Archive for the ‘Copywriting’ Category

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The following series is pulled from a presentation I gave to a group of beauty bloggers hosted by L’Oreal in New York. Most of the presentation is geared toward how to make a blog more search engine and user-friendly, however I will expand many of the concepts here to include tips and strategies for sites selling products or services across all industries.

Headings

The first place to begin in writing your content is to create a great heading for each page. In the last post I discussed grabbing the visitor’s attention. This is one of the primary jobs of page headings.

The heading is different from the page title tag. Where the title tag is displayed in the search results the heading is viewed on the page itself. Sometimes you want the heading and the title to be the same, other times you don’t. The title MUST use keywords in it. The heading SHOULD use keywords in it. It all depends on the hook you want to use to grab attention and entice your visitor to keep reading.

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Copywriting

No SEO is complete without good content. You can stuff keywords into the text all you want, and that might be okay to get you some decent keyword rankings for a time, but it won’t do anything to improve the long-term success of your business.

A website without good copywriting is a sports car with an engine that doesn’t run. It doesn’t matter how pretty it is, the content is what is needed to provide your visitors the information they need in order for you to make the sale (or conversion, or whatever else you want your visitors to do.)

Understanding Copy

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For those of you who enjoyed my series of posts on The Best Damn Web Marketing Checklist, Period! I have (finally) compiled everything into one easy to download, save, print, and pass around PDF checklist.

The information here has been updated to include not only the check points but also the explanations of each, so you don’t have to keep referring back to the blog posts above. I’ve also added a few points here and there, but no major overhaul or anything.

Anyway, here you go: The Best Damn Web Marketing Checklist, PDF!

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This is part 11 of a 12 part series on keyword research. This series will guide you through four distinct phase of the keyword research process, providing you step by step guidelines to help you gather, sort and organize your keywords into an effective marketing campaign.

Phase IV: Organizing Keywords for Success

Making SEO Successful

Organizing your keywords into an effective marketing strategy is the most important of the four phases of keyword research outlined in this document. While most often SEOs and keyword researchers focus on the research phases, organizing your keyword properly can truly help you create a vastly more successful optimization and marketing campaign.

Let’s use the analogy of building an engine to help us understand the value in this final step in the process.

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• 12 Tips for “Psychological Selling”
• Getting Your Audience to Listen – Turning the Mundane Into Extraordinary
• Blog Tips: 8 Ways to Get People to Read your Content!
• 3 Things You Must Do Before You Submit To Article Directories
• Articles: The Importance of Keywords

• Tips for Writing Articles and Managing Your Writing Workload
• 15 Simple Tips for Writing Effective Ad Copy
• Copywriting for the Busy
• Stories That Stick
• How to Hit a Copywriting Home Run With Perceptual Contrast
• 10 ways to get regular content for your website or blog

This is a continuation of a series of website marketing checklists. Check out all Web Marketing Checklists in this series.

What this is about: This checklist explores the development of your site’s web content including readability issues, message and overall effectiveness.

Why this is important: Content is an essential part of the persuasion process. Pretty, image-based sites may be appealing to the eye, but it’s the content that appeals to the emotional and logical centers of the brain. The inclusion of content as well as the effectiveness of the writing are all crucially important to the sales process.

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• Seven Copywriting Tips for a Well-Staffed Business Website
• Deadline Busters: 15 Tips for Generating Ideas When You’re Drawing a Blank
• Write content with style
• How to Craft a Blog Post – 10 Crucial Points to Pause
• Smart Content Writing – 5 Reasons why you Should

• The Secrets of Storytelling: Why We Love a Good Yarn
• The Zig-Zag Method for Catching Attention and Building Credibility
• 3 Tips to Optimize Your Blog Post Title

One of the easiest ways to set yourself apart from your competitors is by creating a distinct voice through your written content. Whether you realize it or not, every website has a voice. For most businesses, the tone of their online voice is that of whoever wrote their content. Whether written by the site owner, an in-house writer, an SEO, a sub-contracted copywriter, or any such combination, each has contributed to creating the voice of the website.

Unfortunately, this type of collaboration also makes most content virtually indistinguishable from one website to another. Instead of creating a unique voice that is distinct throughout the site, what is created is a voice too diluted to be heard.

That’s not to say that the copy is bad. On the contrary, the copy can be quite effective at educating and engaging the visitor and driving them to the conversion point. Voiceless copy isn’t necessarily bland copy.

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