Every company needs a “what we do” line. It’s the sentence that starts “Blahblah Incorporated makes…” or “ToodleDoodle Corp. designs…” under the “About Us” link on the company web page.
I visited a selection of Prince Edward Island web development company websites, and pulled off the “what we do” sentence of each. Here they are, cloaked in anonymity:
- …blends traditional marketing strategies and the latest technologies to strategically build your online presence
- …helps organizations understand and take advantage of the business opportunities presented by the Internet.
- …develop[s] or redesign[s] sites for small organizations with an emphasis on professional quality content, accessibile layout, usable functions and affordability
- …creates a variety of print and online media solutions, including custom web sites, e-commerce applications and other internet tools, and corporate brochures and other related marketing materials.
- …is a dynamic information technology company that provides its clients with complete Internet solutions.
- …is an Information Technology (IT) consulting company committed to providing quality, value-added services and solutions that meet clients’ needs in an evolving, competitive business environment.
- …we build powerful websites that are easy to manage for our clients and easy for their clients to use.
- … is an innovative web site design company that creates imagery and internet solutions.
Without in any way claiming that I have come close to cracking this nut myself, I am struck by the fact that these “what we do” statements are, almost without exception:
- undistinguishable from each other (can you match each of the above to the company they describe with any accuracy?)
- ultimately meaningless
I’m neither a business nor a marketing expert, but common sense would suggest that if you can’t communicate what you do, how you do it, and why you do it better than anyone else in a compelling, novel, unique fashion, you will get less business than those who can.
Just a thought.