The Art of Online Marketing

How to Write Powerful Website Copy

2013-05-02T10:00:57Z

Writing Powerful Website Copy
How to Engage Your Reader
Getting the Most Out of Your Website Copy

Writing Powerful Website Copy

I attend many small business networking meetings (something I highly recommend to all business owners), and at almost every meeting, someone will ask, “How do I write, you know, powerful website copy?” My response varies (depending on my mood), but usually it’s something along the lines of, “What do you mean by powerful?” The reason I ask this question is that the first step in writing powerful website copy is understanding exactly what “powerful” means.

Unfortunately, problems in communication arise because people often have two different definitions of what things mean. In this case, powerful means something different to everybody. Sure, we all may have similar ideas, but these ideas are not exactly the same, and this is a very important point to consider. So, before providing tips for “writing powerful website copy,” first I will attempt to define what I believe, as a copywriter, this means. (If you have additional criteria for what you believe makes Powerful website copy, I encourage you to post a comment and tell us about it!)

So, What is Powerful Website Copy?

Powerful website copy instantly engages a reader. It catches their attention immediately, and keeps them on the web page.
Powerful website copy keeps a reader’s attention all the way through.
Powerful website copy appeals to the needs of the reader. It always highlights the benefit to the buyer, not the seller.
Powerful website copy makes it easy for a reader to find the information they’re looking for.
Powerful website copy always includes a call to action and invites the reader to participate or interact with the business (i.e. make a phone call, register an email address, fill out a form).
Powerful website copy helps organically optimize a website’s page by seamlessly including key words and phrases that are commonly used on internet search engines.

Now that we’re on the same page (pun…intended), there are several things that can be done to help meet each of the criteria set above. Let’s take a look, one-by-one.

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Getting the Most Out of Your Website Copy

2013-04-30T07:38:15Z

Powerful website copy makes it easy for a reader to find the information they are looking for.

Making information easily, and in some cases instantly, available is of paramount importance on a website. I always encourage the use of bullet points, clear spacing/formatting, italics, and bold fonts. Using each of these methods (often within the same piece of writing) draws the reader’s attention and helps them focus. What should be highlighted in this manner? The most important things you think a reader should, or needs to, know. This is especially important since people tend to skim rather than read, and by using these methods you can still control what they see.

Powerful website copy always includes a call to action and invites the reader to participate or interact with the business (i.e. make a phone call, register an email address, fill out a form).

At the end of every article, at the top of every page, or at the bottom of every page of your website (as well as all of your other marketing materials) there should appear a call to action. What is a call to action? It is a short phrase/sentence directing the reader to act. “Call now!” “Don’t wait – space is limited!” “Email us for a free estimate.” Whatever it is you would like your prospect to do, state it declaratively and consistently on all of your materials.

Powerful website copy helps organically optimize a website’s page by seamlessly including key words and phrases that are commonly used on internet search engines.

Key words and phrases are those terms that a user enters into a search engine when they are looking up specific information. Many times this includes the product or service, as well as the geography they live or work in. For example, if I need an oil change, I may type in “oil change in Irvine, Ca” into Google. Knowing what terms your prospects are using can help you optimize (drive traffic to) your website. By using these terms in your web copy (they must appear multiple times, and be written into a sentence – the closer to the beginning of the sentence the better), you are organically strengthening your website’s searchability and, over time, can help drive additional traffic to it.

If you would like help crafting powerful copy for your website, call us today at 800/764-8528 and ask for Rebecca!

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How to Engage Your Reader

2013-05-02T10:03:32Z

Powerful website copy instantly engages a reader.

Quite simply, you need a hook. Just like it’s best to include an intro paragraph in an essay, and an intro sentence in a paragraph, with web copy you have to include a title (usually referred to as a “header”) at the top of every written piece. This title needs to contain the following elements:

The article topic
The point being made in the article
Key words/phrases

As an example, we can break down the “title” of this blog post as follows:

The article topic: “Powerful Website Copy”
The point being made in the article: “How to Write” it
Key words/phrases: “Powerful Website Copy”

Powerful website copy keeps a reader’s attention all the way through.

Keeping a reader’s attention is no easy feat. Doing so requires that, as a writer, you are conscious of the following things: sentence length, word choice, order of ideas, and the needs of your reader.
First, make sure you have a mixture of short and long sentences. Short sentences give a point some punch, but too many in a row may not sound sophisticated. Too many long sentences in a row and you run the risk of being too boring or difficult to understand.
Second, chose words your readers will understand. Do not burden them with the language of your industry unless they also work within your industry. Use layman’s terms to help readers better understand your point.
Third, make sure your ideas are presented in a logical and easy-to-follow manner. Creating a detailed outline prior to writing will help you accomplish this.
Finally, make sure you highlight the items your prospects care about most, not what you care about.

Powerful website copy appeals to the needs of the reader, not the writer/business owner. It always highlights the benefit to the buyer, not the seller.

Prospects seek out information because they have a specific need. Your goal as a writer should be to demonstrate as quickly as possible how you can meet that need. When it comes to marketing, which website copy is a big part of, what the prospects need to hear/see should be placed at the highest level of importance. In order to do this, you must know your audience. What ages are they? Gender? Education level? Are they homeowners? Married? Children? Etc. Each of these details can help you determine what things your audience cares about most, and those are the items you should highlight on your website.

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Writing Powerful Website Copy

2013-05-02T11:27:04Z

So, What is Powerful Website Copy?

Powerful website copy instantly engages a reader. It catches their attention immediately, and keeps them on the web page.
Powerful website copy keeps a reader’s attention all the way through.
Powerful website copy appeals to the needs of the reader. It always highlights the benefit to the buyer, not the seller.
Powerful website copy makes it easy for a reader to find the information they’re looking for.
Powerful website copy always includes a call to action and invites the reader to participate or interact with the business (i.e. make a phone call, register an email address, fill out a form).
Powerful website copy helps organically optimize a website’s page by seamlessly including key words and phrases that are commonly used on internet search engines.

Now that we’re on the same page (pun…intended), there are several things that can be done to help meet each of the criteria set above. Let’s take a look, one-by-one.

Next >

2 Easy Ways To Increase Website Traffic and Make Your Blog “Stickier”

2013-04-15T06:34:13Z

Blogs are a great way to add regular original content to your website, while also improving your Google Quality Score and landing page experience for your visitors. But, how do you keep people’s attention long enough for them to “stick” to your page and read your posts? By making your blog stickier! There are two easy ways you can do this:

What does “Sticky” mean?

Ideally, you want visitors to your site to view at least two pages and stay there long enough to get the information they need, which can benefit you in terms of a sale, a lead, or even just regular reader traffic. Unfortunately, if they don’t find exactly what they’re looking for within a few seconds of viewing your site, they’re going to bounce.

Blogs encourage organic searches to specific entries that provide relevant information, but you can refine that even further through these two methods:

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Interlinking

2013-04-15T06:31:36Z

Interlinking, or linking to other blog posts on the same website within a post, allows readers to consume multiple pages of your website starting from a single blog entry. By linking relevant keywords and keyword phrases within your blog to matching posts elsewhere on your page, you’re not only giving your readers deeper insight into certain topics, they’re staying on your site even longer than they would normally by just reading one blog post.

Still need help getting found? The Art of Online Marketing can help you increase website traffic through your blog, or you can ask us for an SEO audit to make sure your entire website is being found by search engines.

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Create a Table of Contents

2013-04-15T06:30:42Z

This is perfect for longer blog posts. Not only does it sum up what a reader can expect to find in that entry, it also increases your relevant links, keywords, and offers a way for people to find exactly what they need, which search engines love.

Break the table of contents up into the specific topics that will be covered in your post, allowing the reader to easily jump to each section. The links in your table of contents will also double as relevant search keywords and keyword phrases for organic searches, so make sure you’re specific!

Drive More Traffic to Your Website, Generate Leads & Increase Sales

2013-04-15T04:28:32Z

How Would You Like to Rank on the
1st Page of Google in Just 1 Month and
Start Getting Buyers to Your Website!

To get the discount please use promo code “99SPECIAL“

Developing a website is just the first step of getting found online. You can’t build a website, expecting people to just know it’s there. You have to promote it and help your BEST prospects find you! One of the most effective ways to promote your site is using search engine optimization (SEO). Effective SEO will help your site rank high in search engine results giving your prospects a better chance to discover YOU as a solution to their needs. Let’s face it, if no one finds you online, then your website becomes an expensive brochure that was never even taken out of the box!

Critical Information: Considering the top 3 organic search engine results (Source: AOL)

The first ranking position in the search results receives 42.25% of all click-through traffic
The second position receives 11.94%
Third position on the first page obtains 8.47%

Imagine that you have the 1st position on the Google search
result for your website… that means that on average, 42% of
the people looking for what you sell will click on your link
and find YOUR website!

Keep in mind, the further down on the page your website
ranks, the less likely a prospect is to find and click on your link.
Now, imagine being on the 2nd page? Forget it!

So, how do you promote your site and make sure it ranks
on the search engine’s 1st page?

It starts with us!

By using our effective SEO services, you can start getting:

Guaranteed results. You’ll be provided with 3 longtail keywords that appear on the 1st page of search results within the 1st month.
Qualified prospects will be driven to your site.
Additional traffic to your well-established sales funnel will also yield you a high return on investment.
You’ll receive an increased number of leads and more sales!

Sound good? This offer is only available to the first 15 clients that sign up or expires on May 15, 2013, whichever is sooner.

To get the discount please use promo code “99SPECIAL“

You may be thinking,

“This sounds good but why can’t I just
promote my site myself?”

Through our experience, it could take you upwards of 40 HOURS at the beginning just to perform keyword research and organize your information to be in SEO shape, assuming you understand how to work with in-depth search engine optimization rules and implement the necessary steps. Ongoing, we estimate your business needs to spend additional time on a consistent basis doing content creation, and link building. The effort to do this isn’t difficult – it just takes discipline and knowledge. Most organizations are focused on other aspects of their business, they DON’T HAVE THE TIME, they don’t understand how to create and implement effective SEO, and they fail.

Why wait? Start attracting leads this month!

To get the discount please use promo code “99SPECIAL“

Start today and get results quickly!

3 Longtail keywords on the 1st page of search engines within the 1st month you sign up

Once you signup, you’ll be redirected to our order form, fill out a few questions, and you’ll be on your way!

If you decide to wait, every day you wait is a missed opportunity to have new prospects become aware of your website. You won’t have the benefit of driving qualified leads to your site and you won’t have the benefit of increasing your sales. Also, if you don’t act now, you will have missed the opportunity to start promoting your site with effective SEO for just $99 during the first month.

Don’t miss out on getting $1,200 worth of services for just $99!

Using our effective SEO services, you can start getting:

Guaranteed results. You’ll be provided with 3 longtail keywords that appear on the 1st page of search results within the 1st month.
20 keywords phrases optimized in total every month.
Qualified prospects will be driven to your site.
Additional traffic to your well-established sales funnel will also yield you a high return on investment.
You’ll receive an increased number of leads and more sales!
If we don’t rank 3 long tail keyword phrases on the 1st page of Google, you won’t pay your monthly fee until we do!

Still need more info? Contact Us.

Leaving LinkedIn Groups

2013-04-15T11:39:11Z

LinkedIn is a great business networking and lead generation tool, BUT sometimes you need to pare down what’s not working. You can only join 50 LinkedIn Groups at one time…and can be difficult to figure out how to leave. Watch this 1-minute video to learn how to leave LinkedIn Groups.

Search Engine Optimization – What’s Available To You

2013-04-15T11:45:34Z

As a business owner, you are always on the lookout for new strategies that will help your business continue to grow and prosper. Two of the biggest steps you can take to ensure that growth continues to happen is having a strong website and marketing that site to the appropriate audience. Search engine optimization is one of the methods used to keep your site connected to people who need your product. This is done by making sure your site comes up as one of the first when web searches are done for your service or product. Get in contact with a web development firm to help you develop a marketing strategy. They will tell you everything you need to know, including search engine optimization rates to help you get started. There are numerous firms out there that do great work. So whether you’re in need of Madison WI SEO, or even an Orange County web designer, chances are you’ll easily find exactly what you’re looking for. These individuals are ready to help your business grow and succeed.

The Art of Online Marketing

How to Write Powerful Website Copy

Writing Powerful Website Copy

Getting the Most Out of Your Website Copy

How to Engage Your Reader

Writing Powerful Website Copy

2 Easy Ways To Increase Website Traffic and Make Your Blog “Stickier”

What does “Sticky” mean?

Interlinking

Create a Table of Contents

Drive More Traffic to Your Website, Generate Leads & Increase Sales

How Would You Like to Rank on the 1st Page of Google in Just 1 Month and Start Getting Buyers to Your Website!

Don’t miss out on getting $1,200 worth of services for just $99!

Leaving LinkedIn Groups

Search Engine Optimization – What’s Available To You

How Would You Like to Rank on the
1st Page of Google in Just 1 Month and
Start Getting Buyers to Your Website!