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Gary Scott
Submitted 2013-07-22 18:41:10 In the literary world, "good writing" may be notoriously difficult to define. But on the Web, good copy has two clear, easily understood objectives: 1) It elevates your search engine rankings and; 2) it attracts qualified traffic and holds the attention of your prospects and customers. If yours is an e-commerce site, your copy must also assume a third role as a virtual salesperson capable of closing the deal.
On the Web, your words carry a lot of weight. Fortunately, you can build verbal muscle, fast. Following are five tips, hints, and suggestions you can apply right now, with a minimum of time or technical hassle, to dramatically improve [url=http://www.jxycxy.com/wygkcn_GuestBook.asp]louboutin[/url] the effectiveness of your website writing.
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Why be stingy with words? There's no penalty for length, so make your text links as informative as possible. Instead of click here for more information, load your [url=http://www.jeremyparendt.com/Barbour-Paris.php]barbour france paris[/url] link with appropriate keywords that tell readers what they can expect upon arrival, such as compare laser printer [url=http://www.tagverts.com/barbour.php]barbour deutschland[/url] prices, features and print speeds or download Whiff & Poof's top ten life science stock picks for the upcoming quarter.
2) Use headlines and subheads.
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A page about graduate degrees for educators, for example, might lead with the following headline, "Weekend certificate programs for working K-12 teachers." The subsequent subheads would not only interrupt the monotony of long copy, but communicate the most important elements of the story at a glance: "Finish your degree in just 14 months," "We'll bring the courses to your [url=http://www.par5club.com/louboutin.php]louboutin[/url] school," and "Enroll online in minutes."
3) Include alternate spellings.
Many common word and phrases, such as e-mail (email) and Web sites (websites) have legitimate alternate spellings. In the traditional print world, this ambiguity is tackled by consistency -- you pick one spelling and stick to it.
But on the Web, this is a rule you should break. Since you cannot control the spelling a searcher may use, anticipate them all. If you provide [url=http://www.chehot.cn/forum.php?mod=viewthread&tid=7263]jordan pas cher Significant Criteria Of Choosing Natural Dog Food - What's Neede[/url] a "business to business" service, you'll want to express the phrase in its common aliases, including "business-to-business," "B-to-B," and "B2B." (Just as there are exceptions to rules, there are exceptions to breaking them: If your site's reputation rests on editorial quality, you may want to sacrifice some search engine optimization by sticking to consistent spellings and maintaining the integrity of your brand identity.)
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Now take a look at your page. Good copy should have very few, if any, streaks of yellow. Bad copy will look like a field of dandelions. Pull the weeds. Replace all the yellow copy with specific promises, facts, benefits, features, and other pieces of concrete evidence that can support your causes and claims. You might transform the previous parenthetical examples thusly: "enterprise process solutions" becomes "browser-based manufacturing and inventory control"; "exceeding customer expectations" becomes "a 30% decrease in material waste in just 60 days, guaranteed"; and "best in class services" becomes "recognized as the industry standard by the Institute for Chemical Forensics."
5) Learn from your Web stats.
Chances are, the provider who hosts your website, or the internal IT people who monitor your servers, create thorough daily [url=http://www.jiayushouji.com/forum.php?mod=forumdisplay&fid=2&filter=typeid&typeid=1]woolrich outlet You Can Decorate Your Household’s Home With Out Spending Tons Of[/url] reports of your site traffic. Sadly, too few writers have access to these reports or, if they do, take advantage of it.
These Web stats contain a wealth of [url=http://www.sandvikfw.net/shopuk.php]hollister sale[/url] information of enormous practical value, including:
o Referrer data: These are the source pages of links that were used to access your pages. Some of these will be search engines, of course. But others will be blogs and other content-rich sites. Consider this data as a clue to the kinds of copy and information that attracts attention -- and encourages others to build links to your site.
o Search queries, search words: The keywords people used that led them to your site. Read these carefully; you'll find search terms you'll want to apply more liberally in your Web copy. (Conversely, you'll discover that words you thought were important fail to show up -- which means they're not being used to find you.)
o Request report: A ranking of your files/pages by requests [url=http://www.gotprintsigns.com/abercrombiepascher/‎]abercrombie pas cher[/url] (popularity). Look here to see which content really pulls (and [url=http://www.tagverts.com/barbour.php]barbour online shop[/url] should be expanded) and which fall flat (and may be candidates for deletion.)
And one final suggestion...
Consider your Web site content an evolving work in progress, rather than a one-shot project that requires monumental effort and is then otherwise abandoned. Unlike printed materials, Web pages may be revised quickly and inexpensively. New content can be created, published and assessed within days (sometimes even hours), so it [url=http://www.davidhabchy.com]barbour sale[/url] pays to experiment. Apply the preceding writing tips, then watch the Web stats for the results. To paraphrase the instructions on shampoo bottles, "Revise, review, repeat."