Five Ws and an H
W #1: WHO
Start with WHO you are as a company. Are you a sole trader with decades of experience? Are you a start-up with an extensive background in your chosen field? Are you an energetic team of people who each bring a specific skill to your business?
The WHO of a company is about people. Introducing the people behind the pixels of your website will help foster a human connection in your visitors. Writing a brief profile for each of your key personnel is known to help build trust and confidence in a company. Be sure to include good quality staff photos as well as links to relevant social pages, e.g. LinkedIn profiles. (Already strong internationally, LinkedIn is building momentum amongst kiwi professionals. A story for another day… suffice to say that we’re advocates of this networking platform for certain people in certain industries).
W #1 also concerns WHO you provide your products or services to. Are you selling to B2B manufacturers? Retails? Families? Make sure you spell this out, even if you link it seems obvious. The words on your page all help to build a clear picture of your offering to Google’s robots as well as to your human visitors.
W #2: WHAT
Explain WHAT you do in detail. This should always be more than simply a bulleted list of your services, or merely uploading a PDF catalogue of your products.
Each new item should have its own header followed by a detailed description of what the product or service is, including what its uses and benefits are.
The WHAT is the most important part of website content creation. In fact, each WHAT can be treated as its own Five Ws and an H exercise. In addition to WHAT a product/service is, consider:
- WHO is this product or service for?
- WHO in your team provides it to your customers?
- WHERE or WHEN it should be utilised
- WHY should someone buy this item? Are there risks in not buying?
- WHY someone should consider your offering over that of a competitor
- HOW does it work?
- HOW does it benefit the end-user?
W #3: WHERE
This one might be a simple paragraph on your Contact page that explains WHERE you do business.
Perhaps you offer professional services, operating out of a building in Auckland’s CBD. Do you offer virtual consultations for customers located across the country, across the ditch or across the seven seas?
Are you in the trades with operations in Auckland, Waikato and the Bay of Plenty.
Or maybe you’re based on Auckland’s North Shore, but will travel to Pukekohe for specific services or under certain conditions.
If you’re an online store, be sure that you detail your shipping fees on your website. This is