But that'll be it, with very little in the way of copy. WordinessThere's way too much
black on most professional sites, and way too little white. and help tell a story.Images
make the intangible more tangible.Some professions tend to swing the other way. Hire me."Technical jargon
doesn't provide comfort. For starters, it doesn't get read. That's particularly true of the legal
world, where no self-respecting law firm would be caught dead nowadays without a Web site.Here's
a look at the top sins that many professional services sites-maybe most-commit... Long words in
long sentences making up long paragraphs stuck in long bios, long service descriptions and the
like.Gray. Too hard.What it does-read or not-is send a message to those of us who
aren't blessed with a medical degree or whatever: It says arrogance. Dull. Architects? A Corinthian
capital.It's insulting.Better to look like your market. You don't."Sites don't have to dumb down. Loosen
up...and put yourself in the user's shoes.Let's be fair. Hard doesn't get done.3. Short takes
discipline, and that takes work. Cliche imagesWhat few images you do find on a lot
of professional sites are typically worn out and predictable. See how smart I am and
how much I know. Web sites cannot be maintained out of a part-timer's back pocket.5.
They principally help architects and lawyers and such get found. But a bad one might
lose an opportunity. That doesn't require jargon. The common belief is "See me. Law firms,
for example, seem to believe that we need to see the scales of justice or
a gavel or some other hackneyed image to appreciate that we're visiting a law firm
Web site.With doctors, it's a caduceus. Selling intangibles is hard work. Not get picked.But even
Nike Requin if they exist mostly to soften the sale, shouldn't professional service sites do that well?
A good site might or might not win work. Show it.How do you do that
on a Web site? Do it by showing visitors that you're looking at the law
or medicine or whatever from their point of view.Doctors get this. Or we nibble.Looking at
a screen full of words shuts people down. It comforts me to know this.But professional
Web sites ought to be See-Spot-Run-simple to read and navigate. It takes a lot of
dedicated resources to keep a site fresh-something the top firms and practices have begun to
recognize. Work is hard. along with some suggestions on what can be done about them.1.
Jargon You're probably seeing a pattern by now. The best ones let the user graze
on information, a bite here and a bite there.For instance, imagine you're on a page
showing an architectural firm's most recent projects. Particularly the good ones.By the time a practice
writes or re-writes and collects enough articles, pictures, or data to launch a halfway-respectable site,
everybody's exhausted. Or, merely assert that you care. Or, at best make it harder to
cash in.And, who needs harder?Anyway, how many sins did you count on your site? Take
a look. Boring. Rigidity Too few sites knit their pages together. Web sites for professional
services have a limited purpose. Better yet, Google.com.6. The newest content management software or database-driven
sites make updates a lot easier than hard-coding HTML.But staleness is a human, not a
software issue. Just good writing.4. not just them.Imagine a law firm site that invited visitors
to describe their problem-what they need. Want to work for Fortune 500 businesses? Then your
925 silver site better start looking like Aetna.com. But it still takes the right attitude. Instead, virtually
every law firm Web site invites readers to figure out, on their own, in which
of the firm's service pigeonholes they belong. Putting together a successful Web site that peddles
intangibles is even harder.Lawyers, architects, engineers, designers, ad agencies, physicians, and other professionals don't, however,
seem fazed. Most doctors' sites are about us... See my credentials. At least the ones
who have Web sites-mostly plastic and cosmetic surgeons and ophthalmologists.When you visit one of these
sites, you know immediately you're in the right place. Buyers know that there's little that
separates the top firms or practices from one another. Architects apparently ascribe to the theory
that a picture's worth a thousand words.So, a lot of architects' Web sites will show
a bunch of lovely snapshots or renderings under a projects tab. No imagesI know. Wouldn't
it be nice to have a link to the bios for the people who designed
them? Or, to other similar projects? Or, to articles that relate to those projects or
were written by their designers? Without having to go back to a main menu?Database sites
make this easier to do. What does it take to get sufficient resources dedicated or
to make improvements a higher priority or to do whatever else it takes to get
things right?For sweet are the fruits of repentance.Doug Stern is a freelance business writer and
marketing strategist http://www.doug-stern.com based in Louisville, Kentucky. Self-centeredness This is the deadliest sin.Visitors come to
Web sites for all sorts of reasons. That means offering a site that shows "We
know you, your business, and your industry-and we've solved the kind of problem you have."We've
earned the right to be considered."In other words, don't just talk about yourself. These include
checking out bios or seeing what kind of work a firm or practice does.Surveys tell
us, however, that buyers come to sites for assurance, not ego trips. It's as if
they're saying, "Can't you see how successfully we overcame this problem or took advantage of
that opportunity?"7. I doubt, for example, that even my mother has read this far. That's
how most pages on professional sites look.One reason is that most lawyers and other professionals
are far more linear and long-winded than most readers. whatever they are. Lawyers are going
to argue that they're not in a world that lends itself to being visual.What about
construction law? What about all of the pictures of buildings or real estate that can
help a visitor relate to legal issues? Or, what about intellectual property and pictures or
drawings of patented devices? If you're a corporate law firm, there isn't a client process
or product that can't be pictured... Most of us scan. That's OK if you're a
corporate counsel buying legal services-but what if you aren't a lawyer?2. They expect to be
told by everybody in the top tier that "Our people went to the best schools,
do the best work and care the most about our clients."What buyers want is comfort.
Staleness Sites require a lot of energy to develop. "Too many words," she thought.This is
a huge battle. Sites then limp along for a few years until the pain of
creating a new site is less than the pain of keeping up the old one.Technology
helps. I like knowing that my lawyer understands debentures... "We matter. Contact him at 502-599-6624
or stern.doug@gmail.com..
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