Writing copy for the Web is completely different from traditional advertising. With the old-school approach, your company pushes its message helter skelter out into the marketplace. But online your prospects find you through the search engines!
And, when visitors arrive on your website, they’ll click away fast if your copy doesn’t engage them and answer their questions. Even if you do have clear, engaging copy, you still have to move your visitors to action.
That’s a lot to ask of your online copy.
These tips will help you write the special content you need to be successful on the Web. Most are easy to do and immediately actionable.
Is concern with your website content “above the fold” outdated? Some think so because your pages show differently depending on the mobile device your visitor uses. Who’s to say what is above the fold? More to the point, what fold?
But according to the Web usability experts at Nielsen Norman ...
The great copywriter Herschell Gordon Lewis challenges marketers to use the better words that sell your prospects. Thinking about the subtleties of word meaning can power up your web pages, blog posts, and social media short copy.
These are from his book, “Creative Rules for the 21st Century” published by ...
Does your mind travel when you hear platitudes and generalities in advertising? “We offer great service,” or, “Our prices are very competitive” is most everyone’s ticket to a ride on the daydream express. Or in the case of a website visit, a click away.
The specifics in web copy was ...
What if you designed labels for the food cans that go into your local supermarket. You would think that your most important job would be to tell the shopper what’s in the can. Corn, sliced pears, asparagus spears? After all, how does the shopper tell your can from the thousands ...
I don’t know why this didn’t hit me harder before, but sometimes you’re so involved in projects that you can’t see the forest for the trees.
I’ve blogged about the importance of a website headline and intro text on homepages. Too often I see business websites with no headline. Or ...
My recent post, “Anatomy of a Website Creative Brief for Content” prompted a question from a reader working on a large site. He said my post was helpful but he felt as he interviewed sales and service managers that he was going in without a clear map of what he ...
An optimized website should be a highly personal interaction with your marketplace. That’s how you engage your visitors. So, how do we get the info we need to make it “personal”? How do we get the right content to create a relationship with your marketplace?
When you hire me to ...
Say yes, that is to Promise, Picture, Proof, Push.
When you write your Web page talking about yourself or your company you risk losing your visitors as fast as they can click away. That’s because they aren’t online looking for your old fashioned ad, they’re searching for something…an answer, information, or ...
Emotion moves people. Rational thinking usually doesn’t. That’s because for most of us, our knowledge of the problem is so much greater than our knowledge of the solution. We feel our problem. We know it exists. And we want to know it can be solved. We don't initially care so much ...
I offer social media marketing planning and writing services for Facebook, Twitter, Google +, and LinkedIn. I got the idea of launching a new product after I was asked by a client recently to put together a presentation on LinkedIn. He wanted me to teach his company’s sales force how to ...
