Too many business websites are filled with jargon and business-speak, afraid to just talk to their potential customers like real people. So I love it when I come across a business who gets it right. Here are a few examples of sites I think do a great job of not just explaining (clearly) what they do, but also who they are, what they care about, and what type of customer will enjoy doing business with them.
Full disclosure—we’re an Emma customer and we’re featured in their “customer stories.” But while I think their service is great, what drew me to them in the first place was their website.
I love the way they come right out and explain what their service does in plain, often funny, English. Check out the "Meet Us" section. You feel like you get to know the company, what they stand for, and the people who work there. And best of all, it feels like they’ve taken a lot of time to not only share what they want visitors to know, but also to figure out what a visitor wants shared.
Saddleback Leather
I've never bought anything from Saddleback Leather, but I love that the founder, Dave, doesn’t try to sound like a big company—he isn’t one. He’s one-person shop who’s proud of what he does, passionate about his work, and comfortable sharing his story in real language, like this paragraph from the Saddleback story.
It all began when I had my first bag made while living in Southern Mexico as a volunteer English teacher to kids who needed a little help. I had looked everywhere for just the right bag, but with no luck…In my search, I walked into a little leather shop and met the fellow working leather in the back. I asked him if he could make me a bag if I were to draw it out. I told him that I wanted this bag to be made so well that my grandkids would be fighting over it while I was still warm in the grave. He said “Si” and I said “Bueno” and that’s how it all started.
And Dave’s got some swagger. He lists the websites of all his major competitors and tells visitors, "Go ahead… the more you shop, the better we look."
Contrast the feel of Dave’s site with that of industry giant Coach. Here’s a snippet from their “Mission Statement”
The Brand is our touchstone. The Coach brand represents a unique synthesis of magic and logic that stands for quality, authenticity, value and a truly aspirational, distinctive American style. Everything we make, advocate or engage in reflects the attributes of the brand.”
Does this make you want to buy from Coach? No. What does it even mean? It sounds like it was written by a marketing committee, not a real person who's passionate about making great leather bags. And I’m pretty sure “aspirational” isn’t a real word, but we’ll leave that alone for now.
Rivendell Bicycle Works
I’m not a cyclist, but it’s obvious that the folks behind Rivendell Bicycle Works are. They’re not trying to sell to everybody—just to people who are most likely to appreciate what they do. Check out how direct and opinionated they are on their big picture page.
For non-competitive riding, it's hard to justify tires smaller than 28mm. Actually, it's hard to justify tires smaller than 32mm. Unless your justification amounts to, "I just bought some, I ride them, I say I like 'em, and that's final." Logic always loses arguments with emotion!
"You may personally prefer welded frames, or fillet-brazed frames, and that’s fine. We prefer them lugged, and so that’s all we make."
"Modern bikes have too many gears…Our attitude toward the number of cogs on the rear hub is: Seven is heaven, eight is great, nine is fine, ten is kind of getting ridiculous, but it won’t kill you."
They even offer tips for happy riding. Here are a few:
Signal your approach to pedestrians, especially if they're old, and a bell is better than "On your left!" If no bell, try clacking your brake levers. If all you got is "On your left!" that's fine, but if you ride a lot on paths, get a bell.
"Carry an extra tube you can give to somebody with a flat tire and just a repair kit."
"If you're a guy, don't try to be a mentor to every female cyclist you meet."
"Put a $20 bill inside your seat post or handlebar and hold it there, somehow."
"Don't ride until you're confident you can fix a flat."
If you're not an over-the-top bike enthusiast and you just want something cheap, you aren't a customer who's going to buy from Rivendell. So they don't try to sell to you. If you're fanatical about pedals and frames and tires–you're just like folks at Rivendell. They make gear for you. Then they come right out and tell you what they're all about. There’s no boring writing here. The copy’s got oomph. It makes me wish I were a cyclist.
Whether you're writing a business website, a blog, a college essay, or even an email messages, it's always best to be clear, be honest and be yourself. Write like a real person who's writing to real people, because you (almost) always are.