This applies to your web copy, too. Page content and blog posts need a beginning that pulls in readers and keeps them clicking.
Tips for Creating Dr. Seuss-Approved Web Content
Tip 1 – Create a snappy headline that plays on the reader’s problem.
“My trouble was I had a mind but I couldn’t make it up!” ― Dr. Seuss, Hunches in Bunches
Let’s say ABC Company sells doors. They get web visitors just fine through the search engines, but then most people only stick around on the site for a few seconds and never call. And here’s why: front and center on the home page the headline reads, “Welcome to the ABC Company Website.”
Websites don’t require a welcome mat. They need to tell the visitor what to do!
A better headline for the home page could read, “Say goodbye to drafty doors. Say hello to house guests in style.” Here I’ve identified the problem (drafty and ugly doors) in the headline and provided a solution (implied that it’s time to get a new door from ABC Co.).
Tip 2 – Carry the drama into the first paragraph. Avoid generalities.
“Why fit in when you were born to stand out?” ― Dr. Seuss
Your readers want action. They want to know what you do to make their lives better. Now. The more specific action verbs you use the better.
Don’t say, “We fix all varieties of doors. ABC Company prides itself on quality customer service.” Everyone says something like that.
Instead say, “ABC Company wages war against doors that don’t shut properly. Faulty door jams, loose door handles, and cheap locks stand no chance against our expert abilities to repair and replace doors.” Not many people are this specific, but you should be. It sets you apart.
Tip 3 – Draw pictures with words.
“I like nonsense, it wakes up the brain cells. Fantasy is a necessary ingredient in living.” ― Dr. Seuss
Work to create headlines and web copy that make it easy for the reader to imagine what you’re talking about. “Welcome” in your headline conjures up an image of a boring doormat, while “drafty doors,” “cheap locks,” and “war waging” all conjure up very specific mental images. Plus, when you use specific language like this it’s much easier to find stock photos and graphics to use alongside your content.
Tip 4 – Lose the lame claims and jargon.
“I meant what I said, and I said what I meant. An elephant’s faithful, one hundred percent!” — Horton Hears a Who, Dr. Seuss
Don’t make claims that you can’t back up. Company websites that say things such as “industry leading” or “state of the art” do not impress anyone. Enough said.
What would Dr. Seuss say about your web copy?