Webforumz Newsletter - September 2007

Articles

Best Practices for Your Web Site

NOTE: First, here´s a little lesson in headlines. Which one speaks to you?

What Does Your Web Site REALLY Say About You?

Excellence is in the Details... Is it Evident in Your Web Site?

Ten Web Site Blunders to Avoid...

Make Your Web Site a Banquet of Mouthwatering Morsels for the Hungry Hordes...

How to Turn Wimpy Content into Killer Copy...

1. Common writing mistakes.

The writing on your web site should be appropriate for the market. This is not to say that your sales message can´t be casual, lighthearted or humorous. But above all, it should speak to the people who are looking for what you're selling. Mistakes in spelling, grammar and tone detract from your credibility and undermine your sales message. Common writing mistakes imply carelessness and lack of concern, which are not qualities that advance sales.

2. Monotonous or passive content.

The price you´ll pay for monotonous content is enormous. You have just three seconds to capture your prospect´s attention. Don't waste a millisecond of that precious time with words or images that don´t serve you. Avoiding passive writing means making every word on your web site engage your prospect. Your sales messages must be built with words that work. One way to perk up your web site is to make sure that it doesn't look like an ad. The reason for this is because readers choose editorial content over advertising content 600 percent of the time.

3. Poor readability or scanability.

There are a lot of ways to improve readership, but the best is to improve your headline. Research has shown that readers scan a web page in this order: headline, postscript, subheadings. These elements capture attention and then guide readers through the page. A strong headline will rivet your reader´s attention and pique their curiosity. An intriguing postscript will entice them with what they might miss if they pass on your offering. Compelling subheadings will influence them to scan the page and then guide them to your offer.

4. Too much or too little content.

Achieving balance in the quantity of copy is both art and science. Saying too much or too little will likely cost you the sale. Saying too much wastes your readers´ time. Saying too little frustrates them. The simpler the offering, the less content you need to do the job; the more complex the offering, the more you need. The goal is first to satisfy your prospect's desire for information and then to let the copy sell.

5. Useless content.

The appetite for information today is insatiable. Give your customers what they´re looking for. Don´t waste their time or your site with information or images that don't work. Know your customer. Know what they´re looking for and put it where they can find it. That will serve both of you.

6. Incoherent authority.

Consumers grow savvier everyday. They hunger for reliable information and real solutions. Know your customers and speak the truth of your offering in a strong voice. There is simply no substitute for knowing your customers and speaking to them in a way that demonstrates that. If you speak with authority and clarity, they will respond. Authenticity, like generosity, is so rare that it astonishes and wins.

7. Chatty nonsense.

This is the stepchild of useless content and incoherent authority. Not only is it offpoint, it´s inappropriate. It may be momentarily amusing, but it does not improve image, inspire loyalty or compel sales. Chatty nonsense may stroke someone´s ego, but it does not fulfill the promise of helpful, relevant information. Therefore, it does not make the sale.

8. Overemphasis on search engine optimization.

Search engine optimization (SEO) rules and rumors can have you running in circles. SEO is an important aspect of web site strength because nothing happens if no one walks through the door. However, it is online suicide to rely only on SEO to bring the world to your door. There are definitely other ways to empower your web site in ways that will bring people to your site and begin the process of turning readers into clients and customers.

9. Lack of focus and urgency.

This is sales copy that rides off wildly in all directions. This is also known as shooting yourself in the foot. If your copy doesn´t guide your readers to the desired action, they'll get lost, and so will your sale. Focus ignites desire and urgency justifies that desire. There are 16 universal desires that your sales message can activate. Know what they are and be sure your web site triggers at least one of them.

10. No call to action.

Did you know that repeat customers spend 67 percent more after 10 purchases? It´s true. You might also be interested to know that the average customer refers 10 people after 10 purchases. If your call to action is not working, this is what you're missing. And this is precisely where amateur copy most often fails. It is not enough to demonstrate the quality of your offering and illustrate its benefits. You must bring prospects to your offer, make it irresistible, guide them through the purchase and confirm their decision to buy. This is what sets you up for long-term relationships and word-of-mouth referrals.

Creative Coding Newsletter - September 2007