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 »
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 »
When I first started working as a website content writer, I spent a big chunk of my day reading online. I had to know about all the SEO discoveries as they were discovered. I needed to know what all the marketing gurus were saying as they were saying them. I left countless blog comments. I re-tweeted endlessly.
After several months of being inundated with information and kissing strangers’ butts, something bad happened. Something really bad.
I wanted to quit.
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In John Vorhaus’ The Comic Toolbox: How to Be Funny Even if You’re Not you’re schooled on how to be funny and how to write funny. I don’t care if you want to do stand up or if you want to dominate the web, there are tips in this book that will help you write better.
Here are seven things Mr. Vorhaus taught me (or reminded me) about web content writing.
Humor is truth and pain.
Most of us can get a laugh from friends, but that’s by accident. To produce a reaction from people you don’t know (a/k/a your website visitors), find out what hurts them and then talk about it honestly. Read More »
What do you think of websites with these features?
- White text on black background
- Super long paragraphs with no real point
- Pictures that don’t match headlines
If you are anything like me and my graphic designer friend Anna Schmohe of Studio Schmo, then you probably believe that black backgrounds, endless paragraphs, and pointless headlines are wrong! You probably also believe that web content and web design are integrally linked. You can’t succeed online unless you succeed at both writing and design.
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