In our increasingly tech-savvy world, the company website is the new face of the organization. And just like in the non-virtual world, you never get a second chance to make a first impression. The first thing your prospective clients, customers or donors read needs to give them the information they want, the way they want it, and quickly move them along to the important business of taking the next step.

#1: Give them what they want – not what you want to give them
As tempting as it is to use this prime piece of online real estate to talk about your company or organization’s profile, history, or achievements, what your visitor really wants to know is “What can you do for me?” Don’t get confused: the welcome text is not the place for your “About Us” copy. Instead, you need to get inside your customer’s head and figure out what is it they need from you. Ask yourself, what is the problem my customer is facing, and how can I solve it? Better yet, ask them. What is the promise or offer that is at the core of your business or organization? Will you help them lose weight? Increase productivity? Save the environment? Whatever it is you are offering, it needs to take centre stage so that your visitors know right away how you can help them, and why they need you.

#2: Speak their language
The key to successful communication is to speak the language of the person with whom you are trying to communicate. There are different styles of writing, even for the web, and they serve different purposes. A website for funeral home directors will be written very differently than a website for gamers. How does your target audience normally speak? Is it edgy, formal, playful, warm or corporate? However, no matter what style you choose, some general rules still apply. Clear and simple language is usually best – save the jargon for deeper in the site. Your copy should be concise, easy-to-understand and error-free. Remember, the average person reads at a Grade 8 level, so keep your copy as readable as your morning paper and you’ll be fine.

#3: Make every word count
Believe it or not, one of my biggest pet peeves is website copy that opens with “Welcome to our web site!” What a waste of five precious words! As nice as the warm welcome may seem, a better use of those words would be to immediately capture the attention of your audience and show you can meet their needs. Some studies indicate that if visitors don’t find what they are looking for on your site in under 5 seconds, they’re off to the next one. The answer? Get right to the point.

#4. Once you’ve got ‘em – keep ‘em!
So your reader has come to your webpage looking for a solution to her problem. You’ve captured her attention, are speaking her language, and have told her your promise. Now quick! Give her a chance to take you up on your offer. In your welcome text, draw your visitors to another page on your site through a call to action, such as “read our blog,” “contact our team”, “get a free quote,” “donate now”, or “visit our store.” Whatever it is, give them a reason to go beyond the homepage and start connecting with your business on a deeper level.

Jodi Martens is principal of Inkwood Communications, a marketing and fundraising agency that helps non-profit organizations tell their stories in a way that makes donors sit up and take notice – and take action. Visit www.inkwood.ca to find out more.