Writing Website Copy

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Marketing Impressions

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?

Website Copy Writing: What to say to make it work

Never before in the history of humankind have words been so important... Copyright © Marketing Impressions 2010 All Rights Reserved

Copyright © Marketing Impressions 2010 All Rights Reserved

Your Potential Customer Copyright © Marketing Impressions 2010 All Rights Reserved

1. Do you like to write? Copyright © Marketing Impressions 2010 All Rights Reserved

1. Do you like to write? 2. Are you passionate about your subject? Copyright © Marketing Impressions 2010 All Rights Reserved

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

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

You are writing for 2 “audiences” Copyright © Marketing Impressions 2010 All Rights Reserved

You are writing for 2 “audiences” Copyright © Marketing Impressions 2010 All Rights Reserved

General Rules 1. Keep it short. Copyright © Marketing Impressions 2010 All Rights Reserved

General Rules 1. Keep it short. 2. Use simple words. Copyright © Marketing Impressions 2010 All Rights Reserved

General Rules 1. Keep it short. 2. Use simple words. 3. Use short, punchy sentences. Copyright © Marketing Impressions 2010 All Rights Reserved

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

General Rules 5. Avoid passive verbs. Copyright © Marketing Impressions 2010 All Rights Reserved

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

General Rules 5. Avoid passive verbs. 6. Be clever. Copyright © Marketing Impressions 2010 All Rights Reserved

Copyright © Marketing Impressions 2010 All Rights Reserved

General Rules 5. Avoid passive verbs. 6. Be clever. 7. Take risks. Don’t be a chicken Copyright © Marketing Impressions 2010 All Rights Reserved

General Rules 5. Avoid passive verbs. 6. Be clever. 7. Take risks. 8. Use strong words. Copyright © Marketing Impressions 2010 All Rights Reserved

Copyright © Marketing Impressions 2010 All Rights Reserved

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

Copyright © Marketing Impressions 2010 All Rights Reserved

10. Kill your inner English Teacher Copyright © Marketing Impressions 2010 All Rights Reserved

Step 1 Research the Keywords Copyright © Marketing Impressions 2010 All Rights Reserved

http://www.googlekeywordtool.com/ Copyright © Marketing Impressions 2010 All Rights Reserved

Step 1 Copyright © Marketing Impressions 2010 All Rights Reserved

Step 2 Start with your Home Page Tip: Search Engines index the Home Page Copyright © Marketing Impressions 2010 All Rights Reserved

Step 2 Write for the Human Visitor Copyright © Marketing Impressions 2010 All Rights Reserved

Step 2 What is the Goal of Your Home Page? Copyright © Marketing Impressions 2010 All Rights Reserved

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

Step 2 What is the Goal of Your Home Page? To START a relationship Copyright © Marketing Impressions 2010 All Rights Reserved

Step 2 What is the Goal of Your Home Page? To START a relationship Copyright © Marketing Impressions 2010 All Rights Reserved

Copyright © Marketing Impressions 2010 All Rights Reserved

Step 3 Your About page What is the Goal of Your About Page? Copyright © Marketing Impressions 2010 All Rights Reserved

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

Step 3 Your About page What is the Goal of Your About Page?

Step 3 Your About page What is the Goal of Your About Page? To START a relationship Copyright © Marketing Impressions 2010 All Rights Reserved

Step 3 The About page Copyright © Marketing Impressions 2010 All Rights Reserved

Step 4 The What You Do Page Clever navigation buttons help Copyright © Marketing Impressions 2010 All Rights Reserved

Step 4 Write for the Human Visitor Benefits vs Features Tip: Nobody cares about the Features Copyright © Marketing Impressions 2010 All Rights Reserved

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

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

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

Copyright © Marketing Impressions 2010 All Rights Reserved

Step 4 Write for the Human Visitor The Cure Copyright © Marketing Impressions 2010 All Rights Reserved

Copyright © Marketing Impressions 2010 All Rights Reserved

Step 5 Go back and insert the keywords Copyright © Marketing Impressions 2010 All Rights Reserved

Step 5 Go back and insert the keywords No more than 2% for each keyword Copyright © Marketing Impressions 2010 All Rights Reserved

Step 5 Go back and insert the keywords Copyright © Marketing Impressions 2010 All Rights Reserved

Step 6 Other Useful Pages No more than 2% for each keyword still applies Copyright © Marketing Impressions 2010 All Rights Reserved

Step 6 Other Useful Pages No more than 2% for each keyword still applies Glossary Copyright © Marketing Impressions 2010 All Rights Reserved

Step 6 Other Useful Pages No more than 2% for each keyword still applies Glossary Articles Copyright © Marketing Impressions 2010 All Rights Reserved

Step 6 Other Useful Pages No more than 2% for each keyword still applies Glossary Articles Resources Copyright © Marketing Impressions 2010 All Rights Reserved

Keywords!

Step 7 Perfection Copyright © Marketing Impressions 2010 All Rights Reserved

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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This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy. Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com

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At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.

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Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion. What is Enterprise Excellence? Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization. What might I learn? A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo. Who might benefit? Anyone and everyone leading folks from the shop floor to top floor. Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.

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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.

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Writing Website Copy

1. Website Copy Writing: What to say to make it work

2. Never before in the history of humankind have words been so important... Copyright © Marketing Impressions 2010 All Rights Reserved

3. Copyright © Marketing Impressions 2010 All Rights Reserved

4. Your Potential Customer Copyright © Marketing Impressions 2010 All Rights Reserved

5. 1. Do you like to write? Copyright © Marketing Impressions 2010 All Rights Reserved

6. 1. Do you like to write? 2. Are you passionate about your subject? Copyright © Marketing Impressions 2010 All Rights Reserved

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. 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. You are writing for 2 “audiences” Copyright © Marketing Impressions 2010 All Rights Reserved

10. You are writing for 2 “audiences” Copyright © Marketing Impressions 2010 All Rights Reserved

11. General Rules 1. Keep it short. Copyright © Marketing Impressions 2010 All Rights Reserved

12. General Rules 1. Keep it short. 2. Use simple words. Copyright © Marketing Impressions 2010 All Rights Reserved

13. General Rules 1. Keep it short. 2. Use simple words. 3. Use short, punchy sentences. Copyright © Marketing Impressions 2010 All Rights Reserved

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. General Rules 5. Avoid passive verbs. Copyright © Marketing Impressions 2010 All Rights Reserved

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. General Rules 5. Avoid passive verbs. 6. Be clever. Copyright © Marketing Impressions 2010 All Rights Reserved

18. Copyright © Marketing Impressions 2010 All Rights Reserved

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

22. Copyright © Marketing Impressions 2010 All Rights Reserved

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

24. Copyright © Marketing Impressions 2010 All Rights Reserved

25. 10. Kill your inner English Teacher Copyright © Marketing Impressions 2010 All Rights Reserved

26. Step 1 Research the Keywords Copyright © Marketing Impressions 2010 All Rights Reserved

27. http://www.googlekeywordtool.com/ Copyright © Marketing Impressions 2010 All Rights Reserved

28. Step 1 Copyright © Marketing Impressions 2010 All Rights Reserved

29. Step 2 Start with your Home Page Tip: Search Engines index the Home Page Copyright © Marketing Impressions 2010 All Rights Reserved

30. Step 2 Write for the Human Visitor Copyright © Marketing Impressions 2010 All Rights Reserved

31. Step 2 What is the Goal of Your Home Page? Copyright © Marketing Impressions 2010 All Rights Reserved

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

33. Step 2 What is the Goal of Your Home Page? To START a relationship Copyright © Marketing Impressions 2010 All Rights Reserved

34. Step 2 What is the Goal of Your Home Page? To START a relationship Copyright © Marketing Impressions 2010 All Rights Reserved

35. Copyright © Marketing Impressions 2010 All Rights Reserved

36. Step 3 Your About page What is the Goal of Your About Page? Copyright © Marketing Impressions 2010 All Rights Reserved

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

38. Step 3 Your About page What is the Goal of Your About Page?

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

40. Step 3 The About page Copyright © Marketing Impressions 2010 All Rights Reserved

41. Step 4 The What You Do Page Clever navigation buttons help Copyright © Marketing Impressions 2010 All Rights Reserved

42. Step 4 Write for the Human Visitor Benefits vs Features Tip: Nobody cares about the Features Copyright © Marketing Impressions 2010 All Rights Reserved

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

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

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

46. Copyright © Marketing Impressions 2010 All Rights Reserved

47. Step 4 Write for the Human Visitor The Cure Copyright © Marketing Impressions 2010 All Rights Reserved

48. Copyright © Marketing Impressions 2010 All Rights Reserved

49. Step 5 Go back and insert the keywords Copyright © Marketing Impressions 2010 All Rights Reserved

50. Step 5 Go back and insert the keywords No more than 2% for each keyword Copyright © Marketing Impressions 2010 All Rights Reserved

51. Step 5 Go back and insert the keywords Copyright © Marketing Impressions 2010 All Rights Reserved

52. Step 6 Other Useful Pages No more than 2% for each keyword still applies Copyright © Marketing Impressions 2010 All Rights Reserved

53. Step 6 Other Useful Pages No more than 2% for each keyword still applies Glossary Copyright © Marketing Impressions 2010 All Rights Reserved

54.

55. Step 6 Other Useful Pages No more than 2% for each keyword still applies Glossary Articles Copyright © Marketing Impressions 2010 All Rights Reserved

56.

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

59. Step 7 Perfection Copyright © Marketing Impressions 2010 All Rights Reserved

60. Step 7 Perfection – Skip this step. Does anal-retentive have a hyphen? Writer’s joke. Copyright © Marketing Impressions 2010 All Rights Reserved

Editor's Notes