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Every crisis is an opportunity in disguise: Improve your website by answering 6 simple questions

Tall Paul Marketing - NI Copywriter and Blog Writer

Northern Ireland Copywriter Paul Malone on simple steps a Northern Ireland business owner can take during lockdown to improve their website.

We’re living through extraordinary, or as the media calls it, “unprecedented times.”

For a Northern Ireland business, Coronavirus has destroyed plans and forecasts.

From mid-March 2020, we’ve been working from home.

We’ve watched on as the pandemic dismantles the global economy.

We listen to news reports about a virus that takes lives and leaves many people jobless.

The last global crisis forced me to create opportunities.

Northern Ireland business - Simple steps to improve website during lockdown, Northern Ireland Copywriter Paul Malone

I remember the last big shock to the global economy.

I was finishing the final months of my Politics and Criminology degree.

My hopes of securing a job suffered a fatal blow as I read about Black Monday on 8 August 2011.

For those who don’t remember, Black Monday was the day when the US and global markets crashed.

Overnight, all my future career plans evaporated.

But every crisis is an opportunity in disguise, especially for a Northern Ireland business.

I decided I wouldn’t accept the current situation (living on Job Seekers Allowance with no career prospects).

I decided that if, as a new graduate with no experience, I couldn’t secure a job, then I would start my own business and create a career for myself.

Newry Times was subsequently founded in November 2011.

Northern Ireland business - Simple steps to improve website during lockdown, Northern Ireland Copywriter Paul Malone

How the Newry Times website looked in December 2011

 

I used £20 from my Job Seekers Allowance to purchase the www.newrytimes.com domain.

I then set about building a new breaking news website in Newry and Mourne using emerging technologies.

That was four years before Belfast Live launched.

Fast forward ten years.

Today, in May 2020, Newry Times is read weekly by over half the population of Newry (14,000+ website readers each week).

Northern Ireland business - Simple steps to improve website during lockdown, NI Copywriter Paul Malone

And this is how the Newry Times website looks in May 2020. Not much has changed, right?

It has tens of thousands of followers across our popular social media channels.

It also has a lot of fantastic advertising customers.

Of course though, since March 2020, all advertising has ceased as businesses tighten their purse strings.

The current crisis has given us all breathing space from our hectic professional lives.

As a Northern Ireland business, you now have time to sit back, reassess, re-evaluate and critique your company.

Ask yourself:

  1. When a customer clicks on my website, what do they see?

  2. Is it easy for customers to find information?

  3. Is it clear what my business does/offers when someone visits my website’s homepage?

  4. Do I have enough (or too much!) content on my website?

  5. What can I do to improve the customer’s journey?

  6. Do I have a CTA (Call To Action) on every page of my website for customers to buy?

I have spent my evenings and weekends over the last three months critiquing Newry Times and Tall Paul Marketing and found that:

 

1. Websites look tired very quickly

The Newry Times website needs a complete revamp to make it slicker, more engaging, faster to load, and a better layout.

 

Northern Ireland business - Simple steps to improve website during lockdown, Northern Ireland Copywriter

I can’t wait to see the back of this very dated website and see the brand new one that takes its place.

 

2. Tall Paul Marketing should focus on Copywriting

Initially, in 2017 when I launched Tall Paul Marketing, I offered Social Media Management, PR and Content Marketing.

Although I do enjoy these, my main passion is writing great content, and as a Northern Ireland Copywriter, it’s what I am most well-known for.

I love writing more than anything else in the world.

As a result, the decision to focus on Copywriting, Content Marketing and Blog Writing for businesses around the UK and Ireland was pretty easy.

Now, I’m an NI Copywriter focussing solely on writing engaging content.

Thankfully, I have the very talented Martin McCabe of McCabe Graphics working hard behind the scenes with a complete revamp of both websites.

The new Newry Times website will be ready very soon.

The new Tall Paul Marketing website went live last month, and I am delighted at how great it looks.

Please have a look for yourself below or check it out here: Tall Paul Marketing.

Tall Paul Marketing - Northern Ireland business - Simple steps to improve website during lockdown, Northern Ireland Copywriter Paul Malone

Tall Paul Marketing tips for Northern Ireland business -Belfast Copywriter - Tall Paul Marketing - Simple steps to improve website during lockdown, Northern Ireland Copywriter Paul Malone

Use all of this extra time at home (no traffic jams, no long commutes!) to think about where your business is now.

Think also about where it will be if restrictions continue for the next 12 months.

As a Northern Ireland business, where do you want your business to be in June 2021?

Paul Malone
Paul Malone
Paul Malone is one of Northern Ireland’s most experienced marketers, providing Copywriting, Content Writing and Blog Writing services for businesses across the country. Facebook | Twitter | LinkedIn | Instagram

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