Yes you’ve got a beautiful looking site and yes it’s accessible, but there are a few things that might still fry you. Use of content. The single most important element to keep in mind. Be very careful when writing page titles and meta descriptions for SEO purposes. If you do it wrong, be prepared to run for Facebook in need of crisis management.
The well-known empty promises – that one that leaves you standing out in the cold. I always say: “Rather be safe than sorry”.
Even though it is a good idea to promote yourself or the organization’s services, be sure not to promise something you can’t deliver on (something the government usually struggle with).
What not to use:
- “World leaders in…”
- “We can’t be beaten”
- “If you need it, we will get it”
- “We don’t have any limits and will walk the extra mile”
- “The cheapest prices you will find”
This is not true. You will never know if you offer the cheapest service in town (unless you analyze the markets and your competitors with a hawk’s eye), and believe me you won’t walk the extra mile if the client asks for the impossible. Be honest and upfront, unless you are God, then you don’t have any limits.
What to use:
- “We promise to build and maintain a healthy relationship with you”
- “Our work is done on a professional level”
- “We will advice and support you where possible”
- “I will be more than happy to assist you….”
The above phrases still hold that promise factor, but these are easier to deliver on.
Words and phrases have more power than your page aesthetics. Use it smart and keep away from those dreaded empty promises.