for potential customers to find you.

When you add blog posts to your website, it forms a library of content that can help inform and educate your prospective clients. This library is your opportunity to showcase your team’s expertise and build your business’s reputation as a thought leader. Each blog post has the power to influence your readers.

  • HOT TIP – Write your posts in batches. This is the most efficient way of producing a library of posts and it ensures you have numerous posts ready to publish on a regular basis.

2. Choose a Central Theme and Keyword

Be sure to build each of your posts around one central theme and keyword. If your topic is very broad, we suggest mapping out the potential sub-topics and writing a series of posts, rather than trying to cover everything in one long post. 

When you’re blogging for business, it’s a good idea to plan out your posts by listing all your company’s products or services, then map out the problem/s each one solves. Try using the 5 W’s & H of journalism – Who, What, Where, When, Why and How in relation to each of your products or services. This will give you a ready-made list of themes for upcoming posts.

3. Highlight the Benefits

Let’s say you have a new product you wish to promote. It can be tempting to write a post outlining all the features of your new product and why you think it’s so awesome. But is that what will interest your potential customers? Nobody really wants to read a sales pitch, they’re searching to find a solution to a particular problem they have.

Instead of writing a “salesy” post about the product’s features, try writing a post that demonstrates how your new product solves the reader’s problem. Remember they want to know “WIIFM” – what’s in it for me, so be sure to clearly state how they will benefit from using your product or service.

4. Target Long-Tail Keywords

Writing your blog posts around keywords is important, but targeting long-tail keywords is often more effective in helping your posts rank well in the search engines.

A long-tail keyword is a more specific statement or question which readers type into a search engine.

For example: Your keyword might be “dog food”, which is a highly competitive search term, so you’re less likely to rank highly for it. The long-tail version might be “grain-free dog food for golden retrievers” or “what type of dog food is best for golden retrievers”, for example.

While long-tail keywords aren’t searched as often as the primary keyword, when a series of words is combined, such as in the above example, long-tail keywords make up the majority of search traffic.

Take a look at auto-complete suggestions in Google. Type in your primary keyword, “dog food” and watch what Google comes up with.

 

Blogging for business, long tail keyword example

You can then try adding question modifiers, such as what or how ….

blogging for business, long tail keyword example

People who search via long-tail keywords are often more qualified prospects than those who use the more generic shorter keyword searches. The keyword for this post is “Blogging for business” rather than just “blogging” because it specifically targets our ideal audience – people interested in using blogging to promote their business.

There are a number of free and subscription keyword tools available online where you can type in your main keyword and see long-tail terms which are related to your keyword. You can also see the volume of posts and competition for each particular long-tail keyword, which can be very helpful in choosing your blog post topics. 

5. Write to Engage Your Audience

Knowing who you’re targeting with your blog post is vital. For example: Is your ideal client male or female? What age group are they in? What problem do they have that your product or service solves?

By gathering this important information, you can write in a way that demonstrates how you help your audience. You want the reader to feel as though you’re having a conversation directly with them. Use inclusive language, such as we, you, our and your, rather than they, their or any other terms which may cause the reader to feel distant. Through using inclusive language, you’re building trust and starting a client relationship, which is a positive step in establishing long-term clientele and enhancing your business success.

 

We hope these “blogging for business” tips have been helpful to you. If you need help with writing your blog posts, we have some great packages available.

You may also enjoy reading:

9 Expert Tips on Blogging for Business Growth

How to create an Ideal Client Profile

How to set up a simple blog post schedule

 

Please feel free to share these tips with your business associates or LinkedIn connections. Go ahead and connect with me on LinkedIn.

Lyndall Guinery-Smith, owner of The Professional Writer, business writerWant to know more?

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 – we LOVE writing About Us pages, business award nominations, capability statements, company profiles, team bios, 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. 

Connect with your target audience, professional writer

How to Connect With Your Target Audience

Being a professional writer is all about writing to connect with your target audience. This is a skill you can learn. In fact, writing persuasive text is now taught in schools. There may be a whole new generation of copywriters coming along soon 😊.

If you want your marketing to have maximum impact, it’s vital that you have identify who you’re aiming aim.

Just like archery, if you want to hit the target, you need to know exactly where you’re aiming your arrow.

Here are 3 simple steps to help you connect with your target audience…

  1. Identify your ideal client

Identifying your ideal client is important because we need a clear picture of who we’re writing for. Your ideal client is not your ONLY client – it’s unlikely this demographic will be the only people to respond to your marketing. However, they are the ones we really want to respond.

In an ideal world, who do you want to do business with? Think about the delightful clients, the ones who make your business life a dream. They’re the opposite of those PITA (pain in the a**) clients you’d rather not deal with.

If you need more guidance on identifying your ideal client, check out this earlier post.

  1. Clarify what your target audience wants

By getting to know your target audience, i.e. by actually talking to them and asking them questions, you’ll get to know exactly what they want and expect from your product or service.

For example, let’s say you sell birthday cakes. Your target audience might be parents, in particular, Mums with young children. Let’s call our ideal client Samantha (it really helps to give them a name). What does Samantha (and other Mums like her) want from you? Obviously, you’d need to ASK her, but let’s make a few assumptions for the purpose of this exercise.

In a recent survey, Samantha and other Mums said they wanted:

  • Easy online ordering or the ability to speak to an actual person to order
  • The ability to personalise the cake by ordering particular coloured icing, their child’s name, and/or a particular theme
  • It is vital to have the cake match the picture on your website or in-store – and to get the child’s name right!
  • As Mums are busy people, they would enjoy the option of having the cake delivered to their door.
  1. Aim your content squarely at what your audience wants

Continuing with the cake maker scenario, let’s look at how to connect with your target audience.  An example of non-targeted content:

ABC Cake Shop. We make cakes. All types of icing and popular themes.

You’ve seen the rest, now order from the bestwww.ABCcakes.com.au

Does that ad/content make you want to buy a cake? Notice how the content is all about ABC cakes, there’s nothing in there that appeals directly to the customer.

How about a more targeted approach?

Want the perfect cake for your child’s birthday party? (We’re specifically targeting parents here)

We make and deliver themed cakes, personalised with your child’s name. (The target audience is thinking – that’s exactly what I want)

Check out our beautiful cakes on www.XYZcakes.com.au and order online – or call us to discuss your individual needs.

(The target audience is thinking – great, I can check out their options and call them if I have questions)

While the text is a little longer in the second sample, can you see how much more effective it is to engage and connect with your target audience by knowing what they’re looking for? It’s all about the reader and what the cake maker can do for them, not just the cake maker. The reader feels you are speaking directly to them.

The second ad is simply more appealing, and you could potentially charge a slightly higher price by knowing your audience, what they want, and providing it to them.

Now you know where to aim, are you ready to fire?

I trust this helps clarify the importance of identifying your target audience and writing content that connects with them. After clarifying who your audience is and by doing research into what they’re looking for, you have the information you need to appeal to your ideal client.

If you found these tips helpful, please share them with your business associates or LinkedIn connections. Go ahead and connect with me on LinkedIn.

Lyndall Guinery-Smith, owner of The Professional Writer, business writerWant to know more?

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 – we LOVE writing About Us pages, business award nominations, capability statements, company profiles, team bios, 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. 

Write a compelling About Us page, professional writer, business storytelling

How to Write a Compelling About Us Page

When our clients are setting up a new website, or updating an old one, they often tell us they want a compelling About Us page, but they’re not sure what information to include. Some people don’t want to appear as though they are bragging about themselves or their business, while others say they don’t want to reveal their identity, preferring to “hide behind” their website. The purpose of your About page is to introduce yourselves to prospective customers and you need to use a strategy that helps them to know, like, and trust you. So, hiding is not an option if you want to win more business!

To write a compelling About Us page, you need to tell an engaging story that is actually about your customers, just as much as it’s about your business or team.

Prospective customers want to know how you solve their problem and what you can do for them, then they want to know who you are.

Your About Us page helps establish and build relationships

The About Us page is the seed of your budding relationship, so it’s important to write in an engaging way, to establish a connection with your ideal customers and start to build trust with them. Speak to your audience as though you’re having a one-to-one conversation – invite them into your business, virtually and literally.

Depending on the length of your customer buying journey, most people will Google your business to find out who you are, read your About Us page and read reviews that rate the service you deliver. This is why it’s important to carefully consider how to write a compelling About Us page story.

Once you break it down, it’s actually quite simple. Think about what your prospective customers want – or need to know about your business. Then tell them WHY they should buy from you, rather than your competitors.

Tips on writing a compelling About Us page

  • Facts win over fluff, every time – keep it simple
  • Detail the solutions your business delivers
  • Tell them HOW you rise to the challenge and solve their problem
  • Outline the story of your business – and why you started
  • Know your mission and direction – share it with your audience
  • Don’t make bold claims you can’t substantiate
  • Detail your competitive advantage and why customers should buy your product or service
  • Be human, be authentic
  • Be confident without sounding boastful
  • Use reviews to enable others to reinforce your story (link to them)
  • Express your brand’s personality

Introduce your team to readers

A compelling About Us page focuses on people, not products or services. Readers want to know who is behind the business. After all, people do business with people, not entities. Be sure to introduce your team members and include a team photo. You may also want to have a Meet the Team page with a photo and profile of each person, detailing how they help customers and what they enjoy most about their job – readers love this.

Why are business values important?

It’s important to know what your business core values are because customers buy from businesses whose values align with their own. For example, if someone is a vegan, they may only want to buy from a vegan-friendly business.

Knowing your business/brand values and what you stand for will help underpin the story you tell and make for a more compelling About Us page.

 

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

 

Lyndall Guinery-Smith, owner of The Professional Writer, business writerWant to know more?

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 – we LOVE writing About Us pages, business award nominations, capability statements, company profiles, team bios, 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.  

 

How to Write Client Success Stories

Mention the term ‘case study’ and most people’s eyes glaze over as their attention wanes. Simply by changing the title to ‘client success stories’, we take a whole new approach.

So, what is a client success story?

A client success story is an article or blog post that provides an insight into your customer experience.

A strong client success story:

  • Demonstrates your client experience
  • Shows how you deliver solutions and
  • Details the results you achieve for clients

Most client success stories also include a testimonial from a happy client. Third-party endorsements are so powerful in building the know, like and trust factor with prospective clients.

Why use client success stories?

Most people like to copy other people’s success. A story about how a customer used your product/service to solve a particular problem can help others to relate and connect.

Telling the customer’s story has the power to convert a prospect or lead to a customer. This does depend on where they are currently sitting on the know-like-trust-buy scale.

A client success story can also help educate your prospective customers and to set expectations of the level of service or quality you provide. It can also provide validation and acknowledgement of your team’s efforts, particularly when customers specifically mention them or the service they provide.

How to write a client success story

  1. Select the right customer as your subject

A good starting place is a customer who has provided a testimonial about how happy they are with your product or service. Be sure to choose someone who has good knowledge of your product or service and you’re confident will say good things about your business.

Contact them and ask them whether they’d give their written permission for you to write a success story about them. Is your subject customer in business? Add a sweetener by offering to profile their business and provide a backlink to their website (this is great for boosting their search engine ranking).

  1. Make it easy for your subject to participate

Put together a list of simple open-ended questions about your customer experience, such as:

  • What was the issue/problem/challenge you needed to solve?
  • How did you hear about us/find us?
  • How was your experience as our customer?
  • What made our product or service stand out from competitors?
  • Was there something in particular that made you choose us?
  • What was the outcome/result/benefit from our product or service?

You can choose to ask the questions via phone interview or email the list of questions to them. Ask which is more convenient for them. In our experience, most people are happy to answer a few quick questions over the phone. It’s important to take notes during the phone interview (or you can record it with the permission of the other party).

  1. Write your story step-by-step

  • Create a strong, benefit-based headline. This is vital.
    • For example: How X helped Y lose 10 kilos in 10 weeks, or Profits Skyrocket 10% in 3 months due to X.
  • Based on your interview notes, outline the story with an introduction/summary of the outcome you produced, followed by 3-4 paragraphs about the customer, what their problem/challenge was, how you helped them, their experience as your customer and the results or outcome they received.
  • It’s important to keep the story relatively short and concise. Use sub-headings and bullet points if you want to break up the text and make it easier to read.
  • Images and graphs can also help to demonstrate your points.
  • Once you’re happy with the draft, email it to your subject customer for their approval.
  • Ask them to email any changes and their approval back to you and keep a copy of this for your records.
  • You’ll need permission to use any of their images.

Remember, it’s a story, not a sales script. Simply by telling the story well, you are doing a soft sell for your product or service – and it’s not appropriate to do the hard sell in a story (that’s what advertising is for!).

If you don’t already have one, ask the customer to provide a testimonial – or ask permission to use one of the answers they gave in the questionnaire as a quote/testimonial. This adds considerable power to your story.

  1. Publish

Once you and your customer are happy with the story’s content, publish your client success story as a blog post, an article in the local media or elsewhere online.

You can also add client success stories to your website under the Testimonials tab and/or link them to your Services pages.

Be sure to share your story – or a link to it – on your Facebook, Instagram, Twitter, LinkedIn and any other appropriate social media accounts. Ask others, including the subject customer, to share the story on their social media accounts as well. This helps promote your business to prospects and keeps you front of mind with existing and past customers who follow you.

Need Help to Write Client Success Stories?

At The Professional Writer, we write Client Success Stories for you. We usually prepare these stories in a batch, increasing efficiency and cost-effectiveness.

Our service includes:

  • A briefing chat with you or a representative of your business
  • An outline of the story
  • A phone interview with your subject customer
  • Writing the client success story on your behalf
  • Submitting the story for your approval – and your client’s approval
  • Finalising any changes required and delivering the completed copy in Word

* Do you plan to use your stories as blog posts? We can work with you to incorporate a keyword phrase to assist with your Googe/search engine ranking.

We have added several client success stories to our website. Here’s a link to the Award Submission Writing Stories. These sample stories are a short version. You can choose to include greater detail if you wish.

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

Want to know more?

Lyndall Guinery-Smith, owner of The Professional Writer, business 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.  

 

 

Stand Out from your competition with business storytelling, professional writer

How to Stand Out from Your Competition

Are you happy to blend in with other similar businesses or would you prefer to stand out from your competition? You want to stand out, you say?! But how….? By tapping into the power of business storytelling.

Stories have the power to captivate, engage and connect with the reader. They can often move us to tears and may even persuade us to change our behaviour or opinion on a particular topic.

By telling the story of your business, your team and your customers, you can create and nurture relationships with your ideal clients. When written well, stories can help your prospective clients to know, like and trust you … then do business with you #winning.

Good stories can provide a significant competitive advantage because no-one else has the same story as you.

What makes a great story?

A story which details your or your customer’s journey is more likely to engage the reader and help your business stand out. In any compelling story, the main character – that’s you or your customer – needs to progress through several stages. It’s a good idea to provide some basic background information about the main character, the reasoning behind their choices and the conflict/problem resolved or the outcomes which occurred through using your product or service. It’s important to emphasise the resolution.

People like to emulate the success of others. So the story of how you helped a customer succeed will persuade other customers to come to you. That’s what business storytelling is all about.

How to Stand Out with a Great Story

Sit down with paper and pen – or a new document on your device – and jot down some information about your business and your team. Here are some suggestions to get you thinking:

  • How your business got started or why you bought the business
  • Tell the story of your brand and how it was developed
  • Describe your business philosophy and core values – and why they’re important to you
  • Tell how a customer used your product, step-by-step then how they benefited from it
  • The story of how you launched a new product (and why) – not just features and benefits
  • 5 facts about each team member (so customers get to know them)
  • The story of how you helped a client overcome a particular problem
  • A client success story
  • How a mentor changed your life
  • How you helped change the life of a customer
  • Anything new or different happening in your business
  • An event you’re hosting or have recently held – or a charity you support
  • Tell a story about any media mentions you’ve received
  • Build a story around a testimonial from clients
  • Talk about your first customer and how they supported you
  • Tell the story of your biggest sale ever and how it came about

A Few More Tips to Help your Story Stand Out

Focus on one theme for each story.

Even though it’s business storytelling, be sure to always include the human element in your stories. If you’re telling a client success story, incorporate a comment from them about why they engaged your service or bought a product from you, or ask them to provide a testimonial (and get permission to use it in the article or post).

You can publish your story on your website, as a blog post or perhaps share it with the media as an article for external publication. You could also use your story as part of your About Us page or in promotional material for the business.

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

Want to know more?

Lyndall Guinery-Smith, owner of The Professional Writer, business 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.  

If you need further guidance on creating a compelling story based that makes your business stand out, we can assist with your storytelling requirements.

 

Win an Australian Business Award 2021, award writer

How to win an Australian Business Award in 2021

If you want to raise the profile of your business, one of the most effective strategies is to enter an Australian Business Award in 2021.

This year is the ideal time to celebrate your achievements, to acknowledge how you’ve overcome recent challenges, to reinforce your profile as an industry thought leader or to highlight your success to date. Entering a business award is also a great way to acknowledge and reward the efforts of your team members.

It should be noted that you actually need to achieve something noteworthy to win an award. This includes business success, but it also encompasses areas outside your business. These might include mentoring up-and-coming leaders in your industry, contributing to your local community or supporting a charity.

Start Preparing Now

Hastily prepared submissions rarely win. Don’t wait until the deadline is looming. To prepare your winning submission, you’re going to need a lot of information. Start collating relevant information now. It’s important to be able to answer every question and address all the judging criteria, so having the information to hand will be a great help.

As experienced business awards writers with a strong track record of finalists and winners to date, we’ve put together the following tips to guide you on the path towards winning a business award this year.

Which Australian Business Award should you enter?

Start by checking out the list of awards we’ve compiled for you. If you’ve never entered a business award before, we suggest you start with your local Chamber of Commerce awards or local community awards.

Does your industry offer awards? The real estate industry is a great example of choice, with the REB Awards, REI state and national awards, and The AREAs on offer. The engineering and insurance industries also offer a range of awards within each state and nationally.

Identify your strengths. Are you strong in sales growth, leadership, customer service, community support or innovation? Select awards where the categories match your strengths. This is very important, as there’s no point in entering a category which doesn’t highlight your strengths.

Top Tips for Winning an Australian Business Award in 2021

  • Think about how you demonstrate leadership in your business, your community and your industry
  • Find a meaningful way to make a contribution to your local community with your time, donations or both
  • Proactively increase your business’ positive reviews and testimonials by targeting happy clients – perhaps offer a discount voucher or entry into a prize draw in return for their feedback
  • Create a swipe file to store your achievements, testimonials/reviews, statistics and anything else which could support your award submission
  • Ensure your website content is up to date and free from any spelling or grammatical errors
  • Prepare, prepare, prepare!
  • By following the above tips, you’ll be ready to collate a strong submission which highlights your achievements.

Preparing a submission for winning an Australian business award is an involved process. It requires an investment of time and effort. Take the time to start putting together the above information now. It will serve you well when it comes time to collate and submit your entry.

Need some professional help?

It’s often easier to engage an expert to help guide you through the process. Our experienced team can provide input into both strategy and content to highlight your strengths.

We have a 93.75% strike rate for clients becoming either finalists or winners in their selected business award category. We’re really proud of that!

If you’d like to discuss how you can win an Australian Business Award in 2021, we’d be happy to chat. Simply click onto the Contact page to set up a time for a complimentary 15-minute discovery session – https://www.professionalwriter.com.au/get-in-touch/.

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

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, 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 business award submissions, website content, capability statements, team bios, blog post packages and much more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

Write an authentic About Us page, website writing tips, Professional writer

How to Write an Authentic About Us Page

Have you read your own website content lately? Can you confidently say your business has an authentic About Us page… One which truly represents your business and engages your potential clients? Does your content clearly show the outcomes you achieve for your clients?

Hold on a minute … isn’t the About Us page all about OUR business?

Well, yes .. and no.

Your About page is About US – referring to your business AND your ideal customers. If your page only outlines your company history and solely talks about your business in a “Me, me, me” way, you’re doing it wrong!

Why do you need an About Us page?

Who is reading your website? Prospective customers? The purpose of your website is to inform the reader and begin to establish a relationship with them. An authentic About Us page is the most important first step in building those relationships.

People do business with people they know, like and trust. Writing an authentic About Us page calls for the business owner to look a little deeper. Your reader wants to read more than just a boring company history.

When prospective customers land on your website, they will click on the About page to find out who is behind the business. But they don’t just want to know about you and your team, they want to know how you solve their problem/s.

How do you write an authentic About Us page?

Firstly, think about your audience. Who is your ideal customer? Who are you targeting with your content? Once you know who you’re speaking to and what their needs are, you can write your content to connect with that particular type of customer.

An authentic About Us page will truly engage your prospective customers. To achieve this, your page must detail:

  • The PEOPLE behind the business – provides transparency (be sure to include photos of your team)
  • Your experience and background in the industry – helps establish trust
  • The core values of your business – helps you connect with readers who share those values
  • How you help your customers – WIIFM?
  • What’s your customer experience? What should people expect when dealing with you?

Being authentic is about knowing the core values of your business and targeting customers whose values align with your own.

How can an About Us page facilitate business success?

It’s a fact – relationships are the cornerstone of long-term business success. Building connections and quality, authentic relationships is key. To achieve this, you’ll need a well-written, authentic About Us page which outlines your story and clearly demonstrates the benefits in dealing with your business.

Trust is the basis of all relationships. If you’re overselling yourself and not being authentic in your About Us page content, readers will quickly identify this. If you want to establish a genuine connection and develop an enduring relationship with readers, be truthful and be human.

One of Australia’s top business coaches, Angela Henderson, talks about “Human to Human Marketing”. H2H marketing is all about the art of making a legitimate connection between the people behind your business and the people you serve. H2H suggests seeing your customers as humans first and then as customers. People come before transactions.

What type of interaction do you offer your customers? Is there an opportunity to have a conversation with you? What’s your customer journey?

Your ability to connect with your readers will help you stand out and start to build those quality relationships. And it all starts with an authentic About Us page.

Need help writing an outstanding About Us page? We collaborate with you to learn about your business and then write content which captures the true essence of your business while engaging your ideal customers.

Want to know more?

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

Lyndall Guinery-Smith, owner of The Professional Writer, business 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.  

 

If you enjoyed this post, you may also enjoy these:

How to write an engaging About Us page

How to write an About Us page which wins more business

About Us page tips for Startups 

 

Update your website content, web writing tips, professional writer

Update Your Website Content to Win More Business

When did you last update your website content? Was it last year? Or when the website was set up?

At the start of a new year, we often think about goal-setting, new beginnings, updates and upgrades in all aspects of our business. That’s why now is the ideal time to refresh or update your website content so that it becomes, or continues to be, a lead magnet for your business.

Here are some simple ways to update your website:

Do a Website Audit

Believe it or not, your website is not a “set and forget” marketing tool. your website content DOES need updating on a regular basis. There are some easy ways to do this. But first, do a website audit.

Spend some time taking a critical look at your current website content. Or ask an employee or friend to do this if you wrote the current content yourself. Look for any spelling or grammatical errors, or anything at all which needs updating.

Read the content with these questions in mind:

  • 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 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 vital 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

Publishing a blog post 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 2 am
  • Outline or review of any new products or services you’re offering in 2021
  • 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.

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

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

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

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

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, 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.  

 

How to identify your ideal clients, marketing tips

Identify Your Ideal Clients – Expert Tips

When marketing our products or services, we’re often advised to target our ideal customers. It’s the most effective way to get more engagement. But firstly, you must identify your ideal clients, so you’ll know who you’re targeting.

You might be wondering … Isn’t everyone our target audience? Definitely not! Marketing experts agree that promoting your service or product to a specific audience helps save time, money and yields more sales. Rather than marketing to everyone with generic messages, you’re more likely to see results if you narrow your focus and target specific clients by addressing their pain points. Your marketing message must resonate with your ideal clients. You want the reader to say, “Yes, that’s me. I need your help!”

Client personas or avatars have long been utilised in successful marketing campaigns. They provide a clear picture of your exact target audience. Your persona or avatar is built around one person – your ideal client.

It’s important to note: Your ideal client is not your ONLY client, it is simply the type of person you prefer to do business with. You may have a different type of ideal client for each of your products or services.

Five questions to ask about your ideal clients

  • In an ideal world, what type of person would buy what you sell?
  • What keeps them awake at night? What are their pain points?
  • Where do they search for information to solve their issue/problem?
  • Which of their issues/problems do you solve?
  • How do you solve their problem/make their life better?

Gathering Information

Next, you’ll want to gather more information about the individuals you’re targeting.

If you’re an established business, you could start by reviewing your current client portfolio. Who are your Top 5 clients? What are their common characteristics? Why do they buy from you? What’s your point of difference in their eyes? How do they use your products or services?

You could also do a survey or ask your current clients questions in person. This is by far the most accurate way to find information about your clients.

If you’re a new business, think of a friend, relative or colleague who epitomises the type of clients you want to work with who would be your ideal client.

It helps to think of a name and some even use a stock photo to imagine what their ideal client looks like.

Demographics Help Identify Your Ideal Clients

Start a new document or grab a piece of paper and a pen. Under the heading, Our Ideal Client, list the demographics below:

  • Your ideal client’s age, gender, income, marital status and job
  • Where do they live, work, spend weekends?
  • Their typical behaviours, hobbies, interests, sports etc.
  • What are their goals and challenges?
  • Do you know what motivates them?
  • What do they aspire to?

Once you’ve answered all the above questions, you will have at least an outline of your ideal client persona/avatar. The avatar can be as detailed as you want. Develop a different persona for each of your products or services if the target audience is different. Do what works best for your business.

Why Having an Ideal Client Profile Matters

Let’s face it… there are some clients we covet and others we’d rather not deal with. It pays to target your marketing efforts towards your ideal clients. To maximise your marketing dollar, imagine you’re addressing your ideal client as though they’re standing in front of you. Address their problems or pain points. Lead with whatever they aspire to.

By directing your marketing message directly to your ideal clients, your message is more likely to resonate with them. This is much more effective than using a generalised message and hoping you’ll catch their attention.

Client personas can form a strong foundation for your marketing campaigns by connecting with and engaging the exact type of customers you wish to deal with. Imagine a long list of clients you love … sounds great, doesn’t it? Having a clear, targeted and effective marketing message starts with your ability to identify your ideal clients.

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

 

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, 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.  

Business storytelling, brand story, professional writer

Business Storytelling to Build Your Brand

When it comes to engaging your audience and building relationships with potential customers, stories sell! If you want your website content to get noticed, business storytelling can help.

What is business storytelling? It’s basically conveying useful information about your business within a narrative. Stories have the power to influence opinions and the attitude of the reader. A memorable story provides the opportunity to entertain, educate and sell to your prospects, while building trust and forming a connection with them.

Gone are the days of writing content or a blog post which is solely about you and your business. Readers connect with stories much more than dry, boring content full of corporate speak. Your prospective customers want to know who you are and how you do business, and storytelling provides the ideal opportunity to convey those messages.

Business Storytelling 101: Start with your Brand Story

Creating an engaging and informative brand story is the ideal first step in successful business storytelling.

A good story contains: Characters, conflict and resolution. Through effective storytelling, you can outline who you are, who you serve, your business approach to business and the outcomes you produce for your clients. Make your client the central character in your story.

What’s your brand story? Do you have one? Is it strong? If not, think about:

  • Why you started your business – Who came up with the idea for the business? What circumstances led to the business being launched?
  • What challenges and triumphs have you experienced?
  • Who are the people behind your business?
  • What does your business stand for?
  • What are your business values and how are you different from competitors?
  • Who are your ideal customers?
  • What is your “customer experience”?
  • What are the outcomes you achieve for your clients?

How’s Your ‘About Us Page’ Looking?

Take a critical look at your About Us page. Does it accurately and authentically convey your brand story? HINT: If it starts with “Our company was founded in ….”, you’re doing it wrong!

Instead of writing a boring company history, tell the story of your brand with your reader/customer as the central focus. You want them to feel as though they are your reason for being in business. Talk about how you help people and how you’re driven to continually improve your level of service or product range to help customers. Be sure to clearly articulate “what’s in it for them”.

Using Case Studies for Business Storytelling

Case studies are the perfect way to illustrate how your products or services help your clients. Case Studies can be located on a tab within your navigation pane, or they can be incorporated into your website as blog posts.

Your case studies should revolve around how you helped one of your clients, and the problem you solved for them. To make your story compelling, demonstrate decisions being made, action being taken and problems being resolved, with a happy outcome.

Start by painting a picture of what life was like BEFORE, outline the client’s issue, then detail the potential outcomes you offer. Next you can show why the client chose that particular option, then take the reader through each step towards reaching the desired outcome.

This is an opportunity to demonstrate your UVP or Unique Value Proposition – it’s what sets you apart from your competitors. Anyone can talk about the features and benefits of their product or service but demonstrating HOW you help your customers can truly make you stand out.

Readers want to see your client experience in action, to understand how you operate and to see what the outcome of your product or service is. Back this up with a testimonial from your happy client – third party endorsement is GOLD – and you’re on a winner. Readers LOVE success stories – they want the same success for themselves.

Authenticity is Essential

Whether you’re writing website content, blog posts or your brand story, make sure you’re being authentic. You can’t just make s*%t up!

Particularly since COVID-19 hit, we’ve seen more businesses and business owners opening their workplaces and homes to us via Zoom. We’ve gained an unprecedented insight into how businesses operate and how their owners live. This has inspired consumer desire for more businesspeople to be real and open, rather than cold and corporate.

Try not to simply paint a picture of what you think your readers want to hear and see. It’s important to make sure your story accurately captures the true essence of your business, that it’s relatable, transparent and real.

Connections are Key

The most effective business storytelling makes your readers FEEL something and establishes an emotional connection with your brand. That feeling can evolve into brand loyalty.

Once your prospect has read your story and felt that feeling, be clear on what you want them to do next. Why not invite them to connect with you via social media or email? This is a lot less risky than pulling the hard sell on them at an early stage in your relationship. Of course, this will depend on what type of product or service you offer.

 

Need help with your business storytelling? We can collaborate with you on your brand story, website content/About Us page, case studies, blog posts or a business award nomination. We’d love you to email us and let us know how we can help you get started.

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

 

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, 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.  

 

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