Web Copywriting, SEO and the Web at Large

The challenge with the Internet: Infinity

Posted December 31, 2008 | Posted By Rick Sloboda
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The Internet provides a lot of web content. It’s unlimited. And that’s a problem.

Sure, as a business, the Web extends your reach to millions of prospects around the globe. But it’s also the case with your competition. They’re always just a click or two away. It’s true in almost every market.

Faced with infinite choices, consumers are often inclined to jump on the cheapest or the biggest.

Still, your business can get a share of the action. But you need to clearly define your unique selling proposition (USP) – the distinct advantage or benefit that sets your business apart from the competition.

Identify what your business does to provide customers superior results and value. Talk about your quality, service, speed, experience, prices, customer service or selection – and convey what it means to your online visitors.

Unique business offerings drive customer demand – even on the information-inundated Web.

Classic quotes that apply to the Web

Posted December 23, 2008 | Posted By Rick Sloboda
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To clients and students alike, I always preach “less is more” on the Web. It applies to web design, web copywriting and even programming.

So I was fascinated to find an applicable quote from French aviator and writer Antoine de Saint Exupery. While reflecting on the development of airplanes some decades ago, he wrote:

“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”

So true. It reminds me of another relevant quote from Thomas Jefferson: “Had I but more time, I would have written less.” Actually, Mark Twain wrote something similar: “If I had more time I would have written less.”

The common premise is web designers and web writers must take extra time and effort to scrap any useless elements, from extra colours to extra syllables.

Good web content isn’t about flashy graphics and fancy words. It’s about communicating key messages and getting tasks completed.

Features versus benefits in web content

Posted December 21, 2008 | Posted By Rick Sloboda
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When it comes to web content, some web copywriters still clash on the classic “features versus benefits” debate.

A web copywriter might choose to stack web content exclusively with features. For instance, web content promoting binoculars might focus on certain features, such as oversized lenses, rubber coating and ergonomic design.

That can score points with consumers in terms of credibility, but the web content should not omit the benefits: low-light performance; bright, crisp and clear images from dusk until dawn; and toughness and easy handling.

For consumers to take action, they need to care. Benefits tell readers why they should care.

Benefits engage. Benefits inspire. Benefits get people to act.

Top 5 Signs You’re Addicted to Your iPhone

Posted December 19, 2008 | Posted By Rick Sloboda
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After getting grief from a couple of designers, I agreed to post an iPhone version of the recent ‘Top 5 addiction signs’ post. Here we go…

The top 5 signs you’re addicted to your iPhone:

5. The magazine rack in the bathroom has become obsolete.

4. You’ve developed the ability to read e-mails unbeknownst to the person talking to you.

3. Your friends get concerned if they don’t get an e-mail response from you within the minute.

2. You’ve experienced deeply religious “Thank God” moments after finding your iPhone in your other pocket.

1. Humans have become annoying things that disrupt quality time with your iPhone.

.Pro domains yet to hit the mainstream

Posted December 18, 2008 | Posted By Rick Sloboda
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.Pro domains are still relatively unknown to the general public, and there’s debate as to when the domains will hit the mainstream.

Whether the buzz starts in two months or two years, there are still some top .pro domain names for sale across a host of industries.

RegistryPro operates the .pro domain name extension for professionals, and is the first company to require enhanced security through digital certificates. .Pro registrants are also required to self-certify their professional status in order to obtain the .pro domain and digital certificate.

The RegistryPro organization, owned by Hostway Corporation, received approval to launch the .pro domain in 2002 from the Internet Corporation for Assigned Names and Numbers (ICANN).

The registration requirements provide the .pro domains heightened credibility, which could see the .pro domains potentially take a share of the market from current domain leaders, such as .com and .org.

Meanwhile, domainers are investing heavily in the .pro market in anticipation of major returns on investments. The great news is a few hosting companies like Network Solutions have started offering .pro domains at exceptionally low prices, i.e. $29.99.

Web Copywriting: What’s in it for Your Visitors?

Posted December 17, 2008 | Posted By Rick Sloboda
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Psychologist Abraham Maslow conducted lifelong research about mental health and human potential. Seeing human beings’ needs arranged like a ladder, he devised his renowned hierarchy of needs.

Here’s a breakdown of the needs and desires people try to fulfill, as compiled neatly in Chip and Dan Heath’s New York Times bestseller Made to Stick:

  • Transcendence: help others realize their potential
  • Self-actualization: realize your own potential, self-fulfillment, peak experiences
  • Aesthetic: symmetry, order, beauty, balance
  • Learning: know, understand, mentally connect
  • Esteem: achieve, be competent, gain approval, independence, status
  • Belonging: love, family, friends, affection
  • Security: protection, safety, stability
  • Physical: hunger, thirst, bodily comfort

Ensure your web content taps into these basic human needs to appeal to your visitors’ emotions. You’ll engage and convert.

Top 5 Signs You’re Addicted to Your BlackBerry

Posted December 16, 2008 | Posted By Rick Sloboda
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5. The magazine rack in the bathroom has become obsolete.

4. You’ve developed the ability to read e-mails unbeknownst to the person talking to you.

3. Your friends get concerned if they don’t get an e-mail response from you within the minute.

2. You’ve experienced deeply religious “Thank God” moments after finding your BlackBerry in your other pocket.

1. Humans have become annoying things that disrupt quality time with your BlackBerry.

Web content: Delivering the core message

Posted December 14, 2008 | Posted By Rick Sloboda
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A common pitfall for web writers and journalists alike is it’s easy to get caught up in too many details.

Writers must step back regularly and ask: “What’s important and interesting to the readers?”

If you’re writing web content and feel you’re losing direction, chances are you’re missing the integral story. You might be saying too much. And if you say too many things, you’ll lose your audience on the fast-paced Web.

Well-versed web writers recognize the need to prioritize. There’s one shot at the headline, lead sentence and body. Don’t miss the mark.

Understanding web designers: A pop quiz!

Posted December 12, 2008 | Posted By Rick Sloboda
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Who are these so-called “web designers,” and what are they all about? It’s a profession shrouded in mystery.  Here’s a little pop quiz to familiarize you with this baffling vocation.

1. Who truly gets no respect?

A) Rodney Dangerfield
B) Osama Bin Laden
C) Web designers
D) Web designers and Osama Bin Laden

ANSWER: D. Web designers don’t get respect because it’s a job where it’s hard to define the actual work that goes into it. Osama Bin Laden doesn’t get respect because he is the most hated man on earth.

2. If a high school student can design a website for $10 an hour, then an experienced web designer is grossly overcharging the client if they can’t do the same.

A) Yes
B) No
C) Go screw yourself!
D) Go screw yourself with the festering stump of a crusty pirate named Ol’ Petey
E) Both C & D

ANSWER: E. $10-an-hour designers usually create $10-an-hour websites.

3. What is a web designer’s favorite leisure activity?

A) Killing time on Digg
B) Finding old Steve Jobs photos
C) Whining about the industry
D) All of the above

ANSWER: D. Whining about the industry, though, comes first and foremost in terms of favorite activities.

4. When you tell people you’re a doctor they’re impressed. When you tell people you’re an architect they’re impressed. When you tell people you’re a web designer they:

A) Shrug their shoulders
B) Laugh nervously
C) Drop to their knees and kiss your feet
D) Awkwardly shift from foot to foot with the expression on their face like they crave pudding
E) A, B, & D

ANSWER: E. Very few people appreciate the education and skill that is involved with being a designer.

5. The ultimate goal of a web designer is:

A) To have a pretty site
B) To communicate via design
C) To create a forum with chimps wearing people clothes because everyone loves that and always finds it funny
D) All of the above

ANSWER: B. Though the site should be “sexy,” it has to have purpose or else it’s a big waste of everyone’s time.

6. Adding a thick border might distract and cause:

A) Noise
B) Irritable bowel syndrome
C) A Biblical plague of locust
D) Both B & C

ANSWER: A. Design is not a matter of taste. Even if you like it, be aware that such things as certain color combinations don’t work.

7. What’s the difference between professional and amateur web designers?

A) One solves a problem using a website, while the other creates something that looks nice
B) A Y-chromosome
C) An opposable thumb and ability to walk upright on twos
D) $30,000 a year
E) Both A and D

ANSWER: E. Amateurs decorate, professionals communicate. Unfortunately, D isn’t always true.

8. What is the thing that web designers need most?

A) Empathy for the site’s users
B) Apathy for the site’s users and a key to the executive washroom
C) World domination
D) A hug

ANSWER: A. Always keep in mind the user needs to navigate easily around the site. Too many bells and whistles can be distracting and get damn annoying.

9. When it comes to links a designer should:

A) Make it look like a link; it should be recognizable and consistent with the link style
B) Make it fun for the site user to find them; like an elaborate Where’s Waldo adventure
C) Not include links, because links are for “sell outs” and “sissies”
D) Curl into a ball and cry

ANSWER: A. Again, have empathy for the user.

10. Will a client automatically like your design right off that bat?

A) Of course they won’t have you change a thing. Take them out for a shrimp cocktail
B) No. Strap yourself in for a long series of changes and expect them to pick the worst draft
C) They won’t, but they’ll buckle under the pressure if you insist that it’s good because the majority of clients fear web designers much the same way citizens of Tokyo feared Godzilla
D) All of the above

ANSWER: B. As they say, a camel is a horse designed by a committee!

Web businesses maintain hope

Posted December 9, 2008 | Posted By Rick Sloboda
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The current economic landscape may be daunting, but there’s a silver lining for businesses in the web services industry.

As consumers continue to take their business online, businesses are doing the same to accomplish savings in the sales, marketing and even operations budgets.

Indeed, the web service providers allow businesses to reach farther, faster and for a fraction of the cost of traditional offline counterparts.

Case in point: Webcopyplus is looking into a promotional campaign targeting close to 5,000 organizations. Strategically leveraging e-mails costs just a fraction of old-school postcards and post.

Time Online’s Jonathan Weber shares signs of underlying resilience in the economy, and discusses how the rise of the Internet as the dominant information medium “will not be halted by even a steep recession.” Read A sliver of hope for the online economy.