Leveraging Website Copy
Notes From A March 13th Presentation
To SCK's Ask The Experts Workshop Series
U.S. Households lost $11 TRILLION IN WEALTH IN LAST YEAR. That's worth keeping in mind. But if you’re in business, now’s not the time to retrench. If anything, you need to work smarter if not harder in biz development. During tough times, there’s a flight to quality, value, dependability, etc.
Entrepreneurial people aren’t as intimidated by chaos, because they find opportunities in change and see patterns that others may not. Use the web as your skunk works; experiment with it for building leads, contacts and conversations.
Full disclosure: I’m not really an expert about the web. Be skeptical of anyone who says they are. The web is too fluid and dynamic for anyone to ever really become expert, because just when you think you have the hang of it, things have moved on. The goal instead is to be a learning machine.
For the web to work at its best, you need to blend the various sub-disciplines (SEO, e-marketing, analytics, design, content, usability) into a seamless whole. Think of them as tactics blending into your larger web strategy.
The end goal of all of this is, or should be, inbound marketing. Business is a lot easier when some opportunities find you.
A Few Do’s & Don’ts On Web Copy
Don’t Bury Your Lead
Get the essence of your organization/product offering on the home page, not buried four clicks away, hoping visitors might find it. Just as every successful presidential campaign has a crisp, clear, coherent, credible narrative that states the case for voting for that candidate, your home page has to quickly and clearly communicate what you’re about, how you’re different, and why anyone should care. And it should be tailored to your audience & closely tied to your business objectives.
Don’t Get Carried Away by Baking Key Words Into Your Message
This can sometimes come at the cost of being unclear about your main offerings, real corporate culture and central differentiation points. Besides, you can always accomplish some of that via meta tags and title tags.
Don’t Panic About All This Social Media Stuff
Just do something, at least one thing well, and grow from there. These are merely tactics that shouldn’t cause you to lose sight of your larger strategic objectives. Do a couple things that help with inbound marketing. Consider an “ask the experts” micro site in which you invite visitors to ask questions. It’s a good way to demonstrate your knowledge.
Do Give Both Readers & Skimmers Something for Them
If you worked for Bill Clinton, you might best report on your progress by preparing a long report for him to read. If you worked for George W. Bush, you’d be better off crafting a short and compelling story to relate to him orally. Find a way to deliver your message to different kinds of audiences.