‘Don’t sweat the small stuff’ is a saying which can be comforting on the one hand but can lead to blatant neglect on the other. Take this example. On Friday our printer simply stopped performing its one basic job and refused to print anything. We weren’t asking it to do anything fancy, we just wanted to print some invoices off but it was having none of it. After much searching I found the original printer box and dug out a collection of manuals in every language from Russian to Chinese, except there were no instructions in English. The original box had been left untouched since we bought the printer a few months back so a manual in English had never been included. Not popping an English manual in with a printer which is going to be sold in England is rather a massive oversight and something which created a lot of hassle for us.

Small niggles like this happen all the time. Another example occurred last week when I enquired about the closing time of a particular shop. The customer service person informed me over the phone that the shop was open until 8pm that day. I got down there just after six to see the staff cashing up after their 6pm finish. I bet in five minutes you can think of a handful of similar examples of companies just not getting the small stuff right.

It can be tricky to keep on top of everything when you run a business. Although website copywriting comes first at Pure Ink Creative we still need to keep up to date with the paperwork as well as keep in touch with existing and future clients and take care of a thousand other jobs that running a business creates. It’s tough but whether you run a business by yourself or have a team of hundreds or more working with you, you should ask yourself if you’re getting the small stuff right as failure to take care of what may appear to be the finer details can actually lose you customers in the future.

This weekend it was the Reading Festival. In the mid nineties I attended my first festival at Reading and fourteen years later I’ve spent the Bank Holiday weekend gardening, drinking tea and tidying the house and the thought of having to spend four nights in a wet tent in a field of stinky people would be quite terrifying.

So in fourteen years I’ve changed quite a bit and this got me thinking about how much companies’ target audience must change. Restaurants have worked around this by providing different menus to different audiences i.e. kids’ menus, regular menus and pensioners’ specials. Take McDonalds as an example, when you’re young you opt for the Happy Meals then it’s onto burgers and as you get older and a little more health conscious you move onto salads or give up fast food altogether. So at McDonalds, plus many other restaurants and retailers, there’s something for everyone.

As the saying goes, ‘you can’t please all of the people all of the time,’ and that’s true but what you can do is try to understand what your customers want. At Pure Ink Creative whilst we don’t have a ‘one size fits all’ approach we do offer a flexible service which can be tailored to any company as this is what we’ve found our potential customers want from our service. For start-up businesses we can create new website content and maybe a couple of blog posts to get the clients’ website and blog up and running. For established businesses we can create regular articles, rewrite copy and take full control over their blog so they don’t have to worry about it. Businesses (just like people) develop and their needs change so what’s right for a new business doesn’t work for a business which has been trading for years. Through website copywriting you can clearly convey what you offer and why this service and product is right for them.

Hitting everyone with the same information simply doesn’t work so think about who you want to connect with and offer them the appropriate service or product.

We’ve finally unpacked and are now installed in our new office in Hillsborough. We want to get to know the local area better and meet other businesses in the process so if you also work in Hillsborough give us a call on 0114 2211937! Coffee and cake on us!

Working Links required a company to produce new website copy which would reflect their new services, whilst maintaining the existing branding. They also needed copy that would ensure search engine optimisation and increase traffic to their site.

Since 2000 we have helped over 140,000 people across Great Britain find work. By providing a tailored training and support programme, we help individuals break down barriers and find fulfilling and stable employment…

Download a sample of the work we created

The online clothing retailer, reemclothing.com wanted to increase traffic to their site and to ensure that they were within the top 10 rankings on Google. Rather than tackling their integral site copy, reemclothing.com wanted to use articles to attract visitors to the site and to become a leading voice amongst the online clothing sector.

Download a sample of the work we created

Kasia Dziadel required web ready copy for the new company website. The copy needed to reflect her personality whilst projecting the professionalism of the service offered.

Makeup is more than just highlighting your natural beauty – it’s about complementing your style and creating a look of perfection…

Download a sample of the work we created

Javelin Recruitment wanted a website and sales literature re-brand which would reflect a recent acquisition.

Javelin Recruitment provides dedicated and tailored recruitment services to ensure that your business receives the right staff – saving you time, money and hassle…

Download a sample of the web copy we created

Ford required a company to produce online content that would ensure that the Ford website was fully optimised.

The first project was to produce product descriptions for the full range of Ford parts and accessories. The content was to include search engine optimisation as well as pushing the benefits of each product.

The second project required new content for the two main and forty two smaller Ford dealership websites.

The premium quality Ford Kid Child Seat is suitable for children of 15kg to 36kg (approximately 4 to 11 years) and has been designed to meet the highest safety standards…

Download a sample of the 600 descriptions we created for Ford

The Best Western group wanted to rebrand two of their most popular hotels – the Gonville Hotel, Cambridge and the Mount Pleasant Hotel, Doncaster. The key requirement was to have good quality web specific copy.

Set in 100 acres of beautiful woodland, the four star Best Western Premier Mount Pleasant Hotel in Doncaster makes the ideal place for a luxurious retreat…

View a sample of the work we created

Sheffield Star

Pure Ink Creative on why small businesses should invest in website copywriting in the Sheffield Star Business supplement. Click on the images to view.

Professional House Builder

Pure Ink Creative on the benefits of businesses having optimised websites featured in Professional House Builder. Click on the images to view.