In the ongoing quest to find marketing technology that helps marketers reach their global audience there are times when language becomes a barrier, and that’s just the English version of some websites.

When reading the ‘About Us’ or ‘Products’ section of some sites offering new marketing technology and the ability to convey a global message to the masses, it is apparent that a degree in rocket science is a pre-requisite. There can be nothing worse than trying to understand the objective of a website whilst having to wade through tech-talk.

Every site that attracts a mass audience, whatever the subject, will eventually have a revenue model that will involve either the sale of premium data, services or applications to the mass audience and / or running advertising campaigns to the mass audience once the original subject has successfully attracted the masses.

It is therefore apparent that websites offering double edged services need to really focus on exactly who their customers are and write their web content and services accordingly. Writing in-depth about the technology, however proud of the development process, unless the intended users and clients are programmers, is not appropriate and potentially detrimental to the success of the revenue model of the site.

Technical writers write about technology and marcom writers communicate the marketing value of the product. The line between them isn’t even so fine. Here are some simple steps to define how your website should appear:

1. Define who would benefit from the service.
2. List how this group could benefit from the service.
3. Test the water by posting to forums of the target audience.
4. Define two or three (maximum five) key points of why this audience needs your service.
5. Define the number of groups that the four points above could apply to – for example a video network would need content and clients, therefore two clear groups for a new video network would be publishers and advertisers. (If you are trying to attract small websites into a content network, bear in mind that these sites do not always consider themselves as ‘publishers’ and the term may need to be refined to reflect this.)

Once the five steps above have been clearly defined and understood, a design for a home page can begin. The most important aspect of any product based website is the ‘Call To Action’. Using the five points mentioned above and dependent upon how many groups have been defined will determine how much or how little text is needed on your homepage. Minimalist is always best. Get your audience to understand your value in as few and as clear words as possible. Add clear graphics to the site that offer visual aid to the services you are providing. More sites are beginning to use videos to explain their services and others are going one step further and implementing a ‘walk-on’ person within the website who greets new visitors. This could be viewed as a little annoying, but additionally could give a clearer explanation of the services offered within the site.

Either way, the bottom line is that the majority of Internet users, despite being web savvy, are not rocket scientists. The most effective marketing campaigns have been clear, concise and transparent. Following these rules although not guaranteed, will give your site a better chance to attract users, consumers and clients.