dianedipiero.com Blog

I had a fiction writing teacher in college who used to talk about an old song with the verse, “Don’t tell me you love me, show me you love me.” This was his way of explaining to the class that it was far more effective to vividly describe scenes in a story rather than just talk about them in a matter-of-fact way.

What does this have to do with content for a company website? It’s not like you’re going to create a fictional story about someone who offers great service at a great price. But you can be descriptive about what it is your company does and what sets it apart from the rest.

Take, for example, the two paragraphs below. Which one paints a clearer picture of the company?

1.) Acme Lighting is a well respected industry leader with more than 20 years of experience. We serve seven counties, and our customers rely on us for quality, timeliness and fair prices.

2.) We’ve got bright ideas at Acme Lighting. That’s why folks from as nearby as Cleveland and as far away as Medina have been illuminated by our products and services for more than 20 years. Whether it’s a temporary light display for a sold-out concert at a community park or a lighting design solution for an exciting new company, Acme Lighting has bright ideas at a reasonable price.

The second paragraph gives you visual images of the areas that Acme Lighting serves and the types of projects the company might handle.

It’s not just about fun adjectives or catchy phrases. Telling your company’s story means providing information to readers that helps them see, feel, hear what you do and to clearly understand why you’re the one they should contact for their next project.