That is what makes us… umm, different. Do you want to have compelling copy on your web pages? Do you need content that does more than inform potential customers?
DESIGN FOR SHOW...
CONTENT FOR DOUGH
Do you need words that guide, induce and lead customers to complete transactions?
OK, you are at the right web site… Your design gets customers to read your site, your words get people to "buy" your
There are five basic elements required for an effective Internet presence -
it is just that simple (but not easy).
This web page, obviously, addresses the ‘content’ portion of the above equation.
Delivering Your Net Message: One-to-One
While your goal may be to cause thousands of potential customers to come to your web site, remember, every visit is one-to-one, a unique experience, so present yourself in an amiable manner, using a friendly tone in your writing, that speaks to each customer. And, when each of those thousands of potential customers, needs reasons to stay on your site – those reasons are friendly content and the desired information.
I WILL SHOW YOU MINE…
One of the advantages of the net, for the customer, is that they can see ‘yours’ before you can see ‘theirs’. So ‘yours’ better be pretty good. So, here is
This section addresses the content of your web site: how you write your words, how it is different from real world advertising, how to deliver your Internet message, what style to use in your Internet prose and how to build rapport with your potential customers
(hey, that is me and you).
SHOULD YOU WRITE AS COMIC BOOK OR HEMINGWAY?
WWW, does not mean ‘world wide web’; it does mean 'what we want'.
We know, we know, this is a page about design, and so what are we doing talking about www? Well, you are producing your web design for your customers, so you better give them what they want, or they will get what they want from one of your competitors.
So, how should you write: as a comic book or pages and pages?
Surprise – the answer is both!
‘Hook-em’ with the easy to read benefits, and then impress them with scope of your offer. Write the top of your page with the ‘easy to read’ information, but offer your customer a link to receive all the information they could possibly need. Your goal is to educate your customer to the point that they are ready to order, or almost ready to order. By providing complete information, you will weed out those not interested, so the only calls you will receive are highly interested customers.
R-E-S-P-E-C-T… WHAT ARETHA KNOWS ABOUT MARKETING.
Your customers' priorities must become your priorities when you design and write your web site. Two of your customers' major concerns are time and information.
Respect their priority of time and they will stay with you, providing you have the information.
FIRE ALL OF YOUR GUNS AT ONCE,
AND EXPLODE INTO - NETSPACE
Your customers are seeking specific information and it must be delivered fast: both in loading time and in how easy it is to locate. Don’t coax, persuade, bait or cajole your customer in your opening paragraph. Deliver your benefit straight and fast. Show them what you have for them, and show it first. Read the first three lines on this page for an example of this.
You will see I gave you a reason to get this far, something that was in it for you.
And there is more, a lot more, so please read on…
WRITE YOUR INFORMATION AS IF YOU ARE
DRIVING A CONVERTIBLE ON A SUNNY DAY.
After you provide ‘what is in it for me,’ then write with your ‘top down’ style
(I get it…). Put your best info first – essentially your ‘Executive Summary’.
Respect your visitor's and allow them to read your summary, so they can decide if this is the right page for them. This ‘top down’ approach allows you to capture your visitor's attention and be of more value to them than another site.
ABOVE THE FOLD
Wait, there is more… Remember, your customers are searching for information they want. You need to give them your information 'above the fold,' in the first viewable part of the screen, not at the bottom of the viewable screen. The same way a newspaper places its headlines 'above the fold,' you must place your headlines at the top of the viewing screen. Allow your customers to get the fast 'comic' book synopsis, yet allow for the full detailed version should they choose to click on your information link.
HEY, WE ARE GONNA BE FRIENDS…
People not only buy what they want, they buy from people they like… Your new visitors are looking for someone like you – so give them a reason to like you.
Your customer has searched out a specific term, and you offer that product or service on your web site. Let your customer kick off their shoes, get comfortable and stay awhile. Make them feel at home. (Notice, I didn’t say, “Make him or her feel at home,’ but make ‘them’ feel at home, so I avoided any sexist references.) Interact with your customer in a friendly, yet professional manner. It will make your content easier to read, and differentiate you from all the corporate rote, boring content pages out there in netspace.
So, since we are going to be friends, let's talk like friends. What do you think?
OH YEAH, ONE MORE THING…
Once you write your perfect prose… go back and add a few headlines. This also respects the ‘time’ factor of your customer, so they can skim and find the sections that most appeal to them. Not only add headlines that are informative, but make them interesting; give your customer a reason to read your content.
OK, ONE LAST THING… WELL, MAYBE TWO, OR THREE…
So, why do I tell you all of this? Well… One, because this is what we do and we have to communicate this to you,
if you expect this communicated to your clients. And, I ask you, can you see the difference between money and time?
BEING RICH IS HAVING MONEY,
BEING WEALTHY IS HAVING TIME.
Two, because writing content is also much, much, much harder than design. It is hard to do and will take you a long time to ‘get it right’
(or is it ‘get it write’?).
With all due respect to all the wonderful, award winning web designers out there, you can acquire their talent for $5-100/hr and often receive a quality web design. The same does not hold true for net copywriters. Most people, even those skilled copywriters in the real world, have a difficult time writing for the Net. And not only a difficult time, but it takes time.
And isn’t time one of your most precious commodities?
WRITING FOR THE HUMANS MEANS WRITING FOR THE SPIDERS…
Three, all of this I have shared with you only addresses the human side of the equation; remember you don’t get to the humans unless you first write for the search engine spiders which index your site and also search directory reviewers who use a different set of criteria to evaluate your web site.
ALL OF THIS? IT IS JUST THE BEGINNING.
And fourth, well, there are just a few more things you must do, to create compelling copy, to build trust, to entertain, to convey your message, to communicate your product or service and to allow people to like your web site… What I have discussed on this web page is only the tip of iceberg… the real secrets to effective copy include all the above, but are far more complex.
MAY I ASK YOU A PERSONAL QUESTION?
If you have made it this far, did it feel as if “we were talking”
(yep, just you and me)? If so, then this was effective, as that is what I wanted to accomplish.
HAVE QUESTIONS? WANT TO SAVE TIME AND MONEY?
I have tried to share with you just a few of the ingredients of writing an effective web page. I have offered you information, and hopefully, saved you time by placing this information all in one place for you.
WELL, I HAVE SHOWN YOU MINE…
And, if you require more information – or just want to save time, well, you are just going to have to ask us how to do that…
See, effective copy can work… just
contact me to learn