<h>The Copy Ingredients Of A Successful Website
The plain truth of Internet marketing is that copy does most of the heavy lifting. You can have a beautifully designed site with horrible copy, and it won’;t convert as much as an ugly site with brilliant copy.
Listen up, this one’;s a no-brainer. Building a successful website is as simple as an Easy-Bake oven. Although it’;s a lot of hard work to build a successful site, it isn’;t very difficult to understand. The directions are clear.
Here are the few of the ingredients—and there are :
Organization and Navigation
The foundation of any web startup is the people that have built it. It’s no secret that the largest component that drives the continual growth of Six Revisions and Design Instruct are their brilliant writers. Without them, our two sites wouldn’t be where they are now.
Discovering people with the same passion and belief is rare. Thankfully, we’ve found a few of them that have decided to join our family.
That seems counter intuitive, but it’;s a fact. This is not to say design isn’;t important, or that you don’;t need to worry about design – you do. However, you need to focus even more on your copy. It needs to be clear, crisp, and concise. For a successful website, you also need a few little tricks shown here. Calls to action to each page. Every page needs to plainly tell the visitor what to do or where to go next. You can have calls to action inside the copy, at the bottom of the page, or in a sidebar.
Typically, calls to action are at the bottom of the page, but you can play a little and see what works for you. If your website visitor isn’;t sure what to do next, he or she will take the easy way out, click off the page, and likely never return. Contact page that is easy to find. This is also a design issue, but it’;s included here because it’;s vital to your site’;s success. Your visitors need to know how to reach a live person at your company. You never know what he or she may need to discuss or how large a sale looms on the horizon. Often, people simply want to hear back from you and ask a few questions before buying. If they can’;t reach you, you’;re losing money.
Effective time management skills
Having a good time and task management habit ensures that you can keep up with the growth of your web project. Time is the primary limiting factor to your growth, and thus, you have to treat it as a resource, just like your budget and your technology infrastructure.
People won’;t waste much time trying to find your contact information, so make sure it’;s front and center and accessible from every page of your website. Add every conceivable manner of contacting you: phone, email address, physical address if applicable, and a contact form that goes to an email someone checks at least once a day. If you can include contact information for at least two people, do it. If you have more than one branch or location, give full info for every single branch. About page with some personality. People like to know the folks behind the companies they do business with.
Many businesses put up an About page that reads like a dictionary entry-boring and factual. Tell a story, and make it entertaining. Every business has a unique tale of how it came to be, so tell your compelling story. While your personality can and should shine through on all the pages of your site, it needs to come out full force on the About page. That page is all about you! Exciting copy that spells out benefits. It goes without saying that your web copy should be clear, concise, and compelling, but it also needs to show what you have and how it will help your prospects. Don’;t beat around the bush on this-tell them how your product or service will make their lives better. It should be a no-brainer for them to do business with you.
Your product descriptions should be, well, descriptive. Use plenty of adjectives and tell them what they’;ll receive. Make sure your buy buttons are directly below that wonderful copy so it’;s easy for them to buy. Credibility and authority. Incorporate a blog into your website, and keep it updated.
Looking out for opportunities to grow
The reason I personally respond to every email (I get hundreds a week) and carve out blocks of my time to partake in interviews, participate in discussions, write on other web publications, join panels, write books, and other activities that may not have a direct impact on Six Revisions or Design Instruct is because I never want to end up saying, “I wish I’d done that.”
Being receptive to possibilities outside of the websites that I run, without a doubt, has contributed to the growth of my own web projects.
You’;re the authority, so publish articles, interviews, and white papers that reinforce that. People want to do business with the best, so your website should give you plenty of credibility and show that you’;re an expert at what you do. Meta data.
The search engines use meta data, as well as keywords embedded in the copy, to rank your website and allow readers to find you. Meta data typically consists of title tags, keywords, and descriptions. Each page should have all three plus keywords embedded in the copy. The final step to creating a successful website is to ensure that your copy is error-free and grammatically correct. Consider hiring an editor to look over the copy before you or your webmaster load it.
Internet are doing—especially the commercial sites where it is even more important. Most sites serve up pages like half-baked cookies without everything necessary. They usually get the sugar in there but they often forget even more essential elements like flour and water, making their servings hard to swallow and even more difficult to stomach.
A successful website might be able to get by with only five of these ingredients—if they are exceptionally strong and well-crafted—but you can’;t expect a sight to attract diners unless all six courses are served, especially as the competition in the market heats up.
While not every restaurant may not take American Express, you cannot afford not to. If your audience cannot shop, see, eat, or visit your site without downloading a browser they may not have—and may not even be able to use, your audience will be smaller than it could be and you will be short-changing yourself in the process.
Realistically by the end of this year, there are probably only three browsers you will need to watch and engineer for: Netscape Navigator, Microsoft Explorer, and Spyglass whatever. The last is only important in that the most adept foreign language browsers in the world are currently based on Spyglass, though this will undoubtedly change.
For these last issues, you are on your own. This is where you need to be the creative, ingenious, forward-thinking ones. What the Net and Web are to be is little like it is now and the only way from here to there is to dare to create interesting experiences and innovative ideas.
If you can’;t handle that heat, get out of the kitchen. You should get out now and look for a more stable, well-understood medium, like television or magazines.