writing website copy

Website Copy Writing: What to say to make it work

Never before in the history of humankind have words been so important...

Copyright © Marketing Impressions 2010 All Rights Reserved

Your Potential Customer


1. Do you like to write?



2. Are you passionate about your subject?




3. Do you have the time to write?




3. Do you have the time to write?

3. Do you understand your target market?


You are writing for 2 “audiences”


General Rules

1. Keep it short.


General Rules

1. Keep it short.

2. Use simple words.


General Rules

1. Keep it short.


3. Use short, punchy sentences.


General Rules

1. Keep it short.


3. Use short, punchy sentences.

4. Make it clear.Like an 11 yr old could get it,


General Rules

5. Avoid passive verbs.


General Rules


Getting Kids into Computers

Julie was taking a chance.

Jane was hit in the face by the door.


General Rules


6. Be clever.


General Rules


6. Be clever.

7. Take risks.

Don’t be a chickenCopyright © Marketing Impressions 2010 All Rights Reserved

General Rules


6. Be clever.

7. Take risks.

8. Use strong words.


General Rules


6. Be clever.

7. Take risks.

8. Use strong words.

9. Write compelling headlines.Copyright © Marketing Impressions 2010 All Rights Reserved

10. Kill your inner English Teacher


Step 1

Research the Keywords


http://www.googlekeywordtool.com/


Step 1


Step 2

Start with your Home Page

Tip: Search Engines index the Home Page


Step 2

Write for the Human Visitor


Step 2

What is the Goal of Your Home Page?


Step 2


To tell the visitor everything they could possibly want to know IMMEDIATELY!!


Step 2


To START a relationship


Step 3

Your About page

What is the Goal of Your About Page?


Step 3

Your About page


To convince the visitor you are a wonderful expert with lots of credentials.


Step 3

Your About page


Step 3

Your About page


To START a relationship


Step 3The About page


Step 4

The What You Do Page

Clever navigation buttons help


Step 4


Benefits vs Features

Tip: Nobody cares about the Features


Step 4



Tip: Nobody cares about the Features

What we can do for you.

Don’t tell them. Show them.

Rely on strong headlines.


Step 4



Avoid Glib Clichés

QualityServiceValueExperienceFriendly professionalsWe care


Step 4



Avoid Glib Clichés

Avoid the dreaded Wall ‘o Words


Step 4


The Cure


Step 5

Go back and insert the keywords


Step 5

Go back and insert the keywords

No more than 2% for each keyword


Step 5Go back and insert the keywords


Step 6

Other Useful Pages

No more than 2% for each keyword still applies


Step 6

Other Useful Pages


Glossary


Step 6

Other Useful Pages


GlossaryArticles


Step 6

Other Useful Pages


GlossaryArticlesResources


Keywords!

Step 7

Perfection


Step 7

Perfection – Skip this step.

Does anal-retentive have a hyphen?

Writer’s joke.


writing website copy

Business

avoid passive

human visitorbenefits

rights reserved

marketing

punchy sentences

theasuruslocate

general rules1

general rules5