What’s a web content strategy? It’s planning content creation, delivery and governance, and it’s a practice every business should employ — but few do. Taking a step back and developing the right strategy can maximize the impact and reach of your web content, and help you surpass your business goals.
Product web pages are the “money” pages of your website. They’re where you convert lookers to buyers. If you want to maximize conversions, it’s not enough to merely cut and paste manufacturer product descriptions onto your product pages. You need to structure and write product information specifically for the web. Here are a few tips.
Any experienced copywriter knows when you take time to explore your prospects, you’ll produce more effective content, a stronger marketing campaign and boost conversions. So, to truly connect with and engage your desired audience, be sure to consider their emotions, attitudes and aspirations.
When you think of myths, you might think of ancient Greece and sacred beliefs about Titans, Olympians and lesser gods. Copywriting, although less ancient or sacred, has its own set of myths about copy length and word choice. In the interests of better copy for everyone, let’s dispel some of the most pervasive copywriting myths.
Humans are hardwired for stories. Our earliest communities used storytelling to transmit beliefs and information from one generation to the next. Even today, we teach our children to respond to stories, whether it’s The Tales of Peter Rabbit or The Time Aunt Becky Got Smashed during Christmas Dinner.
Today, marketers use stories as a powerful way to connect with consumers. You can use storytelling to sell too, if you know when and where to use it.
Most marketing campaigns can be stripped down to one of two themes: build the dream or stop the pain. Marketers tend to favour stop the pain. After all, not everyone has a dream, but everyone has a problem.
Words carry emotion. Words like hope, freedom, desire, sale and cheap inspire emotional reactions deep in the limbic system. Given the power of these emotion associations, it’s no surprise that copywriters use them to propel people to action. Yet, there are potential pitfalls. Let’s look at how different companies are using emotional language to see what’s working and what’s not.
We all know that B2B marketing differs from B2C. B2B’s longer and more complex buying process has implications for marketing — and your web copy. Here are some tips to get your B2B web copy right.
Humour is a great way to sell. It catches people’s attention, engages them, and injects an element of humanity into otherwise static information. People love to be entertained, and if you can keep them amused while promoting your products or services, then all the better (nice job, Old Spice). What’s more, humour can be a great way to distinguish yourself from the competition (take a bow, Groupon).
Does your website content confuse visitors or inspire them to take action?
The single most crucial function of any business website is to get people to act, whether it involves calling you, emailing you, buying your product online, or getting off their butts and into your store. Writing in the passive voice is often awkward and confusing, and does not induce desired action.