Internet Marketing Podcast, Web Usability Blog – Intuitive Websites

Avoid Developing a Generic Website

December 2009
What is a generic Website?

• The Website’s only tagline is “Welcome to our Website”
• The Website does not communicate well online
• It does not add value or special insights
• There is nothing unique offered by the site
• The site is an online brochure and NOT dynamic
• It has a high bounce rate

What are few pointers on making the site unique and engaging?

• What works offline should be translated online
• High-level branding and management staff should be involved in the Website messaging and marketing
• A clear direct tagline and /or slogan is needed on every Website
• A well-defined understanding of the target market is critical
• The Website content must speak in the language of target market

Many Websites are loaded with brochure copy or marketing-speak copy, does that lead to a generic site? Brochure copy is the best example of a generic Website. Learn how to write for your target market and the Web in general. Don’t talk about your business too much and use direct and clear communication on all site pages.

How can graphics, images and photos keep a site from being generic?

• Avoid clip art with no messaging
• Use real people with captions in photos and graphics
• Focus on real product photos with as much detail as possible
• Use optional video, slides Flash and other media to tell the story

What are the key action items for the listener?

What makes your business unique and special? Add those benefits to your Website
• Evaluate your Website from the target market’s point of view
• Use clear direct taglines and messaging
• Use dynamic, but unique photography and media with captions and messaging
• Offer product views and descriptions not offered anywhere else on the Web
• Make it very easy to contact your company
• Get feedback through user testing

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

 

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Add comment December 14th, 2009

The “About Us” Page

How should a company talk about themselves on their Website?

• Always easiest to talk about yourself.
• Develop an “About Us” page.
• This is the place where people come to learn more about your company.
• Take it seriously.
• If done right, it can drive conversions.
• Users look for value first then want to learn more about your company.
• Opportunity to build trust and credibility.
• The “About Us” page reinforces the brand.

What should be included in the “About Us” page?

• Philosophy and business approach.
• Company history.
• Bios and photos of team members/staff.
• Client lists, case studies, and testimonials.
• Location photos.
• Videos, photos and other content that describe your company

But, how does the “About Us” page drive conversions? First, a visit here shows a high level of interest. The visitor is highly qualified; a trip to this page is likely, not random. Build the credibility and trust the visitor is looking for, then make it easy for them to convert from this page.

Action Plan:

• Create, write or improve your “About Us” page.
• Make the “About Us” page visible on the main navigation.
• Get user feedback on the page and edit as needed.
• Include the items mentioned in this podcast.
• Keep the page current, review it often.
• Measure the stats and conversions from this page.

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

 

 About Us Page [12:32m]: Play Now | Play in Popup | Download

Add comment October 27th, 2009

Website Content that Drives Conversions

Once you have made the time to write Website Content, here are a few tips on writing content that will get conversions and provide a strong ROI. Content is critical to Web success and plays a big role in getting conversions. Content can be many things:

• Taglines
• Headers
• Blocks of text
• Captions
• Images/graphics/photo/videos/audio
• Anything on the site where there is a connection with the user.

Where do you start?

• Answer the questions: What does your company do and who is your company?
• Homepage, create connection with the user so they want to dig deeper into your site.
• Effective tagline.
• Write for the target market and for the Web.
• include a contact us link on every single page and give users many options (forms, e-mail, face to face visit, phone call).
• Use links within content to drive the user from small to large content.
• Promotions and an invitation for spontaneous action on every page.

How does Web content drive leads?

Work even harder than in the past on your content. Branding and your services description have to be top notch. Services must make a connection with the branding statement. Well organized, resources content show you are a leader in the service you offer.

How does Web content drive sales?

eCommerce sites must connect a lot of pieces that start with your brand identity. This includes photos and captions and product descriptions written for the target market.

What are the key action items for the listener?

• Communicate brand identity on your home page.
• Carry the brand identity throughout the Website.
• Know what the user is looking for and help them find it.
• Make use of captions on photos.
• Use deep content on the about us pages.
• Also, use deep content in your resources section.
• Place conversion points on every page.

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

 

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Add comment October 8th, 2009

How to Get Website Content Done

Getting content done for a Website is a big challenge.  Our clients either don't have time or do not know how to get it completed.   It is worth the investment to either learn the skills or hire someone to put good content on the Web. 

Why is it such a challenge for small or large businesses to get content to their Website?  It takes time, it's hard to find the time, and it requires skill and practice.  Also, the best content resides with just one person or a  few people in any organization.   Don't use any of these reasons as an excuse for not getting the content on the site.  It can be a team effort.  The team will need to have the following skills, a) comfortable with English Language, b) understanding how people read Web copy and c) an understanding of the content and industry.

One way to make all this happen is to hire an external web marketing team to help direct the process to ensure the content is completed.  Whether the content is created internally or externally it still requires a process and persistence.   If you choose to have content written by an external web copy writer  be sure to hire someone that will spend the time to interview the business team and really learn the industry so the final content is relevant and accurate.

What types of content are we taking about?

• Home page copy and branding
• Key bullet points
• About Us content
• Captions and tag-lines
• Headers
• Product and Services
• Resources based content  (blog, information content)

Where can Web marketers go to get resources or get started?

• Keyword research- content should be keyword rich to help draw search engine traffic.   However, write for your target market first and search engines second. 
• Start with the branding component – homepage messaging.
• Find a copy writer that knows how to write for the Web.  If decide to go internal, make sure they get training to do it well.
• Many good books on Web content
• Call Intuitive Websites to help direct the process and/or find you the right person to write your copy.

Key action items:

• WRITE- and do it every day.  The more you do it the better you will get at it. 
• Take the time to think about and develop a strategy for Web Content.
• Make it a priority in your Web marketing strategy. 
• Share what you have learned, write what you have learned about your industry. 
• Find someone to help you or learn yourself
• Make the time, don’t make excuses.

Next podcast will dig a little deeper on this topic.  We will talk about content that drives the conversions.   Once you have made the time to develop content, next make content that will drive conversions. 

 

 How to get Website Content Done [13:02m]: Play Now | Play in Popup | Download

1 comment September 13th, 2009

Website Content

One of the greatest challenges to Internet marketing success is Website content.  Content is the most important part of your Website as users ultimately come to your site to read content.  

Who Will Write the Content?

You need to have someone with the right web writing skills, time and direction to produce the most effective content. Make it a priority and look in-house our out-source.  Content creation is an on going project and you have to keep your content updated. 

How does one learn how to write Web copy?

Use clear headers, bullet points, small paragraphs and clear direct graphics.   Cut your content in half and still communicate the same message.  If your domain does not easily convey what your website is about your headline and tag lines become critical. 

The Principle Law of Website Content 10 out of 10 Rule

All 10 will be able to understand exactly what you do within 10 seconds of coming to the site.    The value your business provides should jump off the homepage.   Your taglines and bullet points should be clear and direct on the home page.   Example pages that are struggling with these concepts are Convene Now and ConsultatitiveHealthCare. 

Avoid Market-Speak to Drive Conversions

Brochure copy should be avoided and cut to the real benefits your provide customers.    Users want to read about what value your business offers not reading about your business.  User convert when the read the content so make sure it is the content they are looking for. 

Develop a Content Theme

Homepage content should be centered around three or four central themes that are key to your business.  User will be looking to answer these questions 1) who are you? 2) Are you professional/qualified? 3)  How can you help me?   If they think you can help, they will convert.  You can reinforce these messages in your navigation and your product and services descriptions  

Your Social Networking tools  should be noted on your Website linked accordingly.  Much of the content on Facebook, Twitter etc. is utilizing the concise content we have been talking about. 

Bad Content is Ignored

Most users do not read poorly presented or written content.  Learn how to write effective content and increase your conversions. Recommended reading:  Killer Web Content by  Jerry McGover,  Letting Go of the Words  by Janice Reddish and Don't Make Me Think by Steve Krug.

Action Plan

• Assign someone to direct content and train that person
• Get inside the head of users and ask the 10 out of 10 question
• Write content for conversions and strategy
• Write content for SEO
• Update your site weekly or more often

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

 

 Website Content [18:50m]: Play Now | Play in Popup | Download

Add comment April 17th, 2009