Adobe announced July 1 it is working with the search industry to improve search results of dynamic web content and rich Internet applications. Up until now, search engines were not able to effectively view, decipher and index Flash-based sites.

Adobe has created a special Flash player, currently distributed to Yahoo and Google, which allows the search engines to crawl through Flash content and gather any text or hyperlinks within the rich content.

This is great news for businesses with Flash-based sites, which hindered their online presence.

Google has already begun indexing Flash sites, and Yahoo plans to release the technology in a future update. Adobe also plans to roll out the technology to other search engines.

We just released How to approach customer service 2.0, an article that has two social media experts discussing the “social revolution” and its impact on businesses and their brands.

To demonstrate the power of the social sites, I noted a blog post about terrible service that was delivered by Rogers Communications. Thousands have read the post and, despite many comments from other customers sharing their displeasures with Rogers, the phone company has yet to respond. That silence damages their brand.

Ironically, just yesterday, an Accounts Receivable rep from Rogers’ frontline stepped forward to personally apologize. Here’s what he wrote:
 
“NOT ALL REPS CAN’T DO THEIR JOB.. i’ve had many excellent reps speak with me on the phone   and as an Accounts Recievable representative in Rogers myself i really do understand the issues all of you go through.  believe me i see it first hand every day!!!    Some reps in customer service definatly do not do their jobs and i do appologize for that..  Unfortunatlly is no expliation for any of the situations that you all have been through with rogers employees ..   as a AR rep myself i really do try to help everyone out as much as i can    and i know it is very confusing and VERY irritating to be transfered from place to place  but that is just the way the system works   there is nothing we can do as Rogers AR employees to make any difference in these issues (WE CAN ONLY MAKE PAYMENT ARRANGMENTS AND SO ON) but i know i will try in the best of my abilities to find a solution to who ever i speak too!    i wish i was in Customer Service because i would be able to do a lot more for everyone i speak too and follow through with what i say .. but like i said thats just how the system works ..  PS.. I did advise my manager(s) of the issue   But, like i advised you when i spoke with you there was nothing in AR that i or my managers could do…  if i could’ve done something i would have   believe me i would have   and i’m very sorry for all of the issues that you and all of the other Rogers Customers have endured!        thanks for reading and once again i am very sorry! :)”

I appreciate the employee’s compassion and desire to reach out. He obviously cares. Sadly, he and many other employees (not to mention the customers) are trapped by a flawed system.

Rogers should listen to its employees and customers and rectify the issues at hand, or any growth they enjoy will eventually be surpassed by disgruntled customers dropping like flies.

In fact, Rogers’ executive team should take the advice of social media guru Kris Krug: “Since the Web is where people find you, it’s in your best interest to monitor and influence what shows up there.”

Pretty designs and flowery words don’t provide your visitors value. Relevant website content does.

What’s relevant? It’s whatever your target market deems relevant.

For instance, a frequently asked questions (FAQ) section that provides practical insight into your target market’s common concerns could be regarded the most valuable part of your website. Alternatively, an aggressive pitch for a product your visitor has no use for is a complete waste of time – for all parties involved.

Here are some essentials to deliver useful website content:

1. Know your customer
Understanding your customers and their concerns helps you speak directly to their needs or desires. That translates to more engaging and personal online experiences.

2. Use descriptive links
Links help get your visitors to what’s important to them. Don’t make your audience plow through piles of irrelevant material. Help them complete their mission swiftly and easily, and you’ll achieve higher conversion rates.

3. Be informative
Include facts and figures. Avoid vague and unsupported statements. The quality of your website content is critical in achieving a good first and lasting impression.

Provide your visitors easy access to value — as defined by your audience — and your business will enjoy more high-quality leads and additional sales.

The abilities of good web writers are often undervalued. That’s why so many websites – as good as they might look – don’t generate leads and sales. The web content doesn’t attract traffic nor does it convert.

This week, for example, a business owner wrote us:

“I spent on webcopy 3 times and not happy so looking for one more time before I give up. Your rate $500 is high though so if you are not flexible/negotiable, it is OK if you don’t respond.”

We did respond, suggesting he try Craig’s List. The referred to $500 is our minimum charge, which basically gets clients a comprehensive keyword analysis. His project, which comprised up to 20 pages, would cost several times that.

Meanwhile, say he was looking at spending about $300 for the 20 pages of web writing. That’s $15 per page. And that’s supposed to include planning, interviews, research, copywriting, tags and revisions?

What does a good web writer cost? A lot more than $15 per page. No skilled writer would agree to – or be able to – deliver quality goods at that rate.

Chances are this business owner will find someone who lacks the skills to produce effective web writing for the fourth consecutive time. The small sum of money he’s spending each time is being wasted on empty marketing hype that will continue to thwart and damage his business.

The fact that so many people want to or love to write does not make writers a commodity. As is the case with designers, musicians and athletes, the good ones get results, and must be compensated accordingly.

With too many people living each day in a hectic world, Marketing guru Seth Godin includes this in his blog: 

“Is cutting corners to make a buck appropriate when you consider what you could have done? What would someone with a bigger vision have done instead?”

We sometimes have to remind ourselves to dream harder, build a vision and strive to achieve grand goals.

During a recent meeting with Vancouver business consultant Mark Wardell, he spoke about the amazing results people get when they simply write goals and objectives down on a piece of paper.

I’ve seen it work, and have experienced it personally. I recall the story about comedian Jim Carrey replicating a cheque on a piece of file card for $10 million. It wasn’t long before he received it – and much more.

Next time you get the urge to cut a corner, stop and take a moment to dream bigger.

Most populations read from left to right, hence, it’s best to align your web writing to the left side of your pages.

Centered or right-aligned text is difficult to read. It causes eye strain, which is bad for visitors and consequently counter-productive for your business. Centered headlines can also hinder readability.

Making your web writing easy to read is a plus for your visitors and your bottom line.

Here’s an insightful interview with Udi Manber, Google’s VP of Engineering. CNET News Blog’s Stephen Shankland gets him to discuss everything from Internet maturity to upcoming search trends.

How do I find the right web writer for my business? That’s a common question by business owners at forums and seminars.

The answer is quite simple: on the Web.

A web writer who knows how to write for search engines will be visible on the Web. And if he can promote himself online, he’ll be able to promote you (be it in Toronto, New York, London or globally, if desired)

But your web writer also needs to be well versed writing for another audience: people. Getting prospects to your site is one challenge; converting them into customers is another. So ensure the web writer delivers clear, concise and objective web writing that is customer centric.

If the web writer you’re considering for your business produces flowery passages with loads of clichés, he or she might be talented, but likely not the right candidate for your business website. That’s because Internet users researching products or services want to get relevant information and tasks completed as fast as possible. Meanwhile, cute and clever web writing just gets in the way.

If you’re concerned about your web writer’s knowledge surrounding your product or service offerings, or industry at large, take comfort in the fact that professional writers are usually skilled researchers. So whether you need to cover health, HR or home design, a professional web writer will be able to help you define and convey why you’re the right choice, and do so in a persuasive manner.

Plus, involving a third-party provides you an objective view on your business. You know your business like no one else. But a fresh perspective can uncover some powerful factors that differentiate your from your competitors.

Spend an hour on your search engine of choice, and chances are you’ll find a web writer who can help maximize your online traffic, leads and sales.

To convert sales, your web content must diagnose your prospect’s sore spot, and explain how you’ll bring them relief.

To simplify the process, try to categorize their difficulties into on of the three main categories:

1. Financial
2. Strategic
3. Personal

By diagnosing a prospect’s problem, and showing you understand and have a proven solution that caters to their specific needs, you’ll significantly increase the chances of converting them into a customer.

If you don’t fully understand your prospect’s issues – even if it’s just their perception – you’ll miss many opportunities.

Don’t rush to make the sales pitch. Ask questions, listen and then discuss solutions.
 

Common web content mistakes on websites, especially on home pages, include:

Disclaimers – Don’t greet visitors with apologies and excuses for a lame or out-of-date site. Take the suspect pages or sections offline, make time to rectify the content, or hire a professional. Ill-equipped web content can kill your credibility.

Welcome messages – “Thank you for visiting,” “This site is meant to” and “Take a look around” are unnecessary. In fact, such over-used phrases waste your visitors’ time, and they may return the favor by hitting the back button.

Clichés – Spare your online visitors the cute and the clever. Clichés usually add no value and can create barriers when communicating to global audiences. Webcopyplus has conducted web content conversion tests in which the removal of clichés increased sales. That’s why web content writers need to push their egos aside and write for the target audience.