Please Don't Put This on Your Website

Just a quick list of things to steer clear of when working on your firm's next web renovation. Static portions of your web content as well as overall web design should be modified every two years, if not sooner. Watch out for these all too common, and somewhat annoying approaches:

Collectively, we have 2,864 years of experience…

Individually and collectively, your experience definitely matters. But adding cumulative years to achieve a staggering sum really doesn't mean much. Business has changed a whole lot in the last 10...20...30 years. A number greater than 30 or 40 years isn't exactly relevant to today's business world anyway. And, as a buyer, I cannot afford all 100 of you to work on my account so I know I'm certainly not going to see the benefit of that much experience. And, be honest now, do you really collaborate *that* closely with each other to discuss my situation, even if I could afford it??

We're large enough to….yet we're small enough to….

Everybody says that! Try another approach to differentiation because this one isn't setting you apart, it's lumping you together.

We partner with you…

Did someone specifically invite you to be their partner?  Unless they did, I think it's not good to say this. Maybe it's just me but I've always felt it presumptuous to think business owners automatically want you to be their partner. This is a status you earn with a long-term client or it may be a role you are invited to act within for a new client. Either way, It's not something you promise to the general public.

We're a full-service firm…

Assuming that clients do want a firm that can and will do everything under the sun for them, what exactly is "full" service, anyway? Will you come to my home and locate/organize all my documents? Cook me breakfast? Pick up my drycleaning? Instead of a vague claim of full-service, please tell me more specific stuff like how you'll catch mistakes that I don't know I've made and protect me from vulnerabilities that I don't see. Tell me how much easier it is to work with you than others, but also be sure to tell me why.

...timely, efficient, accurate, …

This is the minimum expectation! It's not a differentiator, by far. Go ahead and say it if you wish, but realize if you don't deliver, you immediately undermine the "accurate" part. So you might add a little something that says how you'll fix it if you make a mistake. But don't stop there. Your value proposition needs to be a lot deeper than this. Again, these things are expected!

Avoid overusing words like: perform, assist, help, serve, and provide...

Mix your content up with alternatives like these:

• Guide
• Fulfill
• Lead
• Direct
• Solve
• Create
• Answer
• Resolve
• Deliver
• Bring
• Interpret
• Increase
• Improve
• Build
• Result
• Protect
• Prevent
• Access
• Advise
• Design
• Recommend
• Participate
• Conduct
• Supply
• Address

Lastly, and I've posted about this before, but watch your we/you ratio. In fact, I recently encountered this dandy calculator: The We We Calculator (hat tip to Allison Shields) you could play with to get an idea of how you are doing on your webpages right now. Check out your competitors, too!

Comments

[Stephen Ruben]

I disagree that 'help' and 'serve'are inappropriate words. Yes, they can be overused but I just don't see them as being a problem if they are meant sincerely and backed by something that can be called help or service.

[Michelle]

Hi Stephen, I think help, serve, assist, etc., are great words and not inappropriate at all. I particularly like the word "help." What I see a lot of though, that drives me crazy for lack of creativity, is the far too frequent repetition of those words. Our language has so many words that can more artfully (and engagingly) express how we as professional service firms can bring value to our customers that there is no reason for us to turn to the same few words over and over again. We underscore how "not different" we are when we use the same few words everyone uses. And we put readers to sleep rapidly when we repeat them over and over again.

[Dennis Howlett]

What's the problem with 'partner?' To me it implies the firm is willing to stand alongside the client in a way that extends beyond a financially motivated engagement. Provided is it couched in those terms and supported by other things on the site then I'd say it is a valid expression of the firm's intent.

[Michelle]

Hello Dennis, I hear you on that. What we object to is the blanket statement "we partner with you."

First, it's just not true. The firm is making a hefty promise as to a level of service/care/advice that they cannot possibly deliver to every, single client...just as a matter of practicality.

As you said, "it implies the firm is willing to stand alongside the client in a way that extends beyond a financially motivated engagement." This cannot be done for every client.

And not every client merits this level of service. Many couldn't afford to pay for it. And the firm sure shouldn't be committing that level of service (first class) for a customer sitting in coach.

As in the post, not every client even *wants" us to be their partner and it's somewhat presumptuous to assume they do...

We're okay with offering: "Should you want in-depth business assistance, we can partner with you to be your on-going resource for proactive advice and guidance..."

This way it's a stated capability and not a presumptuous promise.

Personally, I think there are better, more illustrative ways to communicate this available first class level of service.

Lastly, if for no other reason, too many firms make this "partner with you" promise and we aren't fans of firms that choose to sound just like everyone else.

Thanks for your question.

[Dennis Howlett]

Gotcha. I guess it's a case of don't promise what you can't deliver. But then I'm a firm believer in having statements validated by client statements. Preferably on podcasts where you can't fake what's said.