What follows is a list of every possible page you could include on your website. Well, all the most commonly incorporated pages anyway.
Only the first four web pages are critical. The rest may or may not be right for your website. The pages are not listed in any particular order.
services (covering all services) and/or products (covering all products)
individual service and product pages/descriptions
industries we serve/people we serve
frequently asked questions
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There’s no one way to write an about page, as you may have seen in my previous post about the Great About Page Debate. However, there are few steps you can take to cover the essentials.
Step 1: Describe your business in one sentence and then again in one paragraph.
We ask all clients to do this exercise. It’s tough, but it will change the direction of your content. The goal here is to be as succinct as possible. You want a new visitor to figure out what you do in a few seconds. This is similar to an elevator speech, but it’s fit for the web, and it will appear at the top of your about page. Think inverted pyramid.
Step 2 and 3: Decide between an about page or an about section. Then make an outline.
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Show your customers and website visitors that you’re thinking of them. I’m not talking about chocolates and candy hearts. I’m talking about sprucing up your web content.
Here are seven simple ways you can love your customers with words.
1. Talk to your customers.
Write in the first person. Write conversational web content.
2. Get personal.
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Every website needs an about page. Even yours. This is the content that proves you are a real business with real outcomes. Put simply, the about page builds trust.
Here’s the debate:
- Should your about page be written in third person and follow a general corporate-style company description complete with a mission statement and vision statement?
- Should your about page only talk about the solutions your company provides the customer?
- Should your about page be written in first person and talk about the people at your business and how they get the job done?
I always encourage clients to go with option number three, with a little bit from option one and two when appropriate. Visitors click on the about page link to learn about YOU. No where else on your site do you have the freedom to talk about yourself so freely. More importantly, though, the about page is your opportunity to humanize your company. To me this is paramount. Read More »
Yesterday I shared just about every website content writing tip I know – a whole long list of 99 tips. It’s not possible to follow each and every piece of web content advice in every piece of content you write. I know I don’t. However, there are a few rules/tips that I do always follow. I follow the tips because there are numbers to back them up.
This infographic is based on eight of those web content writing tips that guide my work. Take a look and tell me what you think in the comments. If you like the infographic, copy the code below the graphic and embed it on your own site. Read More »
The following 99 web writing tips are geared to the content on your static web pages. These are for the pages that help you sell.
Customer-Centric Web Copy Tips
1. Follow the AIDA formula on every page (Attention + Interest + Desire + Action).
2. Outline your value proposition early on, maybe even in your home page headline. (A value proposition is a combination of what makes you desirable to customers and unique from competitors.)
3. Promise something. What will your customer get?
4. Filter out clients you don’t want to work with. Target ideal customers.
5. Show them the great work you do (for free). Give away a free ebook or whitepaper.
6. Generate excitement. Read More »