Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Copywriting Tips for the Three Most Important Pages on Your Website

9,214
views

Published on

Your home page, landing page, and about page are crucial to your online marketing success. I've crammed 20 years of website copywriting experience into this concise, action-oriented tutorial.

Your home page, landing page, and about page are crucial to your online marketing success. I've crammed 20 years of website copywriting experience into this concise, action-oriented tutorial.


3 Comments
38 Likes
Statistics
Notes
No Downloads
Views
Total Views
9,214
On Slideshare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
198
Comments
3
Likes
38
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Presented by Feldman Creative
  • 2. FIRST THINGS FIRST ¡  ¡  Comfortable? The visitor is prone to leave. Assure them they should stay. ¡  recongnize their need.
  • 3. YOUR VIRTUAL LOBBY ¡  Home page Should I stay or should I go?
  • 4. Provide big, bold assurance. THE DOMINANT ELEMENT ¡  COMMUNICATE YOU UNDERSTAND THE CHALLENGE THEY FACE. ¡  REITERATE THE PRODUCT CATEGORY. ¡  AVOID THE GENERIC… “WELCOME TO OUR SITE.”
  • 5. Create a clear, concise introduction. WE CAN HELP YOU ¡  No boasts, mission statement or elevator pitch. ¡  Focus on the visitor. ¡  “you…” ¡  Your pleasures, your pains.
  • 6. Think search. DON’T THINK S.E.O. ¡  Your optimization should be invisible. ¡  Use keywords— naturally.
  • 7. Snuff the fluff. GET TO THE POINT ¡  Flair is good. Fluff is bad. ¡  Throw away the throw-aways. ¡  Visitors have short attention spans. ¡  Edit ruthlessly.
  • 8. Have a conversation. BE PERSONABLE ¡  Low-tech talk. ¡  Bag the buzzword babble. ¡  Imagine you’re out to make a new friend — because you are.
  • 9. Make navigation a cinch. EASY DOES IT ¡  Never make visitors hunt. ¡  Simple navigation BAR and elements. ¡  Feature prominent pods with subheads. ¡  Call-to-actions.
  • 10. K.I.S.S. Plan for a scan. ¡  Brief explanations. ¡  Sparse copy. ¡  Ample white space.
  • 11. Make the blog easy to find. FLEX YOUR KNOW-HOW ¡  Don’t hide the blog. ¡  Invite readers to it— emphatically. ¡  Feature recent posts.
  • 12. Be a crowd pleaser. GOT PROOF? ¡  Enhance credibility. ¡  Employ social proof. ¡  testimonials, client logos, REviews, accredidations, accolades, ETC. ¡  “Join our 10,000 SUBSCRIBERS.“
  • 13. IT’S ALL ABOUT CONVERSION ¡  ¡  Landing page Your landing page is critical to your success. Not about helping readers find what they want—it’s about delivering it. ¡  “GateD.” ¡  Collect basic information With a form. ¡  We’re talking about opt-ins.
  • 14. Make a keyword connection in the headline. THE RIGHT PLACE? ¡  THE visitor comes with an expectation based on what he just clicked. ¡  Reiterate those words. ¡  Deliver Assurance.
  • 15. Focus solely on the offer. ONE REASON FOR BEING ¡  Don’t crosssell or upsell. ¡  Don’t offer links to sections of your website. ¡  No escape routes.
  • 16. WIIFM? ¡  Use action words. What do I get? ¡  How? ¡  Answer with verbs… ¡  Learn how… ¡  Download the… ¡  Get insights…
  • 17. Showcase the value of the offer. THE VISITOR IS NOT A LEAD YET ¡  Make the value proposition unmissable. ¡  Use subheads & captions. ¡  “DREAMY” value statements. ¡  Make the benefits specific.
  • 18. Write in a friendly second person narrative. DON’T BE COLD ¡  I am “I” and you are “you.” ¡  Avoid job titles, customers, users, etc.
  • 19. EMBRACE SPEED READERS ¡  Add bullet points. Bullet points work great. ¡  List the benefits of what you’re delivering. ¡  Preview the contents. ¡  You might use icons or small images. ¡  1, 2, 3.
  • 20. HERE IT IS Show and tell. ¡  Show the “prize.” ¡  Write a caption to summarize The landing Page in one sentence.
  • 21. ADD CREDIBILITY Deliver some proof. ¡  Testimonial. ¡  Quote an authority or high profile client. ¡  Numbers.
  • 22. LESS = MORE ¡  the fewer fields you require, the more responses you’ll get. ¡  Make the form easy to find and fill.. ¡  Email & name. Streamline the form.
  • 23. GET CLICKED ¡  Include a smart button. Choose callto-action words carefully. ¡  Generic words such as “submit” perform poorly. ¡  Value statements are better. ¡  Send me “free tips.”
  • 24. THE AWKWARD FIRST DATE ¡  ¡  About page Most visited or most exited? Challenging page to write —who’s it really about? ¡  Answer Questions: why read? What problems will I solve here?
  • 25. Be interesting. DON’T TEST YOUR READER’S PATIENCE ¡  Get the reader to want to know more about you—not less. ¡  Write a tight, well-paced page. ¡  Avoid needless detail. ¡ 
  • 26. NICE TO MEET YOU Use video carefully. ¡  Go ahead and offer a short & sweet video. ¡  Don’t rely only on video. ¡  No “autoplayS.”
  • 27. BE WARM AND APPROACHABLE ¡  Write conversationally. About pages tend to be stiff & stilted. ¡  Have a sense of humor. ¡  Avoid jargon. ¡  Use a converSational voice.
  • 28. GOT CRED? Again, proof plays well. ¡  Your office wall. ¡  badges. ¡  Memberships, accolades, publications, speaking experience. ¡  Testimonials.
  • 29. EGO FOOD? ¡  Lose the B.S. Be wary of superlatives & hyperbole. ¡  Avoid B.S. words… “visionarY, outstanding, world-class & cutting-edge.” ¡  And you’re not a thought leader.
  • 30. NOTHING BUT THE TRUTH Don’t write fiction. ¡  Your aspirations & accomplishments are not the same thing. ¡  Tell your readers about why they should care about your accomplishments.
  • 31. SAME, SAME, SAME? Take some chances. ¡  write a page no one else could. ¡  Real people who will change your life. ¡  Make yourself a bit nervous.
  • 32. RESUMES ARE BORING Bring bios to life. ¡  Bios that are 100%percent academic & professional are sleepy. ¡  Readers expect you to be a pro. ¡  Now give them something worth talking about.
  • 33. CONNECT Suggest making social connections. ¡  an opportunity to begin a relationship. ¡  Publish links to social media profiles. ¡  Links to bloggers. ¡  Email addresses.
  • 34. BE SKIMMER FRIENDLY Make it a quick read. ¡  Bullet the company facts. ¡  Try interview formats. ¡  Video Q & A.
  • 35. THINGS CHANGE Keep the page up-to-date. ¡  Don’t allow your about page to be out-of-date. ¡  Reflect the company you are today. ¡  New services, new people, locations, clients, etc.
  • 36. Remember who the page is really about. THE MOST IMPORTANT THING ¡  Your five w’s is a starting point only. ¡  Focus on the why. ¡  Salesy won’t establish credibility. ¡  the reader comes first.
  • 37. Can I help you? YOUR QUESTIONS ARE WELCOME. www.feldmancreative.com @feldmancreative
  • 38. THANK YOU ¡  ¡  You can go now. Go write a great home page. Go write a great landing page. ¡  Go write a great about page.

×