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The best question you can ask …

When people ask for examples of our work, we find they're not actually looking for flowery, flashy examples - the usual things creatives show when they want to showcase their work.

Instead, we find it more useful to show them a range of client projects which showcase HOW the work was done. This is as important a part of the process as WHAT is produced.

Good quality work doesn't always mean you've worked on the bigger projects. We know. We've worked on sites that get in excess of four million 'hits' (yes, we're cringing at using a neanderthal web measurement tool, but most people get this) a week, but it's the smaller ones that require more focussed work and more targetted content. Plus, if big web budgets meant quality work, the Federal Government wouldn't have pulled the plug on their $13 million Grocery Choice web site turkey.

And just one last thing on these examples: when you’re looking at them, please bear in mind that the design isn’t our work. We say that as often when reviewing web pages, most people focus on the design – our contribution was primarily the web writing or strategy).

So what have we been working on lately? This should help ...

… is not WHAT to say, but WHY say it.

I just ran a corporate workshop for a government client and they told me that their Departmental management tended to view successful communication in this way: ‘we published it’.  The whole strategy seemed to be about publishing rather than communicating.

When it comes to the web, there is so much you can say.  Some companies take this approach – their web site is full of information about every little detail about their product, their service, their history, their company, their CEO, their board, their cleaning staff …

But a great web site – and particularly an effective one – is one that asks the question WHY this information is on the web site in the first place.  The best question you can ask as a writer is WHY ARE WE SAYING THIS AT ALL?  A simple question like this will help you write good quality, engaging material for your audience.

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