When I write copy for websites, clients often ask, “What about optimizing for search engines?”
Search Engine Optimization (or SEO) can be critical because we need a certain critical mass of traffic to be successful.
But there’s no point in bringing traffic to your site if you’re not already converting. Here are 3 ways to make that happen.
(1) Appeal to the senses.
When I lived in Seattle, I used to walk my dog down a neighborhood street, where we would pass a small neighborhood bakery. We inhaled aromas of freshly-baked buttery treats, made the old-fashioned way.
Notice what happened when I just described the experience. Your taste buds got activated. You probably recalled some fresh baked goodies of your own. Smell is a powerful sense!
You can use word pictures to evoke feelings and awaken your visitor’s senses. Go beyond the visual. Use metaphors of hearing, smelling and touching.
It took me a long time to realize that copywriting was more than a choice of headline templates. Fresh, creative description was what readers craved. Tired old cliches would deaden their responses.
(2) Offer a sample.
I successfully resisted temptation for many months. And I rarely carry a wallet while dog-walking.
Then one day I ran into a friend on a muffin mission.
“I will treat you,” she offered.
Not wanting to be rude, I took home one half of a small pastry…which turned out to be far more delicious than I anticipated.
The website equivalent: a mouth-watering sample – a free report, audio or video, with a promise that will hit your readers’ hot buttons: tips, secrets, how-tos. It’s easy to hold back when you’re creating the free stuff, but it’s a sample. Bakeries don’t keep a special case of day-old, mundane products for samples.
I always feel cheated when I sign up for a “freebie,” only to get a few trite paragraphs followed by a sales pitch.
For instance, I followed one popular guru for awhile. He’d impressed so many people I was genuinely curious about his work.
But I never figured out what he had to offer. His freebie video consisted of his rags-to-riches story along with some stories about his clients. “With just a few tips from me,” he would say, “they are now multimillionaires.”
Yes, I wanted to say, but what did you do? Would this be something I’m comfortable doing? Can I imagine myself working with him?
(3) Follow up.
As I walked past the bakery, I was reminded, “Next time I need a quick thank you gift, I can come here. It’s right around the corner.”
The bakery doesn’t have to go anywhere. It was right in front of me. I couldn’t help seeing it when I walked by.
And while search engines bring traffic, sometimes your best clients won’t find you by searching. They’ll stumble over it. They keep seeing your name. In some business fields, they’re not even looking. They won’t know they want you till they see you.
(4) Look for signs of success.
Alas, I soon became a customer of the bakery. That was easy.
How are you measuring success? Are you looking for signs of a growing list? More sales of a certain product? More mentions on other people’s blogs and social media posts? What indicators really make sense to you?
(5) Make it easy.
My neighborhood bakery welcomed well-behaved dogs and even offered biscuits. So when I was out with my dog Gracie, I could pop in and make an impulse purchase. No barriers!
Sometimes I can’t figure out what I’m invited to buy. I’ve been to so many websites where I couldn’t find a form to order an ezine, let alone an order form. And I usually give up when I’m asked to complete credit card forms for a zero-balance product.
Just that one impulse buy could be the start of a long relationship. I patronized that bakery till I left Seattle.
What are you doing on your website to get visitors hooked? Share in the space below!
But website copywriting includes the nav bar and the way you direct your audience to move through the site. When your visitors view your website pages in a particular order, you send a message that echoes your website content. Your copywriter will help you name your pages and create menus.
This step is critical to your success. Google page rank is influenced by navigation and your visitors will comment on ease of getting around your website.
Most important: When your readers view your pages in the sequence you recommend, they get a clearer message. They also respond to the way you name your pages. Often a fuzzy, ambiguous name will create confusion and we’ve all heard the adage, “A confused mind always says no.
What do you think? Click on the link below to leave a comment. If you don’t see a comment link, click on the title of this post.
And I’ve got some free copywriting tips to help with your content. Click here for immediate, free access.
3 Big Ways A Copywriter Can Help You Grow Small Business (Whether you’re a brand-new newbie or a polished pro)
You’ve spent the day revising your sales letter. It’s still not coming together and now you’ve got a day’s worth of catching up.
Or you’ve been postponing your website makeover for months. It’s costing you money and clients…but you don’t know where to start and frankly, you’ve got other things to do.
Or you’ve gotten behind in content creation. Your blog looks a little bare and that white paper might never get finished.
But will a copywriter really deliver value? After all, she’s just putting words on paper.
Here are 3 surprising ways your copywriter will contribute to your business, no matter what market you serve or what challenges you’re experiencing right now.
(1) You’re not paying $2000 for a website. You’re buying a powerful lead generator and client magnet. Your site gets up fast so you stop leaving money on the table. Best of all, you’ll save many hours dealing with tire-kickers and freebie-seekers.
(2) You’re not hiring a wordsmith. You’re hiring a collaborator who’s committed to helping you grow our business. She helps you identify deal-sealing benefits your prospects demand and avoid deal-killer mistakes that scare away your most valuable clients.
(3) You’re not buying content, such as blog posts, white papers, and lead magnets.
You’re building a professional, polished online presence. You establish yourself as an authority and enhance your know, like and trust factor.
Most of all, you’re buying FREEDOM.
Writing a white paper, website or sales letter can take 20-30 hours if you’ve never done it before – and you draw on skills you might not need again for another five years. How much do you charge per hour? Chances are your answer means hiring a pro copywriter is a no-brainer decision.
If you’re ready to work with a pro to get these kinds of benefits, I may be a good choice for you.
“Why isn’t this copy delivering results?” Get a video review to figure out what’s not working and – especially – what changes in content will be likely to change your results.
“How can I get this copy written so I can finally sell this program?” Need to get a high-converting sales letter for your next launch? Complete the website makeover that’s way overdue? Quickly put a white paper in the hands of your curious prospects?
Let’s start with a 90-minute consultation. We’ll collaborate on blueprinting your project, whether you hire me to create done-for-you content or want to be coached so your DIY copy sounds like you hired a pro.
Not sure what you need but ready to take action to grow your business?
Send a message to http://cathygoodwin.com/contact
OR leave a message at 215-650-7275 (that number is for messages only).
Everywhere we turn we’re being told, “Write guest posts to grow your audience.”
The top blogs have been swamped with offers of articles. If you operate any kind of blog, whether you’ve a newbie or a veteran, you’re likely to get a canned message from a journalist offering to write a post.
So would you ever say yes – or even go out and actually seek guest posts for your own service business blog? Would you open the red velvet rope and give them insider access to your readers?
Most of the canned messages assume you need content and you’re too busy to create everything you need. But experienced bloggers are more concerned with the quality of content than just filling up space. [Read more…] about 5 Reasons to Host Guest Posts On YOUR Blog (Even If You’re New)