Do You Click Here?

Have you ever searched “click here” on Google or Yahoo?  There are 4.7 BILLION references on the Internet through Yahoo for “click here.”  Not a real effective use of key words within your site to drive the desired traffic.

When writing websites people read - keep in mind that the live links within your site should be the actual key words of the landing page, video clip or PDF file the reader will be transported to find.  For example:

In your website if you want a live link to your latest newsletter, an untrained web site copywriter might say:

“For the latest newsletter click here.”

However, a savvy web site copywriter knows to use the live link content as a search tool:

“You might be interested in reading our latest newsletter entitled What’s Social Media and Why do I Care?“ 

In the last example, the web site copywriter has provided specific information for the reader as well as a well defined live link for the search engines to index.

Don’t become a victim of the “click here” syndrome.  Make sure you create landing page copy that includes key word rich live links.

How to Write Website Content Readers Return For

Once they’ve found you - you want them to return again and again.  You long for the reader to “bookmark” your page for easy reference.  So how to write website content that inspires a return visit?

Give your readers a reason to return.  Provide regularly updated content:

Newsletters

Articles

Tips for success

Thoughts of the day

Links to vendor partners

Update samples and testimonials

Freebies/giveaways

Frequently asked questions

You work hard to create a website that attracts the right customer and inspires them to take action, however, your work doesn’t end there.  The website needs to be constantly updated with fresh information so that readers return over and over.  They won’t make a decision or take action on the first visit - for some it may take more than one stop on your site.  If every time they return the content is the same - they may loose interest.

That’s where a web site copywriter comes in handy.  They can be constantly creating new information that can be added to your site.  And remember - each time you update your site, the search engine spiders come back around to see what you’ve done which helps with the search results!

The Trust Factor: Writing Websites That Inspire Confidence

People buy from those they like and trust.  When writing websites people read, consider including a confidentiality policy on your site.  Make sure your customers know you won’t be selling their information.

If appropriate, offer a money back guarantee

If you are selling items, clearly explain the different payment options and consider becoming a PayPal provider or use a payment site that has a secure information page.

Identify theft and information selling have become a wide spread problem.  Make sure you or your web site copywriter includes language that offers comfort and security to your readers.

Why Do You Have a Website?

We just talked about identifying who you want to come visit your site:  your ideal customer.

Once you know who you want to attract to your website – the next tip is to determine what role you want your website to have for your business:

Do you want to:

Sell products on line

Tell your business story from start to finish

Be a teaser that entices the reader to call

Show samples of your work

Just have an on-line brochure

All of these and more are legitimate reasons for a website.  Truth be told to compete in today’s computer-literate world, you must at least have an on-line brochure with a contact us page that encourages customers to contact you for more information.

But writing websites as an online brochure won’t be enough incentive for the reader to take action.  Your website needs to answer the question: 

“Why should I contact you instead of the thousands of other businesses in your industry?”

So why do you have a website? Is it because a web site copywriter told you that you should have one or is it because you realize that more and more consumers are doing the majority of their research and buying information gathering via the web? 

Determine the purpose of your website and then create a website that meets those needs while answering the customer’s under lying question: how can you help me?

As always - an experienced web site copywriter can help you determine the purpose of your site and can help with writing websites people read.

Web Copywriters Help You Identify Your Customer

One of the first things you should determine when writing websites is who you want to read your site.  Not everyone is a candidate for your products or services.  So who is your ideal customer?

Determine your reader.  Many of us share similarities, but we are all driven by:

Our history

Our goals

Our interests

So it important when writing websites to understand the likely demographic of those visiting your site.  Why?  Well, let’s just talk age for a minute.

For those of us in the baby boomer age, we like a clean, crisp look with traditional vocabulary.

For those in the younger generation, they want to see color, hip style and slang words.  Interestingly enough I just read that today’s consumer – the gamer – have been raised on Game Cube, Playstation, etc. and have limited attention span.  So if you are attracting that consumer you need to include games on your site.  Something that is interactive and changing that will invite them to stay for an amount of time required to understand the problems you can solve for them.

When writing websites you need to make sure that you speak the language of your ideal customer.  Once you’ve determine who that is - do a little research to determine the style they prefer and then create your website content to attract that specific reader.

Not sure how to determine your specific customer?- a web site copywriter can help.

Web Site Copywriters: The Ultimate Time Saver

Your plate is filled with so many tasks and so little time you sometimes have trouble knowing which project to start first.

You know you need to constantly feed your website with fresh content - but who has the time?  That’s where a web site copywriter can provide value. 

“How can you possibly write about my business - you have never worked in my industry?”

As a web site copywriter, I hear that a lot.  The interesting thing about what I do is that I rely on you to provide the industry details - either through an interview or researching industry websites you recommend.  A web site copywriter takes material already in existence and then rewrites based on your point of view, your company’s unique value and the focus you wish to project. 

The copywriter is putting the words together in a readable fashion for the person visiting your site. 

Think of the time you’ll save; spend 30 minutes sharing your view points and the key message you want to convey and then forget about it - the web site copywriter takes it from there.

There is nothing scarier for the non-writer than a blank piece of paper (or in this case, a blank computer screen).  The web site copywriter creates the content and then you can just take a red pen to refine.

Considering a writer to help with your website content?  Start with a small project - one page on your site, an article to post, a press release of a recent event.  Your website will be updated and you won’t have to write a thing!

What Results Do You Want From a Web Site Copywriter?

Have you ever Googled your name? You should be amazed by the number of references there are. Think about it - if you are writing websites that people read, if you are creating landing pages that speak to the reader, and actively participating in social media - the search of your name should produce several pages of hits.

A website copywriter can help you create an Internet strategy - a plan of action of ensuring that when your name or your company name is searched - the results are plentiful.

Just how many ways can your name be indexed and therefore found during a Google search?

• Your website and blog - these are no brainers - however, here is a tip.  If your name or company name is only on the site in a logo or photo image format - the search engines can’t read pictures.  Make sure the web site copywriter uses your name in the actual content as well.
• Articles you’ve written - did you know it is free to post articles on E-zine Articles.  Expose your expertise to hundreds of thousands of readers and potential customers via articles that provide value to the reader.
• Comments on other people’s blogs
• Your Linked In, Facebook, MySpace, YouTube, Fliker and Twitter accounts but did you know that the questions and answers you ask/answer on LinkedIn are also indexed?
• Press Releases
• e-Newsletters
• PDF files that appear on your site/blog
• Directories - have you listed your business on the Internet Yellow Pages and business directory sites?  In most cases it is free - just one more way for people to find you.

The list is endless.  Basically everything you do on the Internet is indexed and available for search via your name, your company and of course your key words. 

Scott Ginsberg of Hello My Name is fame (the “Name Tag Guy”) just wrote a blog post asking “When someone Googles your name - what do you want to happen?”

The article provides great talking points for you and your web site copywriter as you plan the strategy for your Internet Presence. 

Google your name and see what happens.  Not very many hits?  Call me - I can help.  330-414-8792

Deborah Chaddock Brown

Web Writer