Woven Hanky
But before you step onto the first strand of the SEO salesman's web, consider a small point: is it really more hits that you want from your website? Or more responses? Because according to the Chinese proverb, we should be careful what we wish for: showering your website with more hits could kill your business opportunities. Here's how...
Let's assume that most markets are finite - there's a limited number of people for you to do business with. If that's so, then the more people who hit your website and leave without a trace, the fewer there are left to visit for the first time. And people seldom re-visit a website that didn't engage them first time. The smaller this remaining pool of prospective customers becomes, the smaller your chances of getting business from them, until there are none left. This situation is compounded, especially if all your marketing eggs are in the one web-woven basket.
If all this sounds a bit grim, don't worry, because there's a simple solution. All we need to remember is one important point: the number of hits does not necessarily increase the number of responses. After all, it's responses that we need - not hits. And that requires the techniques of persuasive copywriting.
Because without encouraging the prospect to respond with our persuasive content writing, all a hit leads to is a brief encounter with a prospect, then she's off, falling into the arms of your ruthless (but equally charming) competition to- well... to do whatever it is they do together behind your back; leaving lonely old you sobbing into your hanky, hoping there's plenty more fishes in this ever-decreasing sea we call 'the market'?
Well, there is more you can do. A lot more. So put that soggy hanky away and come with me. I can't tell you all the secrets we've squeezed into our Web-Writers' Workshop, but I can share 5 bits of advice to create more persuasive web copy...
Firstly, before you start, remember the golden rule: whatever it is you want to write, no one will want to read it. Sounds a bit depressing, doesn't it? But unless you're John Grisham or J.K Rowling, most people will merely skim across your words like a flat stone, not bathe in them like a walrus. So keep it brief and to the point. Most of all, keep it relevant to the reader.
Secondly, for every ten words you would normally write on paper, make it five words on the screen. People don't like reading screen words, it makes them read 25% slower. This explains why so many people want to print out emails and web pages; stopped in their tracks by tree-huggers, thankfully.
Thirdly, if the first sentence of your website content mentions the name of your company, get rid of it. Make sure the first paragraph (or even whole page) of your home page is devoted to your reader... their interests... their issues... them, them, them; not you, you, you. She'll stay with you longer if you show you understand her.
Fourthly, give your words air to breathe. Just because you can have an infinite line-length doesn't mean you have to try to reach the end of it. Try to make your line lengths about 8 to 14 (tops) words long; sentences 2-3 lines long; short paragraphs and add subtitles to break up the wall of type you're building.
Fifthly, make sure your features are 'features' and your benefits are 'benefits'. It's amazing how many people mix them up or mistake a 'benefit' for an improved 'function' which is just what the product does, not how it provides value to the user.
That's just five points, but there's so much more I'd like to tell you. One thing is for sure - there is more you can do to improve your website responses before you get the whole would bouncing off it into the arms of the competition. A lot more.
That's just five points, but there's so much more I'd like to tell you. One thing is for sure - there is more you can do to improve your website responses before you get the whole would bouncing off it into the arms of the competition. A lot more.
Martin Ison is managing director of Micomms Ltd and course tutor of the Web-Writers' WorkshopTM.
m.ison@micomms.co.uk
http://www.web-writers.com
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