Peachtree Packaging’s original website suffered from the communication issue I see almost every time I review a website created by a company’s internal team.
Instead of addressing the needs and pain points of potential customers, the copy lists the strengths of the company. “We provide excellent customer service.” “Our products are the best around.” “Our sales people are experienced.” “We use cutting-edge equipment.”
But here’s the thing: Your website is not for you; it’s for your customers. Its most important job is to encourage potential customers to take a desired action — contact you for additional information, register for your program, or purchase your product. To accomplish that, your copy must touch on your customers’ pain points or needs. Here’s an example to illustrate the power of words.
Original website homepage copy: “Peachtree Packaging & Display is an established designer and manufacturer of corrugated products, promotional displays for all retail venues, semi-permanent continuity displays and, oh yes, product inner packs and boxes.”
New website homepage copy: “Make your product stand out in the competitive retail environment.“
See what I did there? The harsh truth is that potential clients really just want to know one thing — “What’s in it for me?” And they want to understand what you can do for them without having to decipher confusing industry lingo.
Following an on-site client interview, I created a site structure that organized Peachtree Packaging’s offerings into two distinct categories – promotional packaging and transport packaging. I wrote the complete site copy and, once approved, turned it over to Brad Iroff at Kickstand Creative who designed and built the new site.