During a recent web writing class, I was surprised to learn several participants felt websites in general have only one main purpose: to sell products or services.

In the business realm, promoting products and services is common. However, there are many other types of websites, including:

• Personal or biographic websites, a.k.a. blogs
• News websites, which can complement newspapers
• Informational websites, designed to share information on specific topics or hobbies
• Instructional websites, ready to educate you, often cost-effectively and around the clock
• Community websites, or social websites, Web 2.0 sites…call them what you will
• And entertainment websites, made to distract or amuse you

If you’re looking to launch a new website, be sure to answer a few key questions before you employ a web designer, web writer or any one else. It’ll save you much money and time, and help you succeed.

Despite the perception of so many business owners, search engine optimization is not about tricking search engines to get anyone and everyone to your website.

It’s about building an effective online marketing strategy that delivers a flow of highly targeted prospects who are seeking what you offer.

Yet, so many business owners think more traffic — any traffic — is the key to their success on the Web. Sure, it looks impressive when reviewing Google Analytics. But the wrong traffic will do little for a company’s bottom line.

For more insight, read Good Traffic, Bad Traffic.

Your brand on the Web goes far beyond logos and colours. The digital experience your website provides visitors heavily shapes perception.

In fact, your brand is what your visitors talk about to friends, family and peers after they use your website, products or services. And it can be negative or positive.

The scary thing for businesses on and off the Web is that people tend to talk a lot more about negative experiences than the positive.

Consider all the times you’ve dined at restaurants. How many times have you or others around you complained to a manager? And now think about how many times you or the people at your table asked to speak to the manager to give praise?

Your online brand is created with every single click, image and word. So be sure to treat your visitors with respect.

At the end of the day, their perception is reality.

So, your shiny new website marketing copy is finally in place. Congratulations! Even better, that same marketing copy is starting to bring in business. (Must be all those precise keywords and cleverly phrased calls to action.)

Before you amortize your investment, consider how those carefully crafted words can work for your business in other places. Repurposing your website marketing copy will:

• Reinforce your brand identity
• Establish consistent messaging
• Increase customer recognition

It will also give you more than your money’s worth.

Here are 10 possible ways to repurpose your website marketing copy so it works overtime for your company, online and offline.

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Pepsi reportedly spent $1.2 billion over three years to give its products a facelift, including Pepsi’s new logo, which promotes the message ‘hope’.

It piggybacks on President Obama’s widely celebrated message of hope. And, per Michael Scherer’s article in Time, Pepsi’s hope messages are plastered throughout America’s capital.

Ironically, as the article reports, President Obama and his team are not necessarily fans of Pepsi.  They prefer Coke.

Perhaps Pepsi’s hoping the ads — created by Arnell — will steer Obama and his administration to “the new generation” of the colas.

When it comes to web content, many business owners believe they can accomplish everything a professional web copywriter can — and more. However, when business owners attempt to write their own web copy, it often leads to frustration, lost time and missed opportunities.

In fact, many businesses come to Webcopyplus looking for a web copywriter after struggling to complete their web content for weeks, sometimes months. In the interim, they get their web designers to upload their old web content, or just put the project on hold. Regardless, the final outcome is usually substandard.

Since web copy development often causes designers major hassles and delays, it’s baffling to find web designers who simply don’t grasp and appreciate the value a well-versed web copywriter can bring to a project.

An article written by a Maine web designer was recently brought to my attention, in which she stated (verbatim):

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More is not enough. People want more than others, suggests a new study on how money motivates.

University of Bonn researchers used brain scanning to show how much people take others’ earnings to measure our own success. Economists and brain scientists tested male subjects in pairs, asking them to perform simple tasks and promising payments for success. Using magnetic resonance tomographs, the researchers examined the volunteers’ brain activities.

Participants who got more money than their co-players showed much stronger activation in the brain’s “reward center” than when both players received the same amount. So it’s not what we have that matters most, but rather what we have in relation to others.

It’s an odd trait, to be sure. “Keeping up with the Joneses” robs us of being grateful for what we have, and living blissfully in the present.

As far as marketing goes, “get ahead of your peers” proves to be a powerful motivator, and marketing and sales types will likely exploit this on an increasing level.

Leave the Joneses in the dust might appear on billboards and websites near you.

Personalized Internet marketing equals profits. Online shoppers are drawn to ads that relate to them, according to a new study released by ChoiceStream.

Up to 58% of frequent web shoppers are more likely to click on a customer-centric ad, and the more they spend online—the more interested they are in personalization.

Results from a webinar panel survey released by ChoiceStream last year indicate approximately 90% of ecommerce professionals believe personalization can increase sales, This information gives business owners a compelling reason to rethink their online content.

Both organic and paid search results can increase your revenues dramatically. But which is worth more?

Recent earning reports reveal Google-owned websites (mainly search results) generated revenues of $3.40 billion in the first quarter of 2008, equating to $37.7 million per day. This reflects what it’s worth to be listed on Google’s first result page.

Meanwhile, an iProspect study indicated 72.3% of Google search engine users choose natural search results over paid search results. Why? Organic search results are deemed more relevant and trustworthy.

In fact, studies by Enquiro and iProspect revealed that 60.5% to 70.0% of users trust organic results, compared to just 30% to 39.5% of users that trust paid results.

Both organic and paid online marketing are powerful tools. But with web users trusting and clicking organic search results much more often, organic search results have greater value.

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.