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Why SEO Blog Post Writing is the Key to Being Found

Julie — Fri, 08 Nov 2024 00:15:00 +0000

What is SEO blog post writing and why does it matter?

SEO is a fancy term for the words people use when they search for something on the internet.

It’s what you type into Google when you want to find out when Taylor Swift’s next album is coming out.

Or you want to buy mom jeans.

Or you’re trying to figure out how to make the best chocolate cake for your honey’s birthday.

Blog Posts are Content. Which is the stuff that comes up in your search.

Usually content is written. But it can also be pictures, Youtube videos, and sometimes even podcasts.

In other words, blog posts are a type of informational content on the internet.

In the past, comments from readers were also a large of blog posts. Today, however, some websites allow comments and others don’t.

For instance, this is a blog post you’re reading right now. Because I don’t allow comments, I call this an “article,” instead of a “post.” The writing is the same.

(And I don’t allow comments because I’m not a blogger. I’m a writer. I ghost-write blog posts, or articles, or web pages for others.)

SEO-blog post writing is the key to getting found

People are bombarded with information. Watch the short video below.

It demonstrates what happens when we’re overwhelmed with things to keep track of.

So… were you able to count how many times the ball was passed and see the gorilla? Probably not.

This experiment was done to demonstrate “sustained attentional blindness.”

Our eyes are very complicated. We only have a small area of high-resolution vision. Most of what we see is peripheral vision.

In the video, the ball was never obscured by the gorilla or any of the players. Which means if you were focusing on the ball, you would miss the gorilla.

Focusing on the ball was a narrowly defined task. Your brain had to eliminate other things so it could concentrate.

As humans, we have to do this with more than just watching a video. We’re inundated with information. And there are only so many things a person can focus on in a day.

This is why you won’t be found in the search engines if you don’t include search terms in your writing.

And yet if people find you, and your web pages are boring, they’ll go somewhere else.

SEO and blog post writing go together like peanut butter and chocolate

Mixing SEO principles with blog post writing is like putting peanut butter and chocolate together. You have two great things that go great together! (And you’ve got to love that ’70’s hair!)

Using SEO means your audience can find you. Writing an engaging blog post is being interesting and useful. Two great things that go great together!

Isn’t everything written for SEO?

You might think everyone uses SEO to be found. But that’s not true.

I have training as a copywriter. I often use curiosity in headlines. If you’re curious about something, you click on it to satisfy your snooping mind.

Think about the clickbait headlines at the bottom of journal/newspaper pages, such as:

Clickbait headlines are great for clicks. (Hence the name.) But often they don’t work well for search.

The headlines I usually write are things such as Why a fresh set of eyes creates a better case study.

It’s an interesting headline. It’s designed to make you curious. But it’s not something people search for. This means it will probably never be read!

A better headline for SEO purposes is Hire a freelance writer for better case studies.

Same article, different headline. One that’s more likely to come up in the search engines.

SEO blog post writing is an art within a science.

SEO blog post writing is an art because you want your content to be interesting to people.

SEO blog post writing is a science because you’ve got to be found by searchers. Which means you research terms people are searching for.

SEO blog post writing tips – Being found is more than just writing for SEO.

The content on your page is only one factor of SEO. There are over 200 things Google uses to rank your content.

Google’s algorithms are written with searcher intent at the top of their minds. In other words, they want to give the searcher results that are relevant to what they’re looking for.

Although the actual algorithm is a fairly closely-guarded secret, there are some factors that are consistent. These include:

Authority.

This means you’re not trying to scam or hurt others. Instead, your content is well-researched and on topic for searcher intent.

A good example is medical advice. Some anonymous blogger’s advice will not be taken as seriously as case studies using clinical trials.

Authority also includes how long your website has been around, how many other “authority” sites link to it, if your articles are shared on social media, etc.

Well-Written Content.

There is a lot of content “out there.” Well-written content is original, deep, and easy to read.

Original is having a unique voice, using humor, or writing from an unusual viewpoint.

Deep content covers a subject in detail. It makes reading interesting and informative.

And being easy-to-read just means using a large font, breaking up long lines of text, and having subheads.

How to write SEO blog posts in 2024 means matching Searcher Intent

Keeping searcher intent in mind when creating content is simply matching your blog posts to what people are searching for.

An example is when someone searches for “chocolate chip cookies.” (Which are my favorite!) People are searching for recipes, not on why chocolate chip cookies are bad for them.

If someone wants to buy chocolate chip cookies, they will put “buy” or “for sale” with the term “chocolate chip cookies,” Trust me on this – from one chocolate lover to another.

SEO blog post writing template

What you write about is unique to your business. But there’s a simple formula to follow to help you succeed.

I call this the R.O. of C.O.R. formula which stands for Research, Plan, Create, Optimize, and Review.

Research: Searching out keywords and user intent.

Plan: Devising your blog post format and goals. Thinking about what will resonate with your audience best – words, video, graphics, etc. Also considering who to reach out to to promote your content.

Create: Producing the post. Includes keywords, subheads, and visuals such as graphics.

Optimize: Build links. Post on social media. Send out in email. This is your “campaign” to have your post read, which helps with SEO rank. This also includes replying to comments if they’re enabled on your website.

Review. Asking questions about meeting your goals and how you can improve. Questions such as: Did your outreach program go well? Are people staying on the page? Is the search rank for the post improving? (In other words did your post start on page 12 of the search results and now you’re on page 3?)

Using this formula, it’s easy to create a blog post that Google likes and people love.

Although I specialize in UX Copywriting, I also write blogs posts (like this one). Contact me if you need some blog content that will be loved by prospects and Google alike.

The post Why SEO Blog Post Writing is the Key to Being Found appeared first on Write On.

A Company Mission: more than just a statement

Julie — Wed, 07 Aug 2024 16:31:00 +0000

While competing in his third ultra-triathlon in The Woodlands, Texas, Kent collapsed. He tripped and fell on the second lap of the marathon. He couldn’t get up.

He felt dizzy, confused, and totally depleted.

They called the ambulance. At the hospital, they ran tests. Everything checked out fine . . . except Kent still felt exhausted. After 3 days, they sent him home to rest.

And rest he did. For about 2 weeks.

Kent could barely get out of bed, but he did visit his doctor. The doctor also couldn’t find anything clinically wrong. He told Kent his body might just need a break from training. “Rest and drink plenty of fluids,” his doc said.

“and research what’s going on,” Kent mentally added.

Diving into the internet, Kent discovered he most likely had Chronic Fatigue Syndrome. At that time there was no medical cure or supportive therapy. So this self diagnosis was depressing. His wife suggested he try some vitamin supplements. They helped.

This led Kent down the holistic herbal-medicine path.

He began experimenting with ingredients and dosages. Soon he discovered not all supplements are made the same. Some worked to relieve his symptoms while others did nothing – even though they supposedly contained the same ingredient.

Kent spent hours online trolling for nutrition info. He even created a spreadsheet to track ingredients, dosages, suppliers, basically everything. Finally a formula emerged that made him feel almost 100%.

He felt so good he started running again.

He wasn’t at triathlon level – yet. But his improved health impressed several friends who asked about his nutrition.

As Kent explained his formula, their eyes would glaze over at how complicated it was. “Why don’t you create your own supplement and help others?” a friend asked?

So Kent did.

The above scenario is the beginning of a Founder’s Story.

A Founder's Story is part of Your Company Mission

Your Company Mission includes four parts:

When you started (your company founding story)
What your core values are
Why you operate with certain principles
How you change customers lives (aka the results you give)

Your Founding Story is the first element in Your Company Mission

A Founder’s story does NOT have to be a personal story. But every business has a reason for their existence – other than making beaucoup bucks, that is.

And it’s important to have a story. Plain-Jane statements are B O R I N G, as you can see from this made-up example:

I started Supplements R-Us to help people who suffer with chronic fatigue syndrome. I overcame my CFS with this herbal formula and I want them to feel better as well.

~Kent Doe

If I had written that at the beginning of this post, you would have snoozed off into dreamland.

So how do you get the details of a company story?

Use a storyteller – like moi! I love stories. Reading them, creating made-up ones, and researching and writing real ones.

But if you want to do it yourself, be sure to add some drama. Because a story isn’t worth telling if there aren’t dragons to slay!

The second part of a Company Mission are the Core Values

Core values are important because they guide behavior for everyone in your company. These include things such as integrity, service, and innovation.

Another component of a Company Mission are your Company Principles

Company Principles are putting your core values into action. They include why you do what you do, your tagline, and the rules your company lives by. Rules, such as we accept returns for 30 days, need to have a value as their basis.

The last section of your Company Mission is your Results

How you want your customers’ lives to change by using your products.

In other words, they get better physical health, or they improve their mindset, or they make more money.

The Importance of Your Company Mission

The story, values, principles, and results you have guide you in making decisions that are right for your company. It’s important to have these in place before you begin marketing so you can find and connect with the audience that fits your company culture best.

Don’t be alarmed if you don’t have all these things. A good marketing strategist can guide you in developing them.

Discovering your Company Mission is NOT a one and done thing. It takes going back-and-forth as you gain new insights into your customers and your company culture.

A Company Mission is part of a UX Content Strategy

Click the graphic above to go to the UX Strategy page and see the other components

The post A Company Mission: more than just a statement appeared first on Write On.

What is UX Strategy?

Julie — Thu, 11 Jul 2024 18:38:00 +0000

“You have post-partum depression, ” my doctor said. “And I’m giving you a prescription for Prozac.”

My heart dropped. It was the mid-90’s and Prozac had a bad rap. It was supposed to be addictive. That’s the last thing I needed with 2 toddlers and a newborn.

I protested, but eventually agreed to take the drug for 3 months. After all, I knew I didn’t feel like myself and I wanted my self back.

During the visit, the doctor told me a lot of people living in Michigan had depression. She thought it was because we seldom saw the sun (due to the lake effect). I think she was right. The medication made me feel like myself again. I was very grateful. (And my dose didn’t increase, so no addiction.)

Fast forward several years. I had moved to hot-and-bright southern Utah. I titrated off the medication and stayed my sunny self. Until it rained for 3 days straight. Then I felt sad, blue, and out of sorts – again.

Google was the new MD in town, so I got online and diagnosed myself with SAD (seasonal affective disorder aka depression when you don’t get enough sunlight). I got a light therapy box and eventually purchased light therapy glasses.

One summer my husband began taking magnesium and I tried it as well. I felt a bit more energy, so I kept taking it. In November, I realized I hadn’t put on my happy glasses – even though it had been drizzling and cloudy for a week. I couldn’t figure out why I wasn’t SAD anymore.

This puzzled me. What was different from this fall to past years? The only difference I could see was that I was taking magnesium. So I googled it. And voila – magnesium significantly improves depression, including SAD.

I remember thinking, “Wow! You mean I could have taken magnesium instead of Prozac?”

That started my journey of using supplements and alternative health therapies. What I find fascinating, however, is this: Not one of the companies selling magnesium listed “helping depression” as a benefit!

They said it gave people energy. It assisted digestion. It improved ED! (everything says it fixes ED )

This was several years ago, so maybe they didn’t know there are studies showing magnesium helps depression.

Or maybe they didn’t feel comfortable because of FDA/FTC regs.

Or maybe they figured everyone already knew.

Whatever the reason, none of the companies selling magnesium saw this supplement through my eyes.

A UX Strategy looks at Your Marketing through the Eyes of your Customers.

Seeing through your customers’ eyes is more than getting good reviews –

– it gives you empathy and understanding.

Empathy and understanding changes how you market your products. You now:

Optimize Engagement – as you anticipate your users’ needs and guide them in accomplishing their goals.

Improve Customer Satisfaction – by empathizing with your audience helping them solve their problems.
Build Customer Loyalty – through genuine caring and encouraging buyers to “self-select” that your product is right for them.
Increase Customer Retention – with transparent business practices that show you care more about their needs than your own.

You still have to figure out where, how, and what to market – but starting from the perspective of your user gives you these answers. You understand “why” your customers buy. You no longer taking a stab in the dark wondering what will work.

A UX Strategy has Four Components

These are the four parts of a UX Strategy:

Your Company Mission
Your Audience
Their Journey
Your Positioning

Each section is critical to getting an effective UX Strategy. A strategy that will give you a foundation to grow your company for years to come.

In the next few months, I will have posts on each of the four areas above.

Every part of a UX Strategy is unique and comes about in a different way.

As they meld together, you get a fuller understanding of your customers.

The post What is UX Strategy? appeared first on Write On.

Using an Outside Writer Gives You Better UX

Julie — Thu, 06 Jun 2024 11:14:00 +0000

A graphic designer and I were at lunch mulling over a postcard we’d created for a local accounting firm.

This was a rush job**. They’d already approved the ad, but we felt it wasn’t quite right.

We looked over each of the elements (colors, photo, general placement of text, etc.). We thought they looked good. It was the first few sentences that troubled us.

As we sat trying different word combinations, a business associate came by. He commented on the “nice ad.”

We explained that it didn’t quite work, but we were stumped as to why.

He studied the ad for about half a minute. Then he placed his hand over some text and said, “This part is redundant. I’d leave it out.”

Eureka! That was it.

That was what was making us uneasy. We’d been too close to the project to see how it needed to change.

We needed a fresh set of eyes to overcome our blindness**.

Using a freelance UX copywriter gives you a fresh set of eyes

When someone within your organization creates content for your buyer’s journey, they know your product/service inside and out. They also have insider information about your customers.

This familiarity creates 2 obstacles:

Being in The Box, and
A Staid Attitude.

Being in the Box is seeing the company from corporate eyes.

For example, let’s say one of your employees creates a questionnaire asking customers how they liked their purchase. Are questions included about products from rival companies?

Most companies don’t ask these questions. But if you don’t ask about your competition, you don’t get a complete picture of what is important to your customers.

You’re only listening to opinions in the box.

A “staid attitude,” is having many things to do.

In other words, creating content is just one task on your long to do list.

And with AI creating a lot of that content, it’s easy to produce posts that get a lot of likes.

And being liked feels good.

It feels successful. And it feels like your doing better than the competition.

But the metric shouldn’t be getting 10,000 likes. It should be getting 100 new customers.

The only way you know if your content is doing it’s job is if you test.

Testing requires time. And if you got 10,000 likes, it’s easy to view testing as wasted time.

Until you test and discover you only made 1 sale!

These two obstacles don’t mean content created by in-house marketing departments are sub-standard.

It just means it’s harder to make your content sparkle and pull in new customers.

A freelance UX copywriter has a different perspective:

They’re trained to look at your marketing through the eyes of your customer.
They also write for many companies. This lets them see how others are tackling similar problems.
Freelancers also love to learn about product nuances. They delve into the real reasons someone choses your product over the competition.
A freelancer is also less biased because they don’t have to comply with the company line.

All these things give them a fresh perspective. The perspective of a customer.

One of the best ways to discover why your customers buy from you, is through case studies.

Uncovering Authentic Data

Case studies give you real, authentic data – if they’re done right. It takes developing great questions, listening, and perhaps asking some not anticipated questions.

I’ve discovered customers speak more freely to me, as an outsider, than they do to in-house writers.

Sometimes this is because they don’t want to hurt someone’s feelings – especially if the company is rather small.

Other times it’s because they love one product, but don’t connect with the company as a whole.

Or maybe the reason they buy is different from the reason the company thinks they buy.

whatever the reason for the discomfort, using an outside writer encourages the customer to speak more freely.

This means you get the real reason the customer purchased your product/service – not the reason you think they did.

And this authentic data is one of the reasons I encourage all my clients to have case studies. It is one of the foundations of maintaining good UX – which increases sales, retains customers, and makes for better SEO ranking.

If you’d like a fresh set of eyes to create case studies, product descriptions, etc. – contact me.

**Which is why I hate rush jobs. When I’m able to set aside a project for a few days, I have fresh eyes for my projects. I catch unnecessary text words, phrases, and entire paragraphs – which are then edited out.

The post Using an Outside Writer Gives You Better UX appeared first on Write On.

How a Funky Sprinkler Problem Helped Me Appreciate Specialists

Julie — Sat, 04 May 2024 12:45:00 +0000

Do you enjoy yard work?

I don’t. . . And neither does my husband.

That’s why we have a company take care of our lawn. They’re kind of a luxury. We feel it’s worth it, however, to have a green, weed-free lawn that we don’t have to worry about.

My husband thought our current guy was a bit expensive, so last year we switched to a different, less-expensive, company.

Then we had a problem with one of our sprinklers.

There was a big puddle outside our back door.

Every morning my husband would have to walk around this puddle to get into his truck.

We turned the automatic timer (for that section) down so it wouldn’t get as much water.

It didn’t fix the problem.

We asked the new company to look at the issue. They checked for broken sprinkler heads.

That wasn’t the problem.

They turned the timer down for the entire system. Now parts of our lawn were turning brown from under-watering. And we still had the puddle.

We talked about it with the owner. He said he didn’t know what to do. His company continued mowing our lawn.

And ignored the problem.

After three weeks of walking around the puddle and being ignored, my husband called our former company. The owner came by. He looked at our puddle and said he would call his sprinkler specialist. It might take a week or two, but he would make sure the problem was fixed.

The specialist came by two days later. He spent an hour or so checking things out. He knocked on the door to tell me he’d fixed the problem.

The issue was that our automatic sprinkling system had two stations hooked up to one set of sprinklers!?! This meant that those sprinklers came on twice.

He said that wasn’t very common. Whoever had installed our automatic sprinklers had made a mistake. He turned that station off.

Which fixed the problem.

It was a very simple solution. However, it took a specialist to find it.

Three Reasons to use a Specialist:

You want someone who isn’t just doing a job.
You want someone who will dig deep to find solutions.
You want someone who is devoted to his subject

Why do you do what you do?

Do you have “just a job?” If so, that’s okay. We’ve all been there. Especially when we start out. But (hopefully, eventually), you’ll find something you love to do. That makes you the money you love to have.

When this happens, you’ve got more than a job.

You’ve found a sweet spot of work. Work that is engaging and satisfying and has nothing to do with the money you make.

Like the sprinkling specialist. He gets a kick out of sprinklers! (Who knew!) He likes to tinker with them so they’re as efficient as possible. This makes him a fantastic person to call when there’s a sprinkler problem.

Working in your sweet spot helps you find solutions

When you love what you do, it’s easier to find solutions to problems. Simply because you dig deeper.

The sprinkling specialist found our problem. It would never occur to my husband or me (or the yard-care company) that one set of sprinklers was on two timers.

Sometimes solutions aren’t in the vicinity of the problem. If you just want the problem solved, often you aren’t able to see outside the box – especially the sprinkler box!

Someone who has curiosity, however, has the tenacity to find the solution.

Devotion to a subject gives you curiosity

This means you learn more. And you retain that knowledge.

I’m not particularly curious about sprinklers. Or lawn care. Which is why I have a company take care of my lawn.

And this situation made me really appreciate specialists. Because our lawn guy isn’t a sprinkler specialist. He knows what he’s good at (lawn-care) and where he needs help (sprinkler set-up). And when he needs help, he calls a specialist.

Specialists are curious in their special sphere –that’s why they’re specialists.

(And in case you’re wondering, we’re still with the company that solved our problem. They’re a bit more expensive than others. However, they’re solution finders. And that’s worth extra money every time!)

Do you need a specialist to find solutions for your business?

One who focuses on UX Copywriting which is figuring out why your customers purchase from you – and how to make the buying process easier?

If so, we should talk!

The post How a Funky Sprinkler Problem Helped Me Appreciate Specialists appeared first on Write On.

12 UX Tips to Optimize Your Website for Mobile:

Julie — Thu, 04 Apr 2024 12:10:00 +0000

Would you put yourself in danger for the sake of your phone?

Nearly 30% of those under 30 say they would endanger themselves in order to avoid losing or damaging their phone.

This statistic makes me shake my head.

But then I grew up with a phone firmly attached to the wall. And all you could do on a phone was talk.

Now phones are used for texting, playing games, wasting time, researching info, buying stuff, and even talking.

So if your website isn’t mobile-friendly, you lose money.

Although making a website mobile-friendly involves layout and coding, these days that’s easy with most website builders.

And the payoff is huge:

As you can see from the statistic above, if you don’t optimize your website for a good mobile user experience, you lose almost half of your potential buyers!

12 UX Tips to Optimize Your Website for Mobile:

Responsive Design: This feature is pretty standard with most website programs. You create your site, and then press the “responsive” button to see how it looks on a phone or a tablet. You can resize text, rearrange graphics, make elements viewable only on a phone, etc.
Readable Text: A buyer should be able to easily read text, product descriptions, and shipping/return policies without zooming in. This means the text needs to be a good size and have adequate space between lines, buttons, and graphics.
Vertical Orientation. In other words, your audience shouldn’t have to turn their phones horizontally to read your content. Using responsive design makes this possible as most computers are wider than than they are tall.
Easy Links and Buttons: On a touchscreen, small buttons can be tricky to press. Make sure all clickable elements, like buttons and links, are large enough and spaced far enough apart to be easily tapped.
Mobile-Friendly Menus: Traditional desktop menus often don’t work well on mobile devices. Consider using a hamburger menu or other mobile-friendly design that makes navigation easy on smaller screens.
Search Icon Visible: Make sure it’s easy to search your entire site. The top right corner of most pages is a great place to put the magnify glass.
Modify Popups: When someone first lands on your site they don’t want something to block their view a few seconds later. This distracts the user, can cause interaction issues, and increases bounce rates.
Easy-to-Fill Forms: Filling out a form (such as a shipping address, etc.) on a phone or tablet can be difficult. Providing the correct fields (through easy HTML5) helps users enter information correctly.
Optimize Images: Large, high-resolution images can slow down your site on phones and tablets. Be sure to optimize your images for mobile to ensure they load quickly.
Fast Load Times: Slow-loading websites are a major cause of high bounce rates, especially on mobile devices. A site that comes up quickly encourages users to interact with the site instead of bounce somewhere else.
Use Dark Mode. Using dark mode (black background/white text) has been shown to increase conversions on mobile.
Test Your Mobile Site: Ensure you site looks good on desktop, ipads, and mobile phones. Google Search Console has a mobile-friendly test.

Cell Phone Usage is on the Rise

With more people becoming seriously attached to their phones, if you don’t have your site optimized for mobile, your audience won’t find you, much less make a purchase.

So it might seem like a hassle, but it’s a hassle that’s worth it.

Need to work on your webpages before you optimize your site on mobile? Read UX Tips for Webpages.

And if you need help giving your customers a better experience – on your website or by optimizing your mobile site – contact me.

The post 12 UX Tips to Optimize Your Website for Mobile: appeared first on Write On.

6 Ways to Engage Email Readers

Julie — Thu, 07 Mar 2024 13:13:00 +0000

What do you look forward to?

Maybe it’s finishing a project. Or going on vacation. Or perhaps it’s as simple as getting together with friends for a good time.

My daughter’s dog (pictured above) falls into that last category. His favorite thing is going to the bark park. Even if no one is there. He goes inside and waits.

Often another dog comes along. They play.

Sometimes no one shows up. And he gets sad. But he’s a dog. He’s ever hopeful a friend is just around the corner.

When my daughter gets home from work, her dog perks up his ears. He says, “I’ve been looking forward to the bark park all day.”

Do your readers perk up their ears when they see you in their inbox?

Or do they automatically hit “delete”?

Being a smart marketer, you know readers aren’t engaged with your brand if they mostly delete your emails.

These emails might be deleted because every email is selling.

People love to buy – but they hate to be sold. So if you’re not selling, what should you talk about?

6 Ways to Engage Email Readers Instead of Selling:

Give helpful advice. Discuss how your product – or process – is a cut above.
- If you’re a contract manufacturer, give tips on how they can market your product.
- If you’re a reseller, talk about complementary products such as diet, exercise or mindset.
Announce the news. Not that you’ve won an award. But what’s going on in your industry that might impact your customers.
- Like “Human gut bacteria have “sex” to share vitamin B12.”
Tell a story.There are stories everywhere:
- Industry stories– how tackling an issue together is making life better.
- Company stories– how employees are solving problems.
- And customer stories – how your product is untangling a health dilemma.
Use humor. Funny stories from the microbiome or from your company add a light touch.
Be sympathetic. A lot is going on in the world these days – from Covid to natural disasters, to the war in Ukraine.
- Your customers don’t live in a bubble. Talk about the issues. Customers appreciate you showing you’re human.
Show empathy. Customers buy your products to solve a problem. Make them feel heard and understood by using their words and language.

Engaging through Segmentation, Personalization, and Monitoring.

Although you’re familiar with segmentation and personalization, monitoring might be a bit new. This simply means you can’t just automate your emails and forget about them.

To monitor the emails you send, you can either have a team looking at behavior, or incorporate AI for deep-dive personalization.

As email delivers a whopping $42 for every $1 spent, you want to continue nurturing your audience through email.

And if you ever find yourself slammed with work and need someone to take over all, or part, of your email writting, contact me.

I take email creation from idea to completion.

The post 6 Ways to Engage Email Readers appeared first on Write On.

UX Tips for Web Pages

Julie — Thu, 01 Feb 2024 14:37:00 +0000

How User Experience (UX) Copywriting makes a difference to your bottom line.

Did you know changing a single word increased sales for a huge online-retailer by $3,000,000?

Here’s the scoop: In the early days of this company (aka Amazon), the shopping cart on the site used the word “Register” to check out.

The company noticed many customers abandoned their carts. They weren’t sure why. So they conducted usability studies.

And a shocking discovery was made: These first-time customers did not want to register. They saw registering as a hassle. They simply wanted to “checkout.”

The problem wasn’t so much in registering, it was in the placement of the form. Customers were ready to buy, not create an account.

In other words, they weren’t looking for a relationship, they just wanted to make a purchase.

The UX team changed the word “Register” to something else. They also added a brief note that customers were not required to create an account, but they could if they wanted.

What was the word that resulted in an additional $300,000,000 in sales the first year?

“Continue.”

Small changes in wording can have a big impact on user behavior.

The designers thought they were putting the needs of their users first. After all, who wouldn’t want to register if it made purchasing things in the future faster and easier?

It was the usability studies and seeing the site through their customers’ eyes that changed their perspective.

The usability studies also showed the designers that it wasn’t only first-time customers who objected. Even repeat customers didn’t like registering or logging in. Often they couldn’t remember which email they’d used the previous time.

The registration form was intended to help customers and bring in more business. Instead, it created a hurdle customers didn’t want to tackle.

The story above shows how UX Copywriting looks at a process from your user’s perspective. It’s important to keep this in mind when creating webpages.

Ideas for Creating Customer-Centric Web Pages:

Keep things simple:

A cluttered website with too many elements can be overwhelming for visitors. Keep your design simple and easy to navigate. Use whitespace to separate different elements and make it easier for visitors to find what they’re looking for.

Plan the site navigation:

Navigation menus are the backbone of your website. Make sure menus are easy to understand with clearly labeled links and categories. Avoid complex dropdown menus that can be confusing.

Create scannable content:

Most people scan a web page rather than read it word-for-word. Headlines, subheadings, bullet points, and short paragraphs make your content appealing to read and easy to scan.

Use visual elements strategically:

Images, videos, and other elements should enhance, not clutter, your webpage. Make sure all visuals are relevant to your content and are optimized for fast loading times.

Look at your site on mobile:

With more people using mobile devices to browse the web, it’s essential your website is mobile-friendly.

Use responsive design that adapts to different screen sizes, and test your website on different mobile devices to make sure it works well.

Test and optimize:

UX design is an ongoing process and testing/optimizing improves your user’s experience.

Tools like Google Analytics can give you insights about your visitors’ behavior, while A/B testing let’s you try out different design elements to improve your website’s UX.

By focusing on creating a great user experience for your website visitors, you can enhance your website’s credibility, build trust with your target audience, and ultimately drive more conversions and revenue for your business.

The post UX Tips for Web Pages appeared first on Write On.

What is UX Copywriting?

Julie — Thu, 04 Jan 2024 12:03:00 +0000

UX Copywriting is using UX principles in marketing.

At a quick glance, this may seem absurd.

User experience is all about usability.

Copywriting is all about selling.

Consider, social media, however. That a common way for customers to first bump into your brand.

Good social media is copywriting fused with UX.

Copywriting: The headline and content of the post.
UX: Meeting your audience where they hang out. (on Insta, X, etc.)

Magic happens when UX principles meet copywriting. Let’s see how:

What’s UX Writing Anyway?

UX writing is like being the director of a digital movie.

It’s all about the script—those tiny bits of text that guide you through apps, websites, and the like.

Think of the “Buy Now” button, the “Oops, something went wrong” alert, or even the email that celebrates your purchase.

Some people call it “microcopy.” When done right, it makes a huge difference!

The main goal of UX writing is to make sure users and the digital world get along.

UX writers, like me, want buyers to have a smooth, breezy, and joyful digital journey. And like most paths, there are some rules.

The Four Golden Rules of UX Writing:

Clarity:

Clarity = KISS. Keep It Simple, Sister.

Using clear language lets users know what to do next.

Clarity is also ditching any jargon and long-winded sentences. (Especially in mobile apps where every word counts!)

Consistency:

Consistency = unchanging.

For instance, If a button says “Join the Party” in one corner, that light-hearted playfulness should exist throughout the site.

From the tone to the terms, consistency helps your users feel at home with your brand.

Context:

Context = necessary information to complete a task.

Error messages are a great example. If users get an “Oops, something went wrong message,” it should be followed by a “Click here” or other fix it direction.

Context also involves anticipating the user’s needs and providing them with information before they even ask for it.

Anticipating needs is the magical sweet spot of UX writing.

Accessibility:

Accessibility = ease of use for everyone.

An example is always including alt text for images. This enables people who use screen readers to enjoy the images.

Accessibility improves the web experience for everyone – changing the digital landscape from being simply functional to fully enjoyable.

This happens as writers, designers, and developers work together to create a smooth-as-silk experience.

What is UX Copywriting?

Think of it this way;

UX writers are like tour guides. They lead people through web pages pointing out important sights along the way.

Their focus is to simplify and clarify navigation.

UX Copywriters are like dance partners. They help users feel the music of the web.

Not only do they want the digital dance to be glitch-free (that’s the “functional” part), but they also want users to love every twist, twirl, and turn (the “emotional” experiences!)

Both UX writing and UX copywriting put the needs of the user before the needs of the company. By incorporating UX copywriting into your website, you help people see if your product is right for them.

One of my favorite UX copywriters said:

UX copywriting is what happens when you combine user experience principles with the elements of conversion optimization and persuasion to create a marketing message focused on helping the user achieve their goal and that removes barriers so that forward momentum is effortless.

Heather Robson

“Removing barriers so forward momentum is effortless,” is what UX Copywriting is all about.

Seven UX Copywriting Rules:

UX copywriting includes the UX rules of:

Clarity
Consistency
Context
Accessibility

And adds three additional rules:

Anticipation:

Anticipation = deep understanding.

You know those websites that seem to just know what you’re thinking?

Not in a creepy, “this ad is following you around” way. But in a “sixth sense they get me” way.

This is the UX copywriting principle of anticipation.

UX copywriters are digital detectives.

We figure out your audience, why they come to your site, and the tiny details that make or break their experience.

We are pretty good at “reading your audience’s mind.”

We know digital journeys with a brand aren’t just one-time events. They’re expeditions that start with a simple “hello”!

Empathy:

Empathy = emotional glimmers

Glimmers are micro moments that make people feel joy, peace, or gratitude. (Think of them as the opposite of emotional triggers.)

Punching emotional triggers may make someone buy – usually through fear. But purchasing something through fear often leads to regret.

If you instead highlight emotional glimmers, or hope, you can develop long-term relationships.

This means taking off your sales-y marketing hat, and really caring about your customers.

Empathetically caring about your audience means you don’t appeal to everyone. Instead you resonate deeply with certain people.

These people who become repeat customers, while the misfits gently drift away.

Transparency:

Transparency = honesty

Honesty’s the best policy, right? Your audience wants to know:

Their Data Matters: If you ask for certain info, let them know why and what you will do with it. Also ensure it’s kept secure and let them know how it’s kept safe.
Behind Your Brand Curtain: No hide and seek! Help your customers see all they want to know—returns, shipping, and nitty-gritty details of products—should all be quickly findable.
You use Real Talk in Marketing: When you make a promise, make sure you’ve got the proof. Backing up claims isn’t about tooting one’s own horn. Proof includes insights from studies, thumbs-ups from other users, or discussing the the unique aspects (and hey, even the limitations) of what’s on offer.

Three Examples

Copywriters “show” instead of “tell,” so here’s a few examples to show good/bad UX copywriting.

User experience is not pass/fail endeavor. It is constantly evolving. So learn from these examples.

DO THIS:

Anticipation & Empathy Example

Capitol Autobody knows the trauma of being in a car accident. They’ve got the empathy and anticipation down pat.

They understand customers are confused and scared when they come to the website.

With before/after pictures of wrecked cars, empathetic language, FAQs, and their credentials showcased, this company shows they get their customers.

They also put their contact info in several places – because people are rattled and won’t see the contact info in the top right corner.

NOTE: A couple of changes would make this home page even better – such as the telephone number in the main paragraph above the fold, and using black text on a white background.

AVOID THIS:

Lack of Empathy Example

A graphic similar to this one was trending on social media a while ago. It was probably written for conversion, but clearly lacks empathy.

If you’ve ever battled with your weight, this ad makes you feel ashamed. And that’s not cool.

Fear and shame, are two emotions that are overused in marketing messages.

Fear has a place – a tiny one – but to develop long-term customers, use it sparingly. Shame is just bad juju.

Scarcity, or FOMO, is considered negative as well.

But it’s a real circumstance. You have limited products; digital deals have ending times; there are only so many hours in a day to work. Those are legitimate FOMO triggers.

DO THIS:

Transparency Example

Patagonia values transparency.

They were one of the first companies to highlight this strength.

Even though they sell products, they have a product recall notice at the top of their site!

That’s a bold, transparent move – to acknowledge a weakness right up front.

Patagonia went through an ownership change last year. They’ve been straightforward and talked about how that will affect their customers.

Another transparent element is the bottom of every page contains FAQs and an accessibility notice.

Be transparent like Patagonia.

You might not appeal to everyone. But you will create raving fans who buy again and again.

Testing - a principle that makes every company better.

As a UX Strategist and Copywriter, I pride myself in understanding my clients’ customers. But . . . sometimes I’m wrong. 🌞

How do I know I’m wrong? By conducting tests.

These tests aren’t the “True/False” or “Choose the Correct Answer” tests you had in school.

These tests are A/B split testing to see which headline gets more clicks. Or user task completion testing where you see where users hesitate because something is unclear.

Testing is a principle of both UX writing and copywriting.

It’s important to test regularly because stuff changes – like the meaning of words. And even mind readers, like UX copywriters, can’t predict that!

And in being fully transparent — I’m a UX Copywriter. 😉

So if you want to improve the UX for your business, contact me.

The post What is UX Copywriting? appeared first on Write On.

One Way to show Uniqueness

Julie — Thu, 14 Dec 2023 15:44:00 +0000

Studying TV commercials is a great way to learn the art of showing uniqueness in 60 seconds or less.

(ASIDE: For the record, my all-time favorite car commercial is below. And if you watch any of these videos, watch this one from Volkswagen:)

Volkswagen has several marketing messages: Family fun, as shown by the above commercial; and safety for families. However the most well-known “family safe car” is probably Subaru.

SUBARU is for families

I can always spot a Subaru commercial. From the music to the dogs and kids, they feature people enjoying the outdoors, dogs driving cars as a spoof, and a child growing up to take over the family car.

Subaru targets active families who want a reliable, eco-friendly, long-lasting car that can go everywhere and can carry a lot of gear. One of their commercials is below:

What comes to mind when YOU think of Subaru?

Now, what do you think of when I say, “Dodge Trucks?”

DODGE is for tough guys

Do you picture a rugged man working outdoors? I do. Dodge targets men who want to haul big loads in the truck bed. Or who need to pull heavy trailers. Doing such things requires a powerful engine and that’s what Dodge spends a lot of time discussing.

Confession: my family owns two Dodge trucks. I might be a bit biased. I’ve watched these trucks stand up to lots of hard use. And although I don’t enjoy their commercials like I do Subaru commercials, my husband won’t buy anything else to haul his equipment.

You might be thinking that these commercials are all from big companies with lots of money. You’d be right. And you can learn from their success – even if you don’t have a huge marketing budget.

The following, however, is a skillful use of storytelling from a medium-size company:

LES SCHWAB is for people with car trouble

In case you’re not familiar with this company, Les Schwab is a medium-size tire store that started in Oregon in 1952.

They expanded from a single store to over 400 stores in the Northwestern United States. For their marketing they use customer stories – positive experiences their customers have had with a store. They put “bobble” heads with the likeness of the customer and quickly tell their story.

YOU are known for . . .

No matter the size of your company, you can use these same principles when talking to people about what you do.

Showing your Uniqueness is a Simple 3-Step Process:

List all the things you want to be known for.
Pick ONE.
Talk about it all the time. (And tie everything else into this ONE attribute.)

Most companies talk about several things. This waters down their messages. Subuaru, Dodge, and Les Schwab are each known for one thing.

And that makes their overall marketing more powerful.

Although I love the Volkswagen commercial I shared, their branding is not as effective as Subaru or Dodge. This is because they’ve chosen more than one branding message.

You want only ONE main message. Then, when that attribute is mentioned, your company comes to mind.

Aren’t sure what’s unique about you?

Hint: Ask your customers.

Sometimes they come up with fabulous insights that help you in your marketing.

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