This document provides an overview and agenda for a website bootcamp on building a better WordPress website and copy in 1 hour. It covers planning content and choosing a platform, with a deep dive on content questions and layout. It recommends WordPress for its ease of use and features. The document discusses aligning copy, design, and development, defining the target customer, prioritizing content, and incorporating keywords. It provides tips on writing headlines and how much copy is too much. It also discusses choosing themes, testing and iterating content, and creating a content calendar for continuous learning and improvement.
Build a start-up is hard. Building it on a platform you may not understand is harder. Here are 5 things you need to know regarding building your start-up on WordPress.
The legal team at Adobe is constantly seeking creative new ways to better serve our customers and employees. Part of this effort has been the development of what we call The Adobe Legal Department Style Guide. We use it as the foundation of the way we create and revise our agreements, processes, policies and trainings to ensure that they are models of clarity and simplicity, and that we communicate with a common voice. These efforts have resulted in an array of benefits including greater organizational efficiency, reduced translation and other costs, and most importantly --- happier customers and employees. Now we would like to help others in the legal profession to do the same. The Adobe Legal Department Style Guide is available to anyone free of charge under a Creative Commons license.
Today, it seems like everything revolves around tabs when it comes to the internet. Not only does virtually every browser available use tabs so you can keep track of multiple windows, but websites are using tabbed designs to simplify navigation and ease-of-use. But how difficult is it for you as a website builder to create a web design that leverages tabs?
Build a start-up is hard. Building it on a platform you may not understand is harder. Here are 5 things you need to know regarding building your start-up on WordPress.
The legal team at Adobe is constantly seeking creative new ways to better serve our customers and employees. Part of this effort has been the development of what we call The Adobe Legal Department Style Guide. We use it as the foundation of the way we create and revise our agreements, processes, policies and trainings to ensure that they are models of clarity and simplicity, and that we communicate with a common voice. These efforts have resulted in an array of benefits including greater organizational efficiency, reduced translation and other costs, and most importantly --- happier customers and employees. Now we would like to help others in the legal profession to do the same. The Adobe Legal Department Style Guide is available to anyone free of charge under a Creative Commons license.
Today, it seems like everything revolves around tabs when it comes to the internet. Not only does virtually every browser available use tabs so you can keep track of multiple windows, but websites are using tabbed designs to simplify navigation and ease-of-use. But how difficult is it for you as a website builder to create a web design that leverages tabs?
Over the past few years, we’ve seen the web community create style tiles, element collages, style guides, pattern libraries, and a slew of other tools in order to break interfaces down to their atomic elements. Our interfaces are going more places than ever before, so this shift is essential to help us better understand what our websites consist of in order for us create smart, scalable, maintainable designs.
This session will introduce atomic design, a methodology for creating robust design systems. We’ll cover how to apply atomic design to implement your very own design system in order to set you, your organization and clients up for success.
Introduce Bootstrap 3 to Develop Responsive Design ApplicationeXo Platform
www.exoplatform.com - The second session of "eXoers on the grill" presentation in Vietnam. After a very good start last month about the Git Rebase Functionality presented by Trong from the Portal team the subject of this session was the Responsive Design.
This presentation was prepared and presented by all members of UI Team: Giang, Hoa, Trung and Thibault.
eXoers on the Grill aims to provide some incentive & fresh air for our staff in order to constantly re-think our methods, spread good practices, promote some technology or tools, generate ideas, etc... All the teams are invited to contribute by picking up some hot topics of their choice and spread to other teams.
How to bootstrap your idea when you are a developerNicolas Deverge
Presentation by @ndeverge and @bluxte about the launch of their products (http://teammood.com and http://actoboard.com).
Presented at the Toulouse JUG.
Creating Living Style Guides to Improve PerformanceNicole Sullivan
Refactoring Trulia’s UI with SASS, OOCSS, and handlebars. My slides from jsconf 2013. Lot's of yummy details about the performance improvements we were able to make.
WordPress has been built by hundreds of volunteers around the world. I’m not just talking about the code and design itself, but also themes, plugins, documentation, tutorials, and more. The community itself benefits from the free time that you can give. It doesn’t have to be much, and sometimes doesn’t require a ton of skill, except knowing WordPress. I know WordCamp attendees have a specific purpose to attend for specific topics, but if you’ve ever thought about giving back to the WordPress community, but not sure about how, THIS would be the presentation to sit in on.
MIMA 2014 - Changing your Responsive Design Workfloweaselsolutions
Presentation slides from Dustin Tauer's 2014 MIMA Session:
What is your Web workflow? If your situation mirrors that of most organizations, the process often begins with some initial planning and discovery, followed by the design phase. In the design phase, Photoshop is opened and wireframes evolve into static designs. Once approved, these designs are passed to the developer which leads to testing, tweaking, and finally, launch. This workflow is great for traditional websites, but major evolution is needed to account for the changing landscape that is responsive design.
This session will present different strategies and processes for effectively designing and developing responsive websites. We’ll look at how taking a content-first approach rather than a design-first approach can significantly reduce the number of issues and iterations throughout the process. With mobile traffic quickly surpassing desktop traffic, a new workflow process is imperative to helping us be better prepared for the constantly changing device landscape.
Building your WordPress business WordCamp Boston 2013Matt Report
If you're like me, you love WordPress and leverage it to make yourself a tidy living from it.
Over the last year, I've had the unique opportunity to interview WordPress entrepreneurs that create some amazing stuff.
It's their lessons of success and failure that will teach us to become better at this craft.
Over the past few years, we’ve seen the web community create style tiles, element collages, style guides, pattern libraries, and a slew of other tools in order to break interfaces down to their atomic elements. Our interfaces are going more places than ever before, so this shift is essential to help us better understand what our websites consist of in order for us create smart, scalable, maintainable designs.
This session will introduce atomic design, a methodology for creating robust design systems. We’ll cover how to apply atomic design to implement your very own design system in order to set you, your organization and clients up for success.
Introduce Bootstrap 3 to Develop Responsive Design ApplicationeXo Platform
www.exoplatform.com - The second session of "eXoers on the grill" presentation in Vietnam. After a very good start last month about the Git Rebase Functionality presented by Trong from the Portal team the subject of this session was the Responsive Design.
This presentation was prepared and presented by all members of UI Team: Giang, Hoa, Trung and Thibault.
eXoers on the Grill aims to provide some incentive & fresh air for our staff in order to constantly re-think our methods, spread good practices, promote some technology or tools, generate ideas, etc... All the teams are invited to contribute by picking up some hot topics of their choice and spread to other teams.
How to bootstrap your idea when you are a developerNicolas Deverge
Presentation by @ndeverge and @bluxte about the launch of their products (http://teammood.com and http://actoboard.com).
Presented at the Toulouse JUG.
Creating Living Style Guides to Improve PerformanceNicole Sullivan
Refactoring Trulia’s UI with SASS, OOCSS, and handlebars. My slides from jsconf 2013. Lot's of yummy details about the performance improvements we were able to make.
WordPress has been built by hundreds of volunteers around the world. I’m not just talking about the code and design itself, but also themes, plugins, documentation, tutorials, and more. The community itself benefits from the free time that you can give. It doesn’t have to be much, and sometimes doesn’t require a ton of skill, except knowing WordPress. I know WordCamp attendees have a specific purpose to attend for specific topics, but if you’ve ever thought about giving back to the WordPress community, but not sure about how, THIS would be the presentation to sit in on.
MIMA 2014 - Changing your Responsive Design Workfloweaselsolutions
Presentation slides from Dustin Tauer's 2014 MIMA Session:
What is your Web workflow? If your situation mirrors that of most organizations, the process often begins with some initial planning and discovery, followed by the design phase. In the design phase, Photoshop is opened and wireframes evolve into static designs. Once approved, these designs are passed to the developer which leads to testing, tweaking, and finally, launch. This workflow is great for traditional websites, but major evolution is needed to account for the changing landscape that is responsive design.
This session will present different strategies and processes for effectively designing and developing responsive websites. We’ll look at how taking a content-first approach rather than a design-first approach can significantly reduce the number of issues and iterations throughout the process. With mobile traffic quickly surpassing desktop traffic, a new workflow process is imperative to helping us be better prepared for the constantly changing device landscape.
Building your WordPress business WordCamp Boston 2013Matt Report
If you're like me, you love WordPress and leverage it to make yourself a tidy living from it.
Over the last year, I've had the unique opportunity to interview WordPress entrepreneurs that create some amazing stuff.
It's their lessons of success and failure that will teach us to become better at this craft.
Why LinkedIn? All the reasons you should be leveraging LinkedIn By Amber McCo...Amber Walcker
Includes:
- Knowledge on what LinkedIn is
- Understanding how LinkedIn works
- Actionable steps to create or improve your LinkedIn Profile such as:
- How to write a recommendation, what to include, and templates
Building a Unified Product Content Strategy | Quentin DietrichLavaConConference
In this session, you’ll learn about the challenges and victories as we worked to build a unified product content practice at an enterprise software company. We took a help documentation team, and from there grew the content practice to influence, drive, and unify content throughout the entire product ecosystem. Many times, it can be hard to know where to start. We’ll share the steps we took and the lessons learned as we reimagined our content practice.
In this session, attendee’s will learn:
Creating a product content style guide
Connecting content through the product ecosystem
Refining your product creation process
Influencing and content decisions across the organization
Working in an agile environment with few resources
How a Product Manager Pivots Into a New Domain by Microsoft Sr PMProduct School
Main Takeaways:
You don't need to start in a given domain as the biggest expert in that domain - you just need to lead with curiosity.
You can be effective by having good core PM skills and remaining focused on a key set of repeatable questions and processes focused on understanding the business space &, most crucially, who are the customers and what are their pain points & needs.
You also have to start by understanding the org you're moving into - especially who are the key domain experts to partner with early and what is the org's understanding of Product Management.
Your Guide to Content Marketing for NonprofitsTechSoup
Social media, blogs, webinars, infographics — there are so many types of content, but which ones does your nonprofit need? Nonprofits are already strapped for time and money, so how can you create an efficient but effective content strategy? In this webinar, we will go over how you can set up a content plan to help your nonprofit increase visibility, expand impact, and engage with both community and donors. We will cover the following:
The different types of content your nonprofit should be thinking about and why — blog, social, webinar, podcasts, website
Prioritizing content for maximum reach
How to effectively create a content strategy
Tools and best practices to make your work easier and more effective
Measuring success and understanding what metrics matter most
Penrocket provides professional writing talent and process to inbound marketing agencies that need to produce the highest quality content for their clients.
SEO For Business Owners in Japan - Tokyo Digital Marketers EventZo Digital Japan
In the presentation I gave on 11/30/2018, I talk about the basics of SEO. I also finish with the top 10 mistakes that businesses make with SEO in Japan. Brought to you by Zo Digital Japan.
Making a website is more then making pretty picture and some sales jargon. You have to fully understand the project, your audience, current traffic trends and the even more important – the business goals before every writing a line of code.
How Product Manager Pivots Into a New Domain by Microsoft Sr PMProduct School
Main Takeaways:
You don't need to start in a given domain as the biggest expert in that domain - you just need to lead with curiosity.
You can be effective by having good core PM skills and remaining focused on a key set of repeatable questions and processes focused on understanding the business space &, most crucially, who are the customers and what are their pain points & needs.
You also have to start by understanding the org you're moving into - especially who are the key domain experts to partner with early and what is the org's understanding of Product Management.
This is a presentation by Jeff Crawford from Zo Digital Japan presented to JMEC (Japan Market Entry Class) on March 28th, 2019. In his talk, Jeff talks about the top ranking factors that search engines use, as well as common mistake to avoid in Japan. Jeff also discusses how to do online marketing for Japan Market Entry.
Find out how to rethink about your business marketing strategy by optimizing your website layout, call to actions, copywriting, and landing pages. Learn how to build your brand and how to local directories to increase your profits!
How to Crack the PM Interview by Gayle McDowellProduct School
Product Management Event Held at the Product Conference in San Francisco.
Gayle McDowell taught how to prepare for Product Manager interviews, what top companies like Google, Amazon, and Microsoft really look for, and how to tackle the toughest problems.
She also discussed how the ambiguously-named "PM" (product manager / program manager) role varies across companies, what experience you need, how to make your existing experience translate, what a great PM resume and cover letter look like, and finally, how to master the PM interview questions (estimation questions, behavioral questions, case questions, product questions, technical questions, and the super important "pitch").
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...Content Marketing Norge
Joakim Ditlev fra Content Marketing DK og forfatter av den første danske boken om innholdsmarkedsføring – Content Marketing Bogen – var på Epic Content Marketing 2015. Joakim går igjennom:
- Hvorfor innholdsmarkedsføring noen ganger mislykkes
- 5 steg til en innholdsmarkedsføringsstrategi
- Hvordan du kan selge innholdsmarkedsføring til dine kolleger
- Hvordan du organiserer ditt content marketing-team mm.
Developing an editorial mindset in a non-editorial businessSticky Content
They say everyone’s a publisher now, but what does that mean when you’re a b2b marketer with limited resources and no in-house editorial skills? How do you keep on producing marketable content, month in month out? Where do good ideas come from? Here are 5 things that b2b marketers can learn from publishers and editors…
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5. Content questions you should be asking:
o When should I start planning out my
copy?
o How do I align my content with design
and development?
6. Planning for Website Copy
● Start ASAP!
● Develop a team consensus on:
o Core company & product messages
o What is the story
o Target audience & their language
o Features vs. benefits
11. Your target customer
Demographics
● Name
● Type
● Gender
● Age
● Profession
● Income
Back story
(Problems)
● What challenges
are they having?
Their Needs
● What do they need
to solve this?
How to exceed their
needs?
● What do we need
to do?
14. Why WordPress?
Pros
● Easy
● Inexpensive
● Content
● Mobile
● SEO
● Community
● Learning curve
● A lot of “noise”
● Still requires some
custom work
● Security
● Updating
Cons
15. Platform opportunity
● Content marketing
o Blogging, social, e-mail
● E-commerce
o Digital sales, product
● Membership
o Paywall, premium content
18. How to make your copy ROCK
o What makes a great headline?
o How do I incorporate keywords?
o How much copy is too much?
19. Writing Awesome Headlines
Specific, well-defined benefit -- not feature!
This: NOT this:
The 5-Minute Improvement that Brings in 500 More Customers. The Top Customer Acquisition Tool
23. Recipe for a Great Headline
● Lead with the most important word(s), i.e. benefits
● Avoid being clever when you can be clear
o Stay away from typical, overused words like “Save time”, “save
money”, etc.
● Keep it short without leaving out the meat
Spend more time writing your headline than writing the
rest of the page!
34. Pros v cons
● Affordable
● Fast
● Determined layout
● Attractive
● Do it yourself
● Doesn’t fit brand
● Not for every use
case
● Determined layout
● Not content ready
36. Pros v cons
● Fits the brand
● Made for the
content
● Unique experience
● Scalable
● Aligned w/
marketing
● Time
● Budget
37. Designer questions
Are you competing in a competitive space?
What are your conversions worth?
Do you have too little or too much content?
How does this transcend into mobile vs desktop experiences?
(see planning phase)
40. Iterate, Iterate, Iterate!
● But, what do I iterate?!
o Short answer: Everything!
o Specifically:
Headlines
Calls to action
Layout of content
41.
42.
43. Tools & tech for testing
(Outside of WP)
● Unbounce
● Google Analytics
● Google Webmasters
● Crazyegg
● Zopim
44. Learn & Improve
● What headlines worked (and didn’t work)
● What CTAs converted the best (and worst)
● Which layout converted the most users?
Speaker: matt
Welcome
Overall goal of webinar
Who we are: brief intro
Intro into agenda
Speaker(s): Kristin & Matt
Speaker(s): Kristin
Speaker(s): Kristin
There are a million different directions you can take a content discussion but we’re going to focus it in on how to plan your copy for a new website or website revamp. first up, let’s go over how you should be thinking and planning for website content...
Speaker(s): Kristin
To best plan for a website launch, you need to think about copy the right way.
Especially for startups, it’s a natural instinct to just jump in and begin writing, trust me i’ve been there, but save you and your team time in the long run by taking some time to frame your content strategy, even if it’s a brief plan.
It is also, seriously critical, to understand how content fits in with design and development processes, as Matt will explain in a bit
Speaker(s): Kristin
Content & messaging planning come first -- always.
And getting on the same page as soon as possible with your entire team on messaging, targeting, benefits and the overall story must be done before copy is written.
Without it, everyone comes into a copy review after you’ve spent hours upon hours on the copy, with their own opinions and it will get torn apart. Seriously, i’ve seen it happen.
So if you’re responsible for copy, it’s your responsibility to get all decision makers in a room and decided upon the direction of the copy and messaging so you can kick it off on the right foot.
Speaker(s): Matt
Speaker(s): Matt
Speaker(s): Kristin
It can’t be emphasized enough how important it is to come up with the content strategy ASAP – its initial development should be underway before design & development begins.
Matt will chime in on why this is so helpful from the design & dev perspective
Speaker(s): Matt
Speaker(s): Matt
Speaker(s): Matt
Speaker(s): Matt
Speaker(s): Matt
Speaker(s): Matt
Speaker(s): Kristin
So once the planning has been done, the dirty work begins. After you’ve set the stage for your content direction, you need to now execute on it -- and im’ going to show you how
Speaker(s): Kristin
First of all, who doesn’t want their copy to rock? But its easier said than done.
3 really important things to pay most attention to as you dive into content creation. I’ll be explaining what makes for a great headline, how to appropriately incorporate the right amount of keywords, and how to determine the right amount of copy
Speaker(s): Kristin
Your headline is the first, and maybe only, impression you make on a website visitor. Without a compelling promise that turns a visitor into a customer, the rest of your words may as well not even exist.
Remember that every element of compelling copy has just one purpose — to get the next sentence read. And then the sentence after that, and so on, all the way down to your call to action. So it’s fairly obvious that if people stop at the headline, you’ve already lost them.
There is an entire separate webinar that can be made on headlines alone. But if I were to choose the #1 thing to focus on for headlines, it’s to focus it on a specific, well-defined benefit -- not a feature!
Speaker(s): Kristin
You should keep these quick tips in mind when writing each and every headline
And Matt’s going to dive into where, specifically, headlines fit into your page layout and what matters
Speaker(s): Kristin
Speaker(s): Matt
Speaker(s): Kristin
Don’t jam pack your pages with keywords and phrases just because you think that will get you found. As quickly as it’ll get you found, you’ll then lose them. I value white space and brief, impactful copy instead.
If you want to emphasize an important keyword or phrase, find a good way to point to those words you want them to notice. That could be done by inserting it into a headline, making that word larger on the page or the focus of a video, image or infographic that demonstrates it too. If you really hone in on the most important keywords, don’t be afraid to repeat them in a way that still flows well, to truly emphasize it.
Speaker(s): Kristin
Do you research. Understand, through tools such as Google Analytics, what keywords and phrases people are coming to your site from. Note those down. Also take note of how people talk about you on the web (by searching for media coverage, customer writeups, organic tweets, etc. and even from customer emails) and note those keywords. See where the strongest overlaps are and where the most successes came from (i.e. did the most conversions come from the keyword “keyword checklist”)
Speaker(s): Kristin
Remember: headlines come first. Make those awesome. Then focus on your supporting copy. Make that rock solid. Then your CTA -- that needs to convert
While you want to keep your copy succinct and to the point, don’t take that as you need to limit yourself to X number of words. Figure out what the right amount of words are based on what you need to say, and how succinctly you can say. Always start with more and remove from there -- but never remove the most important parts just to shorten text.
You can’t sell everything at once. Take copy section by section, page by page and focus in on exactly what a visitor needs to read just at that moment, not everything about you all at once
And as Matt mentioned earlier about “above the fold”, it’s not really important to cram everything above the fold, because as he explained, the fold is sort of...dead
Speaker(s): Kristin
They’ve replaced long words with short ones
Keep it targeted -- match your supporting copy w/headlines and CTAs so it all ties together and remains specific. Do not go off on a tangent
They also group & chunk text -- no big paragraphs!
Speaker(s): Matt
Speaker(s): Matt
Speaker(s): Matt
Speaker(s): Matt
Speaker(s): Matt
Speaker(s): Matt
Speaker(s): Matt
Speaker(s): Kristin
Speaker(s): Kristin
I’m a big fan of testing. i’m never convinced that even if my team and I completely love a headline, layout or CTA, that it’s right.
So that means you can test essentially everything!
Speaker(s): Matt
Speaker(s): Kristin
Running tests is not enough. You need to not only check out the results (often) but you need to also learn from it. Did a headline really suck? Find out why. Did one far outperform another? Find out why. Your metrics will tell you if you dig in enough.
Learn which color buttons work best. Learn what words on your CTA buttons converted the most.
Understand your user flow. Do they want to get right to the point and just click through rather than scrolling down?
Or do they want to learn a lot first (such as if it’s an expensive enterprise grade product) and want a long landing page with all the info they need before even daring to click a CTA button
Test all of these, all the time, and always learn from it. Once you learn one thing, make the appropriate changes and then run another test! Marketers should never be satisfied, I see that as a failure on our part.