Have you noticed that global corporations like Coca-Cola, Philips, Sony, McDonalds, Toshiba, etc, have really catchy websites? And I am not talking about design here; I am talking about what they say and how they say it. Their success is not based solely on the “worldwide brand” factor, but also on the public relations tactics used to communicate a message to the consumer. The idea is simple: unless you run a governmental website or an online journal like Times, Business Week, etc, you should follow their example and stay away from the following three mistakes.

• Formal writing. If you want to make your visitors “love” your website, stay away from formal language (you know, that writing style that makes you sound “cocky”) and talk like ordinary people. Avoid jargon and if you have to use it, make sure you have a clear displayed link to a jargon dictionary.
• The “us” approach. It’s a no-no! If visitors were interested in learning “about” your company, they’d find the “about us” category on your home page on their own. They don’t need to know “about you”, they need to know how you can help them. So instead of saying “Welcome to our website! Our company was founded in 1970. We have awards and years of experience. Our company is so good… “ etc, you should start with something like a product announcement, or explain from the start what users will find browsing the site. For example “Discover the latest  Product Name created to enhance your home with key benefit”. So focus on the user and what he/she needs instead of writing a self praise.
• The “Buy now!” approach. Really? Are you going to make me? How? By telling me that this is the chance of my life and the offer expires in two days? That your product is going to revolutionize my very existence? I don’t think so! Give me a break! It’s fine to list a supper offer on your front page, but stay away of flashy “Buy NOW!”-s and talk first about what makes that super offer so special. Be brief in your explanations. People don’t like to scroll down on interminable pages of sales crap and made-up testimonials. Use a bullet list to identify the main benefits of your product or service, include a link to a detailed description, post one or two relevant testimonials and add a link to more testimonials is necessary, display appropriate product pictures and don’t forget the link to the applications area to let people know how to make the best out of a product. Try to avoid terms like “best deal”, “best business”, or overused terms like “best value for your money”, etc.

Conclusion: talk to the people like you talk to your friends about what matters to the people and don’t try to force a product or a sale.