Web Site Content That Works
Web Site Content That Works
As an exercise, write down the three types of people most likely to visit your site. Include their age, gender, occupation, and anything else you can think of relating to their needs, desires, likes, dislikes and so forth. For example, suppose you own a dental clinic. Maybe you offer relaxing music and specialize in trying to make the dental experience less traumatic for those who hate the dreaded drill. Visualize your best customer and then write the text as if you were talking to him in person.
If you write your text as if you are talking to one individual person (i.e. your ideal customer), the verbiage will naturally focus on the customer's needs and interests. Always use the second person (you) on your Web site. Your visitor doesn't care about your company; he cares about himself. Avoid talking about your company and the various features of your widget. Instead talk about what your products and services can do for the customer. For example, don't talk about the specifics of the high-end dental drill you just bought. Talk about how when a client visits your office, he can enjoy better health and look better without experiencing any fear or pain.
When people are searching for anything online, they are always asking "what's in it for me" (WIIFM), so your copy needs to focus on their needs. Links are another way you can engage people. For example, instead of standard link that says "Widget Installation Video," add some action with a verb, such as "Watch a 5-minute video that shows how easy it is to install your new Widget."
When writing your text, you also should consider how people might search for your company online. When someone goes to Google, what string of words might he or she type into the search box? For example, if you are a new resident of Tikaville, Idaho looking for a dentist, you might type in: Tikaville Idaho dentist. In your Web copy, you should include those search terms. Search engines also place special emphasis on headings and the title of the page, so you should include potential search phrases in those key areas.
In the end, however, you should not write your page for the search engines. Write your text for human beings, since they are the ones who will decide to use your products and services (or not). When you write clear, compelling text that explains what your business can do for customers, it's almost always good content for search engines as well. Keep your sentences short and break up text with lots of headlines, and you'll be rewarded with a Web site that nets you both compliments and more business.
Web Site Content That Works - To learn more about this author, visit Susan Daffron's Website.
Like this article? Share it with your friends
Figuring out what to say on your Web site can be a challenge. For many business owners, talking about themselves is difficult. However, coming up with good Web content is easy if you keep your customer and the search engines in mind. Whether you write the text for the Web site yourself or hand off notes to a writer, you need to think about who will visit your site and how they get there.
As an exercise, write down the three types of people most likely to visit your site. Include their age, gender, occupation, and anything else you can think of relating to their needs, desires, likes, dislikes and so forth. For example, suppose you own a dental clinic. Maybe you offer relaxing music and specialize in trying to make the dental experience less traumatic for those who hate the dreaded drill. Visualize your best customer and then write the text as if you were talking to him in person.
If you write your text as if you are talking to one individual person (i.e. your ideal customer), the verbiage will naturally focus on the customer's needs and interests. Always use the second person (you) on your Web site. Your visitor doesn't care about your company; he cares about himself. Avoid talking about your company and the various features of your widget. Instead talk about what your products and services can do for the customer. For example, don't talk about the specifics of the high-end dental drill you just bought. Talk about how when a client visits your office, he can enjoy better health and look better without experiencing any fear or pain.
When people are searching for anything online, they are always asking "what's in it for me" (WIIFM), so your copy needs to focus on their needs. Links are another way you can engage people. For example, instead of standard link that says "Widget Installation Video," add some action with a verb, such as "Watch a 5-minute video that shows how easy it is to install your new Widget."
When writing your text, you also should consider how people might search for your company online. When someone goes to Google, what string of words might he or she type into the search box? For example, if you are a new resident of Tikaville, Idaho looking for a dentist, you might type in: Tikaville Idaho dentist. In your Web copy, you should include those search terms. Search engines also place special emphasis on headings and the title of the page, so you should include potential search phrases in those key areas.
In the end, however, you should not write your page for the search engines. Write your text for human beings, since they are the ones who will decide to use your products and services (or not). When you write clear, compelling text that explains what your business can do for customers, it's almost always good content for search engines as well. Keep your sentences short and break up text with lots of headlines, and you'll be rewarded with a Web site that nets you both compliments and more business.
Web Site Content That Works - To learn more about this author, visit Susan Daffron's Website.
Like this article? Share it with your friends
| |||
 |
No article feedback found. | ||
|
Leave Your Feedback | ||
|
|||
 What's An Appropriate Web Site for Your Business?
| |||
 Web design and features are a lot like fashion in a way - trends and looks come in out of style with the changing seasons. |
|||
|
Why Web Content is King
| |||
| Many business owners feel that it's good enough for their company's web site to use a great design and well written content to inform visitors about the company and its products. Having an effective web site is imp... |
|||
|
How to Avoid Duplicate Content and Generate Inbound Links
| |||
| Duplicate content can have a negative impact on your search engine results. The question on everyone’s mind today is how to best manage your website content and avoid being penalized by Google and other major search... |
|||
|
8 Steps to Getting Your Web Site Crawled
| |||
| In order to analyze the content on your web site and figure out which pages to display (and in which order) for certain search terms, the search engines (SEs) use a program called a web crawler. |
|||
|
What is SEO?
| |||
| SEO stands for search engine optimization - what it means is to have your website optimized for maximum recognition by the search engines. Here's why you need it. It prepares your web site to be spidered, indexed an... |
|||
| |||
Michel NerayMichel Neray has over 25 years of experience as an award-winning copywriter, an Internet pioneer, a tradeshow pitchman and a senior sales and marketing executive. An online pioneer, he was one of the first marketing professionals to embrace the Internet by building websites as early as 1993. In 1994, Michel co-authored a book entitled "The Great Crossover: Personal Confidence in the Age of the Microchip", which made it to Jack Canfield's Achiever's Recommended Reading List. Michel founded Portfolios.com in 1995, the world's first online source directory for creative professionals and one of the first websites based on community generated content. Since creating The Essential Message in 2003, Michel has helped thousands of independent professionals and entrepreneurs as well as growing corporations find a better way to differentiate, position and brand themselves. In 2005, his chapter "Everything Starts With A Conversation" was selected as the lead for the book, "Sales Gurus Speak Out" and re-published in 2008 for 'Awakening The Workplace Volume 3'. He is also a co-author of "In the Company of Leaders" (2008) with 40 top North American leadership experts. - Visit Michel Neray's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
 Susan Daffron (Visit Susan's Website) Susan Daffron is the President of Logical Expressions, Inc. (www.logicalexpressions.com), a book and software publishing company in Sandpoint, Idaho. She is the coauthor of Web Business Success: The Entrepreneur's Guide to Web Sites that Work (www.WebBusinessSuccess.com) and several other books. She also has written more than 300 newspaper and national magazine articles and publishes three ezines.
|  |
 |
|
|
 |
|
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
 |
 | ||
 |
||
 |
||
 |
||
|
| ||
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 |
 Zero Based Budgeting Internet Marketing Secrets Networking Impacts Income Success Worksheet Improve Web Site Conversions |
|
 | ||
 |
Write The PR
Press Release Builder | |
 |
Top 50 SEO Posts - 2007
Top SEO Posts of the Year | |
| ||
 |
|
|
|
|
|||||||||||||||||||||
 |
|
|
||||||||||||
