So, what is web writing exactly?

Organizational Goals for Online Marketing

The online ‘experience’

• We read differently online. • We have short attention spans. • We’re impatient. • We’re always poised for the next click. • We’re always looking for the big payoff. • We don’t really read what’s on the screen ... • WE SCAN IT.

Determine your end objectives up front

Most B2B companies' primary objectives for offering free content are:

1. attracting prospects2. nurturing relationships with existing clients

B2C brands are generally trying to sell directly to consumers or raise brand awareness to increase retail demand and market share.Generally, both B2B and B2C companies are interested in increasing their customer databases for future marketing opportunities.

What constitutes web content

Broadly speaking, there are three types of content. Remember, though, that they are not necessarily mutually exclusive, nor do they need to be:

• Educational• Entertaining• Interactive

Time to rethink your approach.

• What do I want to tell you? • What do I want you to understand? • What do I wish you would do? • How can I make you care?

Time to rethink your approach.

• What do you want to know? • What do you need to do? • What do you need to feel comfortable and

smart? • What do you care about … really?

“Marketing Plan”, yet again…

• Satisfy your user’s needs…• Know your audience’s concerns, hopes. • Consider desired tasks. Make these

prominent. • Provide information to support decision-

making. • Write easy-to-understand task instructions.

Often, poor web writing is …

• Overwritten;• Lazy about spelling and grammar;• Lacking focus;• Hard to act upon and,• All about you.

Me Me Me

"Leader Coaching leverages a proprietary coaching framework, proven over years of practical application and success, to collaborate with clients in pursuit of shared goals.

You

"Leader Coaching uses a proven coaching system to help clients manage their people and their business for greater profit

From me to you

"Leader Coaching leverages a proprietary coaching framework, proven over years of practical application and success, to collaborate with clients in pursuit of shared goals.

"Leader Coaching uses a proven coaching system to help clients manage their people and their business for greater profit

Be useful

• Know what I want, and show me you do• Help me accomplish something• Deliver on your promises • Answer my questions - before I have them

Style guide

All copy should sound:

Clear and easy to follow - Keep writing brief, clean, and to-the-point

Engaging and casual - Write the way our customers converse with family and friends. Use a strong, descriptive tone

Upbeat and encouraging - Use active, forward- looking statements. Present solutions and ideas in a positive manner.

All copy should be:

Straightforward

As quickly as possible

In an emergency situation

Learn expert techniques

Start the process

Pronto

in a pinch

get the scoop

dig in

Opt for SimplicityBest Buy Co, Inc. is North America’s leading specialty retailer of consumer electronics and appliances, operating nearly 700 retail stores in the United nearly 700 retail stores in the United States and Canada under the names Best Buy, Future Shop, Geek Squad and Magnolia Audio Video.

Best Buy Co., Inc. is North America’s leading specialty retailer of consumer electronics and appliances. We operate nearly 700 retail stores in the United nearly 700 retail stores in the United States and Canada. Our subsidiaries include Best Buy, Future Shop, Geek Squad and Magnolia Audio Video.

Clarity

• What does your webpage have to achieve?

Focus

• Write one page at a time

Perspective

• Audience-oriented content

Kindness

• Solve your reader’s problem

Empathy

• Ask yourself what your audience is looking for

Integrity

• Deliver on promises and do it quickly

Consistency

• Tell your audience something helpful - everywhere

Prescience

• Make the next step natural

Patience

• Details first - window dressing last