What the heck is that???

So, I got a new client recently who wanted a few articles and a press release. I was pretty excited, because it was a pretty popular product with a large target market. Getting ready to go check out the client's website to get some information for the job, my first thought was, "What the heck is that???"

The client had hired a writer previously to work on his home page. Not good. The writer did a great job of including key words and plenty of relevant information, but that's about it. The presentation was sloppy. There were no feelings or pictures created with the writing. It looked as though the writer slapped something together in 15 minutes, threw in some key words and called it a day. I had a hard time sludging through what the home page was trying to convey.

Great!!! What was I to do? I didn't want to insult the client, but I knew one thing. When I submit the articles and press release for him, he might get a good bit of new traffic, but he probably wasn't going to get a lot of sales from that traffic. It's almost like getting exciting and full color fliers with great pictures that advertise a club party, but getting to the club and finding it's a rinky dink second rate bar in some part of town no one has ever heard of.

I had to let him know. He actually agreed with me and said that he was considering having it rewritten. I immediately typed up some new content and sent it over to him. He was extremely pleased with the way it turned out. It was much easier to read, it flowed well, and it included his keyword phrases. Now, I don't want to come across as someone who enjoys tooting their own horn, but I took the time to think about the presentation. The other writer got paid and that's all that concerned him or her. I want my clients to come back. And I certainly didn't want him to think he wasn't selling anything because my press release and articles weren't good.

Turns out the client did get lots of new traffic, and a good amount of sales from that traffic so far. It's so important to have a good presentation for your potential customers. Don't promise them a great club party and send them to a shack with a few bottles of tequila!