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I lost the bid on a job recently. A website redesign. I lost the job because I’m not familiar with the platform the site was built on. Unfortunately, it didn't work out for either of us. Not just because I didn’t get the job, but because the people who did get the job, while familiar with the platform, are not as familiar with best practices for web design or copywriting as they should be. After looking at the new site, my disappointment at losing the job morphed into disappointment for my would-be client. The copywriting on the new site is ineffective and the user experience is one of confusion and missed opportunity. Here are two reminders and one takeaway from the experience. 1) Copywriting Remember, it’s not all about you. At least not right away. When a visitor comes to your website, they want to know if they are in the right place and they want to know if you can help them. As quickly as possible. They're looking for the solution to a problem. They’re not interested in knowing how long you’ve been in business or how many awards you’ve won. That’s important information, but information you can share later on. It’s like when you cut your finger. You’ll grab anything to stop the bleeding: a napkin, a paper towel, or a clean hanky if someone hands one to you. Only later will you think about a proper bandage or the best antiseptic cream. You need to tell visitors how you can help them. And you need to tell them right away. 2) User Experience Is your site easy to navigate, is it interesting? When people search for what you offer and find you, tell them what they want to know. Do you sell products? Services? Is it easy to figure out what you offer? Is it easy to place an order? To get in touch with you? Want people to join your mailing list? Make sure there's an incentive for them to sign up. Remember, people have lots of options. Do you have resources on your site that add to the user experience? That make you stand out? Consider blog posts, articles, and white papers where you can share your expertise and bolster your credibility—without sounding like you're bragging. Having a site that's easy to navigate and chock-full of helpful information is the best way to convince someone you know what you're doing. 3) Partnerships Team up with someone who knows what you don’t. I was disappointed when I lost the account. Partnering with someone familiar with the preferred platform would have been the thing to do. Lesson learned. Do you need more tips to build a better website? Read this:  |