SlideShare a Scribd company logo
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Putting Words to Work:
Write Your Own
Website Copy
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Putting Words to Work:
Write Your Own Website Copy
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Today’s Speaker
Carrie Rollwagen
Communications Director
3
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Why Do Words Matter?
4
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
What We See
5
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
What Google Sees
6
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
What Google Sees
7
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Start Now!
(The earlier the better.)
8
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Make a Plan
9
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Research
•Evaluate your current materials
•Pull all text from your current website
•Get your keywords if you want SEO
•Check out your competition
10
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Find Your Voice
•Casual or formal
•First person or third person
•Direct address or indirect address
•Stick with brand messaging if you have it
11
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Best Practices
•Active is better than passive voice
•Pick a comma style
•Pick a dash and ellipses style
•Make your content “evergreen”
12
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Define Your Audience
•Experts
•Novices
•Potential Users
•Loyal Customers
13
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Define Your Audience
•What do people want to see from your website?
• Short, to-the-point content
• No jargon
• Easy-to-navigate site
•What does Google want to see from your website?
• Lots of copy
• Keywords
• Specifics about your location
• Fresh information
14
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Compromise for Google + People
•Break up text
•Use subheads
•Add a blog to incorporate extra content
•Use design to put key information in easy-to-find places
15
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Get Organized
16
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Outline
•Have your site map? Work from there
•Don’t have a site map? Start with common pages
17
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Common Pages and What They Need
•Home: keywords, CTA, overall description
•About: SHORT history section, address or link to contact info
•Bios: parallel construction, possibly use a questionnaire
•Contact: address, map and phone number
•Products/Services: original product descriptions, easy-to-navigate
services
•Blog: links to other blogs, in-line links, lots of SEO
18
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Start Writing
19
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Get Organized
•Work from a site map or detailed outline
•Create a text document to work from
•Save each round of edits separately
•Set reasonable length goals (you can always add more copy)
20
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Writer’s Block Blockers
•Work from an outline
•Write a little and then add more later
•Try writing in your email or writing by hand
•Dictate using voice memo
carrierollwagen.com/how-to-combat-writers-block
21
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Edit Your Work
•Edit in a word processing client if possible
•Use tools like spellcheck and grammar check
•Have your team and managers edit in a text document
•Recruit a proofreader
22
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Make Google Happy
23
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
SEO
•Go easy on the keywords — don’t keyword stuff
•Write your metadescription
•Pay attention to heads and subheads
•Incorporate keywords into taglines and slider text
24
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Connect Your Website
•Be liberal with links
•Create CTA buttons and in-line CTA
•Always be leading to something else; don’t let them just close the
page
25
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Last Lunch & Learn of the Season!
October 19
Video For Beginners:
Basics Of Making
And Posting Video
26
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Like what
you learned?
Let us know! We’d love a
review on Google+
“Quick response
time when issues
arise and resolution
times are fast."
“Our experience with
Infomedia was superb!
They built an ecommerce
web portal for a client of
mine last year.”
27
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Give Us a Call!
205.823.4440
28

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Putting Words to Work: Write Your Own Website Copy