We have already spoken about the dos and don’ts when writing an advertisement for printed copy. See - How To Write A Good Advertisement.

But what about the digital space? What is the key information that you should include on your website or in your web profile? What is important when it comes to layout and design online? And what are some of the most common technical hurdles that businesses face when putting together their own websites?

Over the coming weeks the Pocket Books team will discuss these questions.

This week Pocket Books Advertising Sales Consultant Dominique addresses the topic of digital content.

Q.What sort of content should businesses be including in their Website and Pocket Book Web Profiles?

A.The most important thing is to include is up-to-date contact information. Where possible, make sure that you include a phone number, direct email address and a physical business address.

I’ve seen quite a lot of businesses using the online enquiry submission form as their primary form of contact with customers. While this may make your enquiries easier to record and manage, customers often want to talk/correspond with someone directly and put a name and person to the business.

I know from personal experience that sending an online enquiry form can leave you with a feeling of hopelessness. Did my enquiry make it to the right person? When will I hear back?

Direct contact info helps to build trust with new and existing customers.

Beyond that very basic information I’d say don’t be scared to wow your customers. If you’re a restaurant with a great menu then publish it.

If you are a tradesman with some photos/videos of your work then include those.

Finally, include links to your other online sites, pages etc. Cross-promote your platforms – it can only work to increase your online search ability and presence.

 Q.What are the big no-nos of web content?

A.The biggest no-no of web content is mixing social and business content. Keep your business and personal web platforms separate. Customers (potential and existing) do not need to see what pubs you’ve been to on the weekend or how delicious your lunch was yesterday. Keep your business space professional.

Dominique Kimber

Pocket Books Advertising Sales Consultant

07 5438 1881