Many factors go into a successful site. These pages aim to help you with site content and branding.
Your web site needs to be visible on search engines. The pages below give you information on web site promotion and marketing.
Writing copy for your Web site
Powerful, compelling sales copy is what converts prospects to cash-paying customers.
Persuasive, benefit-driven writing is essential when selling any product or service, offline or online, but the word count for the online version should be about half that of the word count used when writing for print.
This is because Internet users read about 25% more slowly from screens than from paper, so you should keep your sentences and paragraphs short and succinct. If any sentence is longer than two lines, rewrite it.
Writing text content for your Web site requires a different approach from writing content for your print documents and publications. Web users usually just scan some of the text on a page, and click on the first link that catches their interest or vaguely resembles what they’re looking for. There are usually large parts of a page that they don’t even look at.
Headlines are “90 percent of the reason anyone will read your ad copy,” and the next in importance is the first sentence.
About eight out of ten people will read your headline, but only two will read any further. The job of your headlines is getting your prospective customer to read the rest of the page, and if it doesn't grab their attention, they'll leave.
The first sentence should expand on the benefits of your product or service and generate excitement in your reader.
Use sub headings to split up your page
Sub headings make it easier for people to find what they're looking for on a page, and can be used to help optimize web pages for search engines at the same time.
Always focus on your readers
When writing your copy, and especially when you are writing to sell something, focus on your reader. They don’t care about how great your product or service is, they only care about how great it will be to them. Use the words “you” and “your” often. Make your reader feel how much it is going to benefit THEM.
You are writing for two audiences
Writing copy for the Web means that you are writing for two audiences; the first is your human readers and the second is the search engines that will use the text content of your pages to rank your site.
The text on your pages can elevate your search engine rankings, and it attracts qualified traffic. Once you know the best keywords for your page you can then carefully weave those words and phrases into your copy.
Proofread and edit your copy
Mistakes can be easily fixed, but by the time you've noticed your errors so have thousands of other people. Have two or three people proofread your text, and check it carefully for correct spelling, grammar, punctuation, capitalization etc.
Never leave people wondering what to do next
If your web site is offering something, be clear about what you are asking people to do. Always finish a page with a "call to action" that directs the user to where you want them to go. See that big red button below... that's a call to action. It's what I hope you will want to do after reading this page.
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