Recently, we had our website audited, and while I appreciate the findings and feedback, there is one point that needs to be perfectly clear.
The report suggested that our website relied on buzzwords such as clarity, strategy, and results. The irony, however, is that as part of the agency’s due diligence, they reached out directly to our clients to better understand how they perceived us.
Among the unanimous responses were:
- Bold Strategies
- Clear Direction
- Real Results
Those words did not come from us. They came from the very clients we have been privileged to advise, some for more than 10 years.
These were not carefully crafted marketing phrases or canned buzzwords. They were independent observations, repeated by real clients during the agency’s research.
More importantly, many of the descriptions and statements now found throughout our website originated directly from that same client feedback. They were not invented, exaggerated, or manufactured. There was no need to tell visitors how great we believe we are when our clients were already saying it for us.
This is yet another reason why I love what we do. It also serves as a respectful challenge to the audit itself. Sometimes what appears to be marketing language is simply an authentic reflection of how clients describe their experience.