| But before you step onto the first strand of the | | | | it? But unless you're John Grisham or J.K Rowling, |
| SEO salesman's web, consider a small point: is it | | | | most people will merely skim across your words |
| really more hits that you want from your | | | | like a flat stone, not bathe in them like a walrus. |
| website? Or more responses? Because according | | | | So keep it brief and to the point. Most of all, keep |
| to the Chinese proverb, we should be careful | | | | it relevant to the reader. |
| what we wish for: showering your website with | | | | Secondly, for every ten words you would |
| more hits could kill your business opportunities. | | | | normally write on paper, make it five words on |
| Here's how... | | | | the screen. People don't like reading screen words, |
| Let's assume that most markets are finite - | | | | it makes them read 25% slower. This explains |
| there's a limited number of people for you to do | | | | why so many people want to print out emails and |
| business with. If that's so, then the more people | | | | web pages; stopped in their tracks by |
| who hit your website and leave without a trace, | | | | tree-huggers, thankfully. |
| the fewer there are left to visit for the first time. | | | | Thirdly, if the first sentence of your website |
| And people seldom re-visit a website that didn't | | | | content mentions the name of your company, |
| engage them first time. The smaller this remaining | | | | get rid of it. Make sure the first paragraph (or |
| pool of prospective customers becomes, the | | | | even whole page) of your home page is devoted |
| smaller your chances of getting business from | | | | to your reader... their interests... their issues... them, |
| them, until there are none left. This situation is | | | | them, them; not you, you, you. She'll stay with |
| compounded, especially if all your marketing eggs | | | | you longer if you show you understand her. |
| are in the one web-woven basket. | | | | Fourthly, give your words air to breathe. Just |
| If all this sounds a bit grim, don't worry, because | | | | because you can have an infinite line-length |
| there's a simple solution. All we need to | | | | doesn't mean you have to try to reach the end |
| remember is one important point: the number of | | | | of it. Try to make your line lengths about 8 to 14 |
| hits does not necessarily increase the number of | | | | (tops) words long; sentences 2-3 lines long; short |
| responses. After all, it's responses that we need - | | | | paragraphs and add subtitles to break up the wall |
| not hits. And that requires the techniques of | | | | of type you're building. |
| persuasive copywriting. | | | | Fifthly, make sure your features are 'features' |
| Because without encouraging the prospect to | | | | and your benefits are 'benefits'. It's amazing how |
| respond with our persuasive content writing, all a | | | | many people mix them up or mistake a 'benefit' |
| hit leads to is a brief encounter with a prospect, | | | | for an improved 'function' which is just what the |
| then she's off, falling into the arms of your | | | | product does, not how it provides value to the |
| ruthless (but equally charming) competition to- | | | | user. |
| well... to do whatever it is they do together behind | | | | That's just five points, but there's so much more |
| your back; leaving lonely old you sobbing into your | | | | I'd like to tell you. One thing is for sure - there is |
| hanky, hoping there's plenty more fishes in this | | | | more you can do to improve your website |
| ever-decreasing sea we call 'the market'? | | | | responses before you get the whole would |
| Well, there is more you can do. A lot more. So | | | | bouncing off it into the arms of the competition. |
| put that soggy hanky away and come with me. I | | | | A lot more. |
| can't tell you all the secrets we've squeezed into | | | | That's just five points, but there's so much more |
| our Web-Writers' Workshop, but I can share 5 | | | | I'd like to tell you. One thing is for sure - there is |
| bits of advice to create more persuasive web | | | | more you can do to improve your website |
| copy... | | | | responses before you get the whole would |
| Firstly, before you start, remember the golden | | | | bouncing off it into the arms of the competition. |
| rule: whatever it is you want to write, no one will | | | | A lot more. |
| want to read it. Sounds a bit depressing, doesn't | | | | |