Website Tips and Resources

Writing Web Content

Writing web content

When writing copy for your site, you should be expressive. Dull, tech only descriptions do not induce people to buy. Add "how" to "what" and you complete the enticement. Go into detail on what the product can be used for, how it can make your life easier, or how it can increase the user's enjoyment. For example, if you have a charter boat business tell about the area the boats can be used in, or destinations that can be reached in a normal charter period. Good copy will pull in customers.

Short paragraphs, concise wording, and follow-through that provides the information promised, all ensure a visit of more than 30 seconds. Short paragraphs with headers make it easy for the reader to scan for the information they really want. A long page will chase potential clients away. Also, using bad grammar or spelling does not instill confidence in potential customers.

Writing Web Copy for Search Engines

Having good products or services is necessary, but without search engine placement it will be hard to bring new customers to the site to find them. Writing copy for search engines is a bit different than normal writing practices. You should know in advance what keywords you expect your viewers to use to find your site. Then these keywords should show up frequently in your text. That is not to say you should keep repeating the keywords in an attempt to fool the search engines, but rather they should show up frequently in the normal context of your site - in titles, descriptions, alt tags, etc. Don't overuse, but keep in mind that the search engines are trying to find the most useful sites for searchers.

What do viewers want?

People who use the web like the anonymity and lack of pressure that visiting websites bring. They will be viewing your competitors as well. The site that offers the most information that they need will probably be the one they contact. You should be willing to go the extra yard to provide free information, downloadable spec sheets and other things your competitors may be missing.

Be a leader, not a follower. If you offer something that makes your site stand out, be prepared to follow up with something else. Your competitors will most likely visit your site and duplicate any innovative marketing you may try. That's fine, it happens all the time. Just be ready to go to the next level and the next after that. Marketing on the web is just like any other marketing, you have to keep changing your strategies.

Promote your site.

This may seem like a no-brainer, but you would be surprised how many companies don't promote their web site. Have it in the return address on your stationary, have it in your yellow book listing, leave business cards laying around with your web address on it—you get the idea. You should also join discussion forums and have the name and address of the site in your signature, find sources to send press releases to, etc. Any opportunity to promote your site will reap long term benefits.

Resources