How to Do More on the Web – Part 4

June 8th, 2009

Part 4: Helping Searchers Find Your Site with SEO (Search Engine Optimisation)

People are looking for you. Every day, they go to a search engine (like Google, Yahoo or Ask) and type in the words that reflect their query. The search engine scans the internet, and offers a list of results that match their query.

If your website appears high up the list, the searcher may click on your site. If your site is the 120th result in the search results, you will probably not receive a visit from that searcher.

An overwhelming majority of people never make it to the second page of search results. This means that if you’re not on the first page, less than 20% of people will even see your website, and even fewer will actually click through to your site.

Clearly, it’s crucial to appear as high as possible in the search results whenever people are searching for an organisation like yours.

Getting Started with SEO

A good place to start is keywords. Keywords are the words that people use when searching. Your keywords may be your:

Company
Industry
Products
Services
Brand names
Activities
Key people
Common questions that people ask

Pretend that you are a potential customer. You are looking for yourself. Now think: what keywords would I use when searching for the things I provide? Make a list of all the words that you would use.

Think laterally, and remember that not everyone uses the same words to describe a thing. Consider every synonym and possible way of approaching a query.

Now, go to the Google Keyword Tool, and type in your list of keywords. Google will provide you with an extended list, including every similar term that it thinks is relevant. Bear in mind that Google is just a computer, so it may produce a few bad results.

Google’s Keyword Tool is useful for two reasons. Firstly, it helps you consider all relevant keywords, and may suggest a few that you hadn’t thought of.

Secondly, it shows the monthly volume of searches for each term. This means you can see exactly how many people are searching for each keyword – which means you can decide which keywords are worth aiming for.

A Note on Selecting Keywords

Because ranking highly in search results requires a concerted effort, you should prioritise the search terms that will bring you people who want to buy something.

So if you’re a hairdresser, there is little value in attracting a million people who are searching for hairdressing advice. Those people are not likely to be buying anything. A more profitable search term is hairdresser Brighton, as this suggests the searcher is looking for someone to cut their hair.

Pursue the keywords that will bring in relevant traffic. If a hairdresser appears #1 in search results for hair loss, there is no real benefit. The hairdresser would get lots of visits, but the visitors would not be looking for hairdressing services – making the visit pointless and without value.

Using Keywords in Your Website

Google ‘reads’ the pages of your website. If you use words like hairdresser, hair, products, beauty, conditioner, shampoo and styling, then Google will know to offer your website when people search for a hairdresser.

There are a few important places that keywords should be used:

Meta keyword
Meta description
Page title
Headings
Sub-headings
Body copy
Links

Meta Data

Meta data is information contained within the code of a website. It’s invisible to human visitors, but readable by search engines. Think of meta data as a signal to the search engines.

Every single page on your website should have a page title, meta keywords and a meta description. These are all opportunities to tell search engines what that page is about. Don’t be tempted to stuff keywords into these areas – just be honest and use keywords that relate to the content on that page.

On-Page Keywords

Headings and sub-headings are deemed to be important carriers of information by the search engines.

How does a search engine know what text is a heading? Because web developers put headings inside heading tags. The main heading is encased thusly:

<h1>Main Heading</h1>

The second heading uses <h2> and so on.

It’s important that, wherever possible, your headings include relevant keywords for that page. Using keywords in this way does not have to mean artificially stuffing keywords into every space available. It’s often perfectly logical to include keywords in relevant pages, because they help your human visitors to scan a page quickly, and know that it contains relevant information.

Once you have written headings and sub-headings that contain keywords, ask your web developer to make sure they are contained in heading tags.

Body Copy

The text beneath your headings is known as body copy. It’s important that this copy also contains your keywords. Don’t worry about how often your keywords are used.

Providing that your copy is clearly about the subject you are hoping to appear in search results for, and you use the language that other people use when thinking about that subject, Google will be able to interpret your website correctly.

Links and Anchor Text

It’s important to understand how search engines interpret links in your website’s pages. The important thing about every link on your website is your choice of anchor text.

Anchor text is the text that makes up a link. In this link: Jam Jars, the anchor text is Jam Jars.

When search engines ‘read’ your web pages, they read and follow links. Because my link to the website of Freeman & Harding has the anchor text Jam Jar, search engines assume that Freeman & Harding has some relation to Jam Jars.

This is a crucial point. It is very important that you understand how search engines interpret links. Every link on your website has multiple benefits. Links not only help your visitors to navigate your site, but they help search engines understand where your links are pointing.

If you use anchor text without keywords, you lose an opportunity to guide the search engines’ interpretation of your website.

Link Anchor Text Example

A hairdresser might have a link on their Home page, leading visitors to their Products page.

Good: Now view our professional range of hairdressing products

Bad: Click to view our hairdressing products

The good example contains relevant keywords, and gives search engines some context. The bad example is a wasted opportunity, unless you are hoping to rank highly for something as generic as products (which would be folly).

Links to Your Website (Backlinks)

Search engines use complicated mathematical models to calculate the relevance of websites to a searcher’s query. One piece of the equation is the number of links to your website from other sites.

These links are also known as backlinks. Search engines consider every link to your site to be an indicator of quality, on the assumption that nobody would link to your website if you had nothing good to offer. The more links your site has pointing to it, the better the search engines’ perception of your site.

This is why many website owners will beg, steal and borrow in order to gain good links to their website. Good links are valuable, and can have a significant influence on your site’s performance in search results.

Good Links, Bad Links

Not every link is good. A link to your website from a ‘bad neighbourhood’ – a part of the web populated by spammers – is not worth much, and could even lower your site’s reputation.

Links are good when they are placed in good, reputable websites. Good links are also those that use keyword-rich anchor text.

If somebody wants to link to your website, ask them to use anchor text that reflects the keywords people use when looking for you.

Developing Good Links

It’s not easy to gain links. The best approach is to offer things that other people want. Then people will want to link to your website. Without some kind of useful content, it’s hard to justify links to your site.

Guides, tutorials, resources, interviews, articles and blogs and are all good, honest ways of providing useful material that people will want to link to.

One effective strategy is to write articles for other websites. Many blogs request contributions from outsiders – and these normally offer authors a by-line (a one-line bio that says who you are and what you do) and a link or two to your website.

Writing one-off articles for good, well-established blogs takes time, but you will gain good links from a quality website. The alternative is…

Article Marketing

An article marketing industry exists which purports to help people gain links by offering their articles for free to any website owners who want them. It’s a nice idea, but the reality is that the only site owners who want these generic – often poorly written – articles are spammers or people with low-grade blogs. So you might get a few links, but they will be from such poor sites that they provide absolutely no SEO value. Good links come from good sites with at least some PageRank.

Directory Submission

Many people believe that submitting their site to hundreds or thousands of directories is the easy way to gain links. While you will gain plenty of links, those links will be buried in the depths of dusty directories, far from the eyes of man and a long way from anywhere valuable.

DMOZ is the most important directory, closely followed by Yahoo (which you will have to pay for). Join a few other directories, but don’t invest a huge amount of time in this. Very few people use directories to search for businesses.

Further reading: Bad SEO: Polluting the Web

Advertising

There are many ways to advertise on the web. Advertising can be costly, but it can also be very effective. A well-judged ad in a well-chosen space can drive significant numbers of qualified visitors to your website.

Google Ads

If you decide to run a Google Adwords campaign, one of the most important things to do is to run two different adverts for the same product or service. Monitor which ad is more successful, then replace the less successful ad with something better. Running a split campaign allows you to constantly refine your ads.

Because Google Ads are very small, the copy must be used with care. Every word counts!

Example:

London Cocktail Bar
Covent Garden Cocktail Bar WC2
No Hire Fee for Private Parties
www.theinternational.uk.com

A note of caution

It’s easy to spend lots of money with Google Adwords. They can be very successful, but make sure that the return warrants the investment.

Writing for Your Customers – Your Web Copy

The words on your website’s pages are what do the work of selling, persuading, inspiring or communicating. Graphic design, imagery and clever web technologies like Flash help to create an impression, but it’s the copy that talks to your visitors*.

(* Unless you’re offering complex or novel software or web applications, in which case a professional screencast may be the best way to demonstrate your offering. Not sure what a screencast is? Ask me – I can recommend a professional screencaster.)

At the start of this guide I asked you to think about your customers. When you come to write copy, draw on your findings. Your copy must appeal to your visitors. It should start by telling them quickly and clearly what’s on offer. Then it should explain why that offer should interest them.

Make sure your copy details the features of your products and services. Then, explain how those features provide benefits to the user.

Further reading:
Writing for the Web – A Quick Guide on What to Write and How to Write It
10 Ways to Instantly Improve Your Marketing Copy

How do Your Customers Think About Your Products?

What language do they use? Make sure you use this language in your copy. Your internal corporate language may be jargon-rich, and intimidating or nonsensical to outsiders. Don’t try to sound clever or ‘professional’ by littering your copy with fancy words that only industry-insiders will understand.

Good copy is conversational and uses words that everyone understands.

Bad copy is cold, formal, and distancing.

Good copy brings people into your world.

Bad copy creates a barrier.

Short sentences are good. Contractions (can’t, don’t) are good.

Simple, plain English is good. Clarity is good.

When writing copy, aim to deliver a message. As soon as the message is delivered you can (and should) stop writing.

Ask a friend or colleague to review your copy. The best reviewer is someone who is unfamiliar with your products, services and industry.

Ask them if, after reading your copy, they understand your offer enough to consider buying something from you.

Provide Detailed Information (for Those Who Want It)

While it’s important to deliver information carefully, in a controlled manner, don’t forget that visitors to your site may have many questions. You need to answer their questions.

Ensure that detailed information about your products, services, working methods, company structure, key personnel, qualifications, contact details, clients, experiences, attitudes, world-views and waist measurements is available to those who want it.

Obviously, the key thing is to make this information available, but not unavoidable. Don’t litter the path of the fleet-footed – the nimble visitor who wants a modicum of information before they decide whether or not to contact you.

Calls to Action

Your website exists to achieve something. Whatever that may be, it probably requires your visitors to take some kind of action. Now, if you want somebody to vote, or buy, or register, then you must ask them to do so.

The simple of act of asking a visitor to take a course of action is called a Call to Action. It’s as easy as writing:

Order now
Subscribe here
Register today

This may sound obvious, but it’s often overlooked. The Call to Action is an essential ingredient in successful websites.

Social Proof – Evidence of Previous Interactions

Because the web is fertile ground for spammers, con-artists and thieves, web users are naturally cautious and suspicious. If you want to sell on the web, you’ll need to address this issue. How can you build trust with just your website?

One very simple and honest tactic is to harness the power of social proof. Social proof can be provided in the form of testimonials, client logos, a portfolio of past work – anything that proves that your organisation has done real work with real people.

It’s good to get into the habit of requesting testimonials from clients. If you’re shy, try LinkedIn’s interface for requesting recommendations. This way you don’t have to put anyone on the spot.

If possible, display testimonials with links back to the person or company who provided it. This gives your social proof depth and authenticity.

Giving It All Away

Offering a sample or some kind of free trial is a good way to begin a business relationship with your new customers. Free samples are another way to overcome the problem of trust: by sampling your goods or services for free, people can evaluate your offering without any risk.

Improving Your Search Engine Performance by Providing Useful Content

A popular strategy for getting more visitors is content. If you are an accountant, your website may not be very interesting. You can reasonably expect people to visit your site when they want an accountant. Everybody else is going to ignore you.

Clearly, if you’re an accountant and would like a more lively website, you’re going to have to add something more interesting. If you provide useful or informative information – in the form of guides, articles, calculators, widgets, links, tools or advice – then people will visit your site. People will also link to your website, which will help your search engine performance.

A great example of providing useful content to customers and website visitors is http://www.yorkshireaccountancy.co.uk/

Creating a Journey through Your Website

Every page of your website should have pathways. Always give your visitors places to go. Each page should lead logically to the next. Gradually lead each visitor through your website – enticing them with your product’s benefits, explaining your product’s features, answering all of their questions about the ordering process, reassuring any concerns they might have, and finally asking them to place an order.

Contact Details

Make it easy for people to contact you. Don’t hide email addresses – you may be worried about spam but a good spam filter will prevent 99% of junk getting through. Have a contact form, but also provide an address, a phone number and all relevant email addresses. Websites that only offer a contact form appear to be distancing themselves from their audience, or just plain hiding.

Social Media

‘Social Media’ means blogs, Facebook, YouTube, Twitter, forums – any media that involves or allows social interaction. Social media allows a website to exist in other spaces. Social media allows you to appear before new eyes – finding a new audience and expanding your reach.

Social media is difficult for businesses to use well, because these are largely social spaces, not commercial. The people who inhabit social spaces often resent organisations that burst in with a marketing agenda.

If you want to explore social media, and how it might help your organisation, step in cautiously – listen, look, and contribute gently. Represent you first and your company second.

Straplines

One of the most crucial aspects of a successful website is clarity. From any page, at any point in your website, it should be immediately obvious where you are, and what is being offered.

A strapline, tagline or slogan is the short sentence that accompanies an organisation’s logo at the top of their website.

The strapline is a good opportunity to increase clarity, and explain exactly what you do.

Good straplines are descriptive and short. Bad straplines are witty, clever or vague, such as: Creative solutions for business.

The End

That’s it for now. I’ll compile all of this guide into a PDF for you to download. As I probably said at the start, I wanted to put down a few ideas for selling on the web – a few basics that website owners should know.

Let me know if I’ve missed anything significant!

Tags: new media, SEO, social media, tips, web marketing, website, website copy, writing for the web
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Hype vs Passion: Perfectly Judged Web Copy

May 18th, 2009

Copywriters face a common conundrum: how do you inject copy with energy and excitement without it reading like a horrible heap of hype?

I’ve been reading around, trying to work out exactly what makes powerful copy that excites people but doesn’t turn them off with the ripe stench of fraud.

Copy that’s redolent of hype makes readers lose trust – and when trust is lost, so too are sales.

It seems that the factors that influence whether copy reads like hype or not can be easily categorised:

The Good Stuff

You can grab attention and get people thinking about your products by telling them captivating stories, or by painting a picture with words.

Powerful words also help your messages to leap from the page and smack your reader in the face. (Powerful words are difficult to quantify, because it depends very much on their context. And many ‘powerful’ words are overused – which dilutes their power. But any word that carries energy or powerful connotations in the context that you’re using them in can be considered powerful.)

Clichés will never be powerful – so avoid them.

The Bad Stuff

Energy becomes hype when you use exclamation marks too much!!! See?

Copy that has loads of energy but no evidence to reinforce claims made is prime hype material. If you want to shout about something that’s amazing, make sure you back up those claims with evidence (authentic testimonials, client names etc).

Unrealistic claims. Don’t exaggerate. If a product could theoretically make a person a million dollars in a minute, but real people had only managed to earn a hundred dollars in a week, don’t be tempted to trade on the potential power of the product. Keep it real!

Tags: content, copywriter, copywriting, copywriting tips, corporate communication, website copy, writing for the web
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How to Do More on the Web – Part 2

April 6th, 2009

(Part 1: How to Do More on the Web: A Few Ideas)

Part 2: Thinking about Your Products and Services (Your Offering)

Okay, so you know what you’re selling, but do you know what people are buying?

If you’re selling books, your customers are buying information, knowledge and entertainment. If you’re selling cars, your customers are buying freedom, independence and a romantic idea. If you’re selling beds, your customers are buying a good night’s sleep, relaxation and comfort.

Whatever it is that you’re selling, think about what your customers are thinking about when they’re buying.

Make the Most of Your Features and Benefits

Another way of thinking about the difference between the thinking of the buyer and seller is to think about features and benefits.

The features of a product are things like:

•    Stainless steel construction
•    Dual-core processor
•    Available in 200 colours

These features mean something else to your customers. To a buyer, features translate into benefits. Benefits like:

•    Won’t rust
•    Handles multiple applications without crashing
•    You can find one that suits you

Whenever you present a product or service on the web, mention the benefits as well as the features. It may sound like rudimentary advice, but it’s an essential part of any website. Many organisations fail to clearly present the basis of their offer. What seems obvious to you, from within your organisation, is potentially alien to your visitors.

How to Do More on the Web – A Few Ideas

March 16th, 2009

How to Sell More on the Web:

A Thoughtful Approach to Crafting Success

This guide isn’t just about selling more on the web: it’s about achieving your goals, whatever they are.

That might mean selling tickets to your gigs, or getting donations for your charity, or building support for your big idea. Whatever you’re trying to do, the principles and ideas covered will apply to you. Just bend the suggestions until they make sense for you.

Good websites are full of people’s ideas. Anything worthwhile needs a bit of brain-space. As soon as you start thinking about your website your chances of success increase dramatically. Most websites suck and fail because they are designed and built in haste and then left to gather dust. Always view your website as an evolving work in progress.

If you get stuck, and can’t find a way to progress, email leif@kendallcopywriting.co.uk – if I can spare a few minutes I’ll think about your conundrum.

This guide should answer questions like:

Why doesn’t anyone visit my website?
Why do people come to my website, but never buy anything?
What can I do to create interest around my website?

Who is this for?

This guide is designed to help anyone with a website. If you’re a very experienced website creator/owner/manager then this guide might not offer anything new. But if your website doesn’t do a lot, then you might find a few useful ideas.

Success Doesn’t Have to Lead You to Evil

Selling more things, or recruiting more donors, or persuading people that your scheme is brilliant does not need to involve under-hand tactics. Success does not require evil.

If you’re offering something useful then you should let people know. This guide is all about how you can let people know.

Part 1: Thinking about Your Customers

Before you think about your website, you need to think about the people that you created it for: your customers.

Who are they?
What do they want?
Why do they want your products?
What can you offer them?
Where are they?
How can you get in front of them?

Who Are Your Customers?

If you’re going to sell anything to anybody, you’ll need to establish who wants what you’ve got. Are they:

Young, old, or in-between
Male or female
Organised around a niche
Highly web-literate or borderline Luddites
Pinko liberals or conservatives?

Identify your target audience. Think about who they are. Imagine you are them. Step into their shoes and consider their motivations. Ask yourself:

What do I want?
What am I trying to achieve?
What are my concerns?
What would make me happy?

Why Do Your Customers Want Your Products?

Okay, so you know what you’re offering, what it does and why people use it… or do you? Do you really know why people use your things, or engage your services?

You might think you know exactly what people are doing with your stuff, but you might be surprised to learn that people are misusing your products – or that they really just want your services for a reason other than the ones you intended.

Luckily, it’s easy enough to find out what your customers are up to. Just ask them. And you don’t need to set up a survey and harvest reams of data. Just call a few people and have a chat.

A few examples of products that have found unintended uses:

Thanks to the following for their suggestions:

http://twitter.com/mikebrondbjerg

http://twitter.com/SpaSpy

http://twitter.com/kathburke

http://twitter.com/Angpang

Meeting Your Clients in the Middle

Your products and services might be valued for reasons other than the ones you know about. If people think about your work in different ways to you, address this in your website’s copy.

What Can You Offer Your Customers?

Are there other ways you could help your customers? Are there additional products or services that fit with your existing range? What would people like from you? How can you make people’s lives better, easier or more fulfilling?

Don’t just assume that your products and services have to stop where they are now. If there’s something more you can offer – something real, something useful and desirable – then start offering it.

Crafting Your Offer to Match Your Customers

Many businesses decide what they do, then create products and services that they think are required, then offer them for sale. Rarely do businesses ask what is required – what is wanted – and then offer it.

It’s easier to sell the thing that people want, than it is to sell the thing that you need to sell. So if you’re struggling to sell something, consider changing it until it meets people’s needs.

Again, it’s a good idea to spend time talking to your clients. And don’t make it complicated. Just pick up the phone, dial a number, say hi, ask some questions.

End of Part 1

That’s it for Part 1. Part 2 will look at your products and services (although really we’ve already thought about this, but in relation to how your customers think about your products and services.) Part 2 is the shortest section.

In Part 3, we’ll explore the aspects of your website that might be failing. This will cover SEO, social media and other wonderful things.

The Absence of Marketing

Oh, and did you notice that I haven’t mentioned marketing ? There’s a good reason for that. Many people in marketing are disreputable, unlovable rogues who smarm their way through life with slick grins and thin lies. ‘Marketing’ is a word so loaded with negative connotations that I prefer to discuss ‘marketing’ without using the word.

Tags: blogging, content, copywriter, copywriting, copywriting tips, marketing, SEO, web marketing, website, website copy
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Invisible Copy – Why Your Copy Should Have a Small Ego

March 9th, 2009

Short version

Good copy doesn’t attract attention to itself – it attracts attention to your products and services.

Long version

Occasionally clients expect copy to have some ‘wow’ factor. Perhaps they were expecting poetic, glorious prose. Or perhaps they were expecting copy that their clients would remark upon. Or perhaps they just expected something more sensational.

In most cases, for most organisations, copy should not draw attention to itself. Good copy does not stand out. It draws attention to your organisation, your products and your services. The best copy is like a ninja – it moves silently and people read it without even realising that they’re reading something.

So when you employ a copywriter, or write copy yourself, don’t aim for copy that is loud or spectacular. Aim for copy that communicates clear messages, sinking into the background and focussing attention on you and your offer.

Tags: content, copy, copywriter, copywriting, copywriting tips, corporate communication, web marketing, website copy, writing for the web
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Writing for the Web – A Quick Guide on What to Write and How to Write It

January 6th, 2009

Also available in PDF: Writing for the Web – A Quick Guide on What to Write and How to Write It

Writing for the Web – A Quick Guide on What to Write

and How to Write It

This is a short guide on how to write for websites – designed to give you a few tips and encouraging words to get started writing.

Remember: it’s all about Participation not Perfection

Good writing on the web serves a purpose. Words can inform, inspire, entice or sell. The best web writing would not qualify as great writing in the literary sense. So don’t feel you need to pepper your writing with unusual words or poetic touches. You’ll achieve greater success if you just try to communicate with your audience.

Remembering your reader

Whenever you write, try to keep your reader at the forefront of your mind. Who are they? What do they want? Make sure your writing fulfils their needs.

If you’re writing about a product or service, remember to write about the benefits that those products or services offer. So rather than focusing on features, and writing something like:

“Our chain saw blades are made of high-carbon steel”

Try to highlight how the features of a product or service translate into benefits to the user or consumer, like this:

“The high-carbon steel blade keeps a sharp edge for longer – allowing you to cut faster and more safely.”

What’s the benefit of benefits?

Imagine you want to buy a lawn mower. What do you really want? Do you want a machine that cuts grass or do you want shorter grass? You really want shorter grass – the machine is just a means to an end. Remember that your readers actually want shorter grass.

Although my examples are based around very physical products, the need to give readers clear benefits applies to all kinds of companies, services and products.

What’s so special about the web?

You need to be aware of the little things that make writing for the web different to writing for print. You can’t just lift your writing from a Word document and expect it to flourish on the web.

Reading from the screen

Reading on screen can be hard on the eyes. You can make it easier:

Write in short, simple sentences.
Use headings and sub-headings to break up blocks of text.
Leave white space between paragraphs

Links – a web of connections

With links, pages on the web can lead visitors anywhere – giving you the power to support your claims, show your sources and share great finds. Don’t forget to add links to your writing wherever appropriate.

Search Engine Optimisation (SEO)

Many people find things on the Internet by searching for them. Google, Yahoo and the other search engines ‘read’ the pages of your website, and direct people to your site if it contains what people are searching for.

It’s important to remember this when writing for your website. What terms might people search for your information with? Make sure you think about the words and phrases other people use when talking about your products and services. Make sure you use these words and phrases in your writing, and in headings and sub-headings.

Remember who you’re writing for

With SEO, it’s easy to get distracted with thoughts of how search engines will interpret your content. While it’s wise to understand the way search engines work, you should always write for people. Focus on what your human audience want to read. If you publish things on the web that are interesting, people will link to your writing. This is a better, more natural approach to SEO.

Getting discovered

If you want people to find your writing, you’ll need to get in front of their eyes. Write comments on other bloggers’ posts, use social media tools like Twitter and Facebook, and contribute to forums (making sure to include a link to your website in your signature) to find your audience.

Every link to your website has two values: it helps people discover your work, and it improves your website’s search engine performance.

On Writing

Be nice to your readers: use a spell checker. Also, ask a friend, relative or colleague to review your work. It’s always sensible to let your words rest overnight before re-reading, just to make sure they still make sense in the morning.

The Internet: nothing to fear

Many people worry that when they post their writing to the Internet, a stream of mean, sarcastic comments will rush to greet them. In reality, this is highly unlikely.

If you post informative content in a considerate, friendly way, you are not likely to receive anything but friendly, polite responses.

Flex your writing muscles!

I hope this brief guide has given you a few pointers to get writing. With any kind of writing, the only way to get better is to write.

Imagine that you have a writing muscle. You might not have exercised this muscle recently, but all you need to do is start writing. So start writing, and flex your writing muscles!

Key Points

Remember your reader – what do they want?
Remember your desired result – what do you want to achieve?
Highlight how the features of a product or service translate into benefits
Optimise your writing for the screen with short, simple sentences.
Use white space, headings and sub-headings to break up text
Look for ways to lead people to your website – gaining links and mentions on forums, blogs (in comments) and social networking sites
The best way to become a better writer is by writing. So start writing!

Credits: thanks to Premasagar Rose of Dharmafly (Ethical Social Media) for his considered editorial input, and Emma Nicol of Door 22 (Graphic Design Agency) for her astute design work.

Tags: content, guides, website copy, writing, writing for the web
Posted in writing guides | 2 Comments »

Economic downturn: time to make your website do something

October 14th, 2008

Judging by the websites I encounter during my work, many are under-optimised. Which means there is extensive scope for improvement, which means they could do more for the businesses that own them.

Many websites appear to have been created some time ago, by an outside agency, plonked down on the web and left to fester. Such websites can be spotted by their misjudged positioning, missing SEO elements, ancient blog posts or ‘news’, references to summer when it’s autumn, misspelled or grammatically incorrect copy, low or non-existent Page Rank and minimal links pointing to it.

These websites are sad creatures, attracting few visitors, making no sales, converting nothing and generating no leads. The money invested in these websites is wasted. The return on investment is £0.

Optimising existing assets

In the current economic climate, it strikes me that many businesses need to evaluate their web presence, and consider how it might do more. Now is the perfect time to tweak existing assets into useful, profitable tools.

The web is an amazing place that offers a wealth of potential. But websites need to work hard to compete among the billions of other websites. Websites that are just dumped on the web will do nothing but take up space, cost money and gather e-dust.

Optimising websites is simple – you just need to know how. Most websites require a few key changes and some work off-site to get the ball rolling.

Managing your website

I believe that any business that wants their website to do more should start by appointing someone to be Web Manager, or Web Lord, or whatever they prefer to be known as. Give your Web Lord some time to regularly think about your website. Take some of their least favourite tasks away from them so they have mental space to think creatively about web marketing.

Web Marketing Reports

If you’re unsure of how to get started, and would like a few pointers, drop me a line. I offer web marketing reports which come packed with effective techniques for making websites work harder.

Tags: SEO, web marketing, website, website copy
Posted in marketing | No Comments »

2fifty.com is now live!

February 13th, 2008

I’m very happy to see 2fifty.com released to the internet.

I’ve been working with Jacquie Trott (the proud owner) and the talented graphic designer Dan Marsden to whip this bright idea into shape.

One of the challenges was bringing the fun of the idea onto the web page, while still clearly featuring the benefits of the exclusivity.

It was a lot of fun working through various ideas with Jacquie and Dan – and eventually striking on something that worked hard but carried a lot of irreverence.

So take a look at www.2fifty.com to see some stunning t-shirts, all strictly limited to 250 printings!

Tags: limited edition, t-shirts, website copy
Posted in Uncategorized | 1 Comment »

Search Engine Optimization (SEO) – Crafting Copy for Success

January 20th, 2008

SEO – Making Sense of Optimization

One of the most interesting and potentially confusing aspects of web copywriting is Search Engine Optimization (SEO).

Since entering the world of copywriting I’ve done a great deal of reading and spent a long time making sense of all the different opinions on this subject.

Pure Evil

It’s understandable, given the high stakes of search engine marketing, that people are desperate to climb up the search engine results pages (SERPs). It’s also understandable that some people want quick fixes, or cheats, to get to the top. People are tempted by the dark side!

So, after researching SEO and talking to colleagues, I would like to present a summary of my thoughts so far. I’m hoping anyone with an opinion will comment on this subject!

With a Little Help from Experts

A special thanks to Madhava and Prem of Dharmafly – social web development – for their input on this post!

Read the rest of this entry »

Tags: copywriting, SEO, website copy
Posted in copywriting, SEO, tips, websites | 2 Comments »