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Musts for company websites
33Personality and individuality: Personality on a website is an
must. Present a group photo of you and your team as well
as individual photos. Briefly describe their professional career and
a personal motto or mission statement. In addition, tell the history
of the company. Here, too, a three-level presentation works well. If
necessary: Use a timeline or milestones.
33Contact options: Offer your customers several methods of
you. A phone number and e-mail address are musts;
the e-mail address should always use a “mailto” function. An
to the “mailto” function is a contact form. This can let
you thematically match customer inquiries in advance by offering
different subject lines. Depending on how you design your form,
you can also collect information and data on the customer’s
This allows you to react faster and better to questions.
Companies in the Internet: A look at the practice
How important is an Internet website for companies in the building
cleaning sector and what practical steps must be taken for a site?
Three company representatives report. More on pages 12 and 13.
to offer explanations with an increasing depth of information that
the visitor can independently select from.
Good website texts
In addition to the layout, personal touch and contact information,
company websites may also include extensive text on certain
Examples include descriptions of how particular cleaning
problems can be satisfactorily resolved. But what is a good text?
In 2017, there should no longer be any companies that are not in the
Internet. Photo: Fotolia/fotogestoeber
Journalistic texts as models
Texts on company websites should provide relevant information
quickly and clearly. Advertising language must be avoided. You
don’t want to sell anything with your text, but offer the reader/
customer added value.
Marketing phrases and judgmental, unprovable claims have no
place in texts. Well prepared, informative texts are also better
found in search engines like Google.
Use relevant keywords
Keywords are entered in search engines like Google or Bing to find
information on certain topics. This is why it’s important for your
text to contain keywords that thematically fit your content. This is
not only necessary for users, but also for search engines. The use
of keywords is an important factor in search engine optimization
(SEO). Keywords are used by search engines as an indication
that your site offers users added value and supplies the sought-after
This moves the website higher up in the search
engines. If the website attracts higher numbers of visitors, you
have a better chance of attracting new customers.
To find the optimal keywords for texts, there are tools that can
help. Google, for example, offers a free option with AdWords. It
informs about the frequency of certain keyword searches as well
as about the competition.
Editorial plan for the website and Social Media
Internet users as well as search engines often return to your site
when it provides new information. For website operators, this is
both a blessing and a curse. It is certainly great to have returning
visitors. On the other hand, preparing interesting content takes
great effort – both in terms of time and money. To avoid falling
into the time trap and having your initial motivation turn into
and resignation, you should create an editorial plan.
This plan should serve as a guideline for determining business-related
topics, writing texts, and publishing them. It structures
the time frame for text creation. Tip: Use this for your social
media channels as well. This ensures that everyone knows when
which post on which social network. Website content
can thus be ideally connected with social networks like Facebook,
Twitter or Xing.
The editorial plan determines the time for
33researching them (facts, background),
33determining keywords for search engines,
33writing text (draft and correction phases),
33image creation (or purchase), video material if necessary,
33and publication (formatting and posting on the website).
It only makes sense to write about topics related to your company
and products, your regional environment, your branch or your
business area. Naturally, you should know what issues interest
your target group. N
M. Endress/S. Guthardt | email@example.com
10 GLOBAL CLEANING | ISSUE 2017