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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.
Last week I posted a series of articles about Destination Search Engine Marketing. Over the four-part series we asked the questions, do you deserve top search rankings? and what would sudden exposure get you? We then talked about what it means to have a business that stands out in a sea of thousands, and explained further how Destination SEM isn’t just marketing as usual. One of the common themes, and one of the basics of Destination SEM is that you’re not just trying to drive traffic to your website, you’re’re trying to build a site that draw traffic and compels visitors to purchase (or subscribe, etc.) You want to create a site that not only makes visitors want to return to frequently but for your site to become the go-to site for your industry.
Today I wanted to take a break from that series to discuss, over the next two weeks, the seven building blocks of a Destination Website.
(Don't wait for the movie!)
E-Marketing Performance: Effective Strategies for Building, Optimizing & Marketing Your Website Online
