Why is my copy choppy

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Why is my copy choppy

  1. 1. www.BeyondIndigoPets.com Why is my Copy Choppy Jeani Nugent Beyond Indigo Project Manager jeani@beyondindigo.com 877-244-9322 x320
  2. 2. www.BeyondIndigoPets.com Upcoming Veterinary Webinars: They’re FREE! Sign up at beyondingopets.com Asking Clients to Write Reviews June 11, 2014 ~ 11:00-11:30am CST It’s not uncommon to feel uncomfortable asking your clients to write positive reviews for you. Many veterinarians and business owners simply refuse to do it at all, but for those who take the plunge and find a way that feels natural, it becomes a great way to keep people talking about your clinic and referring friends, relatives, and even strangers! Join us as we talk about how to grow comfortable asking your clients to write reviews. Making Print Materials For You July 9, 2014 ~ 11:00-11:30am CST As you begin your digital marketing journey, you are probably looking more at ways to connect and engage with your clients online. But did you know that you can use traditional marketing approaches to supplement your digital marketing? In this free, 30 minute webinar by Beyond Indigo, you’ll learn how to incorporate business cards, signs, brochures, and more into your digital marketing strategy!
  3. 3. www.BeyondIndigoPets.com Upcoming Veterinary Webinars: They’re FREE! Sign up at beyondingopets.com Your Website Image: Choosing the Right Photos August 6, 2014 ~ 11:00-11:30am CST Choosing compelling images is one of the most important parts of creating a great website. The right images attract attention, set the tone, represent your practice, and educate your users. The wrong images can confuse and annoy your visitors. Join Elyse Phillips, one of Beyond indigo’s Project Managers, to learn:  Tips for choosing photos for your website  People and places and things: when to feature each  When should you use stock photos?
  4. 4. www.BeyondIndigoPets.com BeeFree Cloud-Based Software www.beefree.beyondindigopets.com/webinars.html Do You Know Your Key Performance Indicators In Real Time? June 4, 2014 ~ 7:00pm CST The sad and true fact is most hospitals do not know the real-time numbers that drive their business. For example, do you know your average transaction cost as of today? How many new clients have you had in the past two weeks? How many active clients do you have as of now? Do you know where your clients live? These are some key indicators that you can see immediately when you use BeeFree. Why? They are on your dashboard. Sign up for this webinar to learn how to access these key indicators quickly per doctor and for the hospital overall. It is time to start looking at the numbers daily. Presented TONIGHT!
  5. 5. www.BeyondIndigoPets.com Check Out Beyond Indigo Past Webinars www.youtube.com/user/beyondindigopets Website Essentials
  6. 6. www.BeyondIndigoPets.com Print vs. Website Copy Print Content  Examples: reports, articles, client handouts
  7. 7. www.BeyondIndigoPets.com Print vs. Website Copy Print Content  Examples: reports, articles, client handouts  Read word for word, start to finish
  8. 8. www.BeyondIndigoPets.com Print vs. Website Copy Print Content  Examples: reports, articles, client handouts  Read word for word, start to finish  The expectation is for the reader to look at copy as a whole, from start to finish
  9. 9. www.BeyondIndigoPets.com Print vs. Website Copy Print Content  Examples: reports, articles, client handouts  Read word for word, start to finish  The expectation is for the reader to look at copy as a whole, from start to finish Website Copy  79% of readers scan websites
  10. 10. www.BeyondIndigoPets.com Print vs. Website Copy Print Content  Examples: reports, articles, client handouts  Read word for word, start to finish  The expectation is for the reader to look at copy as a whole, from start to finish Website Copy  79% of readers scan websites  Most users will skip long paragraphs
  11. 11. www.BeyondIndigoPets.com Print vs. Website Copy Print Content  Examples: reports, articles, client handouts  Read word for word, start to finish  The expectation is for the reader to look at copy as a whole, from start to finish Website Copy  79% of readers scan websites  Most users will skip long paragraphs  Only 16% of web users will read a web page word for word, start to finish
  12. 12. www.BeyondIndigoPets.com Print vs. Website Copy Print Content  Examples: reports, articles, client handouts  Read word for word, start to finish  The expectation is for the reader to look at copy as a whole, from start to finish Website Copy  79% of readers scan websites  Most users will skip long paragraphs  Only 16% of web users will read a web page word for word, start to finish  Readers will look for key sentences or phrases
  13. 13. www.BeyondIndigoPets.com So How DO People Read Websites? User-driven Medium  Clients want to “click” things instead of reading long passages
  14. 14. www.BeyondIndigoPets.com So How DO People Read Websites? User-driven Medium  Clients want to “click” things instead of reading long passages Lots of Competition  Millions of other pages out there, so if your client can’t find what they need quickly, they’ll leave
  15. 15. www.BeyondIndigoPets.com So How DO People Read Websites? User-driven Medium  Clients want to “click” things instead of reading long passages Lots of Competition  Millions of other pages out there, so if your client can’t find what they need quickly, they’ll leave Mobile  Between 46-50% of Google searches are mobile  Number of exclusively mobile searches increasing
  16. 16. www.BeyondIndigoPets.com Choppy Copy Choppy can be good!
  17. 17. www.BeyondIndigoPets.com Choppy Copy Choppy can be good!  Bullet points
  18. 18. www.BeyondIndigoPets.com Choppy Copy Choppy can be good!  Bullet points  Effective headlines
  19. 19. www.BeyondIndigoPets.com Choppy Copy Choppy can be good!  Bullet points  Effective headlines  Short, simplified content
  20. 20. www.BeyondIndigoPets.com Repetitive Copy Repetition can be good!
  21. 21. www.BeyondIndigoPets.com Repetitive Copy Repetition can be good!  …and this warrants repeating…
  22. 22. www.BeyondIndigoPets.com Repetitive Copy Repetition can be good!  …and this warrants repeating… Repetition can be good!
  23. 23. www.BeyondIndigoPets.com Repetitive Copy Repetition can be good!  …and this warrants repeating… Repetition can be good!  Users may never see your home page
  24. 24. www.BeyondIndigoPets.com Repetitive Copy Repetition can be good!  …and this warrants repeating… Repetition can be good!  Users may never see your home page  Visitors from Social Media links (Facebook, Twitter, Google+, Pinterest)
  25. 25. www.BeyondIndigoPets.com Repetitive Copy Repetition can be good!  …and this warrants repeating… Repetition can be good!  Users may never see your home page  Visitors from Social Media links (Facebook, Twitter, Google+, Pinterest)  Visitors from Google searches for your services (boarding, pet dental, spay/neuter)
  26. 26. www.BeyondIndigoPets.com Good Web Copy Avoid technical jargon
  27. 27. www.BeyondIndigoPets.com Good Web Copy Avoid technical jargon  Example: say “chronic kidney disease” instead of “chronic renal failure”
  28. 28. www.BeyondIndigoPets.com Good Web Copy Avoid technical jargon  Example: say “chronic kidney disease” instead of “chronic renal failure”  Write at an 8th grade level, this is the level your most of your audience reads at
  29. 29. www.BeyondIndigoPets.com Good Web Copy Avoid technical jargon  Example: say “chronic kidney disease” instead of “chronic renal failure”  Write at an 8th grade level, this is the level your most of your audience reads at Be specific
  30. 30. www.BeyondIndigoPets.com Good Web Copy Avoid technical jargon  Example: say “chronic kidney disease” instead of “chronic renal failure”  Write at an 8th grade level, this is the level your most of your audience reads at Be specific  Back up superlative with facts
  31. 31. www.BeyondIndigoPets.com Good Web Copy Avoid technical jargon  Example: say “chronic kidney disease” instead of “chronic renal failure”  Write at an 8th grade level, this is the level your most of your audience reads at Be specific  Back up superlative with facts  Instead of Best Veterinarian use “Voted Best Veterinarian by XYZ Organization in the ABC area”
  32. 32. www.BeyondIndigoPets.com Good Web Copy Make it about your clients needs
  33. 33. www.BeyondIndigoPets.com Good Web Copy Make it about your clients needs  Skip the mission statement
  34. 34. www.BeyondIndigoPets.com Good Web Copy Make it about your clients needs  Skip the mission statement  Discuss specific services that you offer
  35. 35. www.BeyondIndigoPets.com Good Web Copy Make it about your clients needs  Skip the mission statement  Discuss specific services that you offer Don’t be afraid to upsell!
  36. 36. www.BeyondIndigoPets.com Good Web Copy Make it about your clients needs  Skip the mission statement  Discuss specific services that you offer Don’t be afraid to upsell!  Point out you have products your patients can purchase when talking about nutrition or flea and tick prevention
  37. 37. www.BeyondIndigoPets.com Good Web Copy Home Page
  38. 38. www.BeyondIndigoPets.com Good Web Copy Home Page  Ideally 150 words  Brief description of you  Links within content to important pages
  39. 39. www.BeyondIndigoPets.com Good Web Copy Home Page  Ideally 150 words  Brief description of you  Links within content to important pages Internal Pages
  40. 40. www.BeyondIndigoPets.com Good Web Copy Home Page  Ideally 150 words  Brief description of you  Links within content to important pages Internal Pages  250-500 words  Bullet points and lists  Brief paragraphs  Call to action  Catchy headlines
  41. 41. www.BeyondIndigoPets.com Good Web Copy Home Page  Ideally 150 words  Brief description of you  Links within content to important pages Internal Pages  250-500 words  Bullet points and lists  Brief paragraphs  Call to action  Catchy headlines Headlines
  42. 42. www.BeyondIndigoPets.com Good Web Copy Home Page  Ideally 150 words  Brief description of you  Links within content to important pages Internal Pages  250-500 words  Bullet points and lists  Brief paragraphs  Call to action  Catchy headlines Headlines  Less than 80 characters  Should contain key phrases that users are scanning for
  43. 43. www.BeyondIndigoPets.com So…let’s look at some examples
  44. 44. www.BeyondIndigoPets.com Questions? Feel free to ask now: Audio Chat function Contact me later at jeani@beyondindigo.com 877-244-9322 x320
  45. 45. www.BeyondIndigoPets.com Questions? For additional help with your company’s positive-based marketing, including content, reach out to our Marketing and Sales Manager Melissa Neff at: melissa@beyondindigo.com 877-244-9322 ext 100

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