After I graduated from college I toured Europe for three months. When I returned home I needed work. Fast.
During the day I searched for writing gigs and at night I worked with various promotions companies in Denver. Since that little adventure, I always take a flyer or a free sample when it’s offered to me.
Why? Because the person handing out those items can go home when all the items are gone.
When I stumbled on the website for Zag Marketing I quickly reflected back on my days in promotions…because that’s similar to what they do. The series of jobs I held was a great learning experience for me. It taught me about people. It taught me about marketing. It taught me that a pair of Dansko clogs will prevent sore feet and blisters.
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Website content should not read like a user’s manual. It shouldn’t read like a prospectus either. Website content should have personality.
Making your website content sound like a human wrote it will take practice. You’ll also need to follow these 12 tips. No one said injections were easy.
Tip 1 – Choose your avatar
Marketers work with “avatars” to aid in speaking to their customers. Think about who you are trying to reach with your web content. Is it a 30-something-year-old woman who lives near a city center? Get a blank piece of paper, draw her face, and give her a name. Tape the picture to your wall and now start writing TO your avatar.
Tip 2 – Outline your web content
Create the architecture of your site. In other words, decide what pages you’ll have on your website and decide on three to five main ideas for each page. Your outline can only be a set of bullet points or it can go into more detail. Do what works best for you. Read More »
If you hope to rank high in the search engines, you need to write straightforward website content. Adding jargon will fill your pages with that essential amount of website content, but it doesn’t incorporate valuable keywords or the essential context around those keywords.
I’m not saying you should stuff your pages with keywords. Never! All I’m saying is that you should not waste valuable website space on meaningless words. Focus on words your customers can relate to and words that you just might rank for in the search engines. Read More »
We know you provide the best product for the best price, but what else?
In this second post in my series of posts on how to avoid industry jargon on your website, I’m assigning you a task. Delete the following generic statements from your website content.
1. Company dedicated to quality.
2. We are the best in the industry.
3. Services tailored to your needs. Read More »
Did you look on the bottom? What about the label? No expiration date anywhere?
You can’t find the expiration date on your web content because it’s not there. However, there are a few ways to look at web content and decide on when it should be updated. But that’s probably not what you want to hear. You want to hear a concrete answer on web content expiry. I get that.
So before I get into the long “it depends” conversation, let me give you the short answer. Small businesses should revise their web content at least once a year.
That’s just the minimum effort. Now for the long answer. Read More »
Most small businesses need a page devoted to frequently asked questions on their website. The questions you list should be the questions your customers commonly ask (obviously), but if you’re just starting out, then you might know what questions your typical customer will ask.
If that’s your case, start out with the 10 questions below and update the FAQs when appropriate. Read More »