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Writing Website Copy

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Writing a website used to be so easy. You just plowed into it like it was a brochure. As if you ever knew how to write a brochure. shock

That was 15 minutes ago. Now you are writing for 2 readers...the visitor and the search engines. Add on top of that its advertising. We all know how mysterious advertising copywriting is. Its a minefield!!!

How many websites do you read in a day? How many of them can you remember? Ha! Got ya! There are definate Do's and Don't's. You better stay away from advertising cliches. You better know what your customer's "point of entry is," and I don't mean your home page. What are advertising cliches?

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Writing Website Copy

  1. 1. Website Copy Writing: What to say to make it work
  2. 2. Never before in the history of humankind have words been so important... Copyright © Marketing Impressions 2010 All Rights Reserved
  3. 3. Copyright © Marketing Impressions 2010 All Rights Reserved
  4. 4. Your Potential Customer Copyright © Marketing Impressions 2010 All Rights Reserved
  5. 5. 1. Do you like to write? Copyright © Marketing Impressions 2010 All Rights Reserved
  6. 6. 1. Do you like to write? 2. Are you passionate about your subject? Copyright © Marketing Impressions 2010 All Rights Reserved
  7. 7. 1. Do you like to write? 2. Are you passionate about your subject? 3. Do you have the time to write? Copyright © Marketing Impressions 2010 All Rights Reserved
  8. 8. 1. Do you like to write? 2. Are you passionate about your subject? 3. Do you have the time to write? 3. Do you understand your target market? Copyright © Marketing Impressions 2010 All Rights Reserved
  9. 9. You are writing for 2 “audiences” Copyright © Marketing Impressions 2010 All Rights Reserved
  10. 10. You are writing for 2 “audiences” Copyright © Marketing Impressions 2010 All Rights Reserved
  11. 11. General Rules 1. Keep it short. Copyright © Marketing Impressions 2010 All Rights Reserved
  12. 12. General Rules 1. Keep it short. 2. Use simple words. Copyright © Marketing Impressions 2010 All Rights Reserved
  13. 13. General Rules 1. Keep it short. 2. Use simple words. 3. Use short, punchy sentences. Copyright © Marketing Impressions 2010 All Rights Reserved
  14. 14. General Rules 1. Keep it short. 2. Use simple words. 3. Use short, punchy sentences. 4. Make it clear. Like an 11 yr old could get it , Copyright © Marketing Impressions 2010 All Rights Reserved
  15. 15. General Rules 5. Avoid passive verbs. Copyright © Marketing Impressions 2010 All Rights Reserved
  16. 16. General Rules 5. Avoid passive verbs. Getting Kids into Computers Julie was taking a chance. Jane was hit in the face by the door. Copyright © Marketing Impressions 2010 All Rights Reserved
  17. 17. General Rules 5. Avoid passive verbs. 6. Be clever. Copyright © Marketing Impressions 2010 All Rights Reserved
  18. 18. Copyright © Marketing Impressions 2010 All Rights Reserved
  19. 19. General Rules 5. Avoid passive verbs. 6. Be clever. 7. Take risks. Don’t be a chicken Copyright © Marketing Impressions 2010 All Rights Reserved
  20. 21. General Rules 5. Avoid passive verbs. 6. Be clever. 7. Take risks. 8. Use strong words. Copyright © Marketing Impressions 2010 All Rights Reserved
  21. 22. Copyright © Marketing Impressions 2010 All Rights Reserved
  22. 23. General Rules 5. Avoid passive verbs. 6. Be clever. 7. Take risks. 8. Use strong words. 9. Write compelling headlines. Copyright © Marketing Impressions 2010 All Rights Reserved
  23. 24. Copyright © Marketing Impressions 2010 All Rights Reserved
  24. 25. 10. Kill your inner English Teacher Copyright © Marketing Impressions 2010 All Rights Reserved
  25. 26. Step 1 Research the Keywords Copyright © Marketing Impressions 2010 All Rights Reserved
  26. 27. http://www.googlekeywordtool.com/ Copyright © Marketing Impressions 2010 All Rights Reserved
  27. 28. Step 1 Copyright © Marketing Impressions 2010 All Rights Reserved
  28. 29. Step 2 Start with your Home Page Tip: Search Engines index the Home Page Copyright © Marketing Impressions 2010 All Rights Reserved
  29. 30. Step 2 Write for the Human Visitor Copyright © Marketing Impressions 2010 All Rights Reserved
  30. 31. Step 2 What is the Goal of Your Home Page? Copyright © Marketing Impressions 2010 All Rights Reserved
  31. 32. Step 2 What is the Goal of Your Home Page? To tell the visitor everything they could possibly want to know IMMEDIATELY!! Copyright © Marketing Impressions 2010 All Rights Reserved
  32. 33. Step 2 What is the Goal of Your Home Page? To START a relationship Copyright © Marketing Impressions 2010 All Rights Reserved
  33. 34. Step 2 What is the Goal of Your Home Page? To START a relationship Copyright © Marketing Impressions 2010 All Rights Reserved
  34. 35. Copyright © Marketing Impressions 2010 All Rights Reserved
  35. 36. Step 3 Your About page What is the Goal of Your About Page? Copyright © Marketing Impressions 2010 All Rights Reserved
  36. 37. Step 3 Your About page What is the Goal of Your About Page? To convince the visitor you are a wonderful expert with lots of credentials. Copyright © Marketing Impressions 2010 All Rights Reserved
  37. 38. Step 3 Your About page What is the Goal of Your About Page?
  38. 39. Step 3 Your About page What is the Goal of Your About Page? To START a relationship Copyright © Marketing Impressions 2010 All Rights Reserved
  39. 40. Step 3 The About page Copyright © Marketing Impressions 2010 All Rights Reserved
  40. 41. Step 4 The What You Do Page Clever navigation buttons help Copyright © Marketing Impressions 2010 All Rights Reserved
  41. 42. Step 4 Write for the Human Visitor Benefits vs Features Tip: Nobody cares about the Features Copyright © Marketing Impressions 2010 All Rights Reserved
  42. 43. Step 4 Write for the Human Visitor Benefits vs Features Tip: Nobody cares about the Features What we can do for you. Don’t tell them. Show them. Rely on strong headlines. Copyright © Marketing Impressions 2010 All Rights Reserved
  43. 44. Step 4 Write for the Human Visitor Benefits vs Features Avoid Glib Clichés Quality Service Value Experience Friendly professionals We care Copyright © Marketing Impressions 2010 All Rights Reserved
  44. 45. Step 4 Write for the Human Visitor Benefits vs Features Avoid Glib Clichés Avoid the dreaded Wall ‘o Words Copyright © Marketing Impressions 2010 All Rights Reserved
  45. 46. Copyright © Marketing Impressions 2010 All Rights Reserved
  46. 47. Step 4 Write for the Human Visitor The Cure Copyright © Marketing Impressions 2010 All Rights Reserved
  47. 48. Copyright © Marketing Impressions 2010 All Rights Reserved
  48. 49. Step 5 Go back and insert the keywords Copyright © Marketing Impressions 2010 All Rights Reserved
  49. 50. Step 5 Go back and insert the keywords No more than 2% for each keyword Copyright © Marketing Impressions 2010 All Rights Reserved
  50. 51. Step 5 Go back and insert the keywords Copyright © Marketing Impressions 2010 All Rights Reserved
  51. 52. Step 6 Other Useful Pages No more than 2% for each keyword still applies Copyright © Marketing Impressions 2010 All Rights Reserved
  52. 53. Step 6 Other Useful Pages No more than 2% for each keyword still applies Glossary Copyright © Marketing Impressions 2010 All Rights Reserved
  53. 55. Step 6 Other Useful Pages No more than 2% for each keyword still applies Glossary Articles Copyright © Marketing Impressions 2010 All Rights Reserved
  54. 57. Step 6 Other Useful Pages No more than 2% for each keyword still applies Glossary Articles Resources Copyright © Marketing Impressions 2010 All Rights Reserved
  55. 58. Keywords!
  56. 59. Step 7 Perfection Copyright © Marketing Impressions 2010 All Rights Reserved
  57. 60. Step 7 Perfection – Skip this step. Does anal-retentive have a hyphen? Writer’s joke. Copyright © Marketing Impressions 2010 All Rights Reserved

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