Even the most experienced web gurus are likely not “gurus” when it comes to some part of the web.  Ryan Carson, Director of Carson Systems, is a well-known web entrepreneur. His company has built such apps as DropSend and Amigo. Yet, it was only recently that he had an epiphany based on some friend’s advice about how to successfully market one of them online (DropSend).

Ryan’s situation is not uncommon. The web is complex enough that you can’t be an expert at everything. That’s why we have a staff of individuals who focus in one of the four areas we consider to be key to any web solution (strategy, design, development, and marketing).  They even specialize within those core areas.

For example, while our developers are not ignorant when it comes to design, we don’t ask them to create design compositions. They are not selecting color gradients and fonts or laying out page elements. They are good at writing code and that is what they do.

The take home for you is simple:  if you do hire a web agency or individual, make sure they can provide you with the expertise you need. Their response shouldn’t be, “Oh, sure, we can do that too.” Ensure that they actually have a specialist to help with your specific request. Ask questions about the backgrounds of their team members and other projects where they’ve done similar work.

There are lots of web folks who can do it all but, particularly as successful web strategies become more complex, only a few who can do it all well. Hiring by specialization will mitigate your risk of failure and provide you with more predictable (and positive) results.

The importance of correct grammar and snappy text can seem like a low-priority item when blinking, moving visuals, or mind-blowing development options are available to clients. But all the bells and whistles quickly can be forgotten if your content doesn’t convince readers that you are the authority.

Why? Aside from understanding that they should keep it concise, easy-to-read, and objective (thanks to Nielsen’s classic research), clients may not know how to write effective text. Often, in lieu of taking advantage of invaluable copywriting services, the project manager must spend hours of research on the client’s dime to craft content about a subject on which she or he is not an expert just so the plan can move forward—almost as an afterthought to the larger web venture.

So you may be asking, “But these entrepreneurs must have convinced at least some people that they are knowledgeable.” Of course—some of the best businesses are run by brilliant people who are naturals at articulating their expertise. But, translating that same voice to the web can be tricky for several reasons:

• Grammar: For those who remember at least a portion of the teachings of their fourth grade teacher like my own Mr. Grammer (and I’m not lying about that name), basic syntax and language usage are critical to demonstrating that you are credible. And credibility is vital to success.


• Usage: Don’t be outrageously embarrassed if you habitually use “over” instead of “more than” or “which” instead of “that,” or you never fully embraced the difference between “your” and “you’re.” Just stop doing it starting … now. Check out Strunk & White’s Elements of Style for a quick lesson or have an expert proofread your work. Don’t be too stubborn to learn.


• Styles: AP and Chicago are the most popular styles in writing for B2B. They are the styles you see in newspaper writing and throughout the publishing industry. MLA is used mostly in academic writing and is most notably remembered for its reckless use of the serial or Oxford comma (a major debate between English and journalism camps). Pick a style, buy a book (or an online subscription), and keep your site consistent. Or, come up with your own style guide, but write it down and use it in all of your communications.


• Voice: Pick a formal or conversational voice and go with it. I’m talking about the differences between, “Singading Company provides its customers … ” and, “We offer you ... .” There is no correct answer as to which is more effective. You don’t want to turn off readers by sounding like a stiff; but, you don’t want to sound like you’re wearing paint-stained, cut-off jean shorts and inviting them to a BYOB barbeque. Find your happy medium and keep it consistent.

Be among those site owners who ask for help or, at least, a proofread. Above all else, make learning to use language correctly a priority. It’s the little things that make a difference.