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Writing a website used to be so easy. You just plowed into it like it was a brochure. As if you ever knew how to write a brochure. shockThat was 15 minutes ago. Now you are writing for 2 readers...the visitor and the search engines. Add on top of that its advertising. We all know how mysterious advertising copywriting is. Its a minefield!!!How many websites do you read in a day? How many of them can you remember? Ha! Got ya! There are definate Do's and Don't's. You better stay away from advertising cliches. You better know what your customer's "point of entry is," and I don't mean your home page. What are advertising cliches?
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Website Copy Writing: What to say to make it work
Never before in the history of humankind have words been so important...
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Copyright © Marketing Impressions 2010 All Rights Reserved
Your Potential Customer
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1. Do you like to write?
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1. Do you like to write?
2. Are you passionate about your subject?
Copyright © Marketing Impressions 2010 All Rights Reserved
1. Do you like to write?
2. Are you passionate about your subject?
3. Do you have the time to write?
Copyright © Marketing Impressions 2010 All Rights Reserved
1. Do you like to write?
2. Are you passionate about your subject?
3. Do you have the time to write?
3. Do you understand your target market?
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You are writing for 2 “audiences”
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You are writing for 2 “audiences”
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General Rules
1. Keep it short.
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General Rules
1. Keep it short.
2. Use simple words.
Copyright © Marketing Impressions 2010 All Rights Reserved
General Rules
1. Keep it short.
2. Use simple words.
3. Use short, punchy sentences.
Copyright © Marketing Impressions 2010 All Rights Reserved
General Rules
1. Keep it short.
2. Use simple words.
3. Use short, punchy sentences.
4. Make it clear.Like an 11 yr old could get it,
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General Rules
5. Avoid passive verbs.
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General Rules
5. Avoid passive verbs.
Getting Kids into Computers
Julie was taking a chance.
Jane was hit in the face by the door.
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General Rules
5. Avoid passive verbs.
6. Be clever.
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Copyright © Marketing Impressions 2010 All Rights Reserved
General Rules
5. Avoid passive verbs.
6. Be clever.
7. Take risks.
Don’t be a chickenCopyright © Marketing Impressions 2010 All Rights Reserved
General Rules
5. Avoid passive verbs.
6. Be clever.
7. Take risks.
8. Use strong words.
Copyright © Marketing Impressions 2010 All Rights Reserved
Copyright © Marketing Impressions 2010 All Rights Reserved
General Rules
5. Avoid passive verbs.
6. Be clever.
7. Take risks.
8. Use strong words.
9. Write compelling headlines.Copyright © Marketing Impressions 2010 All Rights Reserved
Copyright © Marketing Impressions 2010 All Rights Reserved
10. Kill your inner English Teacher
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Step 1
Research the Keywords
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http://www.googlekeywordtool.com/
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Step 1
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Step 2
Start with your Home Page
Tip: Search Engines index the Home Page
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Step 2
Write for the Human Visitor
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Step 2
What is the Goal of Your Home Page?
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Step 2
What is the Goal of Your Home Page?
To tell the visitor everything they could possibly want to know IMMEDIATELY!!
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Step 2
What is the Goal of Your Home Page?
To START a relationship
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Step 2
What is the Goal of Your Home Page?
To START a relationship
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Step 3
Your About page
What is the Goal of Your About Page?
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Step 3
Your About page
What is the Goal of Your About Page?
To convince the visitor you are a wonderful expert with lots of credentials.
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Step 3
Your About page
What is the Goal of Your About Page?
Step 3
Your About page
What is the Goal of Your About Page?
To START a relationship
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Step 3The About page
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Step 4
The What You Do Page
Clever navigation buttons help
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Step 4
Write for the Human Visitor
Benefits vs Features
Tip: Nobody cares about the Features
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Step 4
Write for the Human Visitor
Benefits vs Features
Tip: Nobody cares about the Features
What we can do for you.
Don’t tell them. Show them.
Rely on strong headlines.
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Step 4
Write for the Human Visitor
Benefits vs Features
Avoid Glib Clichés
QualityServiceValueExperienceFriendly professionalsWe care
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Step 4
Write for the Human Visitor
Benefits vs Features
Avoid Glib Clichés
Avoid the dreaded Wall ‘o Words
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Copyright © Marketing Impressions 2010 All Rights Reserved
Step 4
Write for the Human Visitor
The Cure
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Step 5
Go back and insert the keywords
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Step 5
Go back and insert the keywords
No more than 2% for each keyword
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Step 5Go back and insert the keywords
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Step 6
Other Useful Pages
No more than 2% for each keyword still applies
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Step 6
Other Useful Pages
No more than 2% for each keyword still applies
Glossary
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Step 6
Other Useful Pages
No more than 2% for each keyword still applies
GlossaryArticles
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Step 6
Other Useful Pages
No more than 2% for each keyword still applies
GlossaryArticlesResources
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Keywords!
Step 7
Perfection
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Step 7
Perfection – Skip this step.
Does anal-retentive have a hyphen?
Writer’s joke.
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