Websites and the 5 W Principle


Are you looking to do a refresh of your website? Is it time for an update or perhaps a wholesale change to your content? Today we talk tips on creating short, snappy website content that resonates! Similar in nature to when we looked at blogging for business, we’ll take a brief look at the “5 W Principle.”

To begin, keep this in mind:  Treat your website like your resume and engage in TARGETED MARKETING.  Like a resume, what do people most need to know about you? Do they need to know every job you’ve ever held, from that very first day working on the fry line at a fast food chain or do they only need to know that which is most relevant to the business you are engaged in now? Certainly you should talk about any relevant prior experience but brevity is key. No need to share your life story, just clearly talk about your product or service by answering the “5 W’s” – the who, what, where, when and why questions. In doing so, you’ll create an edited version of your skill set that still sells you and your product or service, just like a resume “sells” you to a potential employer.

Here are your key considerations:

Be targeted (or very specific) in narrowing down your potential audience. You do this by answering the question “who x 2?” That is, who are you and who is your intended audience? It’s actually not limiting your business by weeding out potential customers before you even speak to them, rather, its good time-management. You’re preventing unwanted, time-wasting phone calls from people who will probably never do business with you anyway.  To help with the “who” question, you also need to clearly identify your “why?” Why do you do what you do? This is where your passion for what you do will come through. Use thoughtful, engaging language that helps others understand why you are so passionate about your business. Sharing your passion is what engages potential “right-brained” customers. By addressing the questions of WHAT and HOW (how do you do what you do) you will engage with potential left-brained customers who both need and want specifics in order to determine whether to do business with you. Providing some level of detail will appeal to them. Answering the where and when is easy and somewhat self-explanatory. Finally, I’ve said it before and I will probably say it again as it comes up in all of my seminars; always make sure that your website content is “CORI” content. That is create content that is:

  • Current
  • Original
  • Relevant
  • Interesting

By creating and maintaining content that’s fresh and relevant to your industry – you are demonstrating that you are “on top” of industry trends. Keep your website updated by blogging, posting specials, providing seasonal information and by sharing tips and tools that matter to your customers. Give information away for free to establish goodwill and credibility. But always remember, don’t be that annoying person who shares and posts constantly just to be heard because you risk being ignored or “unsubscribed” instead! So when it comes to websites, practice the “5 W Principle” for a wonderful website that works.

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed?  Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

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